Evening journal., 1897-06-15
by OFFICER oHara, but the roughs es-
camel
SEEK NEWSPAPER INFLUENCE.
Many Enterprises That Have Need of
the Services os Press Agents.

SEEK NEWSPRfEht ttNF IL -fOSs
Many Enterprises That Have Need of
the services os Press Agents.
One of the most important outgrowths
OF the systematic methods by means OF
which the managers OF large enterprises
keep the public informed about matters
in which they are interested is the press
agent. Although most people believe
that they know all about the functions
of that office, the business is really much
more widespread than is generally
known. The average man speaking of
q press agent has the one who is con-
nected with the theater in mind. He is
the man who sends paragraphs to the
theatrical editors, in which he not only
gives the advance programmes, but
works in, or endeayors to do so, all sorts
of views about his particular actor or
singer, or the company in which he may
be interested. With many press agents
who act in keeping with the policy of
their employers the chief end is TO keep
thename before the public, and anything
is resorted to, from a description of an
elaborate gown or a stolen diamond TO
an imaginary runaway or an impend-
ing divorce suit. AS rule, the theat-
rical agent is a clever man, and to his
good work the success OF many an en-
terprise may be traced.
Other large advertisers were quick to
recognize the worth of a press agent and
the consequence is that newspaper men
have found employment in that ca
pacity recently in lines which are far
removed from the "show business" but
employ the same methods.
One Of the first branches Of business
to employ a press agent was that of
land booming. The larger syndicates
which were organized TO develop GER
tain tracts of land in the far west found
that, although advertising brought
them good returns, they needed some
thing more by means of which their
scenery and climate could be made pop
ular. The press agent was the solution
of the problem. The proper man was
found and departed on his mission of
education to the far-away places with
Z men with bank accounts who were
looking for new homes in pleasant
places, and presently the country news
papers began to bristle with descrip
tions of farm lands in the domain of The
. press agent. unrivaled for productive
, ness and home sites, which, in point ot
] climate and scenery, were absolutely
e perfect and so desirable that the reader
e was lead to believe that every day spen
away from the place was day thrown
away. The land-booming agent hai
come to the east and is an importan
factor in the development of new sum
mer resorts and residence annexes L
= large cities.
I Another field for his usefulness wa
- found by the press agent with railroai
il corporations. In one instance q rail
d road company had gained the i'll vii
+ of many newspapers and criticism o
9 its methods was daily occurrence. TIL
Il directors created the place of pres
- agent and installed an experience
v newspaper man with power TO make in
% vestigations on any subject and il
sr structions to malse public such matter
pertaining to the road as would couI
teract the previously circulated report
A few months after he assumed contrc
J. of the place the press agent said that th
ID adverse criticism had ceased and this
2 the newspapers had been won by tn
: reads friendship.
,t But that is not ALL" said the pres
~ agent who had served in that capacit
a for years. even society needs its pres
l. agents and there are men in New Yor
is to-day who receive pay for keeping tl
" names of men and women who are o
l. the edge of society before the publ
u The people are partly in the swim then
selves, but are not averse to earning a
honest dollar, and they manage by hoe
or by crook to have Mr.. Nobody an
,s Miss Wouldbe mentioned in connectio
10 with society matters occasionally, an
ne by that means stimulate their vani'
n and give them hope that some day the
in may be able to enter the sphere f
IN which their press agent is preparin
IN them IN Y Tribune