Development of wireless communication

On a memorable day in 1895, an Italian experimenter named Guglielmo Marconi tapped a telegrapher's key, and the authors of textbooks on electricity straightway began revising their texts in which they had previously demonstrated that the transmission of messages by electricity between distant points required the intervention of wires. Since that time, the textbook authors have continued to have difficulty in keeping up to date in this field which has been featured by the invention of the vacuum tube and the subsequent development of radio and television. In view of the fast progress which has already been made, one is constrained to regard the wireless telegraph and its two amazing offspring, radio and television, not as something stationary, to be examined at leisure, but as elements in a passing parade which promises greater things to come.

Radio as a conveyer of information

To the public-relations worker, radio is important because of its vast facilities for conveying ideas. Like the press, radio serves as a medium of mass communication. Although its basic function is that of providing entertainment, radio also plays an important part in the broadcasting of news. Consequently, a modern-day public-relations program envisions radio as a valuable medium through which an enterprise may convey information to the public that will benefit the enterprise's public-relations position. To understand how radio operates as a public-relations medium, it is necessary, first of all, to consider its over-all set up.

As stated on a different page, the number of radio stations in operation in the United States and Canada may be estimated at more than 2,000. Of these stations, some of the larger ones are linked in four major networks—American, Columbia, Mutual, and National. In addition to these "big four," which are nationwide, there are other networks that operate regionally. There are also many independent stations, which are mainly located in large cities and rural areas.

How the radio networks operate

With headquarters in New York, the four major radio networks maintain staffs of specially trained executives and experts who supervise the production of the programs which are broadcast. These staffs include directors who stage-manage productions on the air just as stage managers handle productions in the theater. These staffs also include engineers and other technicians who supervise the operations of the systems and, like dispatchers on a railroad, route the programs to their appointed designations.

In addition to the so-called "special events" which are broadcast on a coast to coast scale, and to which are assigned radio reporters, the networks serve their listeners with broadcasts of news. Material for these newscasts is assembled and digested by the networks' own representatives. This material is comprised of reports from network stations, as well as of reports from one or more of the national news-agencies.

Two kinds of newscasts

There are two ways of broadcasting news. One way is to present it in an entirely objective and factual manner. The other way is to present it in the form of a commentary. In case of the latter, a speaker, who is generally recognized as an authority, may present the news factually, and then go into it further by commenting upon its background and its significance.

The "straight-news" broadcasts are usually produced by the networks themselves. The other type of newscast is prepared by the commentator who gives it, although he may have the help, advice and sometimes the censorship of the network staff.

Using the radio in public relations

When a public-relations worker has a story which he would like to broadcast over the radio, he must make sure that what he has to offer to radio is news. Furthermore, this news must be of a kind that radio will consider appropriate to disseminate. In other words, the public-relations worker must handle a story for the radio in the same way as he does for the press when he is careful to submit only that type of release which the press is likely to consider suitable for publication. He must bear in mind that radio's objective in news casting is to add to the sum total of people's knowledge. In order to meet radio's broadcast requirements, stories must be new, proper and informative.

When the story which a public-relations worker has to offer to radio is straight factual news, his method of procedure is to approach the networks' news bureaus. As in the case of the press, these bureaus are comprised of editors and specializing executives who go over proffered material with critical and objective eyes.

In the event that the public-relations worker's story is of a type which appears to be more suitable for use by a commentator, the proper procedure is to submit the story to the commentator himself. The problem here is to select the right commentator, since commentators specialize in various lines. One may specialize in national affairs, another in science, another in home economics. This means that before the public-relations worker takes up with a commentator the material which he wants to have discussed over the air, he must choose that commentator within whose recognized field the story properly falls.

In addition to the news bureaus and commentators of the radio networks, the public-relations worker has available to him hundreds of local and individual radio broadcasting stations which he can contact for the purpose of getting his messages to the public broadcast over the air. If he is primarily interested in carrying on public-relations work within a limited area as, for example, in a "plant" community, local stations are particularly suitable for his purpose. This is especially true, since these stations are much easier to approach and much easier to work with than the networks.

Local radio station methods

In most cases, the local radio broadcasting station is a small-scale replica of a network. Almost without exception, local stations buy and broadcast news reports from the "wire services." These reports are highly specialized treatments of the day's news, regionalized in key cities. In addition, local stations broadcast local news.

In dealing with these local stations, the public-relations worker submits his material or his idea to the editor of the station's news staff, or the station manager. As an illustration of how the public-relations worker proceeds in this matter, assume that the company which he represents is celebrating its fiftieth anniversary. Such an event is news, or at least it can be made news. Well in advance of the event, the public-relations worker calls on the radio's station manager and outlines his story, just as he is likely to do also with the newspaper editors. To the radio station man, the public-relations worker says: "We would like your cooperation; and, in return, we are ready to cooperate with you in making the event worthy of radio time."

The public-relations worker then proceeds to describe to the radio's station what his company plans to do. For example, he may tell the manager that his company has decided to mark the anniversary by means of an "open house" program. Or he may say that his company has decided that the observance will take the form of a banquet at which the honored guests will be those employees of the company who have been on the payroll for twenty-five years or longer. In any case, the public-relations worker will conclude his talk with the station manager by saying: "We shall be greatly pleased to have you attend. Furthermore, we shall be glad to help you enliven your broadcast with touches of human interest by arranging interviews for you with some of our key people."

Radio's code of conduct

In making use of the facilities of the radio in fostering good public relations, the public-relations worker must always keep in mind the fact that he is dealing with an industry which is operated with a view to making a profit. This profit depends to a large extent on the kind of service radio renders to the public. This means that radio has its own public-relations problems. Upon the principle that the air is the property of the public, radio operates by virtue of a public franchise. Consequently, when radio offends against public policy, or when it falls short of its responsibility in the public interest, that public franchise, quite literally, can be revoked.

Because of these circumstances, radio, like other public-service industries, has established its own code of conduct. This is a code which cannot be breached unless a station is willing to imperil its future. Nevertheless, the public-relations worker does not need to be too deeply concerned with radio rules of conduct, although regard for them may be helpful in securing a station's consent to broadcast a public-relations message. Conducting itself properly is primarily radio's own concern. If a public-relations worker should unintentionally impinge upon radio's code of conduct, it is the radio station's responsibility to see that he makes the necessary alteration before the message is broadcast.

There is, however, one functional restriction imposed by radio, which the public-relations worker must definitely heed, and that is the restriction of time. Radio operates by the clock and, in effect, by the clock's split-second hand. Radio, like the press, thus has its own deadline. That deadline determines when a given program must begin and when it must end. Accordingly, the public-relations worker, in making use of radio facilities, must respect two rules. First, his broadcast must start on time. Second, it must be completed before its allocated time on the air has run out.

Interviews and forums

Up to this point, the discussion of radio broadcasting has been confined to the opportunities offered to the public-relations worker by newscasts and "special events" features of the radio stations and networks. There are, however, two other types of regularly scheduled broadcasts which also offer exceptional opportunities. These are (1) the interview programs and (2) the forums.

It was noted in the public relation index (left link) the best way for a company to obtain publicity or to better its public relations, is through the medium of personal publicity. An interesting individual, or one who through adroit "build-up" can be made interesting, can always be used to advantage on an interview program. This is especially true in the field of books and women's interests, although it applies also to sports and to local and national affairs. In presenting such a "personality" to the conductor of an interview program, the public-relations worker should provide a written outline of the subject matter which the individual is capable of talking about or answering questions about, with care taken that this prepared material is in conformity with the nature of the program as a whole.

The use of "personalities" is also desirable in connection with forums. Although in the presentation of a debate on some topic, individual stations or networks prefer to use people who are already well known, someone of less than national fame can often find a place if he is an expert on the particular topic which is scheduled for discussion. In fact, in order to utilize such a person, the public-relations worker may find it possible to arrange to have the debate on the subject in which this person is versed. Nevertheless, the public-relations worker must not overlook the fact that if the subject is too close to his company's interests, the outcome may not be beneficial. In the hurly-burly of informal radio debate, the facts of a situation may be greatly obscured or mangled to the disadvantage of one side or the other of the question at issue.

Using local broadcasting stations

When a public-relations worker has a subject of general interest to publicize, particularly in the field of women's activities, he can sometimes get good results by sending material through the mail to local broadcasting stations. These stations can often use such material on programs which they arrange for local sponsorship. Sometimes recordings on subjects of interest can be used by local stations in a similar way, and thus prove to be a worth-while sort of radio project for the public-relations worker.

To some extent, a local radio station resembles a local daily newspaper in its offerings to the public. It provides not only local and regional news but also "syndicated" features which emanate from New York, Hollywood or Chicago. Although many radio stations are affiliated with the national networks, they are still able to find time to broadcast local news. Unless a public-relations worker is a professional in utilizing radio facilities, or is very fortunate, his best chance of being successful in radio work is to appeal to local interests. The most effective way for him to accomplish this is to make use of well-known personalities in his town or state and to hunt up local material that can be easily dramatized.

As an illustration, take again the case of the company which is planning to celebrate its fiftieth anniversary as a means of bettering its public relations. If the company has a good public-relations manager, he will do a great deal more than merely attempt to "sell" a dull, routine story on his company's plant. For instance, he will find some man or woman who has worked fifty years in the factory, or who was born on the same day or in the same month that the factory started to operate. He will get together the oldest and youngest employee. He will persuade the Mayor or the Governor or both to attend the ceremony and go on the air. If necessary, he will pay wire costs so a broadcast can emanate from the factory. In other words, he will make news by dramatizing the company's birthday, instead of just flatly stating its occurrence.

Such kind of news will not only give the company publicity over the radio, but it will provide material for newspaper stories. In addition, magazines may find such news suitable for their use, while trade and technical papers are almost certain to publish it. The company can benefit still further by such news by printing it in its own house organ, and perhaps in a commemorative booklet. This is the kind of news which will humanize the company's factory as well as its birthday, and will represent the attainment of every public-relations worker's objective, that of humanizing his client.

The role of television

As it functions today, television is an arm of radio. While, technically, it operates on the same basic principle as radio, it does so under certain handicaps, one of which is a limit to its range. Television cannot reach over the horizon, because its wave emanations travel outward from its sending stations in straight lines. Since these emanations cannot follow the curvature of the earth, as do the emanations of radio, an individual telecasting station's effective range is restricted to a matter of thirty to fifty miles.

To extend its range, television's signals must either be stepped-up by means of relaying, or "piped" to distant points by means of cable. The use of such means is now being extended, and television is rapidly growing as a medium of communication. It may be expected that improvement will continue at a fast pace, as is evidenced by the fact that development of television-in-color is already in progress. The fast growth of television is highly significant because of the great advantages which television has to offer. Television makes it possible to see as well as to hear what is going on at a distance while it is actually happening.

Thus far, in its dissemination of information, television has been following radio's pattern. It has "straight-news" broadcasts, and it has commentators who comment upon the news and interpret it. Television is particularly devoted to interviews and forums. Thus, in his approach to television as a medium of communication, the public-relations worker proceeds along the same general lines as he does in the case of radio.

For the present, however, technical considerations limit the extent to which the public-relations worker can make use of television. Television operation presents much greater physical difficulties than does radio.

To send a radio newscaster to a company's "open house" or to its banquet for its veteran employees is a relatively simple matter. Televising such an event provides a far more complicated problem. For instance, it involves special lighting and the use of a fleet of heavy-duty trucks to convey a power plant and, in effect, a portable telecasting station to the place of the telecast.

Motion pictures

Another medium of communication is provided by the motion picture which, like television, is a visual medium. The public-relations worker's interest is confined chiefly to two types of motion pictures. One is the newsreel feature which is shown in motion picture theaters. The other is the "industrial" picture which has to do with the activities of the business enterprise that produces it.

A newsreel feature, which is generally called a "short," must be similar in nature to the kind of information used by newspapers and radio. In other words, such a feature is acceptable if it is of newsworthy character. It may concern itself with some phase of the operations of a business enterprise, such as some development or discovery in research, but whether or not it has a commercial connection is beside the point as long as it is news.

Material offered for newsreel use must gain the critical and objective approval and acceptance of the editors of newsreel services. Consequently, these editors or their bureau chiefs across the country are the points of contact for the public-relations worker who desires to make use of the newsreel as a means of conveying a message to the public. When a public-relations worker applies at the home office of a newsreel service, it is usually the assignment editor whom he interviews.

“Tie-ins” with feature pictures

Accessible to the public-relations worker also, but more remotely, is the opportunity to "tie-in" with general-release motion-picture features while the pictures are in production. These "tie-ins" may be either of a negative or positive character. One illustration of a negative "tie-in" is that provided by the cigar industry which was referred to earlier in this Text. It will be recalled how this industry, alarmed by the extent to which cigars were being associated with the motion-picture version of gangsterism, succeeded in persuading the picture producers to de-cigar their hoodlums.

If a public-relations worker is to be successful in exercising a negative influence upon motion pictures in order to benefit his client by having material omitted that hurts, it is generally necessary for him to enlist a high order of diplomacy and the backing of a large and influential group of people. As an illustration, suppose that the pictures produced by a certain director consistently featured champagne and brandy in their glamour scenes, with the result that the manufacturers of other beverages felt that this policy was a deterrent to their sales and should be modified. It is probable that if these manufacturers approached the motion picture producer directly with their complaint, they would be unable to exert enough influence on him to make him change his policy. It is likely that, except in rare instances, he would politely but definitely turn down their proposal, with comments on free speech, freedom and pure art.

If, however, these liquor manufacturers should indirectly exert pressure on the motion picture producer by working through the organizations of liquor retailers, who are numerous and influential in communities throughout the United States, it is probable that he would take a different attitude toward their complaint. In other words, if these liquor manufacturers should refrain from attempting to exercise direct pressure on the producer in Hollywood or his representatives in New York or Washington, but should bring it to bear locally through liquor retailers on each individual exhibitor, such strong pressure would eventually be built up and transmitted back to Hollywood by such an influential group as the theatre owners themselves that the motion picture producer would eventually be forced to capitulate.

It is important for the public-relations worker to realize the effectiveness of this localized technique in getting action on a proposal. This is the kind of technique which is used when some group, interested in securing the passage of some political measure, gets voters to write letters in favor of it to Congressmen, Senators, and even the President. Anybody who is dependent upon the public for survival will be influenced to a much greater extent by the direct voice of the public than he will be by the professed representatives of the same public, making the same demands. Bringing this type of influence to bear upon a motion picture company is a complicated matter which demands organization, skill and experience. It does not often happen, however, that the non-professional public-relations worker, or the public-relations worker practicing locally or representing a single firm, is called upon to handle this kind of problem.

Positive "tie-ins" the usual problem

Motion-picture "tie-ins" of a negative character are usually handled by highly specialized operators. Practically always, the motion picture projects handled by the average public-relations worker are positive in character. In other words, the problem which the public-relations worker usually faces in dealing with motion-picture producers is not that of subtracting something from a picture-in-the-making, but that of adding or inserting something in the picture.

For example, that which is inserted in a picture might be a high-style version of feminine head-wear. In fact, it might be any kind of a product which the public-relations worker would like to see introduced publicly, and publicly adopted or emulated, as, for instance, something new in kitchen equipment, or in silverware or jewelry, or in automobiles. When a picture shows a brand-new model of a convertible, which is swank, streamlined and expensive-looking, pull up before a mansion or a country club, it is reasonably safe to assume that some automobile manufacturer's public-relations department arranged to make the car available at no cost to that picture's service-of-supply.

Motion-picture "tie-ins," however, must be approached with considerable caution, or the public-relations worker may find that he is giving more than he is receiving. Take, for example, the motion-picture company which was presenting a screen version of a popular novel, with famous stars in the leading parts. The company solicited the cooperation of a big electric concern, which was to supply kitchen equipment for use in a sequence, and was to advertise the fact in the magazines. In addition, a kitchen utensil manufacturer was asked to present a set of his wares, which were to be shown in the picture, to the stars of the film. After the picture was completed, however, these manufacturers which had supplied their products found that the kitchen sequence had been cut from the film.

The fact is that picture exhibitors, many of whom gain some revenue from the showing of commercial "shorts," are extremely watchful for any "free publicity" in the pictures which they pay for. Consequently, the producers have to be careful in permitting such publicity. It is evident that the public-relations worker must have considerable experience in order to operate successfully in this field.

The "industrial" film

The type of motion picture which is most readily available for the public-relations worker's use is the so-called "industrial" picture. Generally photographed on 16-mm film, so that it can be transported easily and projected almost anywhere, such a picture may consist of a single reel or may run to multi-reel, full-feature length. It may be done in black and white or in color, and it may be silent or accompanied by sound. It may deal with any subject in a public-relations program as, for example, the following:

• A company's history and development.
• A company's product—its manufacture, uses and applications.
• A company's research work.
• A company's training program for its production and office workers, or for its salesmen.
• A company's methods of selling.

To these five subjects, many more might be added. Frequently, one "industrial" film covers several subjects. This reduces the expense involved in the production and use of the film, and makes it interesting to a number of different kinds of audiences. Used in connection with a well-planned public-relations program, the "industrial" film can contribute effectively to the bettering of a company's public relations.

Distribution of the "industrial" film

Distribution of the "industrial" film offers few problems when it is limited to the company's organization. Without much trouble, it can be shown to the company's own personnel wherever groups of these people can be assembled. Likewise, no great difficulty is involved in the showing of such a picture to customers and prospective customers, particularly at conventions and expositions.

When it comes to showing the picture on a broad scale to the general public, however, it is not such a simple matter. Nevertheless, even this does not require too great an effort, since there are various agencies and services which on one basis or another, will undertake to present such a picture before clubs, societies and even schools. As a matter of fact, if a film is truly educational, some means can always be found to bring together an audience. In the case of a large concern, for example, its own field representatives can easily keep a dozen prints of the picture in circulation all the time by offering to present it to different groups.

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