<\/p>
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: <\/p>\n
\u201cThere are thousands of experts bidding for every man\u2019s attention \u2013 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 <\/em> when all they want to do is relax . . . . <\/p>\n \u201cBut there are two ways you can interest him in a campaign, and only two that we have ever found successful. <\/p>\n \u201cMost 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 <\/em> . <\/p>\n \u201cNo matter what you fight for, fight for something <\/em> , in our business, and very soon the voters will be turning out to hear you, providing you make the fight interesting. <\/p>\n \u201cThen, 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. <\/p>\n \u201cSo, if you can\u2019t fight, PUT ON A SHOW! And if you put on a good show, Mr. and Mrs. America will turn out to see it.\u201d <\/p>\n<\/body><\/html>\n","protected":false},"excerpt":{"rendered":" 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: \u201cThere are thousands of experts bidding for every man\u2019s attention \u2013 and every man has a limited amount of leisure. Then we must recognize, […]<\/p>\n","protected":false},"author":3021,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[22],"tags":[],"class_list":["post-2504","post","type-post","status-publish","format-standard","hentry","category-politics"],"yoast_head":"\n
\u201cThe average American, when you catch him after hours, as we must, doesn\u2019t want to be educated; he doesn\u2019t want to improve his mind; he doesn\u2019t even want to work, consciously, at being a good citizen. <\/p>\n