CONFIDENTIAL
2.
verbally, frank truthfulness imparted with the vigour, colour and self-confidence so typical of the Colony is the best way of fostering an increased awareness of, and confidence in, Hong Kong. It is the colour which evokes the interest, the frankness which inspires the confidence, the performance record which generates the faith and the opportunities thus exposed lead on to the business.
7. While there is a need to convince potential retail purchasers that Hong Kong goods have quality and give value for money it would be prohibitively expensive and of doubtful value to embark on a wide public relations campaign aimed at the general public with a view to instilling confidence in and admiration for Hong Kong. It is not thought that the social conditions in Hong Kong induce retail-sales resistance. There is a need to reach the general public in overseas countries in the more specialised field of tourist promotion.
8. Public Relations work is not only best done through carefully chosen individual, personal contacts but is most effective when Hong Kong is "sold" by someone who knows the Colony well. Such people are those who are engaged full-time on promoting Hong Kong's interests, who have lived in the Colony and who make frequent visits to see for themselves.
A second group
is those who are interested in the Colony's affairs who can be persuaded to make the trip to Hong Kong and then be prepared to speak with all the assurance of having seen for themselves: much of the Public Relations effort should be devoted to increasing the number of people in this group. In a third group is the Hong Kong businessman who, when abroad, speaks confidently and knowledgeably about the Colony. The encouragement and briefing of such a person and the care of him when he is abroad is a vital field of operations. fourth group consists of those who are well-briefed on Hong Kong affairs by the other groups and able to devote time to talking to others about them.
A
The
9. The distribution of literature of a promotional nature is an
important if subsidiary public relations function which can cover a larger number of people but with less impact. direct mailing of information about Hong Kong is a way of sustaining the interest and confidence attained by personal contact or visits to the Colony. One of the most effective media for putting across Hong Kong's message is the use of films. The Government Information Services is constantly producing both short newsreel films as well as the occasional longer feature. It is hoped that agencies will make the fullest possible use of these films. Films are also produced by the Tourist Association for specific purposes.
THEMES TO ENHANCE HONG KONG'S OVERSEAS IMAGE
10. "The fast rate of expansion of Hong Kong's Economy"
of evidence of this comes to hand frequently.
Export figures
Gross increase in the number of factories
A wealth Examples are:-
Overall increase in the number of industrial workers The opening-up of new industrial ventures
(e.g. the manufacture of watch parts).
CONFIDENTIAL
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