Publicist

“ We never know, believe me, when we have succeeded best.
And remember that the slowly and carefully elaborated work of the solitary author, holding himself aloof from all collaboration with his public, is perhaps after all only the monument of his own egoism.
Collaboration with the public, I say. For the public collaborates more or less ostensibly in the work{145} of every publicist, sometimes with applause, sometimes with censure. ”

“ In economics, politics and sociology, publicists use a good many words and compose a good many phrases that sound well and undoubtedly make an emotional impression, without anybody, including the enunciators themselves, giving any consideration to their meaning. ”

“ In the Monography, men of letters, baptized by the novelist gendelettres—one of the few words coined by Balzac which have become naturalized—may be divided into several categories. First, there are the publicistes, occupied in scratching the pimples of the body politic. From these pimples they extract a book which is a mystification. Not far removed from the publicistes are the chief managing editors and proprietors general, big wigs who sometimes become prefects, receivers general, or theatrical directors. ”

“ It is nevertheless a fact that most of the new ideas that are being carried into effect are the suggestions of publicists—journalists who stand midway between men of thought and men of action. Sometimes the former contribute immediately practicable proposals. ”

“ Can there be any doubt about the traits and outward signs of a noble character, and is not the style of an author the manners of his soul?
Is there a lyceum lecturer in the country who is above manoeuvring for the applause of his audience? or a writer who is willing to make himself of no account for the sake of what he has to say? Even in the best there is something of the air and manners of a performer on exhibition. The newspaper, or magazine, or book is a sort of raised platform upon which the advertiser advances before a gaping and expectant crowd. ”

“ Much that happens in these days is presented to the public in the words of the actors or their satellites, without evaluation through the mind of the professional journalist.
Whole sections devoted to the automobile industry, columns of theatrical "notes" and even "criticism," book "reviews," much industrial, financial and real estate "news," college and university items, stories of organized uplift movements, and a considerable body of political and administrative news from governmental centers are furnished to the press in the form of publicity "handouts." ”

“ I invite your attention first of all to the Press Agent, that indispensable adjunct of all projects that have something to gain or to fear from publicity. I have seen the claim made in print, though doubtless it is a press agent's story, that there are ten thousand press agents in the city of New York,—that is, men and women employed to boom people and enterprises in the papers and magazines. You are familiar with the theatrical press agent, the most harmless, jovial, inventive, and resourceful of his kind. ”

“ Around him, all cheery and eating, sat the press agents of the Government—the general publicity chief, with his larger staff, at their table; the special departmental staffs, the haughty publicity aids of the great publicity cabinet members, the lordly military publicity colonels and commodores of the war and navy departments; the private free-lances, the professional advisers and tipsters of business and stock houses and the great national corporations. All the great specialists, developed in the national capital by the huge publicity activity during the war. ”

“ A CONSIDERATION OF THE PRESS AND OTHER MEDIUMS OF COMMUNICATION IN THEIR RELATION TO THE PUBLIC RELATIONS COUNSEL When the question of preparing and publishing this volume was first considered, the publishers wrote letters to several hundred prominent men asking their opinions, individually, as to the probable public interest in a work dealing with public relations. Newspaper editors and publishers, heads of large industries and public service corporations, philanthropists, university presidents and heads of schools of journalism, as well as other prominent men made up the number. ”

“ It is generally conceded that for one woman who succeeds in the metropolitan newspaper field about ten fail before the vicissitudes of city life, the orders of managing editors, and the merciless grind of the big city's working world. And with those who succeed, what have they more than I? They sign their names to articles; they receive big salaries; they are famous—as such fame goes. Why is a signed name to an article necessary, when everyone knows when the paper comes out that I wrote the article? ”

“ I should say, let him take the celebrity it gives him gratefully but not too seriously; let him reflect that he is often the necessity rather than the ideal of the paragrapher, and that the notoriety the journalists bestow upon him is not the measure of their acquaintance with his work, far less his meaning. They are good fellows, those hard-pushed, poor fellows of the press, but the very conditions of their censure, friendly or unfriendly, forbid it thoroughness, and it must often have more zeal than knowledge in it. ”

“ In no other country in the world does the interviewer's profession thrive as in these United States. From the cabinet minister—nay, the President himself—down to the common felon, all at different times are liable to what is called "the pressure of the pumping process." Some classes naturally like being interviewed, because all publicity adds to their importance and notoriety. The politicians are a specimen of this species. Then, again, another class regards the interview as a legitimate means of advertising and of attracting public attention to themselves and their doings. ”

“ Both companies appropriated a good sum of money, hired a press agent, and bought advertising space in the local papers every day for a month or more. These advertisements gave the companies' side of the case with such candor and convincing fairness that they soon became the talk of the town, personal letters were written to the papers about them, and the hostility toward them very quickly turned to a feeling of good-will. It pays to take the public into your confidence. ”

“ I heard a successful young journalist say the other day to a very conscientious young reviewer. "Good work won't get you anything. Play politics, office politics all the while." Doubtless sound advice, this, for any gainful employment.
Now about that prime department of the press called the business office. Many people firmly believe that all book reviews—and dramatic criticisms and editorials—are bought by "the interests." One of the principal librarians of New York holds this view of reviews. I never knew a reviewer who was bound to tell anything but the truth as he saw it. ”

“ The conductors of the public press must take ground on all the questions of the day, and each accordingly strikes out such a line as suits his own leanings, the palates of his readers, or what he deems for the good of the country. ”

“ So not only in the case of the publisher, but in that of the public do these small potatoes, who have a knack of glossing over their mean surnames with high-sounding prefixes, render themselves representatives of an institution the real leaders in which are often quite unknown out of their own circles. [360] For every thousand familiar with the name of Shakespeare Green, the writer of “awfuls,” there is not one who can tell you who are the editors of the leading daily papers and principal reviews. ”

“ Again, from the Atlantic to the Pacific, the public has been taught many lessons. The immense newspaper publicity, which could never have been obtained except for a struggle on a stupendous scale, has proved a campaign of education for young and old, for business man and farmer, for lawyer and politician, for housewife and for student. It has left the manufacturer less cocksure of the soundness of his individualist philosophy. ”

“ So long as the press remains the greatest single medium for reaching the public mind, the work of the public relations counsel will necessarily have close contacts with the work of the journalist. He transmits his ideas, however, through all those mediums which help to build public opinion—the radio, the lecture platform, advertising, the stage, the motion picture, the mails. ”

“ It is probable that never before in any Government department had there been so many distinguished men of a type so remote from that of the normal official. All varieties of talent were needed—the skilled journalist and the expert in publicity for the actual business of propaganda, the experienced business man for the control and expenditure of machinery, and the student of public affairs for Intelligence and Policy. ”

“ You must have publicity, whether or not you secure a representative to attend to it for you. Interesting newsy stories about you, with effective art studies of yourself in costume accompanying them, are gladly accepted by many newspapers and magazines. The rotogravure sections of Sunday papers contain many pictures of theatrical folks. A beautiful picture will usually carry a story, and you are wise to get a few good ones rather than many cheap prints. Every first-class theatre has its own press agent, and every production of any size its own press representative. ”

“ That actors and managers are often wrong is true, but still their trade is "their" trade, and the presumption is in favour of their being right. For the press, I should wish you to be solicitously nice; because you are to exhibit before a larger and more respectable multitude than a theatre presents to you, and in a new part, that of a poet employing his philosophical knowledge practically. ”

“ Assuming that you desire to introduce or further exploit a worthy service and route, publicity should be the first vital consideration. In this propaganda who can better assist you to reach the world and his wife than the rank and file, than those men and youths of high and low degree whom you meet when you occasionally call and who, during your absence, are always in immediate contact with buyers and the stream of enquiring public, alert and receptive, like a big league star playing close to the third sack. ”

“ But, if he desires to continue on the general writing staff he will find it very much to his advantage—in connection with his general work—to study a specialty or two. In the newspaper office the man who knows most about a given topic is the man summoned to write on that topic. The expert on national politics is sent to the national political conventions and the man who knows most about finance must write the big stories of financial moment—just as in football the best kicker is called on to kick the goal. ”

“ The press begins to teach and to excite; those of like minds assemble together at public meetings, and the discourse of an enthusiastic speaker exercises its influence. Gradually the number of those who are interested increases; from the strife of different views, which contend together in public, is developed a knowledge of what is necessary, an insight into the ways and means, the will to meet such requirements, and, lastly, self-sacrifice and devotion. ”

“ A knowledge of public sentiment and the ability to anticipate public sentiment are brilliants, indeed, in the editor’s jewelbox of sagacity.
The absolutely fearless editor who values his opinion more than he values his income, will slam into the public’s most cherished notions if he thinks he is right. ”

“ Every kind of persuasion was brought to bear on journalists—dinners, flattery, and presents. The following story will throw more light on the close connection between the critic and the publisher than any quantity of flat assertions.
There was once upon a time an editor of an important paper, a clever writer with a prospect of becoming a statesman; he was young in those days, and fond of pleasure, and he became the favorite of a well-known publishing house. ”

“ The departments of a modern newspaper will show the great variety of possible approaches on any subject from the standpoint of the press. When this is correlated to the possible approaches on any subject from the standpoint of human psychology, we see the diversification of methods to which the public relations counsel can have recourse to construct events. ”

“ Just in the same way, the whole public offers a quiet ovation to the man of reputation when an interviewer presents his card. The newspaper would never ask for an interview to publish, unless the masses of its readers desired it. And the interviewer should be met courteously, and the public man should realize that this sort of thing is the duty he pays on fame. ”

“ The press agent knows that his business is the dissemination of falsehood, and he is proud of it. Go up to any member of the craft you find on Broadway and say to him: "You are a liar!"; you will see a smile of satisfaction spread itself over his happy face, and his horny hand will grasp yours in earnest gratitude. ”

“ The fame was all voice, as they could guarantee who had an ear always glued to the speaking-tube; the items that made the sum were individually of the last vulgarity, but the accumulation was a triumph—one of the greatest the age could show—of industry and vigilance. It was after all not true that a man had done nothing who for ten years had so fed, so dyked and directed and distributed the fitful sources of publicity. ”

“ That is what the publicity department can do, and aiding and abetting them at all times are the sleek and smiling brokers--financial courtezans--genial, jovial men, bidding you welcome to the warmth and light and luxury of their offices; joking with you, advising you, humoring your wild ideas and your crazy theories of speculation, gathering their commissions as their pay and knowing, in the bottom of what they call their hearts, that once you are in their clutches, you won't escape while you have a penny to your name. ”