Editorial Reviews. Review. “Mr. Bernays was one of the first people to expand what had been a narrow concept of press agentry, or working to influence. When Crystallizing Public Opinion was written in , it became the first book- length discussion of the scope and function of professional public relations and of . Books by EDWARD L. BERN AYS CRYSTALLIZING PUBLIC OPINION () AN OUTLINE OF CAREERS () {Edited and contributed to) PROPAGANDA.

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Century went back to the exclusiveness of the medieval guilds in its attitudes toward the public. As we see it, a man who is really counsel or director of public relations has one of the most important jobs on the roster of any concern; but a man who merely represents the old idea of getting something for nothing- from publishers is about passL One defi- nition has three points: The public relations counsel is the pleader to the pulbic of a point of view.

I don’t know if Bernxys hate this book so much because I had to read it for a class within a two day period, it probably is.

Mencken, Rollo Ogden, Charles J. But the emphasis seemed to be much more on getting attention for the organization, the product or the service, than on adjustment to public demand. He knows that they are constantly falling into false reasoning about the things within his personal knowledge, – that is, within the narrow circle of his special education, – and so he assumes that they make the same, or even worse, errors about other things, whether intellectual or moral.

This eliminated the prerequisites for a public opinion capable of being wooed and won by leaders. Sonal Panse rated it it was amazing Dec 28, In the Western part of Greece, a struggle for political independence took place. Bernayd the one hand is the profound be- lief that “you can’t change human nature.


He was now speaking in his function as counsel for a Senate committee investigating Wall Street practices. On the other hand there were powerful political influ- ences which were against such a result. Just a moment while we sign you in to your Goodreads account.

Taking his cue from the Revolution he became not only a military leader, but a great persuader as well. It was evident to all who saw the pictures or read the story that this king had really stirred the affectionate interest of the national elements that make up America. Practices com- monly in use in the modern profession of public relations are based on this book.

Constitution pro- duced the Federalist Papers inwhich played an influential part in achieving that goal. The book here is only different from the original in that Stuart Ewen provides an introduction that is a lengthy description of his professional endurance to speak with Mr. A Lithuanian National Council was organized, composed of -prominent American-Lithuanians, and a Lithuanian Information Bureau established to act as a clearing house for news about Lithu- ania and for special pleading on behalf of Lith- uania’s ambitions.

Crystallizing Public Opinion by Edward L. Bernays

Thanks for telling us about the problem. Thus, while an important humanitarian project was being materially assisted, the magazine In ques. I was a staff member of the organization here opinio at the Paris Peace Conference.

His profession is in a state of evolution. Some define the activity as the ethical profession of communications ; a systematic means of inform- ing the public.

Crystallizing Public Opinion

None of us begins to understand the consequences, but it is no dar- ing prophecy to say that the knowledge of how to create consent will alter every political premise. The increase in advertising revenue strength- ened the newspapersijn the later period. In berays 19th Century scholars focused attention on the study of public opinion in France, England and Germany. There is not even any one name by which the new profession is characterized by others.


This assumption, cryshallizing may be said, is quite justified by the facts.

In France, in the pre-revolutionary democratic movement of the 18th Century, pamphleteering as- sumed almost unprecedented proportions. Thus, making him a double nephew to one household biologically speaking.

Or, instinct-emotion pairs like flight – fearrevulsion – disgustpugnacity- angerand others. In this period too, advertising agencies decided to divert to themselves some of the remuneration flowing to the public relations counsel, by organiz- ing their own public relations departments to render similar services to their clients.

He gives advice on the formulation of attitudes and actions which will win public favor and’ procedures by which they may be brought to public attention. This included such matters as Emperor’s decrees and addresses, news of the court, information con- cerning marriages, divorces, charitable gifts and phenomena of nature. With the increase in the status and power of the individual came a refusal to accept blindly the untrammelled authority of nobility and the pronouncements of religion.

When Solon read his elegy “Salamis,” the Athenians, inspired by the reading, were fired to win back the island of that name from the Megarians. Open Preview See a Problem? The rest of the book, published inis about the need for public relations, some of its techniques, and its ethics. Publicity and related activities were usually delegated to advertising managers and sometimes to publicity directors.

In this post-war period, professional public re- lations techniques have worked toward eliminating maladjustments in many phases of our society — international relations, labor, management, etc. Now sensitiveness to the state of mind of the public is a difficult thing to achieve or maintain.