Naturally the press, like other institutions which present facts or opinions, is restricted, often unconsciously, sometimes consciously, by various controlling conditions. Certain people talk of the censorship enacted by the prejudices and predispositions of the public itself. Some, such as Upton Sinclair, ascribe to the advertisers a conscious and powerful control of publications. Others, like Walter Lippmann, find that an effective barrier between the public and the event exists in the powerful influence which, he says, is exerted in certain cases on the press by the so-called quality public which the newspapers’ advertisers wish to reach and among whom the newspapers must circulate if the advertising is to be successful. Mr. Lippmann observes that although such a restriction may exist, much of what may be attributed to censorship in the newspaper, often is actually inadequate presentation of the events it seeks to describe. On this point he says:[7] “It follows that in the reporting of strikes, the easiest way is to let the news be uncovered by the overt act, and to describe the event as the story of interference with the reader’s life. This is where his attention is first aroused and his interest most easily enlisted. A great deal, I think myself, of the crucial part of what looks to the worker and the reformer as deliberate misrepresentation on the part of newspapers, is the direct outcome of a practical difficulty in uncovering the news, and the emotional difficulty of making distinct facts interesting unless, as Emerson says, we can ‘perceive’ (them) and can ‘set about translating (them) at once into parallel facts.’” In view then of the possibility of a malleable public opinion the counsel on public relations, desiring to obtain a hearing for any given cause, simply utilizes existent channels to obtain expression for the point of view he represents. How this is done will be considered later. Because of the importance of channels of thought communication, it is vital for the public relations counsel to study carefully the relationship between public opinion and the organs that maintain it or that influence it to change. We shall look into this interaction and its effect in the next chapter. CHAPTER III THE INTERACTION OF PUBLIC OPINION WITH THE FORCES THAT HELP TO MAKE IT The public and the press, or for that matter, the public and any force that modifies public opinion, interact. Action and interaction are continually going on between the forces projected out to the public and the public itself. The public relations counsel must understand this fact in its broadest and most detailed implications. He must understand not only what these various forces are, but he must be able to evaluate their relative powers with fair accuracy. Let us consider again the case of a newspaper, as representative of other mediums of communication.