Research Catalog

Title

• Crystallizing public opinion / Edward L. Bernays.

Author

Bernays, Edward L., 1891-1995.

Publication

Brooklyn, N.Y. : Ig Pub., 2011.

Items in the Library & Off-site

Details

Description

204 p.; 20 cm.

Summary

"A seminal work on how public opinion is created and shaped, Edward Bernays's 1923 classic Crystallizing Public Opinion set down the principles that corporations and government have used to influence public attitudes over the past century. A primer on the then new profession of "public relations counsel," Crystallizing elucidates the "instruments and techniques" that PR professionals use to mold public opinion on behalf of their client's interests. By adapting the ideas that Bernays put forth in this book, governments and advertisers have been able to "regiment the mind like the military regiments the body." The first ever book ever written about the public relations industry, this all-new edition of Crystallizing Public Opinion features an introduction by Stuart Ewen, author of PR! A Social History of Spin, All Consuming Images: On the Politics of Style in Contemporary Culture, and Captains of Consciousness: Advertising and the Social Roots of the Consumer Culture."--Back cover.

Subjects

• Publicity
• Social psychology
• Public opinion

Note

• Reprint. Originally published by Boni and Liveright in 1923.
• "With an introduction by Stuart Ewen"--From cover.

Bibliography (note)

• Includes bibliographical references.

Processing Action (note)

• committed to retain

Contents

Part I. Scope and functions. The scope of the public relations counsel ; The public relations counsel; The increased and increasing importance of the profession ; The function of a special pleader -- Part II. The group and herd. What constitutes public opinion? ; Is public opinion stubborn or malleable ; The interaction of public opinion with the forces that help make it ; The power of interacting forces that go to make up public opinion ; An understanding of the fundamentals of public motivation is necessary to the work of the public relations counsel ; The group and herd are the basic mechanisms of public change ; The application of these principles -- Part III. Technique and method. The public can be reached only through established mediums of communication ; The interlapping group formations of society, the continuous shifting of groups, changing conditions and the flexibility of human nature are all aids to the counsel on public relations ; An outlining of methods practicable in modifying the point of view of a group -- Part IV. Ethical relations. A consideration of the press and other mediums of communication in their relation to the public relations counsel ; His obligation to the public as a special pleader.

ISBN

• 9781935439264
• 193543926X

LCCN

^^2011025346

OCLC

731536433

Owning Institutions

Harvard Library