In its campaign to educate the public on the importance of early radium treatments for incipient cancer, the United States Radium Corporation founded the First National Radium Bank, in order to create and crystallize the impression that radium is and should be available to all physicians who treat cancer sufferers.
An inter-city radio company planned to open a wireless service between the three cities of New York, Detroit and Cleveland. This company might merely have opened its service and waited for the public to send its messages, but the president of the organization realized astutely that to succeed in any measure at all he must have immediate public support. He called in a public relations counsel, who advised an elaborate inauguration ceremony, in which the mayors of the three cities thus for the first time connected, would officiate. The mayor of each city officially received and sent the first messages issued on commercial inter-city radio waves. These openings excited wide interest, not only in the three cities directly concerned, but throughout the entire country.
Shortly after the World War, the King and Queen of the Belgians visited America. One of the many desired results of this visit was that it should be made apparent that America, with all the foreign elements represented in its body, was unified in its support of King Albert and his country. To present a graphic picture of the affection which the national elements here had for the Belgian monarch, a performance was staged at the Metropolitan Opera House in New York City, at which the many nationalist groups were represented and gave voice to their approval. The story of the Metropolitan Opera House performance was spread in the news columns and by photographs in the press throughout the world. It was evident to all who saw the pictures or read the story that this king had really stirred the affectionate interest of the national elements that make up America.
An interesting illustration of the broad field of work of the public relations counsel to-day is noted in the efforts which were exerted to secure wide commendation and support among Americans for the League of Nations. Obviously a small group of persons, banded together for the sole purpose of furthering the appeal of the League, would have no powerful effect. In order to secure a certain homogeneity among the members of groups who individually had widely varied interests and affiliations, it was decided to form a non-partisan committee for the League of Nations.
The public relations consultant, having assisted in the formation of this committee, called a meeting of women representing Democratic, Republican, radical, reactionary, club, society, professional and industrial groups, and suggested that they make a united appeal for national support of the League of Nations. This meeting accurately and dramatically reflected disinterested and unified support of the League. The public relations counsel made articulate what would otherwise have remained a strong passive sentiment. The still insistent demand for the League of Nations is undoubtedly due in part to efforts of this nature.
Cases as diverse as the following are the daily work of the public relations counsel. One client is advised to give up a Rolls-Royce car and to buy a Ford, because the public has definite concepts of what ownership of each represents—another man may be given the contrary advice. One client is advised to withdraw the hat-check privilege, because it causes unfavorable public comment. Another is advised to change the façade of his building to conform to a certain public taste.
One client is advised to announce changes of price policy to the public by telegraph, another by circular, another by advertising. One client is advised to publish a Bible, another a book of French Renaissance tales.
One department store is advised to use prices in its advertising, another store not to mention them.
A client is advised to make his labor policy, the hygienic aspect of his factory, his own personality, part of his sales campaign.
Another client is advised to exhibit his wares in a museum and school.