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 PART I SCOPE AND FUNCTIONS CRYSTALLIZING PUBLIC OPINION CHAPTER I THE SCOPE OF THE PUBLIC RELATIONS COUNSEL A new phrase has come into the language--counsel on public relations. What does it mean? As a matter of fact, the actual phrase is completely understood by only a few, and those only the people intimately associated with the work itself. But despite this, the activities of the public relations counsel affect the daily life of the entire population in one form or another. Because of the recent extraordinary growth of the profession of public relations counsel and the lack of available information concerning it, an air of mystery has surrounded its scope and functions. To the average person, this profession is still unexplained, both in its operation and actual accomplishment. Perhaps the most definite picture is that of a man who somehow or other produces that vaguely defined evil, “propaganda,” which spreads an impression that colors the mind of the public concerning actresses, governments, railroads. And yet, as will be pointed out shortly, there is probably no single profession which within the last ten years has extended its field of usefulness more remarkably and touched upon intimate and important aspects of the everyday life of the world more significantly than the profession of public relations counsel.