83
HONG KONG GOVERNMENT OFFICE
$ 4
PALL
MALL
LONDON S. W. I
Our Ref: 3/42/220CD.
CONFIDENTIAL
Dear Bunny,
7th March, 1968.
No. Gamykania
R.38
میں نا
8/3
Rak. ANG
11.3.6P.
Hong Kong's Overseas Public Relations.
I enclose for your information and retention two copies of a
revised paper on "Overseas Confidence in Hong Kong" which has been
produced by the Overseas Public Relations Co-Ordination Committee in
Hong Kong together with a note containing comments on Hong Kong's image
in Britain by a group of visiting British travel agents.
2.
Copies of both documents have been sent to Carrocher as a member of the
Hong Kong Public Relations Coordination Committee here which will
discuss them at its next meeting on 25th March, 1968.
Yours sincerely,
tut (P.C.M.Sedgwick).
W.S.Carter, Esq., C.V.0., Commonwealth Office,
H.K. & West Indian Department, Curtis Green Building, Victoria
Embankment, LONDON, S.W.1.
RECEIVED IN
AP
1.53
11 MARTOO
HWB13/22
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Endi (2) PCMS/VMH.
TELEPHONE WHITEHALL 01-930-7951
CABLES HONGAID LONDON S.W.I
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HONG KONG GOVERNMENT
INFORMATION
SERVICES
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PALL MALL
LONDON
S.W.1
Phone: 01-930-7951 ·
Increasing Overseas Confidence
CONFIDENTIAL
in
Hong Kong
INTRODUCTION
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1. This is the second paper on "Overseas Confidence in
Hong Kong" produced by the Overseas Public Relations Co-ordination
Committee in Hong Kong. The membership of this committee is given at the
end of this paper.
2. This up-dates and supercedes the paper produced in
October 1967. Comments on the first paper were received from all
overseas agencies participating in the effort to improve Hong Kong's
inage, and these comments have been incorporated in the revised paper.
intended as general guidance for all those involved in Hong Kong's
public relations work.
This is
3. The paper does not attempt to record in detail the
activities of all agencies; information is given on any one agencies'
function, where it is considered that such information night assist
other agencies in an overall co-ordination of effort.
CILATGES SINCE OCTOBER 1967
4. It is no longer appropriate to explain so fully the
security situation in the Colony. This is best left to inference from
the many other facts about Hong Kong which can be described. The
predominant theme should now be Hong Kong's increasing attractiveness
for buyers, tourists, investors and sellers.
5. An important omission from the October 1967 paper was
the existence of the Overseas Chinese as a public relations target. The
Chinese from Hong Kong who live abroad and who still have connections
with the Colony continue to be a potential influchce on not only the
people of the country in which they live but also on their relatives or
associates in the Colony. It is improtant that the Overseas Chinese
retain a balanced view of Hong Kong affairs and do not become jaundiced
by any other Chinese language information which might be detrimental to
Hong Kong's interests. There is always the potential dangor that an
incident could occur abroad which might provoke an unfavourable reaction
either for or in Hong Kong. A section has been included in this paper on
the Overseas Chinose.
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7.
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PRINCIPLES UNDERLYING THE
PUBLIC RELATIONS EFFORT
There is much that can be said in Hong Kong's favour when promoting
confidence overseas, so much so that it is both unnecessary and
counter-productive to attempt to gloss over any of the difficulties
facing the Colony. As a busic principle, especially when the P.R. effort
Can be made verbally, franl. truthfulness imparted with the vigour,
colour and self-confidence so typical of the Colony is the best way of
foscoring 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.
The Overseas Public Relations Co-ordination Committee has considered the
question of how far the effort should extend towards influencing public
opinion in the target countries. It is considered uneconomic to make
over- seas public opinion a target in itself except in the very
important field of tourist promotion. There is little evidence that
public opinion affects the retail purchase of Hong Kong's goods, nor is
there evidence. that it has much of an effect on those who engage or
might engage in business with Hong Kong: such business- men are more
influenced by other businessmen or direct contact with the leaders of
Hong Kong's commerce. Thus, although it might seen desirable to create a
favourable image among the public at large in each country, it is better
to apply such efforts to the more specialised field of tourist
promotion. The efforts made at reach- ing the more carefully selected
targets is of greater importance and is likely to have some impact on
the general public: taking everything into account this is about all
that can usefully be achieved. Put another way, the precision rifle
technique is better than using a shotgun.
Public Relations work is not only best done through individual,
personalized contacts ("eyeball to eyeball") 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 liong 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 core of him when he
is abroad is a vital field of operations. A 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.
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. The 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.
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THEMES TO ENHANCE HONG KONG'S
OVERSEAS IMAGE
"The fast rate of expansion of Hong Kong's Economy" A wealth of evidence
of this comes to hand frequently. Examples are:-
Export figures
Gross increase in the number of factories Overall increase in the number
of
indusurial workers The opening-up of new industrial ventures (e.g. the
manufacture of watch parts) ·
"Continued growth of the Colony's industrial infra-structure'
Examples are
The expansion of the Electricity Power
Plover Cove reservoir
12.
"Hong Kong looks ahead"
Companies
New roads: the Lion Rock Tunnel
Resettlement housing, low-cost housing,
private housing estates.
Some examples are :-
Reclamation at Hung lion and Wanchai
Opening up of new towns at Kwai Chung,
Castle Feak and Shatin
The airport extensions
New reservoirs being planned
Hass Transport Survey: the resiting of
the railway yards.
13.
"Steady inprovement in labour conditions"
are;
Some examples
Larger factories already very modern and efficient
1+.
Works Committees mooted
Apprenticeship schemes started
Hore legislation in interests of
workers' employment and safety.
"More Tourists praise Hong Kong" Some examples are:
Overseas tourist agencies visit Hong Kong to see for themselves
Well-knom personalities stay in Hong Kong and lavish praise
Hotels earn high praise.
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15. Government helps people.
16.
4
For example:
Legal Aid Scheme
Youth Employment Advisory Service
City District Office Administration
Rapid provision of recreational
UNDERLYING POLITICAL SECURITY
facilities.
It is recognised that during personal contacts with persons likely to
visit or do business with Hong Kong there is certain to be some
curiosity about Hong Kong's political situation. It is not intended that
a description of security matters should be initiated by
if the
those helping to improve Hong Kong's image: inference from other
information is enough so much the better. Lowever questions may be
asked. In thesc circumstances the following themes should be stressed:
(a)
(b)
.@
(c)
(a)
The Hong Kong population continues firm in its wish to be able to
progress under the existing administration.
The efficient Police Force is even better prepared to deal with any
occurrence and maintain good law and order.
Britain will be retaining her garrison at full strength.
The tiny Communist minority is now pursuing peaceful and lawful means of
extending its influence mainly by propaganda but having little effect on
people who are more interested in
improving their living conditions.
There are signs that the Comunists too. wish to resume business in the
most profitable way.
TARGETS
Brief notes are given below to illustrate (A) those facets of Hong Kong
thich are most conducive to improved business and (B) the factors which
underlie those facets.
17. Target : BUYERS
(A) Image
1.
Good profits.
2. Goods casy to sell.
3. Value for money.
4.
Quick delivery.
5. Business conducted
in Euglish.
(B) Factors supporting the image
(a)
Feople work hard, quickly and efficiently with work conditions improving
con- stantly and steadily.
(b) Lively, intelligent, enter- prising and dynamic manage- monts
(c) Chinese workers have very
high degree of manual skills and dexterity; and ingenious processes
used.
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18.
19.
Target: BUYERS
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(d) Production highly flex- ible both in volume and product design.
(e) Sophisticated and experi-
enced commercial infra- structure.
(f) Sound banking facilities.
(g) Minimum and easy document-
ation procedures.
(h) Ufficient cargo handling
both by air and by sea.
(i) Frequent air servicus in
and out of liong Kong which is centrally located for other East Asian
destinat- ions.
Target : TOURISTS
(A) Inage
1. Good shopping.
2. Western comforts,
Eastern mystery.
3. Luxurious yet
inexpensive.
4. Visitors well cared for.
5. English widely used.
(B) Factors supporting image
(a) Hotels rated among the best
in the world.
(b) Bright lights.
(c) Exceptional sights,
Oriental sights.
(d) Charming Oriental
customs and manners.
(e) Friendly people give gracious service.
(f) Villages and temples
ruminiscent of old China.
(g) Frequent services by air
and soa.
(h) Centrally located among
other East Asian destin- ations.
Target INVESTORS
(A) Image
1. Rapid returns.
2. High growth rate from
high base.
3. Stabic Government.
4. Stable economy.
5. Dedierted to frec
enterprise.
6. Low taxation,
(B) Factors supporting inago
(a) Free port stakes.
(b) Sophisticated and expuri-
unced comcrcial infra- structure.
(c) Good air and sea commun-
ications.
(a) Convenient and efficient
cargo-handling and godown facilities.
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Target INVESTORS
7. Loading world trading unit.
6
(c) Equal access for all
supplies.
(f) Well established trade
links throughout E. and S.E. Asia.
(g) Reasonable conditions of
work constantly and steadily improving.
20.
Target : SELLERS
(A)
Image
1.
2.
3.
Largo and rapidly expanding import market.
Strategically well placed and well- equipped distribution centre for E.
and S.E. Asia.
Resourceless economy terms of materials.
(B)
Factors supporting the image
(a) Free port status.
(b) Sophisticated commercial
infra-structure.
(c) Good air and sea communic-
ations.
(d) Convenient and efficient
cargo-handling facilities.
(e) Consumer preference for
imported goods.
(f) Business conducted in
English.
(g) No discrimination between domestic and overseas supplies.
(h) Well established trade
links throughout E. and 3.E. Asia.
21.
Target: OVERSEAS CHINESE
(A) Imoge
I
2.
Continuing community harmony and progress.
Hodern developments with rising standards.
3. Steadily improving
amenities.
4.
Opportunities for
investment.
(B)
Factors supporting the image
(a) School building programme. (b) Development of Chinese
University.
(c) Local officers in the
Public Service.
(d) Resettlement and low-cost
housing programmes.
(e) Building of parks and
playgrounds.
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AGENCIES PROMOTING HONG KONG'S
PUBLIC RELATIONS OVERSEAS
Each of the agencies listed plays a greater or lesser Part according to
its facilities and appropriateness for the task.
22. In Hong Kong :
(a)
(b)
Government Information Services.
Department of Commerce and Industry.
(c) Trade Development Council.
(a)
Foderation of ilong Kong Industries.
(e) Tourist Association.
(f) Hong Kong General Chamber of Commerce.
23.
In the U.S.1. :
(a) Washington D.C.
24.
(b) New York
(c) In major cities
ê
(d)
(0)
British Embassy
Counsellor for Hong Kong
Commercial Affairs at the British Embassy
Tourist Association's represent-
ative..
British Information Services
T.D.C.'s representative
Tourist Association's
representative
British Consulates-General
Tourist Association's representative in San Francisco, and consultants
in Los Angeles, Chicago, Boston and Dallas.
Chambers of Commerce
In Canada
British High Commission, Ottawa and Trade Commissioners in provincial
capitals.
(a)
(b)
Tourist Association Consultants in Toronto, Montreal and Vancouver.
(c) Chambers of Commerce.
25.
In Britain :
-
(a) Hong Kong Covernment's London Office incorporating
the Department of Commerce and Industry and the Government Information
Services.
(b)
Fublic Relations Liaison Committee.
(c) New Dept. of Commonwealth Office.
(d) Trade Development Council's representative and F.R.
consultants.
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(e) Tourist Association representative.
(f) Hong Kong Association.
(6)
A Ship Guners sub-committee dealing especially with scemon.
(h) Chambers of Commerce.
26.
In Europe:
―
27.
(a)
(b)
(c)
British Missions in all capitals and consular posts in many cities.
Counsellors for Hong Kong Commercial Affairs, British Enbassy, Brussels
und British Mission, Geneva.
7.D.C. representatives in Europe (operating from Brussels) with the
services of Public Relations consultants in Paris, Bonn, Oslo,
Copenhagon, Helsinki, Geneva, Milan, Hamburg, Stockholm and Barcelona.
(a) H.R.0.A. through T.M.C.
(e)
Chambers of Commerce.
In Japan:
(a)
-
British Embassy in Tokyo and consular posts in certain major cities.
(b) Tourist Association's representative.
(c) Chambers of Commerce.
28. In Australia: -
(a)
Britich High Comissioner's Office and Deputy High Comissioner's Office
in state capitals.
M
(b) Sydney .D.C.'s representative.
(c) Sydney Tourist Association's representative.
-
(a) Chambers of Commerce.
Other Countries:
29.
(a)
(b)
British Missions in all capitals, and consulates in many major cities.
Charbers of Commerce.
(c) Trade Development Council's representative in Nairobi.
(a) Tourist Association's represent, tive in Beirut.
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30.
31.
32.
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CO-ORDINATION
The various agencies overseas are in frequent and constant touch with
their offices in Hong Kong. Those listed in paragraph 22 meet together
in Hong Kong at approximately fortnightly intervals to discuss matters
of common interest. One such matter is the question of the distri-
bution of literature about Hong Kong : it is hoped that when one agency
produces a feature, maximum and the most officient and appropriate form
of distribution can be arranged through each of the agencies.
It is hoped that there is good liaison between agencies which have
offices in the same countries. In Britain there is the London Public
Relations Liaison Committee which meets regularly to discuss activities
in Britain.
One of the most effective media for putting across long Kong's message
is the use of films. The Government Information Services is constantly
producing both short newsreel filas as well as the occasional longer
feature. It is hoped that agencies will make the fullest possible use of
these films.
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COMMENTS BY VISITING U.K. CONVENTION
ORGANISERS GROUP
This group commented on the prevalence of
conversion tables for US dollars in tourist literature and
the appearance of goods marked in US dollars in Hong Kong's
shops whereas there was no mention of the Pound Sterling.
The criticism was quite valid although the relat-
ive importance of the number of U.K. tourists compared with
U.S. visitors and the common usage of US dollar travellers
cheques was pointed out. This started a general discussion
on Hong Kong's development and the massive local investments
by Overseas Chinese, American and Japanese concerns as
compared with their British counterparts.
At this point a number of comments were made by
the visiting delegates which can be summerized as follows:
A. They were not aware of any significant favourable
B.
C.
D.
E.
F.
publicity for Hong Kong in the U.K.
Hong Kong still has a third rate image there.
In particular it is still considered to be a 'Colonial'
Territory with the associated ideas of remoteness,
backwardness and instability duc to unwarrented British
control.
It is still a place producing shoddy goods for the
lowest prices; textile goods that are not expected to
survive more than one or two washes and tin toys of a
chcap and nasty type.
There is no knowledge of investment possibilitics.
There is no knowledge of the activities of other
nationalities in the investment field. Delegates were
genuinely astonished to find massive industries, а
modern sky scraper city and all the latest commercial
developments comparable with any Western Nation.
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Private notes are available after approval.