People are sometimes having trouble deciphering what is true, and what is journalism with integrity, and what is not. It is incumbent upon us to, if anything, explain our process, and make sure that people understand the lengths that we go to bring objective truth-telling to the air, and to bring a wide variety of perspectives and the choices we make in how we cover the news. I think we could do a little bit of a better job doing that.
William Bernbach
The world has progressed to the point where it's most powerful force is public opinion. And I believe that in this world it is not the great book or epic play, as once was the case, that will shape that opinion, but those who understand mass media and the techniques of mass persuasion. . . We must not just believe in what we sell. We must sell what we believe in. And we must pour a vast energy into those causes.
