DOWNING STREET "DOPE."

Ohinemuri Gazette, Volume XXX, Issue 4060, 29 December 1919, Page 3

DOWNING STREET "DOPE."

Mil. LLOYD GEORGE'S PRESS

AGENT.

HOW HE WORKS

The strained relations between Lord Noiithcliffe and Mr Lloyd George are well illustrated by ]the following amusing tirade published in the London "Daily Mail," the most widely circulated Northcliffe organ :—

The publication of the Downing Street "dope" broad-sheet the "Pur ture" has 1 called attention again to the Prime Mniister's Press Bureau, which is situated at No. 10,.

.. At the: Head is Sin William Suther : land, an astute Scotsman, who first came under his present master's notice by reason of a book on Land Reform in the i days when the Prime Minister was preparing to embark on his raging, tearing Land Campaign.

Sir William, having no false pride, is. able to take his mission of booming the; Prime Minister seriously. Each year he seeks to improve his methods of leg-pulling the Press. This is rendered necesssary by the fact that the business of advertising the Prime Minister* be,comes ever more difficult owing to the number of victims who periodically fall out.

Sir William's modus operand! is simplicity itself, which partly accounts for his success. He receives all Press callers irrespective of the sympathies of .their newspapers, and endeavours to cajole them in the interests of his chief. . ■ - These newspaper callers divide themselves into three 'categories-: i.-> Representatives ot the Sycophautic and Willingly Gullible Tress. 2. Representatives of the Friendly press,. 3. Representatives pi the Critical Press. .With the first lot Sir William has no need to exercise much subtility. He merely gives out the stuff ■ he, wishes them to print and they meekly take it down, thankful for .the offering. Now and then, to add a little, zest to their labours, he Jjestows a plum in the shape of the news of an impending appointment of some coupon -magnate to the post of Under Secretary .to this or that Department. With the second lot he needs to be more adroit. They, must be treated at least intelligently and ingmtiat-" ingly. Consequently, the "dope" thut he hands out to them is much more carefully prepared and has not the full Downnig Street bouquet. In regard to the third lot he adopts the role of candid friend and is prepared to admit that there may be something in the strictures passed upon his master. At the same time he appealingly points oufc the tremendous difficulties with which the Prime Minister; is meeting, and endeavours to draw for his auditors the picture of a good and guileless ■ man struggling bravely with adversity. Such is" the insidious influence of this well-trained propagandist's conversation that members of the third category have 'contsantly to be on their) guard lest they fall an easy prey. Even the toughest-skinned journalist has been known to have his leg pulled by Sutherland. As head of the Prime Minister's advertising agency, it is Sir William's business to secutfe results, and the packets of Press cuttings containing laudatory references to the Prime Minister, and .the latest smiling snapshots of him, bear testimony to the efficiency with which he discharges his duties. Sir William is helped in his task by his profound admiration for his master. He really believes much of what he gives out. j Whenever the Prime Minister is {n ; difficulties with the Press it is for his lieutenant that he immediately [ sends to help him out. Thus during the Peace Conference, when the Prime Minister/ found his dilly-dally-ing methods were being severely criticised, Sir William was uregntly wired for to come to.Paris. On arrival the young Scot was promptly turned on to the Press representatives at the Hotel Majestic with the instructions to vaccinate them with the usual lymph. If he failed, it was not for the want of trying.

The - Prime Minister -laterly has grown so dependent upon his shrewd lieutenant that without him he is unable to Jura, and the: two have become inseparable; so much so that it is difficult nowadays to tell in the various manoeuvres for publicity which is the predominant mind. The hand may be the hand of David, but-ttte voice is the voice of William.

Sutherland is also head of the great rumour factory, from which the first hints of'Ministere departing emanate. As his master changes his mind several times a day, a rumour which may be true in the morning is untrue by the evening. Wherefore it frequently happens that Sir William is the first to give out a rumour and the first to deny it. The representatives of the Sycophantic Press are 'so. docile that they thank the hand that feeds them •with as much avidity for handing out

a contradiction as for giving but .the original report.

In appearance the great leg-puller gives the suggestion of much physical strength. "He is broad-shouldered and generally thick-set. Like the Lord Chancellor he is never to be found without a big cigar.

A bachelor, destined eventually for Ministerial rank as a reward for his services to the Prime Minister, he may be regarded as one of the eligible parties in the present House of Commons, to which he was elected as member, for the scattered constituency of Argyle at the last general election. -

His age rs kept a mystery, but ho if reputed to be 43.

At a fair computation, Sir William is worth £10,000 a year to his master. His motto is, "If you only give .out enough 'dope' some of it must stick."