Page 4 of 171

Table of Contents

Cover
Title page(p. 1)
Copyright(p. 2)
Table of Contents(pp. 3-4)
PREFACE TO NEW EDITION(pp. 5-6)
FOREWORD(pp. 7-8)
PART I Scope and Functions(pp. 9-25)
CHAPTER II THE PUBLIC RELATIONS COUNSEL; THE INCREASED AND INCREASING IMPORTANCE OF THE PROFESSION(pp. 26-37)
CHAPTER III THE FUNCTION OF A SPECIAL PLEADER(pp. 38-43)
PART II The Group and Herd(pp. 44-49)
CHAPTER II IS PUBLIC OPINION STUBBORN OR MALLEABLE?(pp. 50-54)
CHAPTER III THE INTERACTION OF PUBLIC OPINION WITH THE FORCES THAT HELP TO MAKE IT(pp. 55-62)
CHAPTER IV THE POWER OF INTERACTING FORCES THAT GO TO MAKE UP PUBLIC OPINION(pp. 63-70)
CHAPTER V AN UNDERSTANDING OF THE FUNDAMENTALS OF PUBLIC MOTIVATION IS NECESSARY TO THE WORK OF THE PUBLIC RELATIONS COUNSEL(pp. 71-81)
CHAPTER VI THE GROUP AND HERD ARE THE BASIC MECHANISMS OF PUBLIC CHANGE(pp. 82-86)
CHAPTER VII THE APPLICATION OF THESE PRINCIPLES(pp. 87-90)
PART III Technique and Method(pp. 91-100)
CHAPTER II THE INTERLAPPING GROUP FORMATIONS OF SOCIETY, THE CONTINUOUS SHIFTING OF GROUPS, CHANGING CONDITIONS AND THE FLEXIBILITY OF HUMAN NATURE ARE ALL AIDS TO THE COUNSEL ON PUBLIC RELATIONS(pp. 101-120)
CHAPTER III AN OUTLINE OF METHODS PRACTICABLE IN MODIFYING THE POINT OF VIEW OF A GROUP(pp. 121-126)
PART IV Ethical Relations(pp. 127-153)
CHAPTER II HIS OBLIGATIONS TO THE PUBLIC AS A SPECIAL PLEADER(pp. 154-161)
Notes(pp. 162-171)
Back cover