MORE PUBLICITY.

Taranaki Daily News, 13 December 1924, Page 11

MORE PUBLICITY.

NEW ZEALAND'S NEEDS. behind other dominions, OPI’OR i I NIXIES MISSED. - (By T.C.L.) London, Oct. 30. The average New Zealamter, on arrival in London, is disappointed with many things. For one thing, he k disappointed over the paucity of news appearing in the English press regarding the interests and doings of the Dominion, and the ignorance displayed, even by his friends and relatives, regarding ita i ffairs, an ignorance which, or that matter, extends to all distant dominions and countries. The fact is that the average Englishman is so immersed in. Jiis own affairs that he has 'ittle time and less inclination to bother much about the overseas dominions ess directly brought to hi.s notice. The perspective of the men controllthe principal newspapers is also different from that of the colonial visitor. News, like everything etee, Las a relative value, and whilst the editors of the great London dailies doubtless have a feeling of warm regard for the dominions, they have to supply a public utility, and, in doing so, pay regard to the fact that New Zealand, for instance, does not loom so largely in the world’s affairs as do some other countries’ uearer home. The average visitor, of course, does not appreciate this viewpoint of the papers, and is inclined to blame the Government of his own country for their remissness in not bringing the Dominion and its affairs more prominently to the attention to the millions here. But it must be acknowledged that the Government have been to blame in the past for not awakening to the value of well directed and intelligent pu* lifity, and for allowing other and more enterprising colonial administrations to get ahead pf them in this important m itter. It is only during the past year that the Government have thought it necessary to

have a publicity officer attached to the office. Not a few think that in a few months this officer ca.i make up for years of lost opportunities in putting New Zealand on the map. POSITION NOT REALISED. As a matter of Tact, our Government are not even yet properly seised jf the importance of the position, or they would take prompt measures to increase the efficiency of this new department. What is the position? There is one journalist to attend function*. riee the people who matter (particularly the busy news editors of the London and provincial p~ess), reply to persona] and »ther enquiries, write articles for the whole of the Press of the United Kingiom, deliver addresses to C hambers of .'cmmerce, schools, etc., write advertisements, and generally supervise other ferms ot Government puuii-'ty. There is another officer whose time is practically all takei up with arranging for the making and showing of lantern slides, ananging illustrated lectuie* on the Dominion, and . cinematographic exhibitions.

-x-Jt is impossible for any one journalist, however industrious and gifted he may be, to satisfactorily discharge the multifarious duties devolving cn the present officer. How he manages as well as he does is a mystery to m*. It is only by working excessive hours and Wearing himself to a shadow that he ias been able to keep on <k k so long and do such eplendid work on behalf of the’Dominion. This is a direction in which it i* a mistake to adopt a cheeseparing policy. Ibe total cost of the present publicity is probably not more than £1509 per annum. It would pay the country handaomclv to substantially increase the r.mc-unt in order to seize the great opportunities now offering. Other Dominions. notably Canada. Australia and South Africa, have leng recognised the value of efficient publicity, also the fact that this cannot be obtained with-, cut the expenditure of money. They Lave been consistently adve/iising for years past, not only jn news but by propaganda, viz., by writing and having inserted in the Press special aruc»cdealing with features ami aspects of ife in their dominions, the possibilities ’or investors and .-ettiers, replying to i’.c.ss correspondents, etc. —-uid the re*<u!t is to-day that these countries, heir attractions and resources, are far letter known than New Zea.and; which, n. many respects, has more to offer investors and migrants than any of the iomiaioQs mentioned.

CONFUSION WITH AUSTRALIA. It the experience of pretty well very New Zealand visiter to whom I lave spoken that, even amongst the veil informed, New. Zealand is regarded «s part of Australia, occupying about he same position to it a- Fiji to .he Dominion. You may c-ne minute 'Xplain that New Zealand is four days’ rail from Australia, and is distinct from it in every v ay. and the next minute your friend will allude to you as an Australian. The explanation is that fixed in his mind ;.s tne idea that New Zealand has always been bracketed with Australia in the word "Australasia,” jj»d that whereas Australia is always

: '>*»g boo-te 1 by its clever publicity offi era in London. New Zealand until recently was seldom mentioned in the newspapers or anywhere eLse. New Zealand possesses wonderful natural resources and advantages that can >nly be adequately realised and appreciated by visiting and making comparison's with other countries. Undoubtedly we have the goods to offer, and have a wonderful future if we but rise to our opportunities. That, however, is the point. It ie no use having the goods unless we display them advantageously and take steps to acquaint the outside peoples of rhe fa At. A shopkeeper may juot as well have an excellent selling line and refrain from mentioning x it. keep it stowed away on his shelves, and expect the public to buy it. We must advertise oure?lves in thi€ age of advertising.

I know an English railway company that maintains a publicity staff which must cost it over £12,000 vearlk The staff have nothing whatever to do with advertising —tie preparation and insertion of advertisements. Dosters, printinir, etc. That is an entirely different department. The publicity officers confine tlirmselvea entirely to propaganda work, which require** much skill and ability. The company is thoroughly satisfied with the results, and. is prepar-

ing to increase the alloeatkn. It has only a railway system to advertise; we have one of the richest and best countries in the world to advertise. If it pays the railway company to spend £12.000 on propaganda, surely it would pay us to invest an equal sum on work fraught with such possibilities.

SOM E SUGG ESTIO.s S. It is not, however, necessacy to spend even £12,000 a year for the present. I would suggest that the Government increase its staff immediately by adding two highly trained and qualified jour- ; nalists. making three altogether, apa’t from the officer who nas to do with | lantern slides and cinematograph exhibitions. and arrange that each one of ■them should visit New Zealand every ■ two years so as to keep in touch with Deminion affairs. In Londo’q with its [varied interest-, and many diversions, it : i- easy to lo e touch with New Zealand, land .unless he has an intin.ate knowi ledge cf its doings and the trend of jaffairs there, a publicity officer cannot de, justice to Lis duties. ; The New Zealand pavilion at the Ex- [ h tbit ion—poorly set out and uninspiring las it was in many respects —has been jthe means of advertising th? Dominion, [but I venture to say that the All Blacks 'are proving .in even greater force in this [direction. It would be a pity not to take advantage of the ground won in j these ways and build upon it. As I have said, the present Government publicity officer is doing splendid work on behalf cf the Dominion, much more than, I regret to say. some of our public men give him credit for, but it is impossible for him to do single-handed what would provide ample work for a clever, energetic team.