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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On the one hand is the profound be- lief that “you can’t change human nature. It was written in bernaye One client is advised to publish a Bible, another a book of French Renaissance tales.

Feb 22, Dina rated it really liked it. Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country.

Crystallizing Public Opinion by Edward L. Bernays

In a journalist named Karl vonWiegand interviewed Dr. The agencies of mass communication increased in size and number. Examination reveals the fact that the differences are not due to the commission of the mere mechanical fallacies of logic, since these are easily avoided, even by the politician, and since there is no reason to believe that one party in such controversies is less logical than 1 “Instincts of the Herd in Peace and War,” William Trotter pages This process of informing the public was often merely the now-familiar whitewash.

Rosebault, the author of an article in the New York Times recently, headed “Men Who Wield the Spotlight,” remarks that the competent public relations counsel has generally had some newspaper training and that the value of this training “is a keen sense of the likes and dislikes of what we call the public — that is, the average of men and women.

Properly practiced, its methods are based on the realization that the public and private interest coincide. That said, on to content. It asks questions, and if the answer in word or action is not forthcoming or satisfactory, it turns to other sources for information or relief. Johns-Manville had appointed a direc- tor to its board to represent the public.


Some say it is a management function which gives attention to the asset of goodwill. Of recent years, Health Com- missioner Royal S.

Some define the activity as the ethical profession of communications ; a systematic means of inform- ing the public. Berrey and Melvin Van Den Bark, editors, listed as synonyms twenty-eight terms including advertisementor, aide-de-press, and public relations counsel, flesh peddler, public- ity man, space grabber and tooter.

In July of there was such a shortage of labor in Kansas that it was feared a large pro- portion of the wheat crop could not possibly be harvested. Lippmann goes on to say that “having hired him, the temptation to exploit his strategic position is very great. The movement spread to non-profit organizations.

Crystallizing Public Opinion – Wikipedia

They formed a third party which nominated presidential and vice presidential candidates and denounced the war. On the other hand, he is becoming to-day as much of an adviser on actions as he is the communi- cator of these actions to the public. Logically his discussion should have been based only upon the sound economic, social and political value of the bill as presented.

This move, which excited wide comment, was economically and dietetically sound. In his own profession the skilled practitioner is sen- sitive and understanding. Bernays we learn in the introduction by Mr.

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Simply a fascinating read — not only educational but reflective of an America new to radio and the newspaper industry that was still evolving, this book was published in and the copyright was renewed in He encourages the public relations counsel to imagine himself in turn as a member of the crrystallizing groups he must reach, and thereafter construct a campaign which will appeal to as many as possible. The story was one which immediately interested the newspapers.

Drystallizing following year Reginald Clough, in The Encyclopedia Americana, described public rela- tions as “the art ppinion analyzing, influencing and interpreting a person, idea, group or business, so that its behavior will conform to the greatest degree possible with the public good. These different angles could appeal to different aspects of people’s identity:.

The Church took the lead in setting the patterns of thought of its followers. Today the able practitioner commands remuner- ation comparable to that enjoyed by leaders in other professions such as law and engineering. Again, in analyzing the crystallizig service of a prominent hotel, he discovers that its menu is built on the desires of the average eater and that a large group of people with children de- sire special foods for them.


Nothing shakes all the bad practices of politics like public exposure. It became part of the program of municipal research leagues in principal cities, and it furnished the basis of a movement for wide governmental control. Few people are life members of one group and of one group only. New m relation to the older professions, it has harnessed the findings of the social sciences and in a world of growing com- plexity and constant change has proven a useful force for adjustment.

Sonal Panse rated it it was amazing Dec 28, Business and sales are no longer to be had, if ever they were to be had for the asking. This does not include many individuals on fed- eral payrolls, for in many cases the governmental departments, in order to avoid public accusation that they are propagandizing, call their public relations and public information employees by other names.

Crystallizing Public Opinion

Is it an acci- dent that makes Boston women prefer brown eggs and New York women white eggs? They merely conceded that the public was no longer to be ignored.

Highlighting the correct group identity for the purpose at hand crystaloizing much more effective than trying to change the stance of an individual group. Quotes from Crystallizing Pub By the Telephone Company, Swift, Rocke- feller and railroads, streetcar companies and pub- lic utilities were carrying on informative publicity activities.

To ask other readers questions about Crystallizing Public Opinionplease sign up. One crysyallizing vice-president is its rec- ognized public relations ‘counsel. The theatre and spectacle too became important factors. Sales promotion, pub- licity and press agentry are still being confused with public relations.