DOWNING STREET "DOPE"

Waikato Times, Volume 91, Issue 14241, 16 December 1919, Page 8

DOWNING STREET "DOPE"

MR LLOYD GEORGE'S PRESS AGENT HOW HE WORKS. The strained relations between Lord Northcliffe and Mr Lloyd George are. well illustrated by the following amusing tirade published in the London Daily Mail, the most widely circulate! Northcliffe organ: — 'fhe publication of the Downing Street "dope" broad-sheet the "Future'' has called attention again to the Prime Minister's Press Bureau, which is situated at No. 10. Al, the head is 'Sir William Sutherland, an astute Scotsman, who iirst came under his present master's notice by reason of a book on Land Reform in tin; 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 lie seeks to improve his methods of leg-pulling the Press. This is rendered necessary by the fact that the business of advertising the Prime Minister becomes ever more difficult owing to the number of victims who periodically fall out. Sir William's modus operandi is simplicily itself, which partly acounts for Ins 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 of the Sycophantic and Willingly Gullible Press. 2. Representatives of the Friendly Press.

:s. Representatives of the Critical Press.

. With the first lot Sir William has no need to exercise much subtlety. lie merely gives out the stuff -he wishes them to print and they meekly take it down, thankful for the ocering. Now and then, lie adds a little zest to their labours, he bestows 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 ne more, adroit,. They must be treated at least intelligently and 'ingratiatingly. Consequently, the "dope" that he hands out. to them is much more carefully prepared and has not the full Downing Street bouquet. in regard to the third lot lie 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 appeallngly points out the tremendous diflicuitlcs Willi 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 tills well-trained propagandist's conversation that members of the third category have constantly 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.

' ffe head of the Prune .Minister's advertising agency, it is Sir William's business to secure results, and the packets of Press cuttings containing laudatory references to the Prime-Min-ister, and the latest smiling snapshots tit 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. Whenever the Prime Minister is in 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-dallying methods were being (severely criticised, Sir William was urgently wired for to Coino to Pads. On arrival the young Scot was 'promptly turned on I" the Press representatives at the Hotel Majestic with the instruction to vaccinate them with Ihe usual lymph, if he failed it *vas not for the want if trying. The Prime Minister latterly has grown so dependent upon his shrewd lieutenartt that without him he is unable to turn, and Ihe two have, become inseparable; so much so that it is difficult nowadays to M'll in the various manoeuvres Cor publicity which is the predominant mind. Tins hand may be the hand of David, but the voice is the voice of William. Sutherland is also head oT the greal rumour factory, from which Ihe llrsl hints of Ministers departing emanate, As his master changes his mind several times a day, a rumour which may be true in the morning is imlriii' by the evening. Wherefore it frequently happens that Sir William is the llrsl to give out a rumour and the llrsl to deny it. The representative* of Ihe Sycophantic Press are so docile thai they thank the baud thai IV.-ds I hem with as much avidity for handing but a contradiction as for giving out the original report. In appearance tin- great leg-puller gives the suggestion <>( much physical strength. He is bmad-shoiildered and generally thick-set. Like the Lord Chancellor be is never to be found without a big cigar.

A bachelor, destined eventually for Ministerial .rank as a reward for his services to tlio Prime 'Minister lie may be regarded as one |t»f the fli>ril>ii parlies in the present House -•!' Commons, to which ho was elected as a member for 'the scattered constituency of Argvlc at the las! pem-ral election. His age is kepi a mystery, bill he ireputcd to be 43. At a fair computation, Sir \\ imam is worth £IO,OOO a »'ar to 10.- master. His motto is, "If >"-u only S»\'j "",'; enough 'dope' sou.e •-- it '-- IU --' sues.