Crystallizing Public Opinion has ratings and 22 reviews. Gerry said: Simply a fascinating read – not only educational but reflective of an America ne. I find that there have been minimal societal and cultural changes, since when Edward Bernays published Crystallizing Public Opinion. Few books have been as quietly powerful as Edward L. Bernays’s Crystallizing Public Opinion. First published in , it is a groundbreaking and, as history has .

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Newspaper advertising was bought and paid for. By many industries: The public relations counsel will find that the conditions under which his client operates, be it a government, a manufacturer of food products or a railroad system, are constantly changing and that he must advise modifications in policy in accordance with such changes in the public point of view.

One is that people are stubborn and can’t have their minds changed. Tarde thought of the public as composed of individuals not in immediate contact, crystaklizing public opinion as the product of the printing phblic.

Where we act on that theory we expose ourselves to self-deception and to forms of persuasion that we cannot verify. Bernays shares with us a wealth of knowledge about his life’s work. By Cicero’s time the technique of supplying news to interested parties had developed into a specialized activity.

The work of the telephone company’s operators, statistics, calls, lineage, installations are given to the publican various forms. All helped to crystallize public opinion in behalf of both the French and the American Revo- lution.

Thus, while an important humanitarian project was being materially assisted, the magazine In ques. But he is not only a student. Johns-Manville had appointed a direc- tor to its board to represent the public. In reality, “the only difference between ‘propaganda’ and ‘education,’ really, is in the point of view.

Crystallizing Public Opinion – Wikipedia

The coming of the Revolution brought with it the use of many skillful methods to present facts and points of view. These circumstances allowed much greater play to the forces of custom and tradition. He told the “sporting fan” about Lithuanian sports and told American women about Lithuanian clothes. After discussing the mutual influence between the press and the public, suggesting that the public relations counsel should understand the established public opinion in its complexity.

Properly practiced, its methods are based on the realization that the public and private interest coincide.


Tragedy carried out the traditional legendary sentiments. The Greeks were really the first great fore- runners of modern publicity methods, although their media of appeal differed radically from those of modern times. 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.

With public sentiment nothing can fail ; without it nothing can succeed. It had to explain its contribution to society.

Thus Lith- uania, already noted, while it had the unbounded love and support of its own people, was neverthe- less in danger of extinction because it was un- known outside of the immediate boundaries of those nations which had a personal interest in it.

In a re- cent fight against the proposed tariff measures, a protagonist of protection published long vindic- tive statements, edwwrd which he tried to confound the character and the disinterestedness of his opponents. I pointed out that good public relations depend on action which results in social behavior by business and other activities and thus the establishment of a cooperative relation- ship with the public.

But they had little effect on the attitudes and actions of business itself. Bernays does have a book called “Propaganda” which I haven’t read, but this book wasn’t at all what I initially thought it would be.

This is bernajs what happened.

These judgments are the tools of his daily being and yet they are his judgments, not on a basis of research and logical deduction, but for the most part dogmatic expressions ac- cepted on the authority of his parents, his teach- ers, oublic church, and of his social, his economic and other leaders.

Bernays spends a great deal of effort in reinforcing the fact that the press has an ethical bernzys and so too the persons later to become PRC professionals.

It became part of the machinery of regulatory commissions set up under government such as the Interstate Commerce Commission and the Federal Trade Commission. Some cyrstallizing the activity as the ethical profession of communications ; a systematic means of inform- ing the public.

Crystallizing Public Opinion

There was the use of “deadhead” privileges, i. We have no counterpart to the French Academy in this country which regulates the meaning of words. Hoover was so im- pressed by the article that he sent the magazine a letter of commendation for publishing it.

Bernays touches upon public opinion in association with the newspaper industry of ; the radio was still relatively new at this point in time and he touches upon the PRC and the medium that has yet to have been tapped into for this consumer need.


Email required Address never made public. Public opinion, he writes, is becoming more and more a matter of interest, as people gernays out information about the world, and as various organizations edwadd to create favorable impressions. A good starter book for understanding the work of the so-called “compliance professionals” read: 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.

Enrico Caruso, Gatti-Casazza, director of the Metropolitan Opera, and others highly regarded by their countrymen in Italy, sent in- spiriting telegrams which had a decided effect in raising Italian morale, so far as it depended upon assurance of American cooperation.

The counsel advises on, edawrd to some extent directs and supervises activities which affect the public.

Book Review: Crystallizing Public Opinion by Edward Bernays | D.T. Griffith

In the fiscal yearcrystallizkng last time fdward a survey was made, there were LeBon’s La Foule reflected the beginning of social scientists’ concern with the psychology of the crowd. 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 evward the copyright was renewed in Towards the end of this period many larger corporations were trying out public relations.

Independent counsels whose functions ranged from those of press agent to those of management, shouldered some of business’ burden. These judgments are the tools of his daily being and yet they are his judgments, not on a basis of research and logical deduction, but for the most part dogmatic expressions accepted on the authority of his parents, his teachers, his church, and of his social, his economic, and other leaders.

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