The headline and the cartoon bear the same relation to the newspaper that the public relations counsel’s analysis of a problem bears to the problem itself. The headline is a compact, vivid simplification of complicated issues. The cartoon provides a visual image which takes the place of abstract thought. So, too, the analyses the public relations counsel makes, lift out the important, the interesting, and the easily understandable points in order to create interest. “Yet human qualities are themselves,” says Mr. Lippmann,[31] “vague and fluctuating. They are best remembered by a physical sign. And therefore the human qualities we tend to ascribe to the names of our impressions, themselves tend to be visualized in physical metaphors. The people of England, the history of England, condense into England, and England becomes John Bull, who is jovial and fat, not too clever, but well able to take care of himself. The migration of a people may appear to some as a meandering of a river, and to others like a devastating flood. The courage people display may be objectified as a rock, their purpose as a road, their doubts as forks of the road, their difficulties as ruts and rocks, their progress as a fertile valley. If they mobilize their dreadnaughts they unsheath a sword. If their army surrenders they are thrown to earth. If they are oppressed they are on the rack or under the harrow.” Perhaps the chief contribution of the public relations counsel to the public and to his client is his ability to understand and analyze obscure tendencies of the public mind. It is true that he first analyzes his client’s problem--he then analyzes the public mind; he utilizes the mediums of communication between the two, but before he does this he must use his personal experience and knowledge to bring two factors into alignment. It is his capacity for crystallizing the obscure tendencies of the public mind before they have reached definite expression, which makes him so valuable. His ability to create those symbols to which the public is ready to respond; his ability to know and to analyze those reactions which the public is ready to give; his ability to find those stereotypes, individual and community, which will bring favorable responses; his ability to speak in the language of his audience and to receive from it a favorable reception are his contributions. The appeal to the instincts and the universal desires is the basic method through which he produces his results. PART IV ETHICAL RELATIONS CHAPTER I A CONSIDERATION OF THE PRESS AND OTHER MEDIUMS OF COMMUNICATION IN THEIR RELATION TO THE PUBLIC RELATIONS COUNSEL