Dallas Trains in Public Relations
FIRE FIGHTERS who put out a fire, return to quarters and let it go at that are only doing half a job. The other and equally important half is to tell the public why the first fire started and how the next one can be prevented. The Dallas Fire Department is now taking steps to learn how to do this second half of its job in a learn-by-doing public relations program that reaches all segments of the public.
The ever-changing and increasing complexity of our society is constantly changing our way of living. Daily we become more dependent on each other, thus creating a need for mutual understanding. Public relations, then, is an effort to integrate the attitudes and actions of an organization with the public and the public with the organization. Public relations is not publicity—publicity is a one-way endeavor, while of necessity, public relations is a two-way street.
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