In common with the scenario writer, the preacher, the statesman, the dramatist, the public relations counsel, has his share in making up the mind of the public. The public quite as truly makes up the mind of the journalist, the pamphleteer, the scenario writer, the preacher and the statesman. The main direction of the public mind is often irrevocably set for its leaders. Hendrik Van Loon, in his “Story of Mankind,” paints a picture of the action and interaction between Napoleon the Great and his public in a way that might well have been made to illustrate our point. When Napoleon led the public truly in the direction towards which it was headed, that is, towards democracy and equality, he was its successful leader and its idol, says Van Loon. When in the latter part of his career he turned back to a goal which the public had discarded and was eager to forget, that is, Bourbonism, Napoleon met with irresistible defeat. “Damaged Goods” was able to make the American public accept the word “syphilis” because the counsel on public relations projected the doctrine of sex hygiene through those groups and sections of the public which were prepared to work with him. Public opinion is the resultant of the interaction between two forces. This may help us to see with greater clarity the position the public relations counsel holds in relation to the world at large, and what the factors are with which he is concerned and by which he accomplishes his work. We have gone somewhat elaborately into the fundamental equipment of the individual mind and its relation to the group mind because the public relations counsel in his work in these fields must constantly call upon his knowledge of individual and group psychology. The public relations counsel can come forward, first, as the representative of established things when their security is shaken, or when they desire greater power; and second, as the representative of the group which is struggling to establish itself. Mr. Lippmann says propaganda is dependent upon censorship. From my point of view the precise reverse is more nearly true. Propaganda is a purposeful, directed effort to overcome censorship--the censorship of the group mind and the herd reaction. The average citizen is the world’s most efficient censor. His own mind is the greatest barrier between him and the facts. His own “logic-proof compartments,” his own absolutism are the obstacles which prevent him from seeing in terms of experience and thought rather than in terms of group reaction. The training of the public relations counsel permits him to step out of his own group to look at a particular problem with the eyes of an impartial observer and to utilize his knowledge of the individual and the group mind to project his clients’ point of view. PART III TECHNIQUE AND METHOD CHAPTER I THE PUBLIC CAN BE REACHED ONLY THROUGH ESTABLISHED MEDIUMS OF COMMUNICATION