A systematic guide to the emerging profession of public relations that sets out its scope and functions, examines how public opinion is formed through group psychology and interacting social forces, and outlines practical techniques for reaching and influencing audiences via established media. The work combines theoretical grounding in psychology and sociology with illustrative cases drawn from practice, and concludes with a discussion of ethical responsibilities toward the press and the public, presenting a structured approach to counsel, methods, and the limits of persuasive public communication.