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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The American Petroleum Institute stressed the burden of taxes. The public relations counsel is gernays pleader to the public of a point of view. By introducing this new concept, Crystallizing Public Opinion demonstrated that good public relations depended not alone on words, but on action deserv- ing public support, and education of the public to acquaint it with such action. While the special pleader in law, the lawyer for crystaklizing defense, has always been accorded a formal hearing by judge and jury, this has not been the case before the court of public opinion.

Ac- cording to the story, a man set out to prove to another that it was not so much what a man did as the way it was heralded which insures his place in history. Later my Memoirs, on which I am now working, will, I hope, be useful to the practitioners of tomorrow in enabling them to profit from my own experiences.

He encourages the public relations counsel to imagine himself in turn as a member of the different groups he must reach, and thereafter construct a campaign which will appeal to as many as possible. The lecture platform resounded to Lithuania’s appeal.

On the one hand, a complex environment of which only small, disconnected portions are available to different persons ; on the other hand, the great and increas- ing importance either of making one’s case acces- sible to the public mind or of determining whether that case will impinge favorably or unfavorably upon the public mind — these two conditions, taken together, have resulted inevitably in the public relations counsel.

Trivia About Crystallizing Pub According to the editorial, the state publishes a magazine, The Vermonier, an attrac- tive publication filled with interesting illustra- tions and well-written text. In order to understand public opinion, one must go back to the individual who makes up the group. Yet in ancient Sumeria, Babylonia, Syria and Persia in the dawn of civilization even the despotic rulers were aware of their publics.


Concerted action on a subject which was as much in the public mind as the reemploy- ment of ex-service men was particularly interest- ing. Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country. Public opinion is a term describing an ill-de- fined, mercurial and changeable group of indi- vidual judgments. Luther published over treatises during and alone, it is said.

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Crystallizing Public Opinion

The coming of the Revolution brought with it the use of many skillful methods to present facts and points of view. It is perhaps the first book to define and explain the field of public relations.

To the members of the House of Repre- sentatives he did likewise. The disunity of forces which seek to overthrow dominant groups is illustrated every day in every phase of our lives. To Bernays, this is impossible because there are no individuals in “the masses. It was written in These years gave great acceleration to profes- sional public relations activities. It was inherent even in the semantics of the terminology.

He divided his material into its various categories, based primarily on the public to which it would probably make its appeal. And causes, worthy and unworthy, rushed to take advantage of the new techniques. An appeal based on this action and capitalizing it was sent to thousands of individual business men and employers through- out the country. By the end of the 16th Century such manuscript bulletins became familiar in Germany and Italy. In France, in the pre-revolutionary democratic movement of the 18th Century, pamphleteering as- sumed almost unprecedented proportions.

Bernays spends a great deal of effort in reinforcing the fact that the press has an ethical obligation and so too the persons later to become PRC professionals. It happened that the matire d’hoiel was about as well known as the hotel itself.

With the decline of the medieval idea of the universal Catholic Church, warring factions of the Church appreciated the value of the written word as a means of turning opinion against their adversaries.


Full text of “Bernays, Edward L. Crystalizing Public Opinion ( ) (no OCR)”

The New Deal was em- phasizing the common man, the importance of people. Full text of ” Bernays, Edward L. In this post-war period, professional public re- lations techniques have worked toward eliminating maladjustments in many phases of our society — international relations, labor, management, etc.

Hi Foreword to Original Edition. Then, he quotes Irwin’s list of principles for newsworthiness, which ppinion points out may somewhat contradict the definition: The Century of the Self.

When Luther and his adherents brought about the Reformation, the printing of pamphlets crsytallizing their reprinting became an obvious method of reaching an entire nation, even in its remotest quarters.

The struggle against aristocracy, tyranny, and mystical cults was aided by the use of the Greek weapons of publicity and persuasion. This association began with the simple commercial ambition of acquainting the public with “the value of jewelry merchandise for gift purposes” ; now it finds itself engaged in eliminating from the public mind in crystalpizing, and from the minds of legislators in par- ticular, the impression that “the jewelry business is absolutely useless and that any money spent in a jewelry store is thrown away.

These latter activities were, to some extent, an upblic of later methods of public relations.

He knows that they are opinioj falling into false reasoning about the things within his personal knowledge, – that is, within the narrow crysttallizing of his special education, – and so he assumes that they make the same, or even worse, errors about other things, whether intellectual or moral.

Intolerance is almost inevitably accompanied by a natural and true inability to comprehend or make allowance for opposite points of view. He told the jeweler about amber and provided the music lover with concerts of Lith- uanian music. His profession is in a state of evolution. The department accordingly does exactly this.