The Creel Committee had the superlative advantage of possessing a chief who enjoyed the confidence of the President and whose participation in national policy was on a high enough level to give propaganda coordination to other governmental policies on a basis of equality. Creel himself considered the task to be one of advertising, and he organized his Committee with extreme looseness, expanding it rapidly. Although his total gross budget for the war was only a fraction of OWI's budgets in World War II, he systematized most of the publicity activities then available.
News services were maintained by means of a news bureau in Washington that fed material to the commercial press and processed other material to publicity missions abroad. Heavy emphasis was placed on the home audience for Creel's mission covered all phases of propaganda work. Sections were set up for posters, advertising, "Four Minute Men" (volunteer local speakers in all American communities), films, American minority groups and the foreign-language press, women's organizations, information bureaus, syndicated features, and cartoons. The young but already large American motion picture industry was made a channel whereby American propaganda movies went to both the United States and overseas audiences. In one instance Creel got the American producers to threaten Swiss exhibitors with a boycott unless they showed American propaganda film along with the features.
Missions were sent to France, England, Italy, Switzerland, Holland, Spain, Scandinavia, Mexico and other Latin American countries, China, and Russia. It was not considered necessary to send American propagandists to Japan in World War I. The Japanese were given the American propaganda file and were asked to use it; they said they would.
The Creel Committee was run in simple, almost chaotic fashion. Agencies proliferated whenever a new idea turned up. The basic concept was that of domestic American agitation, as practiced commercially through advertising and socially through the civic clubs. The war propaganda left a rather bad taste in the mouth of many Americans, and the boisterous joviality of the arousers probably produced negative attitudes which encouraged pacifism and isolationism in the postwar years. The purely technical side of the work was done well, but at the terrible cost of overshooting national commitments.