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CANADIAN   JEWISH  REVIEW
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PUBLIC  RELATIONS  IN THEORY AND IN PRACTICE
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IY EFJtAIM M. ROSEN2WE18, OF MONTREAL, DI RECTO* Of THE NATIONAL JOINT PUBLIC ftELATIONS COMMITTEE Of THE CANADIAN JEWISH
CO HOURS AND INAf
Part One
Public Relations origin, a ted in the United States fta a defence activity, JThe very name, "Anti-Defamation League'1, pioneer in the field of Jewish Public Relations, clearly indicates the concept involved; namely the protection of the Jewish community against .false report and hostile propaganda. It is not to be doubted that many Jews still believe countering of anti-Semitic literature and defamation to be the primary work of Public Relations.
But the passing of the years, with the often disappointing burden of trial and error, has taught us many an important lesson about the problems of Jewish survival and the maintenance of civil and human tights. These lessons have had a very deep-seated effect upon programs of Public Relations both in the United States and Canada, and can be given this simplified summary:
(1)  Anti-Semitism is less a Jewish problem than it id a .total community problem. By this we mean that    anti-Jewish    manifestations are rooted in social problems which must ultimately affect the entire community. However; though Jews readily, and of necessity, rise to the   challenge   of   anti-Semitism, nevertheless, we deem it our duty to rally all constructive pro-democratic organizations to the attack against   the  enemy,   who   is,   in reality, the common foe.  It is the principle of a United Nations � there   must   be   a   united   front against   the  kind  of   aggression which  cart  destroy  all  our  best values.
(2)  By the same token, discrimination and similar hostile action against any  racial,   religious   or ethnic group, constitutes a menace to the entire social structure, and therefore calls for action, in which we, as a Jewish community, shall do our part. The sum of it is that our fate is bound up in the social equilibrium of the world in which we live, and the extent to which civil rights and human rights are weakened or strengthened, is precisely the extent to which w* and our follow  clUwna  shall Ihre  in danger or in peace.   It seen** a very  simple lesson,  doea  it  not* but we are atUl put to l\ to prove that the whole body ca.n die from the infection in one aa.B<L
(8) For a loiig time, we Jews, who have often feeld an alan^t fats) faith IB the power of words, have looked to literature, book*, pamphlets, advertisements, sad att the paraphernalia of intellectual persuA�ionf ta *duc*U man pjf itt-ol thtir deeply rooted
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we said, "and they will become our friends. They sin through ignorance. Jews are not really the greedy, conniving, boorish, creatures they say we are. These are myths which they will be glad to discard when confronted by the truth".
Vast sums of money were expended on �various "education" ventures, without . any proof that their objectives had been achieved. Yet, those same years of trial and error taught us that "education", carefully conceived, had its place as a supporting weapon in our attack against the ramparts of discrimination and prejudice. Jewish Public Relations agencies came to realise that it was indeed s long, long task to alter a man's thinking, and that it was almost impossible to reason out of man's mind that which was rooted in the emotions by fear, jealousy, and general insecurity.
It was actually easier to keep people from translating prejudice into discrimination. Prejudices may not damage anyone but the person who entertains them; it is only when the prejudiced mind walks over the bridge of action, and pute the prejudice into effect, that the real danger ensues. Employment discrimination, resort discrimination, education discrimination, restrictive covenants, discrimination in public services- � these are the translations of prejudice. By using law, where such law exists, by attempting to legislate such law into existence where it does not exist, the best and most effective work of Public Relations is to be done.
In a war � and the **�
against afl aspects of hatred and prejudice is war � a brave show of loud noise is not enough. This kind of war is for keeps. The stakes are too great; oar job is to attack at the most vulnerable point, and these are in th* field of law and social action.
The field of education is certainly not to be neglected, but ia a day when time is fast running: out, we cannot afford to misjudge the value
d validity of our goals, or the of th� r/*&iata*c* to our them.
Now, how does th* National Joint Pub&c Iteiatioaa Committee o^erftto within thJa �**mswork of theory?
Hotting to the doctrine that our prio* objective is at one blow to fepriv* nea of ill-will "of their weajpoaa" aod to atteagthea tM <fejaocxa.ti� fabric of our Country, the Committee haa Ukea a* active a&4 Vwftpg *ote ia the/ light
criminatory employment practices, as well as for the promulgation of anti-discrimination clauses in the licensing of business establishments. In addition, we have submitted to the special Senate Committee on human rights and fundamental freedoms, those arguments which we feel are most likely to secure for all Canadians a greater measure of domestic" tranquil ity. These are a small but important part of our efforts in the
field of la-w and social action.
While we are ready to alone if need be, we encourage and receive the closest cooperation of like-minded groups. Similarly,* we are prepared to cooperate ki actions which they have initiated Such groups include religiottsv labour, and ethnic organisations. Whether action is to be independent or in concert with theirs, i*
(Continaed on Poge One Hundred Ofid   Fifty-Seven)
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