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Dusseldorf although at present they are playing it in a fairly low key. It reminds me that honest, fast and efficient trading methods with the minimum of bureaucracy is the best commercial public relations of all and this is why it is so right for the T.D.C. to concentrate, as they are doing, upon personal contacts with trading interests as a preamble to any publicity. The best image building tools are personal contact and an efficient trade information service on the spot which is only as good as the headquarters organisation at home. and Hong Kong's service is very good.
67.
Handelsblatt is adopting a more liberal picture policy and is currently re-organising its photo reference library. The paper needs stock photographs on commerce, industry and banking in Hong Kong and those should be sent to the economics editor either by I.S.D. or T.D.C. together with a copy of the Annual Report. Captions for reference material of this nature can be in the English language. Other economic journals may well be interested in retaining similar stock picture sets.
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68. Co-ordination between the T.D.C. and the H.K.T.A. offices in Frankfurt is poor and it is unlikely to improve unless there are changes in the Hong Kong co-ordination machinery as discussed earlier in this report.. It is recognised that their interests do not always coincide and that there may be an antipathy between symbols of trade. promotion and symbols of tourist promotion but there are undoubtedly occasions where co-ordinated effort is possible and a stronger Hong Kong image would result. If the Frankfurt office of the H.K.T.A. get funds to tour Germany with their "Hard Sell Hong Kong' audio visual presentation, Government should consider participating in this programme in those areas where a more general Hong Kong message could be floated at the same time. An up-to-date 24 minute Hong Kong documentary film for general audiences could be used effectively on these occasions if speakers were present to answer questions and I.S.D. and H.K.T.A. might plan to produce one such film annually, in addition to specific 'travel agent' films being produced for the H.K.T.A. I see no justification for film production of this type for general release to television stations but only as a talking point if the right information officers are on the spot to exploit it.
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69. During the past eighteen months Britain has concentrated upon a promotions drive aimed at awakening interest in British products in Southern Germany. Inward missions to Britain had formed an important part of this drive fourteen such visits during the past twelve months
eight of them associated with specific exhibitions in Britain. the costs of these visits were met in full and shared equally between government and representative trade associations. On the non-media level many semi-political groups are invited direct by non-government groups in Britain with government financial assistance e.g. a Building Authority in Britain inviting a German Building Authority to visit them. Visit lists covering possible political, trade and media visitors are considered annually in the Bonn Embassy who are always ready to offer us advice based on their experience.
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