Here is another example. A packing company desires to establish in the public mind the fact that the name of its product is synonymous with bacon. Its public relations counsel advises a contest on “Bring home the Beech-Nut,” the contest to be open to salesmen and to be based on the best sale made by salesmen throughout the country during the month of August. But here again it is necessary to use a stereotype to help the possible contestant identify the cause. A committee of nationally known sales-managers is chosen to act as judges for the contest and immediately success is assured. Thousands of salesmen compete for the prize. The stereotype has bespoken the value of the contest. The public relations counsel can try to bring about this identification by utilizing the appeals to desires and instincts discussed in the preceding chapter, and by making use of the characteristics of the group formation of society. His utilization of these basic principles will be a continual and efficient aid to him. He must make it easy for the public to pick his issue out of the great mass of material. He must be able to overcome what has been called “the tendency on the part of public attention to ‘flicker’ and ‘relax.’” He must do for the public mind what the newspaper, with its headlines, accomplishes for its readers. Abstract discussions and heavy facts are the groundwork of his involved theory, or analysis, but they cannot be given to the public until they are simplified and dramatized. The refinements of reason and the shadings of emotion cannot reach a considerable public. When an appeal to the instincts can be made so powerful as to secure acceptance in the medium of dissemination in spite of competitive interests, it can be aptly termed news. The public relations counsel, therefore, is a creator of news for whatever medium he chooses to transmit his ideas. It is his duty to create news no matter what the medium which broadcasts this news. It is news interest which gives him an opportunity to make his idea travel and get the favorable reaction from the instincts to which he happens to appeal. News in itself we shall define later on when we discuss “relations with the press.” But the word news is sufficiently understood for me to talk of it here. In order to appeal to the instincts and fundamental emotions of the public, discussed in previous chapters, the public relations counsel must create news around his ideas. News will, by its superior inherent interest, receive attention in the competitive markets for news, which are themselves continually trying to claim the public attention. The public relations counsel must lift startling facts from his whole subject and present them as news. He must isolate ideas and develop them into events so that they can be more readily understood and so that they may claim attention as news.