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NAEB NEVS LETTER Page 6 June I, 5943 THAT EACH CAN BE EXPECTED TO CREATE - IN SHORT, THE PROBABLE REACTION ON THE PUBLIC, HIS PARTICULAR PUBLIC, '"8 THE DOCTOR KNOT'S THE PROBABLY REACTION OF THE REMEDY HE PRESCRIBES. To THE EXTENT THAT THE GENERAL PUBLIC IS RADIO CONSCIOUS, THE RADIO BECOMES A VALUABLE INSTRUMENT. FOR THE COLLEGE PUBLIC RELATIONS COUNSEL* The COLLEGE CAN SCAT CELY EXPECT TO REMAKE THE DAILY PRESS* COLLEGES CAN SURVIVE AND PROGRESS ONLY AS THEY HAVE PUBLIC CONFIDENCE. As LONG AS MAJORITIES RULE IN THIS COUNTRY, WE MUST ASSUME THAT MAJORITIES ARE RIGHT* It FOLLOWS THAT THE MESSAGE MUST BE ADAPTED TO THE AUDIENCE* To EDUCATE THE AUDIENCE TO THE CAMPUS VERNACULAR WOULD TAKE TOO LONS, EVEN IF IT ‘"ERE WORTH DOING* By THE TIME THE LESSON WAS LEARNED THE AUDIENCE WOULD BE DISSIPATED* BETTER SPEA« TO IT AS A LANGUAGE YOU ARE SURE IT WOULD UNDERSTAND* HOW DOES A PUBLIC RELATIONS MAN KNOW HIS PUBLIC - BY READING EVERYTHING AND LISTENING TO EVERYTHING* NEWSPAPERS, MAGA71NES, AND RADIO ARE HIS FIRST AND MOST IMPORTANT SOURCE, SIMPLY BECAUSE THEY HAVE THE GREATEST FOLLOWING* Movies are close beside them. Whatever interests a large group, even a PRIZE FIGHT, HAS ASPECTS THAT THE PUBLIC RELATION’S MAN SHOULD KEEP FRESH IN HIS THINKING* Harold K* Schellenger: Several years ago when our football team was playing AN OUT-OF-TOWN GAME, I TOOK A TRIP TO A SECTION OF OHIO NEARLY |00 MILES DISTANCE FROM THE CAMPUS* In THE COURSE OF THAT TRIP I STOPPED IN A SMALL TOWN DRUGSTORE FOR REFRESH¬ MENTS* At LEAST 25 PEOPLE WERE GATHERED AROUND A RADIO, LISTENING TO THE BROADCAST OF THE GAME FROM OUR OWN UNIVERSITY STATION* The game was good, but the broadcast was bad* The cro^-d was ridiculing the ANNOUNCER* The thought went through my mind that this scene was NO DOUBT BEING REPEATED IN HUNDREDS OF OTHER CROSS-ROADS TOWNS THROUGHOUT THE STATE, AND I SLIPPED OUT OF THE DRUGSTORE DECIDEDLY ASHAMED OF OUR PUBLIC RELATIONS IN THE REALM OF ATHLETIC BROADCASTING* A FEW MONTHS AGO I WAS VISITING RELATIVES IN ANOTHER Oh 10 TO‘*N. THESE RELATIVES INVITED ME TOGO WITH THEM INTO THE COUNTRY TO VISIT A RETIRED SCHOOL TEACHER, A PLEASANT, INTELLIGENT WOMEN IN HER SEVENTIES. 1 WAS INTRODUCED TO HER AND MY UNIVERSITY CONNECTION WAS MENTIONED* Her FACE LIGHTED IMMEDIATELY. H l LISTEN TO YOUR RADIO STATION ALL DAY, AND I CAN 1 T TELL YOU HOW MUCH IT MEANS TO ME, 11 SHE SAID* "YOU MUST HAVE A WONDERFUL SCHOOL*®” Those two incidents, I believe, will emphasize the importance of radio in THE TOTAL UNIVERSITY PUBLIC RELATIONS PICTURE* ONE ILLUSTRATES THE LIABILITY OF POOR PROGRAMS, THE OTHER THE DIVIDENDS TO BE GAINED FFO M GOOD ONES* For MOST OF THE PEOPLE RIDICULING OUR BROADCAST IN THE DRUGSTORE*? FOR THE LONELY RETIRED SCHOOL TEACHER, AND FOR THEIR COUNTERPARTS THROUGHOUT THE STATE, THE ONLY CONTACT THEY HAVE OR WILL HAVE WITH THE UNIVERSITY THEIR TAXES H--LP TO SUPPORT IS THROUGH THE RADIO STATION* THEY JUDGE THE WORTH OF OUR WHOLE UNIVERSITY BY THIS ONE CONTACT* » SUBMIT TO YOU THAT THE CONTACT IS, THEREFORE, A MOST IMPORTANT ONE* It is my THAT IT BELIEVE that EDUCATIONAL RADIO HAS HAD SUCH A TOnSY-LIKE GRO-TH HAS NOT BEEN INTEGRATED AS CLOSELY AS IT SHOULD BE WITH THE TOTAL