The public relations counsel is first of all a student. His field of study is the public mind. His text books for this study are the facts of life; the articles printed in newspapers and magazines, the advertisements that are inserted in publications, the billboards that line the streets, the railroads and the highways, the speeches that are delivered in legislative chambers, the sermons issuing from pulpits, anecdotes related in smoking rooms, the gossip of Wall Street, the patter of the theater and the conversation of other men who, like him, are interpreters and must listen for the clear or obscure enunciations of the public. He brings the talent of his intuitive understanding to the aid of his practical and psychological tests and surveys. But he is not only a student. He is a practitioner with a wide range of instruments and a definite technique for their use. First of all, there are the circumstances and events he helps to create. After that there are the instruments by which he broadcasts facts and ideas to the public; advertising, motion pictures, circular letters, booklets, handbills, speeches, meetings, parades, news articles, magazine articles and whatever other mediums there are through which public attention is reached and influenced. Now sensitiveness to the state of mind of the public is a difficult thing to achieve or maintain. Any man can tell you with more or less accuracy and clearness his own reactions on any particular issue. But few men have the time or the interest or the training to develop a sense of what other persons think or feel about the same issue. In his own profession the skilled practitioner is sensitive and understanding. The lawyer can tell what argument will appeal to court or jury. The salesman can tell what points to stress to his prospective buyers. The politician can tell what to emphasize to his audience, but the ability to estimate group reactions on a large scale over a wide geographic and psychological area is a specialized ability which must be developed with the same painstaking self-criticism and with the same dependence on experience that are required for the development of the clinical sense in the doctor or surgeon. Of course, the public relations counsel employs all those practical means of gauging the public mind which modern advertising has developed and uses. He employs the research campaign, the symposium, the survey of a particular group or of a particular state of mind as a further aid, and confirmation or modification of his own appraisals and judgments.