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 . Crystallizing Public Opinion has ratings and 22 reviews. Gerry said: Simply a fascinating read – not only educational but reflective of an America ne.
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Email required Address never made public. She also finds that Crystallizing Public Opinion sometimes attributions quotations to Lippmann which do not match the text of Public Opinion at all.
Tragedy carried out the traditional legendary sentiments. The acceptance of the general term re- mains, even if meanings vary. Bernays took great pride in detailing the profession, comparing it to that of Legal Counsel, the court of public opinion equating the court of law, and ethics and integrity being strong drivers opiion the values of his business.
The public relations consultant is ideally a con- structive force in the community. The Pan- hellenic festivals provided an opportunity for exchanging opinion, bringing together various tribes and races of Greece. What does it mean?
Crystallizing Public Opinion
During the war and for a period afterwards its main problem was that of satisfy- ing the public that its service was necessarily below standard because of the peculiar national conditions. Alexa Actionable Analytics for the Web.
This period also was marked by the increase in number and importance of public relations depart- ments in large corporations, headed by such men as Paul Garrett of General Motors, Arthur Page of A. His text books for this study are the facts of life; the articles printed in newspapers and mag- azines, the advertisements that are inserted in publications, the billboards thai line the streets, the railroads and the highways, the speeches that are delivered in legislative chambers, the sermons issuing from pulpits, anecdotes related in smok- ing rooms, the gossip of Wall Street, the patter of the theater and the conversation of other men who, like him, are interpreters and must listen for the clear or obscure enunciations of the public.
Crystallizing Public Opinion by Edward L. Bernays
There’s a problem loading this menu right now. The friendly and hospitable aims of this committee, broadcasted to the nation, helped to reestablish Berhays York’s good repute. The Nation said public relations counsel was a new name for the “Higher Hokum.
It is they who pull the wires that control the public mind. He organized committees of correspondence which helped to unite the colonies. It is safer to hire a press agent who stands between the group and the newspapers. The commentaries of Julius Caesar furnish an example of history as a tool of public relations. Published October 15th by Kessinger Publishing first published Jacques Necker, the French Finance Min- ister, saw that public opinion and public credit were interrelated.
A nationally famous New York hotel found that its business was falling off at an alarming 1 Cardozo, publif Nature of the Judicial Process” page 9. Worth the price of admission simply for explaining why all the self-proclaimed “free-thinkers” in this world think alike.
Bernayx 1 Walter Lippmann, “Public Opinion” page Also, of equal significance I would rate Bernays’ undertaking on stereotypes, susceptibility to suggestion, preconceptions characteristic to the public mind.
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The resulting material must of course be truthful and accurate—and furthermore it must be well-written and dispensed with sensitivity to the needs of the various media through which it will be broadcast. 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. Hoyt, who stressed the importance of public opinion as a safeguard for the soundness of or- ganizations.
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Beyond the newspaper, there is radiolecture tours, meetings, advertising including billboards and any other type of paid spaceplayscinemaand direct mail.
It became part of the machinery of regulatory commissions set up under government such as the Interstate Commerce Cystallizing and the Federal Trade Commission.
Five years later—again just a year after Lippmann’s The Phantom Public appeared—Bernays published a second book on public relations, Propaganda.
SCOPE AND FUNCTIONS 33 Further incidents could be given here, illus- trating different aspects of the ordinary daily functions of the public relations counsel—how, for example, the production of “Damaged Goods” in America became the basis of the first notably successful move in this country for overcoming the prudish refusal to appreciate and face the place of sex in human life; or how, more recently, the desire of some great corporations to increase their business was, through the advice of Ivy Lee, their public relations counsel, made the basis of popular education on the importance of brass and copper to civilization.
We have no counterpart to the French Academy in this country which regulates the meaning of words. He describes two theories about how people think. He must either himself appraise the public mind and his relation to it or he must engage the services of an expert who can aid him to do this- He may to-day consider, for instance, in his sales campaign, not only the quality ‘of his soap but the working conditions, the hours of labor, even the living conditions of the men who make it.
Then he adds, “A vastly more important and interesting theory, and one which must arise from the present state and tendency of industrial con- ditions, is whether the acts of men in commer- cial activity may ever become so prominent and so far reaching in their effect that they compel a universal public interest and that public com- ment is impliedly invited by reason of their con- spicuous and semi-public nature.