The midland journal. (Rising Sun, Md.) 1885-1947, 1943-06-25
BUSINESS AS UNUSUAL
J. E. Jones

j. e. Jones
Washington, D. c., June 21-Nat-
ional industries are engaged In war
production. Local businesses, includ-
ing the butcher, the baker, the light
maker, the publisher, the banker,
the shops and small actories are feel
ing the pinches of war as they try to
do their best to operate under re-
strictions and controls. They have to
conduct their business affairs in un-
usual ways; but-Americans are uni
ted in the determination to do their
full duty to their country and bear
the burdens of sacrifice. A few weeks
ago merchants were in distress, ask
ing friends, What can l do?" There
have been an unusually large num-
Der of business failres-but the world
wags on, with tremendous changes
in our business system. Still, news
writer's and correspondents must
keep their heads cool, their nerves
steady. Their editors and publishers
must serve their communities, and
keep their readers informed, and
their columns open to local adver-
Users to let the public know what's
doing in the stores and markets.
It's just up to all of US to do the
best we can while business is un-
usual and meanwhile pave the way
to restore business to the old stan
dards in the coming postwar days
There Is A Fourth Dimension
The fourth dimension is just a
hypothesis, realistically speaking.
but the fourth dimension of public
relations has been brought into TO-
Gus. Paul Garrett, vice president and
director of public relations of Gen
eral Motors, in recent address list
ed four public relations dimensions
or industry in better interpreting it.
self to the public, matter of great
Importance to both.
Doing a good job Is the first d.
mension of public relations. This
certainly is true for all organizations
in war or peace, and industry has
demonstrated over the years what
it can do. Companies engaged in war
production have had special oppor-
tunity both to do their greatest job
and, because of the special attention
paid them in the war emergency, to
demonstrate conspicuously tn e / r
mass production talents.
Telling about the job done is the
second dimension in the public re-
lations rule book The doing is more
important than the telling, but the
doing alone is not enough. War in
dustry and other concerns have
made striking steps in this direc-
ton with the report-to-the-pubic
nature of their advertisements and
annual reports.
The third dimension is telling how
a company is able to do the kind of
Job it is doing. Mr.. Garrett says quite
rightly that industry must give the
public an understanding of the
'how" and why" Surely the public,
eager to know the "how" of every
thing pertaining to the nations ac-
complishments in the war, will agree.
And the acts prove this point, for
some of the most avidly read con-
temporary war stories are those tell
ing the chow" of events long after
the public has read about the events
themselves in the newspapers as they
have TRANSFERRED.
But there is a fourth dimension
that equals in Importance any of
the first three. 1t is the question of
tdiffusing the responsibility for pub
lie relations thinking throughout
an organization. AS Mr.. Garrett put
it, You never know at what stage
even a small decision may develop to
tie maturity of good or bad pub
lie impression"
The Importance of these principles
lies in the fact that they apply not
only to the public relations and pub
lie understanding of indstry. They
apply to the activities of all organi-
cations, whether the business you
work in or the fraternal group to
which you belong. Their most impoy-
tant application, particularly that of
the fourth point, is to the whole
nation and to ms in our role as its
representatives.
s&ss
The Clouds Have Silver Innings
Five years ago the total produc-