Crystallizing Public Opinion

by Edward L. Bernays

Overview

In writing this book I have tried to set down the board principles that govern the profession of public relations. It is certain that the power of public opinion is constantly increasing and will keep on increasing. It is equally certain that it is more and more being influenced, changed, stirred by impulses from below. The danger which this development contains for a progressive ennobling of human society and a progressive heightening of human culture is apparent. The duty of the higher strata of society-the cultivated, the learned, the expert, the intellectual-is therefore clear.

<br/>

They must inject moral and spiritual motives into public opinion. Public opinion must become public conscience.

Product Details

ISBN-13:	9781515446316
Publisher:	Dancing Unicorn Books
Publication date:	08/01/2023
Sold by:	Barnes & Noble
Format:	eBook
Pages:	125
File size:	3 MB

About the Author

Edward L. Bernays is considered the pioneer of the public relations industry. Born in Austria, he and his family moved to New York City where his uncle Sigmund Freud, the famed psychoanalyst, worked. Though he originally started work in agriculture, after helping to gain endorsements of the play Damaged Goods, Bernays found his true calling. After WWI, he and his soon-to-be wife started their own public relations business. Their customers included the US War Department, the Lithuanian government, and Proctor & Gamble. Bernays authored the books Crystallizing Public Opinion (1923), Propaganda (1928), and Public Relations (1952).

Table of Contents

ForewordThe Scope of the Public Relations Counsel

The Public Relations Counsel; The Increased and Increasing Importance of the Profession

The Function of a Special Pleader

What Constitutes Public Opinion?

Is Public Opinion Stubborn or Malleable

The Interaction of Public Opinion with The Forces that Help Make It

The Power of Interacting Forces that Go to Make up Public Opinion

An Understanding of the Fundamentals of Public Motivation is Necessary to the Work of the Public Relations Counsel

The Group and Herd Are the Basic Mechanisms of Public Change

The Application of These Principles

The Public Can be Reached Only Through Established Mediums of Communication

The Interlappling Group Formations of Society, the Continuous Shifting of Groups, Changing Conditions and the Flexibility of Human Nature are All Aids to the Counsel on Public Relations

An Outlining of Methods Practicable in Modifying the Point of View Of a Group