G. F. 323
CONFIDENTIAL #2
機密
SURVEY OF HONG KONG'S INFORMATION AND PUBLIC RELATIONS EFFORT IN EUROPE
Background and objectives
1. My visit to the member states of the European Economic Community took place between 15th February 1974 and 31st March 1974.
I was charged with reviewing Hong Kong's information and public relations effort in Europe and reporting back to Government as soon as possible after my return.
2. At two meetings held in Hong Kong in early January 1974 which were attended by the Secretary for Home Affairs, the Director of Commerce and Industry, the Director of Information Services, plus a number of their representatives and myself an outline programme for my survey was agreed as follows:-
3.
4.
(a) the primary problem concerns the E.E.C.;
(b) the question of projection of the Hong Kong image in the United Kingdom as such, rather than the United Kingdom as a member of the E.E.C., was something that should be tackled separately;
(c) the survey should not be concerned with an evaluation of Trade Development Council or Tourist Association activities, except where they impinge upon, or could be slotted in with a public relations campaign designed to achieve our primary objective; which was
(d) informing and influencing selected high-
level policy makers, official and unofficial, in the E.E.C.
It appeared that this specific objective could best be met by:-
(a)
a programme of visits to Hong Kong by influential Europeans and a reciprocal programme of visits to Europe by suitable individuals from Hong Kong; and
(b) effective use of the information media in Europe
using, where appropriate, T.D. C. and Embassy outlets, in such a way as to reach the leaders of opinion in matters affecting Hong Kong's commercial interests.
This programme objective was the principal term of reference guiding my enquiries during my travels. Because it covered a narrower and a more specific field than the full terms of reference originally proposed for an overseas information survey and since my tour was, at least initially, to be restricted to the E. E. C. only, and was not to include at this stage Britain and the U.S.A., it is worth recalling the earlier directives.
I have looked upon this study as a first and
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