Chapter II: Foreword

In writing this book I have tried to set down the broad principles that govern the new profession of public relations counsel. These principles I have on the one hand substantiated by the findings of psychologists, sociologists, and newspapermen--Ray Stannard Baker, W. G. Bleyer, Richard Washburn Child, Elmer Davis, John L. Given, Will Irwin, Francis E. Leupp, Walter Lippmann, William MacDougall, Everett Dean Martin, H. L. Mencken, Rollo Ogden, Charles J. Rosebault, William Trotter, Oswald Garrison Villard, and others to whom I owe a debt of gratitude for their clear analyses of the public’s mind and habits; and on the other hand, I have illustrated these principles by a number of specific examples which serve to bear them out. I have quoted from the men listed here, because the ground covered by them is part of the field of activity of the public relations counsel. The actual cases which I have cited were selected because they explain the application of the theories to practice. Most of the illustrative material is drawn from my personal experience; a few examples from my observation of events. I have preferred to cite facts known to the general public, in order that I might explain graphically a profession that has little precedent, and whose few formulated rules have necessarily a limitless number and variety of applications.

This profession in a few years has developed from the status of circus agent stunts to what is obviously an important position in the conduct of the world’s affairs.

If I shall, by this survey of the field, stimulate a scientific attitude towards the study of public relations, I shall feel that this book has fulfilled my purpose in writing it.

E. L. B.

December, 1923.

CONTENTS

PART I--SCOPE AND FUNCTIONS

CHAPTER PAGE

I THE SCOPE OF THE PUBLIC RELATIONS COUNSEL 11

II THE PUBLIC RELATIONS COUNSEL; THE INCREASED AND
INCREASING IMPORTANCE OF THE PROFESSION 34

III THE FUNCTION OF A SPECIAL PLEADER 50

PART II--THE GROUP AND HERD

I WHAT CONSTITUTES PUBLIC OPINION? 61

II IS PUBLIC OPINION STUBBORN OR MALLEABLE? 69

III THE INTERACTION OF PUBLIC OPINION WITH THE FORCES THAT
HELP TO MAKE IT 77

IV THE POWER OF INTERACTING FORCES THAT GO TO MAKE UP PUBLIC
OPINION 87

V AN UNDERSTANDING OF THE FUNDAMENTALS OF PUBLIC MOTIVATION
IS NECESSARY TO THE WORK OF THE PUBLIC RELATIONS COUNSEL
98

VI THE GROUP AND HERD ARE THE BASIC MECHANISMS OF PUBLIC
CHANGE 111

VII THE APPLICATION OF THESE PRINCIPLES 118

PART III--TECHNIQUE AND METHOD

I THE PUBLIC CAN BE REACHED ONLY THROUGH ESTABLISHED
MEDIUMS OF COMMUNICATION 125

II THE INTERLAPPING GROUP FORMATIONS OF SOCIETY, THE
CONTINUOUS SHIFTING OF GROUPS, CHANGING CONDITIONS AND
THE FLEXIBILITY OF HUMAN NATURE ARE ALL AIDS TO THE
COUNSEL ON PUBLIC RELATIONS 139

III AN OUTLINE OF METHODS PRACTICABLE IN MODIFYING THE POINT
OF VIEW OF A GROUP 166

PART IV--ETHICAL RELATIONS

I A CONSIDERATION OF THE PRESS AND OTHER MEDIUMS OF
COMMUNICATION IN THEIR RELATION TO THE PUBLIC RELATIONS
COUNSEL 177

II HIS OBLIGATIONS TO THE PUBLIC AS A SPECIAL PLEADER 208