Mental habits create stereotypes just as physical habits create certain definite reflex actions. These stereotypes or reflex images are a great aid to the public relations counsel in his work.
These short-cuts to reactions make it possible for the average mind to possess a much larger number of impressions than would be possible without them. At the same time these stereotypes or clichés are not necessarily truthful pictures of what they are supposed to portray. They are determined by the outward stimuli to which the individual has been subject as well as by the content of his mind.
To most of us, for example, the stereotype of the general is a stern, upright gentleman in uniform and with gold braid, preferably on a horse. The stereotype of a farmer is a slouching, overall-clad man with straw sticking out of his mouth and a straw hat on his head. He is supposed to be very shrewd when it comes to matters of his own farm and very ignorant when it comes to matters of culture. He despises “city fellers.” All this is the connotation brought up by the one word “farmer.”
The public relations counsel sometimes uses the current stereotypes, sometimes combats them and sometimes creates new ones. In using them he very often brings to the public he is reaching a stereotype they already know, to which he adds his new ideas, thus he fortifies his own and gives a greater carrying power. For instance, the public relations counsel might well advise Austria, which in the public mind might still represent a belligerent country, to bring forward other Austrian stereotypes, namely the Danube waltz stereotype and the Danube blue stereotype. An appeal for help would then come from the country of the well-liked Danube waltz and Danube blue—the country of gayety and charm. The new idea would be carried to those who accepted the stereotypes they were familiar with.
The combating of the stereotype is seen in the battle waged against the American Valuation Plan by the public relations counsel. The formulators of the plan dubbed it “American Valuation” in order to capitalize on the stereotype of “American.” In fighting the plan, its opponents put the word “American” in quotation marks whenever reference was made to the subject in order to question the authenticity of the use of this stereotype. Thus patriotism was definitely removed from what was evidently an economical and political issue.
The public relations counsel creates new stereotypes. Roosevelt, his own best adviser, was an apt creator of such stereotypes—“square deal, de-lighted, molly-coddle, big stick,” created new concepts for general acceptance.
Stereotypes sometimes become shop-worn and lose their power with the public that has previously accepted them. “Hundred per cent American” died from over use.
Visible objects as stereotypes are often used by the public relations counsel with great effectiveness to produce the desired impression. A national flag on the orator’s platform is a most common device. A scientist must of necessity be in juxtaposition with his instruments. A chemist is not a chemist to the public unless test tubes and retorts are near him. A doctor must have his kit, or, formerly, a Van Dyke beard. In photographs of food factory buildings white is a good stereotype for cleanliness and purity. In fact, all emblems and trade-marks are stereotypes.
There is one danger in the use of stereotypes by the public relations counsel. That is, by the substitution of words for acts, demagogues in every field of social relationship can take advantage of the public.
Play as an innate tendency is utilized by the public relations counsel whenever conditions merit such an appeal. When a charity committee is advised to institute a street fair to gather money, the committee is recognizing this tendency. When a city government arranges fireworks for its citizens, when a metropolitan news-daily stages marble contests or horseshoe pitching events, the play tendency of human society finds an outlet and the initiators of the event find friends.