Thus the public relations counsel has to consider the a priori judgment of any public he deals with before counseling any step that would modify those things in which the public has an established belief.
It is seldom effective to call names or to attempt to discredit the beliefs themselves. The counsel on public relations, after examination of the sources of established beliefs, must either discredit the old authorities or create new authorities by making articulate a mass opinion against the old belief or in favor of the new.