Exhibitors Herald (Mar-Apr 1924)

58 EXHIBITORS HERALD March 29, 1924 PUBLIC REIAT10NS "That's Public Relations" Len S. Brown Defines Public Relations Outlines "P. R." Campaign Conducted on Feature, "Big Brother" What is "Public Relations?" Two theatre activities related on this page are exemplary of Len S. Brown's statement, "That's Public Relations." There is an expression that every exhibitor should keep uppermost in his mind and incorporate it as a vital element in his theatre policy. To define the phrase, "That's Public Relations," this department is publishing Mr. Brown's outline of his campaign on "Big Brother" at the New Astor theatre, St. Paul, Minn. He writes : "Public Relations is at it again. I am enclosing clipping from St. Paul Pioneer Press, and copy of circular sent out by F. J. Hetznecker, director of St. Paul School Police, on a neat tieup I had with 'Big Brother' this week. "The St. Paul School Police are an organization composed entirely of school boys and girls around the ages of from 12 to IS, numbering some 1,500,' all of whom are elected to the membership in the Police in consideration of some outstanding feature in their regular school work. They are certainly the most representative group of scholars it is possible to find anywhere. The Board of Education and its commissioner positively refuse to allow the force to be 'exploited' commercially in any way, as naturally the city at large are very proud of the School Police Organization. " 'Cooperation' can be secured, in this case, without 'exploitation,' however, as the enclosed exhibits show. By getting in touch with the proper authorities some three weeks in advance, talking the merits of the picture 'Big Brother' over with them, and convincing them of the fact that it was a picture we felt we would be in duty bound to let these splendid youngsters see as our guests, we immediately secured their cooperation. The theme of the picture was talked over at their various meetings, and as a direct result of this effort, I feel we had the 1,500 boys and girls keenly anticipating seeing the picture for weeks in advance, and we know, incidentally talking it in their homes during that time. "Another item which should not be overlooked in this connection: By inviting the kids as our guests we immediately displayed the spirit to them, their families, and the civic authorities that we take an interest in their work. That's Public Relations. "By introducing their chiefs, as mentioned in the newspaper story, to our regular audience at the matinee, we helped them as an organization in bringing their work to the attention of the general public. "Best of all, I know full well that if at any time in the future we need cooperation from this direction, we will get it, for an event like this immediately makes us 1,500 rooting friends — no small item at no cost to us. "This is the third time in the past year that we have worked with the School Police Organization. "The exhibitor who overlooks the value in good will of Public Relations is a chump. "And that's that." Wise showmen like Mr. Brown and Mr. Meyer consider Public Relations as a fundamental of theatre operation. They have made it pay, and so can you. Just as we gro to press one of the worst fires in the history of Hamilton has practically destroyed the First M. E. church. ITie Palace expresses herewith its sympathy and sorrow; the auditorium of this theatre is at the service of Rev. Denny and his congregation from now on until such time as a definite place of worship may be found, pending reconstruction. For your God is my God and all religions, no matter how worded, are headed toward the same direction. Only our "method of transportation" differs. Reproduction of announcement carried in the current issue of the "Palace Monthly Magazine," which is published by Fred S. Meyer, managing director of the Palace theatre, Hamilton, O. This IS "Public Relations." Mr. Fred S. Meyer, Managing Director, Palace Theatre, Hamilton, O. Dear Friend: On behalf of the congregation of the First M. E. church allow me to express our most hearty appreciation of your offer of the use of the auditorium of the Palace theatre for some Sunday morning service. Our program is somewhat indefinite at present but I am rather inclined to think that there may be some time when your offer will be very greatly appreciated. Most cordially yours, JAMES H. DENNEY, Pastor. To use the expression of Len S. Brown, "That's Public Relations." It is needless for this department to comment at length on Mr. Meyer's offer and the response on the part of the minister. The value of civic interest is apparent, and in this Mr. Meyer holds an enviable record.