Public opinion; Public relations; Publicity; Social psychology
Shortly after the World War, the King and Queen of the Belgians visited
America. One of the many desired results of this visit was that it
should be made apparent that America, with all the foreign elements
represented in its body, was unified in its support of King Albert
and his country. To present a graphic picture of the affection which
the national elements here had for the Belgian monarch, a performance
was staged at the Metropolitan Opera House in New York City, at which
the many nationalist groups were represented and gave voice to their
approval. The story of the Metropolitan Opera House performance was
spread in the news columns and by photographs in the press throughout
the world. It was evident to all who saw the pictures or read the story
that this king had really stirred the affectionate interest of the
national elements that make up America.
An interesting illustration of the broad field of work of the public
relations counsel to-day is noted in the efforts which were exerted to
secure wide commendation and support among Americans for the League
of Nations. Obviously a small group of persons, banded together for
the sole purpose of furthering the appeal of the League, would have no
powerful effect. In order to secure a certain homogeneity among the
members of groups who individually had widely varied interests and
affiliations, it was decided to form a non-partisan committee for the
League of Nations.
The public relations consultant, having assisted in the formation of
this committee, called a meeting of women representing Democratic,
Republican, radical, reactionary, club, society, professional and
industrial groups, and suggested that they make a united appeal for
national support of the League of Nations. This meeting accurately and
dramatically reflected disinterested and unified support of the League.
The public relations counsel made articulate what would otherwise have
remained a strong passive sentiment. The still insistent demand for
the League of Nations is undoubtedly due in part to efforts of this
nature.
Cases as diverse as the following are the daily work of the public
relations counsel. One client is advised to give up a Rolls-Royce car
and to buy a Ford, because the public has definite concepts of what
ownership of each represents--another man may be given the contrary
advice. One client is advised to withdraw the hat-check privilege,
because it causes unfavorable public comment. Another is advised to
change the façade of his building to conform to a certain public taste.
One client is advised to announce changes of price policy to the public
by telegraph, another by circular, another by advertising. One client
is advised to publish a Bible, another a book of French Renaissance
tales.
One department store is advised to use prices in its advertising,
another store not to mention them.
Public-domain text, read in full here on John Shaqi.
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