monopoly, may prevent people who are actuated by passion and sentiment from founding newspapers, which is causing many students of the situation much concern. What is to be the hope for the advocates of new-born and unpopular reforms if they cannot have a press of their own, as the Abolitionists and the founders of the Republican party set up theirs in a remarkably short time, usually with poverty-stricken bank accounts?”
The public relations counsel must always sub-divide the appeal of his subject and present it through the widest possible variety of avenues to the public. That these avenues must be existing avenues is both a limitation and an opportunity.
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 established mediums of communication, in order to present to the public a point of view. This is true whether it is that of a majority or minority, old or new personality, institution or group which desires to change by modification or intensification the store of knowledge and the opinion of the public.