[22] Bleyer, “The Profession of Journalism” (page 269).
[23] “Public Opinion” (page 354).
[24] “Public Opinion” (page 292).
[25] “Instincts of the Herd in Peace and War” (page 62).
[26] Given, “Making a Newspaper” (pages 306–307).
[27] “Press Tendencies and Dangers,” Atlantic Monthly, January, 1918.
[28] “The Behavior of Crowds” (pages 23–24).
[29] Walter Lippmann, “Public Opinion.”
[30] Mr. Given’s definition of the qualifications of a good reporter applies very largely to the qualifications of a good public relations counsel. “There is undoubtedly a good deal of truth,” says Mr. Given, “in the saying that good reporters are born and not made. A man may learn how to gather some kinds of news, and he may learn how to write it correctly, but if he cannot see the picturesque or vital point of an incident and express what he sees so that others will see as through his eyes, his productions, even if no particular fault can be found with them, will not bear the mark of true excellence; and there is, if one stops to think, a great difference between something that is devoid of faults and something that is full of good points. The quality which makes a good newspaper man must, in the opinion of many editors, exist in the beginning. But when it does exist, it can usually be developed, no matter how many obstacles are in the way.”
[31] “Public Opinion” (page 160).