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I T H FILMS
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■^f The field of service in which the motion picture and slide film have been most genuinely helpful to Industry is that of Public Relations. Nearly every classification of film usage in this field has someivhere aided in this activity — for to paraphrase the slogan, ''^its help to business has helped everyone" and the salesman or industrial worker who has been improved in his job by film training offers no smcdl part of the evidence confirming this. The direct contribution of films which have taken the public into confidence among organizations both large and small can now be accepted as one of the most satisfactory solutions to the educational problem which Business faces today.
It is important that business should add understanding to the surface knoivledge tchich the public gains through the words of the demagogues and the headlines of the daily press. Most of us today exist in a uorld which prizes rumor and gossip far above their true values. Tonight's netrspaper in a thousand towns will sell a waiting public rumors of war and peace, of victory and defeat. Tonight''s news of business will be in most part a reflection of the day's trend on the Slock Exchanges and a liberal budget of more rumor and gossip, favorable and unfavorable to business, which emanates each day from the ISations Capitol. "B Tinl ivill the public think?", is not the watchword — for as one public relations counsellor has already put it, "It is not the public's attitude which counts, but convictions founded on real knowledge."
The complex structure of business which is often the very heart of its success in affording lower prices for goods and in providing for increased employment is also responsible for the misunderstanding and misinterpretation upon tvhich our demagogues so successfully play. Business need not answer these political critics if it has the understanding and knowledge of the public on its side. The readjustments which industry must face through changes in world and domestic economics should and can be made with the knowledge and cooperation of the public which it serves. There is no more powerful educational force for reaching the inner minds of men than films and the motion picture and slide film should be vigorously employed by all types of business whereever this need for the understanding of the public or of your own employees is realized.
There are able men who can successfully interpret your message in the "iieir language" of this medium. There are millions of Americans in audiences throughout the country who are waiting to hear and see your story told on the screen. It is self-evident that they will hear it in a more potent way than any other medium can offer. As "truth is light" so the potent force of the projector's beam has the power to bring understanding into the "knoivledge" possessed by the public. Technical perfection has provided a perfect medium. The tinies have created this need. It is up to Business to put them together for the preservation of those precious heritages ive recognize as "The American W ay"!