CHAPTER VII

THE APPLICATION OF THESE PRINCIPLES
Both Trotter, Martin and the other writers we have quoted confirm what the actual experience of the public relations counsel shows—that the cause he represents must have some group reaction and tradition in common with the public he is trying to reach. This must exist before they can react sympathetically upon one another. Given these common fundamentals, much can be done to capitalize or destroy them. It is as untrue to contend that public opinion is manufactured as it is to contend that public opinion governs the agencies which mould it.
The public relations counsel must continually realize that there are always these limitations to his effectiveness.
The very “leaders,” men who have been selected from the mass to “lead the nation,” live with their ears to the ground for every slight rumbling¹ of public sentiment. Preachers, acknowledged to be the ethical² leaders of their flocks, express obedience³ to public opinion.
The critics who hold these extreme points of
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 view about public opinion have too easily confused cause and effect. The sympathy between the orator⁴ and his audience is not one which the orator can create. He can intensify⁵ it, or by tactless speaking he can dissipate it, but he cannot manufacture it from thin air.
Margaret Sanger, a leader in the fight for education on birth control, will evoke⁶ enthusiasm when she addresses an audience that approves of her sentiments. When, however, she injects her point of view into groups that have a preconceived aversion to them, she is in danger of abuse, if not of actual physical violence. Likewise, a man who would talk of prison reform at a time when the public is aroused by an unwonted crime wave will find little response. On the other hand, when Madam Curie, co-discoverer of radium, came to America, she found a country that was prepared to meet her because of intensive effort on the part of a large radium corporation and a committee of women formed by Marie B. Meloney, to apprise⁷ the public of the importance of her visit. Had she come two years sooner, she might have been ignored save by a few scientists.
A historic incident illustrative of the interaction between a leader and a public is that of the sudden turn in the affairs of Rear Admiral Dewey. The idol⁸ of the Spanish American War,
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 he nevertheless alienated⁹ popular affection by giving to his wife a house which had been presented to him by an admiring public. For some reason the public failed to sympathize with Admiral Dewey’s own undoubtedly¹⁰ sound and worthy¹¹ reasons.
To say, therefore, as some persons have said at great length and with considerable vehemence¹², that the public relations counsel is responsible for public opinion, is not true. The public relations counsel is not needed to persuade people to standardize¹³ their points of view or to persist in their established beliefs. The established point of view becomes established by satisfying some real or assumed human need.
In common with the scenario¹⁴ writer, the preacher, the statesman, the dramatist, the public relations counsel, has his share in making up the mind of the public. The public quite as truly makes up the mind of the journalist, the pamphleteer, the scenario writer, the preacher and the statesman. The main direction of the public mind is often irrevocably set for its leaders.
Hendrik Van Loon¹⁵, in his “Story of Mankind,” paints a picture of the action and interaction between Napoleon the Great and his public in a way that might well have been made to illustrate¹⁶ our point. When Napoleon led the public truly in the direction towards which it
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 was headed, that is, towards democracy and equality, he was its successful leader and its idol, says Van Loon. When in the latter part of his career he turned back to a goal which the public had discarded and was eager to forget, that is, Bourbonism, Napoleon met with irresistible¹⁷ defeat.
“Damaged Goods” was able to make the American public accept the word “syphilis” because the counsel on public relations projected the doctrine¹⁸ of sex hygiene¹⁹ through those groups and sections of the public which were prepared to work with him.
Public opinion is the resultant of the interaction between two forces.
This may help us to see with greater clarity the position the public relations counsel holds in relation to the world at large, and what the factors are with which he is concerned and by which he accomplishes his work.
We have gone somewhat elaborately into the fundamental equipment of the individual mind and its relation to the group mind because the public relations counsel in his work in these fields must constantly call upon his knowledge of individual and group psychology²⁰. The public relations counsel can come forward, first, as the representative of established things when their security is shaken, or when they desire greater
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 power; and second, as the representative of the group which is struggling to establish itself.
Mr. Lippmann says propaganda is dependent upon censorship. From my point of view the precise reverse is more nearly true. Propaganda is a purposeful, directed effort to overcome censorship—the censorship of the group mind and the herd²² reaction.
The average citizen is the world’s most efficient censor²¹. His own mind is the greatest barrier between him and the facts. His own “logic-proof compartments,” his own absolutism are the obstacles which prevent him from seeing in terms of experience and thought rather than in terms of group reaction.
The training of the public relations counsel permits him to step out of his own group to look at a particular problem with the eyes of an impartial²³ observer and to utilize²⁴ his knowledge of the individual and the group mind to project his clients’ point of view.

1 rumbling   

n. 隆隆声, 辘辘声 adj. 隆隆响的 动词rumble的现在分词

参考例句：

• The earthquake began with a deep [low] rumbling sound. 地震开始时发出低沉的隆隆声。
• The crane made rumbling sound. 吊车发出隆隆的响声。

2 ethical   

adj.伦理的，道德的，合乎道德的

参考例句：

• It is necessary to get the youth to have a high ethical concept.必须使青年具有高度的道德观念。
• It was a debate which aroused fervent ethical arguments.那是一场引发强烈的伦理道德争论的辩论。

3 obedience   

n.服从，顺从

参考例句：

• Society has a right to expect obedience of the law.社会有权要求人人遵守法律。
• Soldiers act in obedience to the orders of their superior officers.士兵们遵照上级军官的命令行动。

4 orator   

n.演说者，演讲者，雄辩家

参考例句：

• He was so eloquent that he cut down the finest orator.他能言善辩，胜过最好的演说家。
• The orator gestured vigorously while speaking.这位演讲者讲话时用力地做手势。

5 intensify   

vt.加强；变强；加剧

参考例句：

• We must intensify our educational work among our own troops.我们必须加强自己部队的教育工作。
• They were ordered to intensify their patrols to protect our air space.他们奉命加强巡逻，保卫我国的领空。

6 evoke   

vt.唤起，引起，使人想起

参考例句：

• These images are likely to evoke a strong response in the viewer.这些图像可能会在观众中产生强烈反响。
• Her only resource was the sympathy she could evoke.她以凭借的唯一力量就是她能从人们心底里激起的同情。

7 apprise   

vt.通知，告知

参考例句：

• He came to apprise us that the work had been successfully completed.他来通知我们工作已胜利完成。
• We must apprise them of the dangers that may be involved.我们必须告诉他们可能涉及的危险。

8 idol   

n.偶像，红人，宠儿

参考例句：

• As an only child he was the idol of his parents.作为独子，他是父母的宠儿。
• Blind worship of this idol must be ended.对这个偶像的盲目崇拜应该结束了。

9 alienated   

adj.感到孤独的，不合群的v.使疏远( alienate的过去式和过去分词 )；使不友好；转让；让渡（财产等）

参考例句：

• His comments have alienated a lot of young voters. 他的言论使许多年轻选民离他而去。
• The Prime Minister's policy alienated many of her followers. 首相的政策使很多拥护她的人疏远了她。 来自《简明英汉词典》

10 undoubtedly   

adv.确实地，无疑地

参考例句：

• It is undoubtedly she who has said that.这话明明是她说的。
• He is undoubtedly the pride of China.毫无疑问他是中国的骄傲。

11 worthy   

adj.(of)值得的，配得上的；有价值的

参考例句：

• I did not esteem him to be worthy of trust.我认为他不值得信赖。
• There occurred nothing that was worthy to be mentioned.没有值得一提的事发生。

12 vehemence   

n.热切；激烈；愤怒

参考例句：

• The attack increased in vehemence.进攻越来越猛烈。
• She was astonished at his vehemence.她对他的激昂感到惊讶。

13 standardize   

v.使符合标准，使标准化

参考例句：

• We will extend and standardize legal services and provide effective legal aid.拓展和规范法律服务，积极开展法律援助。
• There is a drive both to standardise components and to reduce the number of models on offer.正在为实现零部件标准化和减少推出的型号数量而努力。

14 scenario   

n.剧本，脚本；概要

参考例句：

• But the birth scenario is not completely accurate.然而分娩脚本并非完全准确的。
• This is a totally different scenario.这是完全不同的剧本。

15 loon   

n.狂人

参考例句：

• That guy's a real loon.那个人是个真正的疯子。
• Everyone thought he was a loon.每个人都骂他神经。

16 illustrate   

v.举例说明，阐明；图解，加插图

参考例句：

• The company's bank statements illustrate its success.这家公司的银行报表说明了它的成功。
• This diagram will illustrate what I mean.这个图表可说明我的意思。

17 irresistible   

adj.非常诱人的，无法拒绝的，无法抗拒的

参考例句：

• The wheel of history rolls forward with an irresistible force.历史车轮滚滚向前，势不可挡。
• She saw an irresistible skirt in the store window.她看见商店的橱窗里有一条叫人着迷的裙子。

18 doctrine   

n.教义；主义；学说

参考例句：

• He was impelled to proclaim his doctrine.他不得不宣扬他的教义。
• The council met to consider changes to doctrine.宗教议会开会考虑更改教义。

19 hygiene   

n.健康法，卫生学 （a.hygienic）

参考例句：

• Their course of study includes elementary hygiene and medical theory.他们的课程包括基础卫生学和医疗知识。
• He's going to give us a lecture on public hygiene.他要给我们作关于公共卫生方面的报告。

20 psychology   

n.心理，心理学，心理状态

参考例句：

• She has a background in child psychology.她受过儿童心理学的教育。
• He studied philosophy and psychology at Cambridge.他在剑桥大学学习哲学和心理学。

21 censor   

n./vt.审查，审查员；删改

参考例句：

• The film has not been viewed by the censor.这部影片还未经审查人员审查。
• The play was banned by the censor.该剧本被查禁了。

22 herd   

n.兽群，牧群；vt.使集中，把…赶在一起

参考例句：

• She drove the herd of cattle through the wilderness.她赶着牛群穿过荒野。
• He had no opinions of his own but simply follow the herd.他从无主见，只是人云亦云。

23 impartial   

adj.(in,to)公正的，无偏见的

参考例句：

• He gave an impartial view of the state of affairs in Ireland.他对爱尔兰的事态发表了公正的看法。
• Careers officers offer impartial advice to all pupils.就业指导员向所有学生提供公正无私的建议。

24 utilize   

vt.使用，利用

参考例句：

• The cook will utilize the leftover ham bone to make soup.厨师要用吃剩的猪腿骨做汤。
• You must utilize all available resources.你必须利用一切可以得到的资源。