Building a Popular Movement: A Case Study of the Public Relations of the Boys Scouts of America

Building a Popular Movement: A Case Study of the Public Relations of the Boys Scouts of America

Building a Popular Movement: A Case Study of the Public Relations of the Boys Scouts of America

Building a Popular Movement: A Case Study of the Public Relations of the Boys Scouts of America

Excerpt

The case study presented here describes the public relations of the Boy Scouts of America. It takes its place as the second in a series projected by the Department of Social Work Interpretation of the Russell Sage Foundation to tell how the public relations job is done in actual situations. Much has been written about the techniques of publicity and interpretation. A number of books, some of major importance, describe and define good public relations and discuss ways to maintain them. This series offers an opportunity to consider how agencies of different types and sizes manage the public relations responsibility; in other words, it offers an opportunity to observe the application of principles and techniques in specific instances. Thus, planners and practitioners in public relations are provided a useful testing ground.

Uses of Case Studies

Before suggesting possible uses which may be made of this study of the Boy Scouts of America, perhaps we should make clear that there are certain things it does not attempt. First, it is not an analysis prepared at the request, or primarily for the use, of the agency studied. The Boy Scouts of America asked neither for an analysis nor an appraisal of its public relations program. Instead, the scout administration agreed to our own request that the study might be made, and co-operated wholeheartedly with the full understanding that we were free to present the program as we . . .

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