Realizing the injustice to them of this situation, they built a definite news event by going over the heads of the local law enforcement offices and wired an appeal direct to President Harding, asking for enforcement. This naturally became news of the first order. The opening of a shop by prominent women in which were shown graphic examples of the

Commenting on this aspect of the situation, Mr. Lippmann discuses this very example of the broker, John Smith, and his hypothetical bankruptcy. “That overt act,” says Mr. Lippmann,9 “‘uncovers’ the news about Smith. Whether the news will be followed up or not is another matter. The point is that before a series of events become news they have usual

First of all, there are the circumstances and events he helps to create. After that there are the instruments by which he broadcasts facts and ideas to the public; advertising, motion pictures, circular letters, booklets, handbills, speeches, meetings, parades, news articles, magazine articles and whatever other mediums there are through which publ

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 they can claim attention as news.

People accept the facts which come to them through existing channels. They like to hear new things in accustomed ways. They have neither the time nor the inclination to search for facts that are not readily available to them. The expert, therefore, must advise first upon the form of action desirable for his client and secondly must utilize the esta

three recent tendencies of fundamental importance; first, the tendency of small organizations to aggregate into groups of such size and importance that the public tends to regard them as semi-public services; second, the increased readiness of the public, due to the spread of literacy and democratic forms of government, to feel that it is entitled

It has always been interesting to me that a concise, comprehensive definition of news has never been written. What news is, every newspaper man instinctively knows, particularly as it concerns the needs of his own paper. But it is almost as difficult to define news as it is to describe a circular staircase without making corkscrew gestures with one

“Crowds have always undergone the influence of illusions,” he wrote, “Whoever can supply them with illusions is easily their master. Whoever attempts to destroy their illusions is always their victim.”

Pugnacity with its attendant emotion of anger is a human constant. The public relations counsel uses this continually in constructing all kinds of events that will call it into play. Because of it, too, he is often forced to enact combats and create issues. He stages battles against evils in which the antagonist is personified for the public.