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NAEB NE’VS LETTER Page 5 June I, S 943 Colleges need improved public relations for at least two reasons., (1) Colleges and College people are a very small minority of the population, CERTAINLY NOT OVER 5 fO ANO THE PUBLIC IS SELDOM WELL DISPOSED TOWARD MINORITIES. (2) Colleges continually tend to get away from the vernacular. They are PROGRESSIVE IN THINKING BUT CONSERVATIVE IN ITS EXPRESSION. The PUBLIC PREFERS CONSERVATIVE THINKING AND MODERN EXPRESSION. If COLLEGES MADE BRICKS AND COBBLED SHOES THEY WOULD REFER TO THEIR ACTS AS CERAMICS AND APPLIED VOCATIONAL TRAINING. The FUNDAMENTAL FACTS COLLEGES FACE AR NO DIFFERENT FROM THOSE WHICH CON¬ FRONT CORPORATIONS, INDUSTRIES, BANKS, POLITICAL PARTIES, AND PROPAGANDA MOVEMENTS. All OF THESE HAVE PROGRAMS TO WHICH A MAJORITY ARE OPPOSED OR INDIFFERENT OR IGNORANT. TO MEET THIS CONDITION A WIDE RANGE OF EXPEDIENTS IS AVAILABLE. The ONLY PHASE THAT DIFFERENTIATES A COLLEGE PROBLEM FROM OTHER PrOBLEMS IS THE DEGREE TO WHICH IT MAY BE BILLING TO INVOKE CERTAIN KNOWN REMEDIES. The BODY POLITIC, LIKE THE BODY PHYSICAL, RESPONDS TO CERTAIN STIMULI, RESISTS CERTAIN FORCES, TENDS TO IMMUNIZE ITSELF AGAINST REPEATED ATTACKS; CHANGES WITH CONDITIONS SO THAT WHAT IS EFFECTIVE AT ONE TIME MAY NOT BE AT ANOTHER. This body of indifference, opposition, ignorance, prejudice, or fear can BE MOVED, MITIGATED, NULLIFIED, OR CONVERTED BY THE APPLICATION OF THE PROPER MEANS, AT THE PROPER TIME, AND OVER A NECESSARY PERIOD. Within this field of stress and strain lies the province of the director of public relations. For the better understanding of the term public RELATIONS, THE WORDS SHOULD BE TRANSFUSED. It IS THE RELATION OF THE PUBLIC TO THE PROJECT THAT IS IMPORTANT TO THE PUBLIC RELATIONS COUNSEL. He MAY KNOW THE WHOLE LIFE AND HISTORY OF THE COLLEGE WHICH RETAINS HIM; THAT HELPS, BUT HE MUST KNOW PUBLIC REACTIONS - THAT IS ESSENTIAL* WHEN HE KNOWS THEM HE CAN APPLY OR SEEK TO BRING INTO BEING FORCES THAT WILL CHANGE THAT PUBLIC INTO ONE MORE AGREEABLE TO HIS COLLEGE. ALWAYS HE MUST APPROACH HIS PROBLEMS FROM THE EVER SHIFTING VIEW POIN$ OF' THE PUBLIC, AT LEAST THIS PUBLIC. He IS IN THE POSITION OF A PHYSICIAN WHO MUST KNOW SYMPTOMS BEFORE HE CAN PRESCRIBE REMEDIES. Like a military lader, he may make either a defense or an attack. He can DEVISE PROJECTS THAT WILL INTEREST HIS PUBLIC. He CAN CREATE AN ENTIRELY NEW PUBLIC. He MAY AMALGAMATE SEVERAL EXISTING PUBLICS. He NEED NOT AGREE WITH HIS PUBLIC, HE MUST KNOW ITJ HE MUST AT LEAST SEEM TO HUMOR IT. No public in America can, for long, be driven* But it tends always to reach A CERTAIN LEVEL OF INTELLIGENCE AS WATER SEEKS ITS LEVEL. To deal with his public the Po R. Man has many mediums. Newspapefs, MAGAZINES, MAIL, RADIO, MOTION PICTURES, PUBLIC ADDRESSES, MUSIC, DEMONSTRA¬ TIONS, CONTESTSABE a FEW. He NEED NOT BE INTIMATE WITH ALL THE TECHNIQUES OF ALL OF THEM; HE CAN BUY THAT KNOT LEDGE. He MUST KNOW THE PSYCHOLOGY