The rise of the modern public relations counsel is based on the need for and the value of his services. Perhaps the most significant social, political and industrial fact about the present century is the increased attention which is paid to public opinion, not only by individuals, groups or movements that are dependent on public support for their success, but also by men and organizations which until very recently stood aloof from the general public and were able to say, “The public be damned.”
The public to-day demands information and expects also to be accepted as judge and jury in matters that have a wide public import. The public, whether it invests its money in subway or railroad tickets, in hotel rooms or restaurant fare, in silk or soap, is a highly sophisticated body. It asks questions, and if the answer in word or action is not forthcoming or satisfactory, it turns to other sources for information or relief.
The willingness to spend thousands of dollars in obtaining professional advice on how best to present one’s views or products to a public is based on this fact.
On every side of American life, whether political, industrial, social, religious or scientific, the increasing pressure of public judgment has