CREWE HOUSE: ITS ORGANISATION AND _PERSONNEL_
Viscount Northcliffe’s appointment: The Formation of an Advisory
Committee: Other Government Departments’ Co-operation.
In February, 1918, Viscount Northcliffe accepted the Prime Minister’s
invitation to become Director of Propaganda in Enemy Countries. Only
a few weeks earlier, Lord Northcliffe had concluded his mission to
the United States, where he had undertaken the co-ordination and
supervision of the multiplex British missions engaged in purchasing
food and munitions and in other vitally important operations. Upon his
return to England, he had become Chairman of the London headquarters
of the British War Mission to the United States of America, after
having declined a seat in the Cabinet. Despite the importance of his
new duties, he elected to retain his connection with the British War
Mission to the United States.
Lord Northcliffe’s name bore in itself a propaganda value in enemy
countries. None knew better than the Germans with what assiduity and
tenacity he had striven to awaken the British nation to the extent and
significance of the war preparations of German militarism. From the
time of his entry into this office he and his work were the subjects of
continual reference in the German Press. The vehemence of their attacks
showed the depth of their apprehension.
The direction and organisation of propaganda abroad, and especially
against enemy countries, required a _personnel_ deeply versed in
foreign politics, with an intimate understanding of enemy psychology,
and with professional knowledge of the art of presenting facts plainly
and forcefully. The work was of a highly specialised character,
designed to reveal to the enemy the hopelessness of their cause
and case and the inevitability of Allied victory. This called for
continuity of policy and persevering effort. But the problems of the
penetration of propaganda into enemy countries were as exacting as the
definition of policy and the presentation of the facts of the situation.
In order to bring as wide a knowledge as possible to bear upon the
conduct of this campaign of education and enlightenment of enemy
peoples, Lord Northcliffe invited and obtained the enthusiastic
co-operation of a committee of well-known men of affairs and
publicists. Each had won distinction in some sphere of public service
which rendered his aid in this work valuable.
Lord Northcliffe appointed me as Deputy-Director of the department and
Deputy-Chairman of the Committee.
The members of the Committee were:--
Colonel the Earl of Denbigh, C.V.O.
Mr. Robert Donald (then Editor of the _Daily Chronicle_).
Sir Roderick Jones, K.B.E. (Managing Director of Reuters Agency).
Sir Sidney Low.
Sir Charles Nicholson, Bt., M.P.
Mr. James O’Grady, M.P.
Mr. H. Wickham Steed (Foreign Editor and later Editor-in-Chief of
_The Times_).
Mr. H. G. Wells.
Secretary, Mr. H. K. Hudson, C.B.E.
It was an advisory committee of wide knowledge and many talents, with
a strong representation of authors and journalists of distinction.
Regular fortnightly meetings were held, at which each section of
the department reported progress and submitted programmes of future
activities for approval.
The headquarters of the department were established at Crewe House,
the town mansion of the Marquis of Crewe, who had, with characteristic
public spirit, placed it at the disposal of the Government for war
purposes.
The department was divided into two main branches, the one for
production, and the other for distribution, of propaganda material.
In its turn the production branch was divided into German,
Austro-Hungarian, and Bulgarian sections.
For reasons which will be given in the next chapter, the
Austro-Hungarian section was the first to begin operations. Mr. Steed
and Dr. R. W. Seton-Watson were co-directors of this section. They
were an admirable choice. As Foreign Editor (as he then was) of _The
Times_, author of “The Hapsburg Monarchy,” and with experience from
1902 to 1913 as correspondent of _The Times_ at Vienna, Mr. Steed had
intimate and authoritative knowledge of the peoples and conditions of
the Dual Monarchy. Dr. Seton-Watson was also a distinguished authority
on Austro-Hungarian and Balkan history and politics, to which he had
devoted many years of study.
After determination of the policy to be pursued against
Austria-Hungary, Lord Northcliffe entrusted to them the important
mission to Italy which initiated the campaign against the Dual
Monarchy, resulting in such far-reaching and remarkable consequences.
In the course of this mission they attended the historic Rome Congress
of the Oppressed Hapsburg Nationalities and they took a prominent
part in the establishment of the inter-Allied commission which waged
propaganda warfare against Austria-Hungary. The subsequent conduct of
this campaign necessitated keeping in close touch with the different
national organisations of the oppressed Hapsburg races--Poles,
Czecho-Slovaks, Southern Slavs, Rumanes--throughout 1918, and they
were able to render signal services to these peoples as well as to the
Allies.
When operations began against Germany, Mr. H. G. Wells accepted Lord
Northcliffe’s invitation to take charge of the German Section. Mr.
Wells made an exhaustive study of the conditions affecting Germany
from a propaganda point of view, with the co-operation of Dr. J. W.
Headlam-Morley, and his memorandum (which is published in Chapter IV
of this book) is a noteworthy document of exceptional interest. When,
in July, 1918, he found himself unable to continue the direction of
the German Section (although retaining membership of the Committee) he
had collected a mass of valuable data for the use of his successor,
Mr. Hamilton Fyfe, the well-known journalist. To Mr. Fyfe and his
colleagues of the German Section fell the organisation of the
“intensive” propaganda activities of the last three months of the war.
There thus remained the work against Turkey and Bulgaria. By
arrangement between Lord Northcliffe and Lord Beaverbrook, propaganda
against Turkey was ably conducted by the Near East section of the
Ministry of Information, in charge of Mr. (now Sir Hugo) Cunliffe-Owen.
This was obviously wise in the interests of economy and efficiency.
Propaganda in Bulgaria, however, was directed from Crewe House.
The production of propaganda literature and its distribution were
different functions and were performed by separate sections of the
department, but, of course, in the closest co-operation. So far
as enemy troops were concerned, the distribution for Germans and
Bulgarians was undertaken by the British military authorities. For
Austro-Hungarian troops, the work was placed on an inter-Allied basis,
distribution being organised by the Italian Army.
Distribution through civil channels, a difficult task, was in the hands
of Mr. S. A. Guest, who, alone of British propagandists against the
enemy, had been constantly engaged in that work since the early days
of the war. He built up a series of organisations in different parts
of Europe by which news and views could be introduced into all the
enemy countries. Great ingenuity and perseverance were required, but no
little measure of success crowned his efforts.
Co-ordination of these activities was a vital necessity, and this
was effectively ensured by a daily meeting of those in charge of the
different sections, the liaison officers between Crewe House and other
departments, and the heads of the administrative branches of Crewe
House. At this meeting, held usually under my chairmanship, the general
details of policy and operations of all sections were systematically
discussed. Each section knew what the other was doing, and uniformity
of policy and action was secured. In addition, the consideration of
the problems which arose, whether in the general work of Crewe House or
in the work of one particular section, benefited from the collective
attention of a combination of enthusiastic minds. Mr. Hudson, the able
secretary of the advisory committee, also acted as secretary of these
daily meetings.
All at Crewe House were profoundly grateful for the cordiality with
which the many other Government departments, with whom they were
brought into contact, lent their co-operation. In this respect
the Foreign Office, War Office, Admiralty, Treasury, Ministry of
Information, and Stationery Office, all contributed materially to
the success attained, although this list by no means exhausts the
departments which willingly placed their resources at the disposal of
Crewe House. It is pleasing to be able to record this as a recollection
of and tribute to the service rendered by these departments in this
phase of war activity.
The liaison officers’ duties were extremely important. Mr. C. J.
Phillips, a distinguished Civil Servant, who had been transferred from
the Board of Education for special work in the Foreign Office, was the
connecting link between the latter department and Crewe House. To him
fell the task of keeping Crewe House informed of foreign developments
which affected the work of propaganda in enemy countries and of
keeping the Foreign Office _au courant_ with Crewe House activities.
His assistance and judgment were of immense value in dealing with the
questions affecting foreign affairs which were constantly arising.
For a few months after Lord Northcliffe’s appointment, the Military
Intelligence Directorate of the War Office continued the production
of literature for propaganda work against the Germans, and during
this period Major the Earl of Kerry, M.P., acted as liaison officer
between the two departments. Each department was able to complement
and supplement the other’s work with good effect, and the co-operation
was carried out most harmoniously. When production was subsequently
centralised at Crewe House, Captain Chalmers Mitchell became liaison
officer with the War Office and with the Air Ministry. No greater
tribute can be paid to his work than the record in the pages that
follow.
Most cordial, too, were the relations maintained with the Admiralty,
and especially with Rear-Admiral Sir Reginald Hall (Director
of Naval Intelligence), through Commander (now Sir Guy) Standing,
R.N.V.R. Crewe House was rightly grateful for constant co-operation of
a confidential character through the exercise on its behalf of naval
resources.
Most valuable assistance was readily given to Crewe House by the
Ministry of Information, so efficiently organised by Lord Beaverbrook.
Close consultation was maintained between heads of sections of the
two departments wherever co-operation could be advantageous. In
certain European countries, for instance, the same agents acted for
both departments--an arrangement which proved effective as well as
economical. Invaluable service for Crewe House was performed by one
agent of the Ministry in regard to Bulgarian affairs in which he
displayed high competence and discretion. Crewe House was also indebted
to the Ministry for the use of its wireless service in sending out
matter for the enlightenment of the enemy by that means, and for many
similar facilities, too numerous to mention, willingly offered and
gladly accepted.
With the Treasury--_bête noire_ to so many temporary war
departments--Crewe House had the smoothest working arrangements
through Mr. C. S. Kent, who acted as Financial Controller and
Accounting Officer in addition to other duties connected with the
general administration of Crewe House. At no time was Treasury sanction
withheld or delayed in regard to any expenditure proposed in connection
with enemy propaganda.
The enemy leaders frequently alleged that Lord Northcliffe expended
huge sums of money on his propaganda work. According to the report
of the Comptroller and Auditor-General, the expenditure for the four
months from September 1 to December 31, 1918--which was the period
of the “intensive” campaign and consequently the most expensive--was
£31,360 4s. 9d., which included expenses borne by the Office of
Works, the Stationery Office, and the War Office on behalf of Crewe
House. Only £7,946 2s. 7d. of this amount was incurred directly by
Crewe House, one reason for the smallness of the amount being that
many members of the department worked without remuneration for their
services. The Auditor-General made a complimentary reference to the
manner in which the accounts were rendered.
Last, but not least, the Stationery Office which undertook all
the printing arrangements for the millions of leaflets and other
publications required in German, Croat, Bulgarian, and other languages,
rendered great assistance by the promptness and efficiency with which
they met Crewe House requirements which, from their very nature,
generally necessitated working against time.
It is particularly pleasing to look back and remember all the help
so willingly given by other Government departments and to record the
unfailing courtesy with which it was proffered and the zeal displayed.
Crewe House gladly recognised the value of such loyal co-operation,
of which those who were concerned in its work still retain grateful
memories.
[Illustration: REAR-ADMIRAL SIR REGINALD HALL, K.C.M.G., C.B., M.P.
[DIRECTOR OF NAVAL INTELLIGENCE, 1918.]
_Photo: Russell, London._]
[Illustration: LIEUTENANT-GENERAL SIR GEORGE MACDONOGH, K.C.M.G., C.B.
[DIRECTOR OF MILITARY INTELLIGENCE, 1918].
_Photo: Russell, London._]
[Illustration: RT. HON. LORD BEAVERBROOK, MINISTER OF INFORMATION, 1918.
_Photo: M. S. Kay, Bolton._]