Any Person Or Organization Depends Ultimately On

This Is An Age Of Mass Production. In The Mass Production Of Materials A Broad Technique Has Been Developed And Applied To Their Distribution. In This Age, Too, There Must Be A Technique For The Mass Distribution Of Ideas.

People Want To Go Where They Wanted To Be Led.

We Are Governed, Our Minds Are Molded, Our Tastes Formed, Our Ideas Suggested, Largely By Men We Have Never Heard Of. This Is A Logical Result Of The Way In Which Our Democratic Society Is Organized. Vast Numbers Of Human Beings Must Cooperate In This Manner If They Are To Live Together As A Smoothly Functioning Society.

If You Can Influence The Leaders, Either With Or Without Their Conscious Cooperation, You Automatically Influence The Group Which They Sway. But Men Do Not Need To Be Actually Gathered Together In A Public Meeting Or In A Street Riot, To Be Subject To The Influences Of Mass Psychology. Because Man Is By Nature Gregarious He Feels Himself To Be Member Of A Herd, Even When He Is Alone In His Room With The Curtains Drawn.

The Three Main Elements Of Public Relations Are Practically As Old As Society: Informing People, Persuading People, Or Integrating People With People. Of Course, The Means And Methods Of Accomplishing These Ends Have Changed As Society Has Changed.