FIFTH NATIONAL CONSERVATION CONGRESS 33 



Perhaps the best way is to consider the foregoing pages as a sort of introductory 

 preface and continue the report in the form of a suggested outline for a general 

 publicity campaign. 



Office Organization. 



Arrange mailing list so material reaches proper hands. Address editors of 

 small papers and trade journals personally ; with city papers, address news editor. 

 Seal and use letter postage. Mimeograph material, rather than print, since it 

 looks fresher. Use date-line and show corresponding release date to assure 

 editors material is not used by others earlier. The supplying of heads is ama- 

 teurish. Every paper has its own head rules. 



For bulletins that must be up to date, like fire news, arrange with corre- 

 spondents throughout territory and send them identical guiding question-lists, 

 to be filled out and returned by all on the same date. This gives consistent news. 

 Have them also suggest matters that should be given publicity, in this way keep- 

 ing in touch with current field needs in this respect. In other words, organize 

 and direct sources of information. 



State Press. 



Base bulletins chiefly on needs of the country weekly, which is more powerful 

 collectively than the daily because more carefully read. Since you cannot estab- 

 lish personal relations with these, much depends upon impression carried by copy. 

 Make point of uniformity in make-up, so copy will be recognized immediately as 

 giving an actual news service unobtainable elsewhere. Fire news, during season, 

 is probably the best opening for this. Actually collect and compile definite 

 information as to numbers, damage and causes of fires, preventive work in 

 progress, and arrests and convictions. Send out immediately it is received, under 

 date-line, to be used as telegraphic news. Work in precautionary advice, as 

 reports from field on urgently needed conduct. 



With reputation for being an accurate, practical news bureau thus established, 

 gradually work up the use of similar bulletins which are succinct, pithy news 

 reports of happenings and statistics of timber, lumber and forestry business in 

 the State. Slowly this true news service can be made to carry implied needs of 

 forest industry, its value to the community at large, and, lastly, interviews with 

 prominent men on issues involved. If practicable, classify papers and specialize 

 the bulletins. Where forest industry predominates give brightest and strongest 

 features of news affecting this industry, also gossip lumber and timber workmen 

 will appreciate. For agricultural districts, try to show relations to farmer, 

 orchardist or stockman, and for mining districts its relation to the mining indus- 

 try. Weeklies will use material adapted to their constituents if it is strictly 

 up-to-date and newsy. Facts and figures can thus be dinned continuously until 

 they become truisms in every home. 



Daily Press. 



Perhaps send some material prepared for weeklies, but also work up local 

 bearing, studying trend of sentiment in each and combating where necessary. 



