Crystallizing Public Opinion

Part I: Scope and Functions

Chapter I: The Scope of the Public Relations Counsel

Chapter II: the Public Relations Counsel; the Increased and Increasing Importance of the Profession

Chapter III: the Function of a Special Pleader

Part II: the Group and Herd

Chapter I: What Constitutes Public Opinion?

Chapter II: Is Public Opinion Stubborn or Malleable?

Chapter III: the Interaction of Public Opinion with the Forces That Help to Make it

Chapter IV: the Power of Interacting Forces That Go to Make up Public Opinion

Chapter V: An Understanding of the Fundamentals of Public Motivation Is Necessary to the Work of the Public Relations Counsel

Chapter VI: the Group and Herd Are the Basic Mechanisms of Public Change

Chapter VII: the Application of These Principles

Part III: Technique and Method

Chapter I: The Public Can Be Reached Only Through Established Mediums of Communication

Chapter II: the Interlapping Group Formations of Society, the Continuous Shifting of Groups, Changing Conditions and the Flexibility of Human Nature Are All Aids to the Counsel on Public Relations

Chapter III: an Outline of Methods Practicable in Modifying the Point of View of a Group

Part IV: Ethical Relations

Chapter I: A Consideration of the Press and Other Mediums of Communication in Their Relation to the Public Relations Counsel

Chapter II: His Obligations to the Public as a Special Pleader