Letters which enable one person to reach another despite the
limitations of time that can cut down on personal visits and telephoning,
are among the most ancient and perhaps still the most important media of
mass communications. It has been said that letters are the only selling
medium that, if taken away, would disrupt the entire modem business
structure.
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They are sent out with every kind of enclosure; pamphlets and
leaflets, order blanks, samples, pictures, return post cards, and many
others.
The well-written letter has a major advantage over all other media
it is directed personally to an individual. If it designed to please and flatter
him rather than to irritate him as an invasion of his privacy, it commands
his attention for a little while perhaps just long enough to motivate him to
do what the writer wants him to do.
Mail is a personal thing. A person likes to receive a letter written for
him as well as addressed to him. He likes to express regard for him ,offer
him a better job, make a promise or enclose a cheque. When a publicist
sends out a letter written for the client’s benefit rather than for the
recipient’s, privacy is being presumed upon. The recipient may resent it.
He may throw the letter away without reading it, or read it only to turn
against the writer.
Individually written and addressed letters have long constituted (he
backbone of international communication. Offset letters are being used
in increasing volume to establish a direct speedy line of communication
with specific publics- Letters are used on a regular or spot-news basis to
reach employees, dealers, alumni, or workers in a fund-raising or
legislative campaign.
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