Business screen magazine (1938)

CASES IN PUBLIC RELATIONS • Tlu' foiu-ciisiis of opinion among directors of public relations is that most educational film programs which take the public at large "behind the scenes" of their respective organizations are more efjcctirc and less e.ri)eiisive than other media simply because the realistic story can be faithfully enacted with the confusion of detail eliminated. Three typical programs are worthy of note. ♦ Weyerhaeuser's picture Trees and Men is representative of the type of public relations film which gives a broad, comprehensive treatment of an industrial subject suitable for showing to the general public. It illustrates the fact that while the motion picture medium is also being used extensively for subjects which are strictly limited in their appeal to a company's own employees or for special trade or dealer grou])s, the most effective function of the sound film is to present a generally informative and entertaining picture which will hold the interest of all classes of audiences and create good will toward an organization and its products. Scenes for the picture were made after a detailed outline had been prepared in conference lietween the producer and officials of the Timber Company at its Tacoma headquarters. Selection of definite scenes to tic photographed was done from the standpoint of illustrating the main ^^^I^^^UiHB il SI III underlying theme of the subject rather tlian as an attempt to cover all of the many phases of the company's operations or products. All of the picture and sound negative was produced in black and white on '35millimeter film. When finally edited, the li'Ugth was approximately 4,U0() feet, running about forty-two minutes. A number of ,'35-millimeter size copies were used and then the bulk of the non-theatrical distribution was made with sound prints reduced to 16-raillimeter size. Following the release of the picture, a special ten-minute version was made, embodying the main idea of Timber As a Crop, this length being particulary suitable to show on regular theatre programs throughout the United States. In order to make this special version of the picture, a re-editing of the picture material was done, a different narration was written and timed to the picture, then recorded and blended with special musical score. To sup])ly all forms of distribution, more than two hundred copies of the film have been issued to date. HOUSEHOLD TEACHES THRIFT ♦ Advertising takes a back seat in the splendid public relations film programs of Household Finance Corporation, lender of small sums to American families in unexpected need. Thrift education, justified by the contention that the average family needs budget advice as much as lending service, is the keynote of the films. It is to reach the home executive, the American housewife, that Household employs films — both movie and slide. It is not to persuade her to borrow money, Ijut to the contraryl Through these films she is told that she can avoid unnecessary debt if she con manage the family income — if she can recognize a bargain when she sees one — if she can learn to buy the neccessities of life properly. But there is no tug-of-war in the Corporation. As a matter of fact the helpful education in this constructive social policy is showing a splendid harvest in good will. Many hundreds of pulilie and private schools and colleges are using consumer material in their class rooms or reference libraries. Hundreds of schools and women's groups are using both motion pictures and sound-slide films for inspiration and education. Household was among the first of large corporations to establish a visual education department which devotes its entire time to the administration of film matters. Usually pictures and slide films are a side line for promotional, personnel, or advertising departments. Although only two and one-half years old, the department alreatly has done a job which many a merchandise manufacturer would like to accomplish. ♦ A third facet in public relations is offered in the motion picture program of the National Association of Manufacturers. Four pictures featuring John S. Young and Lowell Thomas as commentators have been shown to an audience estimated at fifteen million people in thousands of theatres throughout the country. They have also been widely seen by school and groups. One of this series had its premiere at New York's Radio City Music Hall. films tlifir tasks. Lel't Ijelow: SoumI nKilioii pictures are jjart of tlie National .Association of Manufacturers program. Here is stiown a typical scene. 9 mL^mHidMwm^ PRODUCTION ACKNOWLEDGMENTS APPEAR ON PAGE 33 TOP RIGHT: -TREES AND MEN" BRINGS HOrVlE THE VIVID STORV OF TODAY'S LUMBER INDUSTRY FOR THE WEYER haeuser interests. Below: Tlie Americiin Association 111' Railroails has made good use of the sounil slide lilni lor ]iublic relations and employee education. 13 ^