Public opinion; Public relations; Publicity; Social psychology
In July of 1919 there was such a shortage of labor in Kansas that it
was feared a large proportion of the wheat crop could not possibly be
harvested. The activities of the War Department in the reëmployment of
ex-service men had already received wide publicity, and the Chamber
of Commerce of Kansas City appealed directly to the War Department
at Washington, after its own efforts in many other directions had
failed, for a supply of men who would assist in the harvesting of the
wheat crop. The public relations counsel prepared a statement of this
opportunity for employment in Kansas and distributed it to the public
through the newspapers throughout the country. The Associated Press
sent the statement over its wires as a news dispatch. Within four days
the Kansas City Chamber of Commerce wired to the War Department that
enough labor had been secured to harvest the wheat crop, and asked
the War Department to announce that fact as publicly as it had first
announced the need for labor.
By contrast with this last instance, and as an illustration of a type
of work less well understood by the public, I cite another incident
from the same campaign for the reëstablishment of ex-service men to
normal economic and social relations. The problem of reëmployment was,
of course, the crux of the difficulty. Various measures were adopted
to obtain the coöperation of business men in extending employment
opportunities to ex-members of the Army, Navy and Marines. One of these
devices appealed to the personal and local pride of American business
men, and stressed their obligation of honor to reëmploy their former
employees upon release from Government service.
A citation was prepared, signed by the Secretary of War, the Secretary
of the Navy and the Assistant to the Secretary of War for display in
the stores and factories of employers who assured the War and Navy
Departments that they would reëmploy their ex-service men. Simultaneous
display of these citations was arranged for Bastile Day, July 14, 1919,
by members of the Fifth Avenue Association.
The Fifth Avenue Association of New York City, an influential group
of business men, was perhaps the first to coöperate as a body in this
important campaign for the reëmployment of ex-service men. Concerted
action on a subject which was as much in the public mind as the
reëmployment of ex-service men was particularly interesting. The story
of what these leaders in American business had undertaken to do went
out to the country by mail, by word of mouth, by newspaper comment.
Their example was potent in obtaining the coöperation of business men
throughout the land. An appeal based on this action and capitalizing
it was sent to thousands of individual business men and employers
throughout the country. It was effective.
Public-domain text, read in full here on John Shaqi.
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