His primary function now is not to bring his clients by chance to the public’s attention, nor to extricate them from difficulties into which they have already drifted, but to advise his clients how positive results can be accomplished in the field of public relations and to keep them from drifting inadvertently into unfortunate or harmful situations. The public relations counsel will find that the conditions under which his client operates, be it a government, a manufacturer of food products or a railroad system, are constantly changing and that he must advise modifications in policy in accordance with such changes in the public point of view. As such, the public relations counsel must be alive to the events of the day--not only the events that are printed but the events which are forming hour by hour, as reported in the words that are spoken on the street, in the smoking cars, in the school room, or expressed in any of the other forms of thought communication that make up public opinion. So long as the press remains the greatest single medium for reaching the public mind, the work of the public relations counsel will necessarily have close contacts with the work of the journalist. He transmits his ideas, however, through all those mediums which help to build public opinion--the radio, the lecture platform, advertising, the stage, the motion picture, the mails. On the other hand, he is becoming to-day as much of an adviser on actions as he is the communicator of these actions to the public. The public relations consultant is ideally a constructive force in the community. The results of his work are often accelerated interest in matters of value and importance to the social, economic or political life of the community. The public relations counsel is the pleader to the public of a point of view. He acts in this capacity as a consultant both in interpreting the public to his client and in helping to interpret his client to the public. He helps to mould the action of his client as well as to mould public opinion. His profession is in a state of evolution. His future must depend as much upon the growing realization by the public of the responsibility to the public of individuals, institutions and organizations as upon the public relations counsel’s own realization of the importance of his work. PART II THE GROUP AND HERD CHAPTER I WHAT CONSTITUTES PUBLIC OPINION? The character and origins of public opinion, the factors that make up the individual mind and the group mind must be understood if the profession of public relations counsel is to be intelligently practiced and its functions and possibilities accurately estimated. Society must understand the fundamental character of the work he is doing, if for no other reason than its own welfare. The public relations counsel works with that vague, little-understood, indefinite material called public opinion.