WIN PUBLIC APPROVAL: PLAY BILLIARDS RATHER THAN POOL.

WIN PUBLIC APPROVAL: PLAY BILLIARDS RATHER THAN POOL. The most effective public relations endeavors are those validated by respected, impartial authorities. This represents to targeted audiences that your goals are important and clearly in the public interest.

“Independent validation,” as described by Edward L.Bernays, founder of the public relations profession, “is analogous to playing the game of billiards rather of pool. If you assert yourself directly on elements of society, as one ball hitting another, you will be labeled a propagandist by those whose attitudes and actions you are attempting to modify.

“However, if you have independent sources deliver your message indirectly, as a billiard shot uses a cushion before hitting its target, you are more likely to gain acceptance.”