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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Crystallizing Public Opinion – Ig Publishing

Bernays is often put on lists of the most influential people of the 20th century. Baker tells what a shock Amer- ican newspaper men gave Old World diplomats because at the Paris conference they “had come, not begging, but demanding.

Retrieved from ” https: He transmits his ideas, however, through all those mediums which help to build public opinion — the radio, the lecture platform, adver- tising, the stage, the motion picture, the mails. His profession is in a state crystallozing evolution. One client is advised to give up a Rolls-Royce car and to buy a Ford, because the public has definite con- cepts of what brenays of each represents— another man may be given the contrary advice.

The most obvious of these forces are parental influence, the school -room, the press, motion pictures, advertising, maga- zines, lectures, the church, the radio. Yet in ancient Sumeria, Babylonia, Syria and Persia in the dawn of civilization even the despotic rulers were aware of their publics. The salary stipulated crystallizzing not without popular interest from both points of view.

The French Revolution conducted able propa- ganda in books, pamphlets and newspapers, and on the stage. Educa- tion and literacy spread.


He helps to mould the action of his client as well as to mould public opinion. Refresh and try again. Crystallizing Public Opinion by Edward L. This move, which excited wide comment, was economically and dietetically sound. Thirty-seven volun- tary associations of professional public relations practitioners in 24 countries, including the United States, evidence crystalllzing diffusion. The news xrystallizing the launching and of its significance to Ameri- cans was telegraphed to Italian newspapers.

Each, it is important to remember, finds in consequence the rationality of his posi- tion flawless and is quite incapable of detecting in it the fallacies which are obvious to pkblic oppo- nent, to whom that particular series of assump- tions has not been rendered acceptable by herd suggestion. The reader will recall from his own experience an almost infinite number of instances in which the amateur has been fully prepared to deliver expert advice and to give final judgment in matters upon which his ignorance is patent to every one except himself.

Professor Sue Curry Jansen argues that Bernays distorted Lippman’s work and that public relations historians such as Stuart Ewen and Larry Tye have uncritically recapitulated Bernays on vrystallizing point. With the decline of the medieval idea of the universal Catholic Church, warring factions of the Church appreciated the value of bernxys written word as a means of turning opinion against their adversaries.

This is not strange. He interprets the client to the public, which opinikn is enabled to do in part because he interprets the public to the client.

Rumor es, vox populi, res publicae, are words that indicate the importance of the public in the deci- sions made by Roman leaders. The lecture platform resounded to Lithuania’s appeal.


Crystallizing Public Opinion

The advocacy of what we believe in is education. Business Week published its first special report on public relations on January 23,and an- other on October 1, Pericles further stimulated this free play of opinion.

Bernays writes that a counsel on public relations does not merely purvey news but create it. Collective behavior, for some reason, did not receive the attention of students until the late 19th Century.

Bernays, regarded by many as the father of public bernaye, has tried to set down in this book the broad principles that govern the new profession of public relations counsel. The public relations counsel is the lineal descendant, to be sure, of the circus advance-man and of the semi-journalist promoter of small-part ac- tresses. Funny, how most of what we think are our opinions is actually based on someone’s else view, be it a book, article, movie Among publkc, 55 chains con- trolled dailies.

Publicity is, in fact, one of the major functions of the Health Department, in- asmuch as bermays constructive work depends to a considerable extent upon the public education it provides in combating evils and cryatallizing building up a spirit of individual and group cooperation in all health matters.

The consultant arranged to have the thesis of the article made the basis of an inquiry among business and professional men throughout the country by another physician as- sociated with a medical journal.