The Arlington Heights Herald : a case study of the newspaper's public relations and promotional activities from 1926 to 1967
Burns, Virginia Gosy
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The Daily Herald is a newspaper published by Paddock Publications in Arlington Heights, Illinois. The daily paper is circulated to 58,700 readers in Chicago's northwest suburbs. In order to obtain and retain this readership, the newspaper engaged over the years in numerous programs in the public relations and promotional areas. One of the biggest challenges undertaken, for example, was the public acceptance of the newspaper's changeover from weekly to daily publication. But before this took place, years of growth were necessary, and that growth and development was helped by the many public relations and promotional activities implemented by the Daily Herald or the Arlington Heights Herald as it was named during the years under study, 1926 to 1967. This study analyzes the public relations activities of the newspaper from 1926 to 1967. By first-hand examination of all past issues of the paper, it is possible to determine and analyze the varied public relations activities, particularly as they were promoted and publicized in the newspaper itself. The research shows that throughout its years of publishing, the Herald used its own pages for extensive public relations and promotion. Those areas overlapped frequently, and an event would be written up as a news item, then publicized in an institutional advertisement, and again reported after the event took place as a news feature. While a deliberate plan of action from a public relations managerial point of view was not evidenced in this research, the philosophy and personal beliefs of the publishers directed the Herald's participation in community events and issues. This participation was extensive and was reported to the readers. The Herald's image and role in the community was enhanced and over the years, the newspaper became a recognized leader. The Herald's public relations and promotional activities were directed to influence opinion and the utilization of advertising and publicity skills were evidenced. This resulted in public understanding and acceptance, one of the goals of public relations.