PR Politics

Clem Whittaker, a pioneer in the political use of media during the 1930s and 40s, candidly explained his theory of campaigning in a speech to the PUblic Relations Society of America:

“There are thousands of experts bidding for every man’s attention - and every man has a limited amount of leisure. Then we must recognize, too, that in almost every human being there is a great craving just to be lazy, at least part of the time, and a wall goes up when you try to make Mr. and Mrs. Average Citizen work or think when all they want to do is relax . . . .

“The average American, when you catch him after hours, as we must, doesn’t want to be educated; he doesn’t want to improve his mind; he doesn’t even want to work, consciously, at being a good citizen.

“But there are two ways you can interest him in a campaign, and only two that we have ever found successful.

“Most every American loves a contest. He likes a good hot battle, with no punches pulled. He likes the clash of arms! So you can interest him if you put on a fight .

“No matter what you fight for, fight for something , in our business, and very soon the voters will be turning out to hear you, providing you make the fight interesting.

“Then, too, every American likes to be entertained. He likes the movies; he likes mysteries; he likes fireworks and parades. He likes Jack Benny and Bob Hope and Joe E. Brown.

“So, if you can’t fight, PUT ON A SHOW! And if you put on a good show, Mr. and Mrs. America will turn out to see it.”