The public relations counsel cannot base his work merely upon the acceptance of the principle that the public and its authorities interact. He must go deeper than that and discover why it is that a public opinion exists independently of church, school, press, lecture platform and motion picture screen--how far this public opinion affects these institutions and how far these institutions affect public opinion. He must discover what the stimuli are to which public opinion responds most readily. Study of the mirrors of the public mind--the press, the motion pictures, the lecture platform and the others--reveal to him what their standards are and those of the groups they reach. This is not enough, however. To his understanding of what he actually can measure he must add a thorough knowledge of the principles which govern individual and group action. A fundamental study of group and individual psychology is required before the public relations counsel can determine how readily individuals or groups will accept modifications of viewpoints or policies, which they have already imposed upon their respective mediums. No idea or opinion is an isolated factor. It is surrounded and influenced by precedent, authority, habit and all the other human motivations. For a lucid conception of the functions, power and social utility of the public relations counsel it is vitally important to have a clear grasp of the fundamentals with which he must work. CHAPTER V AN UNDERSTANDING OF THE FUNDAMENTALS OF PUBLIC MOTIVATION IS NECESSARY TO THE WORK OF THE PUBLIC RELATIONS COUNSEL Before defining the fundamental motivations of society, let me mention those outward signs on which psychologists base their study of conditions. Psychological habits, or as Mr. Lippmann calls them, “stereotypes,” are shorthand by which human effort is minimized. They are so clearly and commonly understood that every one will immediately respond to the mention of a stereotype within his personal experience. The words “capitalist” or “boy scout” bring out definite images to the hearer. These images are more comprehensible than detailed descriptions. Chorus girl, woman lawyer, politician, detective, financier are clean-cut concepts and capable of definition. We all have stereotypes which minimize not only our thinking habits but also the ordinary routine of life.