80 FISH AND GAME COMMISSION 



During the past fourteen months the present director has been in 

 charge of the bureau it has been found necessary to make frequent trips 

 to various sections of the state to maintain contacts already established 

 and make new ones when and wherever possible, make friends for the 

 division and explain the present program. 



Many addresses have been made wherein this program and the activi- 

 ties of the division have been explained. At the various places visited 

 during the period mentioned it has been found that the people of the 

 state are rapidly becoming "sold" on the work of the division. Field 

 men are doing efficient work and have the confidence of the people in 

 their localities in practically all instances. Through a close contact 

 with newspaper editors and publishers, the director has been able to 

 advise the deputies how-to secure the proper publicity for their local 

 activities, and it is reassuring to find that this is being done to a much 

 greater extent than in former years. 



The average number of stories sent out monthly is twenty-one. This 

 does not include many "spot" news stories in which the time element 

 is of vital importance. These stories are prepared by the director, and 

 after approval by the executive officer, and if necessary by the Com- 

 missioners, are released through the three press associations operating 

 from headquarters offices in San Francisco. If the story breaks in the 

 southern California district, it is sent out through the Los Angeles 

 offices of the same three services — the Associated Press, the United 

 Press, and the International News Service. The director has secured 

 fine cooperation from the press associations and the Associated and 

 United Press bureaus have sent a number of our stories out for national 

 release, in some cases with illustrations from photographs made them- 

 selves. 



In addition to the above, a story is released weekly to the National 

 Automobile Club for use in its weekly "news bulletin," which reaches 

 over 700 newspapers. These stories are used generally in automobile 

 and travel sections of the papers and are getting much attention. 



From the clippings gathered by the clipping bureau that serves the 

 division, it has been found that an average total of 1100 stories per 

 month appear in the newspapers clipped, pertaining to fish and game 

 activities. The careful check made indicates that almost 40 per cent 

 of these are stories sent out by this bureau, while regular stories devel- 

 oped by the papers themselves, received from news agencies or corre- 

 spondents or prepared by special writers assigned to fish and game work 

 make up the balance. The total is growing larger and as it grows it is 

 found that the division publicity is getting more and more recognition. 



It is believed that this fine cooperation is being builded due to the 

 established policy of sending out stories that really have news value, 

 and never giving any newspaper an exclusive release. When it is neces- 

 sary to send out what might be termed propaganda, a news angle is 

 worked out that assures the story of being published. In some instances 

 personal letters are sent the editors explaining the importance of a 

 story and the reason why space is requested. These letters have met 

 with a ready response, and the director feels safe in declaring that the 

 bureau is in a position to get a generally favorable reception throughout 

 the entire state with any publicity program that may be contemplated. 



