League of Nations. Obviously a small group of persons, banded together for the sole purpose of furthering the appeal of the League, would have no powerful effect. In order to secure a certain homogeneity among the members of groups who individually had widely varied interests and affiliations, it was decided to form a non-partisan committee for the League of Nations.
The public relations consultant, having assisted in the formation of this committee, called a meeting of women representing Democratic, Republican, radical, reactionary, club, society, professional and industrial groups, and suggested that they make a united appeal for national support of the League of Nations. This meeting accurately and dramatically reflected disinterested and unified support of the League. The public relations counsel made articulate what would otherwise have remained a strong passive sentiment. The still insistent demand for the League of Nations is undoubtedly due in part to efforts of this nature.
Cases as diverse as the following are the daily work of the public relations counsel. One client is advised to give up a Rolls-Royce car and to buy a Ford, because the public has definite concepts of what ownership of each represents—another man may be given the contrary advice. One client is advised to withdraw the hat-check privilege, because it causes unfavorable public comment. Another is advised to change the façade of his building to conform to a certain public taste.
One client is advised to announce changes of price policy to the public by telegraph, another by circular, another by advertising. One client is advised to publish a Bible, another a book of French Renaissance tales.
One department store is advised to use prices in its advertising, another store not to mention them.
A client is advised to make his labor policy, the hygienic aspect of his factory, his own personality, part of his sales campaign.