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.

Author: Faujora Grogal
Country: Timor Leste
Language: English (Spanish)
Genre: Relationship
Published (Last): 2 November 2010
Pages: 150
PDF File Size: 1.49 Mb
ePub File Size: 3.65 Mb
ISBN: 761-2-63151-515-6
Downloads: 17307
Price: Free* [*Free Regsitration Required]
Uploader: Daitilar

One client is advised to give up a Rolls-Royce car and to buy a Ford, because the public has definite con- cepts of what ownership of each represents— another man may be given the contrary advice.

The advocacy of what we don’t believe in is propaganda. Share your thoughts with other customers. The American Telephone and Telegraph Com- pany devotes effort to studying its public rela- tions problems, not only pyblic increase its volume of business, but also to create a cooperative spirit between itself and the public.

What they want and what they get are fused by some mysterious alchemy. With the War over inAmerica entered a period of change.

Crystallizing Public Opinion

Business transactions now be- came much simpler than they had been when cattle, raw metals, weapons, and a wide variety of other objects were used as media of exchange. Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country.

The 17th and 18th Centuries saw the rise of political reformation and with bernags better education, greater extension of the suffrage, an increase in literacy and many social changes that produced a closer relationship between people. In Paul Garrett widely circulated his pamphlet on the im- portance of public relations, entitled Industry’s Number One Job. Until licenses were required to publish newspapers in England.


Thirty-seven volun- tary associations of professional public relations practitioners in 24 countries, including the United States, evidence this diffusion.

Bernays continues his discussion of news and observes that journalists see public relations practitioners as important sources of newsworthy information.

His primary function now is not to puvlic his clients by chance to the public’s attention, nor to extricate them from difficulties into which they have already drifted, but to advise his clients how positive results can be accomplished in the field of public relations and to keep them from drifting inadvertently into unfortunate or harm- ful situations.

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. He transmits his ideas, however, through all those mediums which help to build public opinion — the radio, the lecture platform, adver- tising, the stage, the motion picture, the mails. LeBon’s La Foule reflected the beginning of social scientists’ concern with the psychology of the crowd.

One is crystallizint people are stubborn and can’t have their minds changed. Customers who bought this item also bought.

Official publications de- signed to be passed around among opiniom groups of public servants expanded into a daily newspaper, The Acta Diurna. The New York Times printed some time ago an address by the governor of Nebraska, in which he told a group of advertising men that pub- licity had made Nebraska prosper. Hence the practice remains fluid.

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

Yet many businessmen, and the public as well, still lack real understanding of the nature and function of the profession. Steel and the CIO, initiating new policies in labor-management relations. And causes, worthy and unworthy, rushed to take advantage of the new techniques.

The rise of anti-democratic regimes in Russia, Italy and Germany in the 20’s and 30? Consequently he who molds public senti- ment goes deeper than he who accepts or makes decisions. They find the public un- receptive to their point of view, and justly or unjustly they attribute this to the influence of an- tagonistic interests upon the public mind. Published October 15th by Kessinger Publishing first published Modern America’s size and heterogeneity “make it necessary to-day for the proponent of a point of view to engage an expert to represent him before society, an expert who must know how to reach groups totally dissimilar as to ideals, customs, and even language.


Cases as diverse as the following are the daily work of the public relations counsel. Lippmann goes on to say that “having hired him, the temptation to exploit his strategic position is very great.

The ordinary person is a very temporary member of a great number of groups. The Republic, ruled by patricians, was far from being a democracy.

Follow the Author

I don’t know if I hate this book so much because I had to read it for a class within a two day period, it proba 1. Mihai Zodian rated it it was ok Oct 19, There is a uniformity of opinion in phblic coun- try upon many issues.

With the expiration of the Licensing Act in that year, freedom of the press was inaugurated which gave even a broader opportunity for the sway of public opinion.

Industrialists sincerely believed that private business was nobody else’s business.

Business recog- nized that in addition opinon selling its products it had to resell itself to the public. It is they who pull the wires that control the public mind.

Do things that will be covered in a way that reflects your goals. Leave a Reply Cancel reply Enter your comment here