The San Francisco call., 1907-03-31
PRESIDENT LEADS
ALL EXPERTS IN
PUBLICITY WORK
Dissemination of News on
Affairs of State Is Now
a Science
HARTMAN A FAILURE
Railroad Magnate's Trip to
Washington Leaves Him
in Worse Plight
TELLS OF HIS MOVES
Confessions to Newspaper
Men Bring Ridicule
From the Editors
TELLS OF HIS MOVE
BY Ira E. Bennett


WASHINGTON. March 3o.-The gen.
tie art of manufacturing publicity. for
the sake of molding public sentiment,
has been developed greatly in recent
years. 1t has become science as
we'll as an art Formerly public men
relied much upon the Congressional
Record and their knowledge of meth
ods of reaching the public was con-
fined to public speaking and diligent
circulation of the Record to admir-
ing constituents. 1t was only occa-
sionally that really great man con-
descended to utilize his newspaper
friends for the dissemination of his
views: or IL he did inspire newspaper
articles. it was in the crudest fashion.
Nowadays, statesmen and politicians
who are really potent in leading public
opinion are experts in manufacturing
publicity. They know when and how
to give out news and matter mas
Querading as news They are in close
touch with newspaper men and make
no secret of their desire to have their
constituents see the best side of every
thing. Self f-advertising is delicate
art. fragile and easily spoiled. 1t is
joy to witness the deftness with
which some OF the most prominent
men in the country keep themselves
before the public in a favorable light.
on the other hand. it is pity to see
really able. honest. patriotic men ig-
nored or ridiculed by hepublic. sim
ply because they have not mastered the
fine art of publicity. making.
PRESIDENT LEADS IN WORK
Itis not to the discredit of Theodore
Roosevelt that he is regarded by
Washington newspapermen as the most
expert manipulation of publicity in this
country. His knowledge of when, and
how to sweep the strings of public
feeling is marvellous. He seems to
know by intuition when to strike
when to dazzle by bold statements
when to arouse sympathy. when TO
evoke enthusiasm and when to reas-
sure the people as to his inherent con-
servatism. No other President ever
utilized the newspapers one-tenth
much Roosevelt has done more than
any other public man to make a science
OF the carrying on of the publicity in
question.
Some Of the shrewder men in Con-
gress. particularly certain Senators
anita gonistic to Roosevelt. perceived
long ago his gift in this direction and
sought to, emulate and excel him in
the art. They proved to be good men
at the work. One or two of them are
almost in the Roosevelt class. and If
they enjoyed his prominent position
they would perhaps develop equal ia
cility. But most of them lack the in
tuitfve sense. They are as likely to-
call down ridicule or censure from the
public as praise and admiration Some
of the publicity experiments of the
past winter on the part of certain Sena-
tors were woeful failures. These Sena-
tors now fear the newspapers, of
course. and are confirmed in their be-
lief that the body polite is dense and
stupid.
LEGISLATION INFLUENCED
The immense levera ge gained by the
skillful employment of publicity in
battle of wits is shown In the recent
railroad agitation. President Roose-
the public, his skill in leading the peo-
pie TO view the railroad problem as
he viewed II and his repeated hammer
ing upon tender spots are generally
believed to have had much to do with
the adverse action of many LegisIa-
lures in dealing with the railroads. At
any rate, his success in fomenting and
molding public sentiment caused acute
distress among the railroad magnates.
After the railroad men had pursued
the public be damned" policy until the
dullest of them perceived 1t to be
losing game, they began to study the
question OF publicity manufacture. The
more they studied the more they be-
came convinced that all trails led back
to the White House Every State capt.
tai justified its campaign against the
railroads by something President
Roosevelt had said. The newspapers
carried speech or letter or a state
ment or message from him just at the
time when 1t would hit the nail on the
head. When Congress became drowsy
or showed tendency to run Off on
some side issue Roosevelt brought out
something that stirred up debate and
strengthened the popular movement in
favor OF railroad control
HARTMAN GETS INTO LINE
Z. H. Hartman was one of the tirst