Truthful and accurate must be the material which the public relations counsel furnishes to the press and other mediums. In addition, it must have the elements of timeliness and interest which are required of all news--and it must not only have these elements in general, but it must suit the particular needs of each particular newspaper and, even more than that, it must suit the needs of the particular editor in whose department it is hoped that it will be published. Finally, the literary quality of the material must be up to the best standards of the profession of journalism. The writing must be good, in the particular sense in which each newspaper considers a story well written. In brief, the material must come to the editorial desk as carefully prepared and as accurately verified as if the editor himself had assigned a special reporter to secure and write the facts. Only by presenting his news in such form and in such a manner can the counsel on public relations hope to retain, in the case of the newspaper, the most valuable thing he possesses--the editor’s faith and trust. But it must be clearly borne in mind that only in certain cases is the public relations counsel the intermediary between the news and the press. The event he has counseled upon, the action he has created finds its own level of expression in mediums which reach the public. The radio stations offer an avenue of approach to the public. They are controlled by private organizations, large electrical supply companies, department stores, newspapers, telegraph companies and in some cases by the government. Their programs broadcast information and entertainment to those within their radius. These programs vary in different localities. To the public relations counsel there is a wide opportunity to utilize the means of distribution the radio program affords. In partisan matters, the controllers of the radio insist upon the presentation of all points of view in order to have the onus of propaganda removed from their shoulders. The public relations counsel is therefore in a position to suggest to the broadcasting managers a symposium treatment of the subject in which he happens to be interested. Or in the case of information, which has not this partisan character, he is in a position to assure treatment of his subject by embodying his thesis in the form of a speech delivered by some individual of standing and reputation. In the case of events which the public relations counsel may be instrumental in creating, such as large public meetings, the radio to-day becomes a natural form of distribution, just as news treatment in a newspaper does, and the broadcasting to thousands and thousands of people of the speeches becomes a corollary of the event itself. The broadcasting of Lord Robert Cecil’s speech on the League of Nations, delivered at a banquet in New York, is a case in point.