EDUCATIONAL PUBLICITY 983 



of sales but also by the increased profits which are the primary object of 

 conducting the business. Those results which represent profits in the 

 operation of park and recreation departments, such as raising the standard 

 of individual and community health, prevention of juvenile and adult 

 delinquency, elevating standards of moral conduct, the development of 

 physical, mental and cultural qualities, increasing happiness, etc., cannot 

 be measured definitely. In time, perhaps, by the use of scientific methods 

 of study and evaluation of the operative processes of park and recreation 

 systems, it may be possible to state in more or less definite terms the actual 

 results of the services on human life, but at best the results will always 

 remain more or less intangible and unmeasurable. 



However, these considerations should not deter park and recreation 

 authorities from taking a leaf from the primer of the business world. In 

 park and recreation administration, educational publicity is of great impor- 

 tance from four different viewpoints: 



1. In establishing a system and in securing funds for acquisition and 

 development of properties. 



2. In educating the people as to where the properties are and what 

 facilities and general opportunities they will find there for their recreation, 

 instruction and entertainment. 



3. In educating the people in the use of the properties and facilities 

 so that they individually will receive the greatest benefit from them and 

 will still leave the properties and facilities in good condition for the use of 

 others. 



4. In acquainting the people of other recreational resources of the 

 community and in the vicinity of the community other than those directly 

 under the control of the department itself. 



Each of these viewpoints will be discussed in more or less detail. 



1. Publicity for Establishment of System. 



The organization and the use of publicity in the establishment of a 

 park system, and for funds for the acquisition and development of prop- 

 erties has been presented in considerable detail in the Chapter on "General 

 Planning of a Park System" so that it will be unnecessary to discuss this 

 phase of publicity further here. 



2. Publicity regarding Facilities and Their Location. 



The ignorance of the average citizen of his own home community is 

 one of the interesting phenomena of community life in America. No park 

 governing authority or chief executive should ever assume that all the 

 people are acquainted with even the location of all the properties under 

 his jurisdiction, to say nothing of the details of the development of these 



