Propaganda must be organized. Otherwise it becomes a diffused babel of opinion.
Propaganda must be unscrupulous. It has one duty—to the State.
Propaganda must not be confused with policy. If at a given moment the Grand Strategy of the war absolutely requires us to offer a separate peace to Italy or to make war on Rumania, propaganda must show this need in its happiest light; if the reverse is required, propaganda's job does not alter. Policy should not be made by propagandists and propagandists should have no policy.
Propaganda must interact with policy. If at a given moment, the Grand Strategy has a free choice between recognizing or rejecting a Danish Government-in-exile, the action which propaganda can use to best advantage is the better.
Propaganda must have continuity. The general principles of propaganda have to be worked out, and followed. The principle, in regard to direct war news, may be to tell all, to tell nothing, or to alter the dosage according to the temper of the people. The choice of one of these principles is of the gravest importance; it must be done, or approved, by the President. After the choice is made, sticking to one principle is the only way to build confidence. Except for details of naval losses, the British official announcements are prompt and accurate; the British people generally do not go about in the fear of hidden catastrophe. The Italian system differs and may be suited to the temper of the people; the Russian communiques are exactly adapted to Stalin's concept of the war: the Red soldier is cited for heroism, in small actions, the Germans are always identified as fascists, the vast actions of the entire front are passed over in a formal opening sentence. The German method has its source in Hitler; the announcements of action are rhetorical, contemptuous, and sometimes threatening; the oratory which accompanies the official statements has, for the first time, had a setback, since the destruction of the Russian Army was announced in the autumn of 1941, but no one has discovered any serious reaction as a result. The German people have been conditioned by action; and action has worked with propaganda for this result. The concentration camp, the death of free inquiry, and the triumph of Munich have been as potent as Goebbels' lies to prepare the German people for total war; so that they have not reacted against Hitler when a prediction has failed or a promise gone sour.
Each of these methods has been consistently followed. Our propagandists on the home front began with the knowledge that a great part of the country did not want a war; a rather grim choice was presented: to frighten the people, or to baby them. The early waverings about Pearl Harbor reflected the dilemma; the anger roused by Pearl Harbor gave time to the propagandist to plan ahead. The result has been some excellent and some fumbling propaganda; but no principle has yet come to light.
Propaganda must supply positive symbols. The symbol, the slogan, the picture, which unites the citizen, and inspires to action, can be created by an individual, but can only be made effective by correct propaganda. The swastika is a positive symbol, a mark of unity (because it was once a mark of the revolutionary outcast); we have no such symbol. Uncle Sam is a cartoonists' fiction, too often appearing in comic guises, too often used in advertising, no longer corresponding even to the actuality of the American physique. The Minute-man has an antique flavor but is not sufficiently generalized; he is a brilliant defensive symbol and corresponded precisely to the phase of the militia, an "armed citizenry" leaping to the defense of the country. With my prejudice it is natural that I should suggest the Liberty Bell as a positive symbol of the thing we fight for. It is possible to draw its form on a wall—not to ward off evil, but to inspire fortitude.
Propaganda must be independent. It is a fighting arm; it has (or should have) special techniques; it is based on researches, measurements, comparisons, all approaching a scientific method. It should therefore be recognized as a separate function; Mr. Gorham Munson, preceded by Mr. Edward L. Bernays in 1928, has proposed a Secretary for Propaganda in the Cabinet, which would make the direct line of authority from the Executive to the administrators of policy, without interference. The conflicts of publicity (aircraft versus Navy for priorities, for instance) will eventually force some organization of propaganda. The confusion of departmental interests is a constant drawback to propaganda, even if there is no direct conflict.
Propaganda must be popular. Since the first World War several new ways of approaching the American people have been developed. These have been chiefly commercial, as the radio and the popular illustrated magazine; the documentary moving picture has never been popular, except for the March of Time, but it has been tolerated; in the past two years a new type, the patriotic short, has been skilfully developed. The full length picture has hardly ever been used for direct communication; it is a "morale builder", not a propaganda weapon.
Propaganda must be measured. At the same time the method of the selective poll has been developed in several forms and a quick, dependable survey of public sentiment can be used to check the effectiveness of any propaganda. Recent refinements in the techniques promise even greater usefulness; the polls "weight" themselves, and, in effect, tell how important their returns should be considered. The objections to the polling methods are familiar; but until something better comes along, the reports on opinion, and notably on the fluctuations of opinion, are not to be sneered away. To my mind this is one of the basic operations of propaganda; and although I have no evidence, I assume that it is constantly being done.