The new profession of public relations has grown up because of the increasing complexity of modern life and the consequent necessity for making the actions of one part of the public understandable to other sectors of the public. It is due, too, to the increasing dependence of organized power of all sorts upon public opinion. Governments, whether they are monarchical, constitutional, democratic or communist, depend upon acquiescent public opinion for the success of their efforts and, in fact, government is government only by virtue of public acquiescence. Industries, public utilities, educational movements, indeed all groups representing any concept or product, whether they are majority or minority ideas, succeed only because of approving public opinion. Public opinion is the unacknowledged partner in all broad efforts. The public relations counsel, then, is the agent who, working with modern media of communications and the group formations of society, brings an idea to the consciousness of the public.

Truthfully, there’s nothing mysterious about Public Relations. It’s all about how your client — whether it’s a company, an individual, a foundation, a music group — relates to the public. Central to this is their reputation.

Public Relations is the most dynamic business in the world.

The work of public relations in architecture cannot be overemphasized in this ever-changing global space. People need to see what work is done and how great the work is.

Let us assume that our problem is the intensification in the public mind of the prestige of a hotel. The problem for the public relations counsel is to create in the public mind the close relationship between the hotel and a number of ideas that represent the things the hotel desires to stand for in the public mind.

...his success in public relations had been due primarily to his masterful utilization of a single public relations technique: identifying himself with a popular cause. This technique was especially advantageous to him because his philosophy — that accomplishment, Getting Things Done, is the only thing that matters, that the end justifies any means, however ruthless — might not be universally popular. By keeping the public eye focused on the cause, the end, the ultimate benefit to be obtained, the technique kept the public eye from focusing on the methods by which the method was to be obtained.

Publicity is usually explained and justified as a competitive medium which ultimately benefits the public (the consumer) and the most efficient manufacturers - and thus the national economy. It is closely related to certain ideas about freedom: freedom of choice for the purchaser: freedom of enterprise for the manufacturer. The great hoardings and the publicity neons of the cities of capitalism are the immediate visible sign of "The Free World." For many in Eastern Europe such images in the West sum up what they in the East lack. Publicity, it is thought, offers a free choice.

There are, then, these three means of effecting persuasion. The man who is to be in command of them must, it is clear, be able (1) to reason logically, (2) to understand human character and goodness in their various forms, and (3) to understand the emotions-that is, to name them and

Whatever is right can be achieved through the irresistible power of awakened and informed public opinion. Our object, therefore, is not to enquire whether a thing can be done, but whether it ought to be done, to so exert the forces of publicity that public opinion will compel it be done.

Good public relations. When I was a rookie in 1955, I was lonesome and had no place to go. So I didn’t mind staying to sign autographs. I have found people treat you like you treat them.

"Propaganda is confined to utilizing existing material, it does not create it.

This material falls into four categories. First there are the psychological "mechanisms" that permit the propagandist to know more or less precisely that the individual will respond in a certain way to a certain stimulus - Here the psychologists are far from agreement; behaviorism, depth psychology, and the psychology of instincts postulate very different psychic mechanisms and see essentially different connections and motivations. Here the propagandist is at the mercy of these interpretations.

Second, opinions, conventional patterns and stereotypes exist concretely in a particular milieu or individual.

Third, ideologies exist which are more or less consciously shared, accepted, and disseminated, and which form the only intellectual, or rather para-intellectual, element that must be reckoned with in propaganda.

Fourth and finally, the propagandist must concern himself above all with the needs of those whom he wishes to reach. All propaganda must respond to a need, whether it be a concrete need (bread, peace, security, work) or a psychological need."

To attract people, to win over people to that which I have realised as being true, that is called propaganda. In the beginning there is the understanding, this understanding uses propaganda as a tool to find those men, that shall turn understanding into politics. Success is the important thing. Propaganda is not a matter for average minds, but rather a matter for practitioners. It is not supposed to be lovely or theoretically correct. I do not care if I give wonderful, aesthetically elegant speeches, or speak so that women cry. The point of a political speech is to persuade people of what we think right. I speak differently in the provinces than I do in Berlin, and when I speak in Bayreuth, I say different things from what I say in the Pharus Hall. That is a matter of practice, not of theory. We do not want to be a movement of a few straw brains, but rather a movement that can conquer the broad masses. Propaganda should be popular, not intellectually pleasing. It is not the task of propaganda to discover intellectual truths. Those are found in other circumstances, I find them when thinking at my desk, but not in the meeting hall.

This art, which I call the art of persuading, and which, properly speaking, is simply the process of perfect methodical proofs, consists of three essential parts: of defining the terms of which we should avail ourselves by clear definitions, of proposing principles of evident axioms to prove the thing in question; and of always mentally substituting in the demonstrations the definition in the place of the thing defined.

The public relations counsel, therefore, is a creator of news for whatever medium he chooses to transmit ideas. It is his duty to create news no matter what the medium which broadcasts this news.