Crystallizing Public Opinion
Crystallizing Public Opinion by Edward Bernays, published by Courier Dover Publications on October 16, 2019, is a seminal work that explores the foundations of public relations. In this 1923 classic, Bernays, recognized as the father of public relations, outlines strategies used by corporations and governments to shape social attitudes rather than merely promote products. The book delves into various techniques employed by public relations professionals, including the use of surveys and endorsements from influential figures.
Readers will find a comprehensive examination of the methods that have influenced public perception over the past century. Bernays illustrates his points with examples from his notable campaigns, such as the promotion of bacon as a healthy breakfast option. He discusses the impact of herd mentality and the importance of delivering timely information to specific audiences. This edition, comprising 144 pages, serves as a valuable resource for business and marketing professionals, as well as students of public relations, providing insights that remain relevant in today’s evolving landscape.
Official synopsis Publisher
Famed as “the father of public relations,” Edward Bernays pioneered the technique of working to change attitudes rather than just selling products. In this 1923 classic, the first book ever written about the public relations industry, he delineates the approaches that corporations and governments have taken for the past century to influence social tendencies.
Crystallizing Public Opinion identifies the techniques employed by public relations professionals, from authoritative-sounding surveys to persuasive endorsements from opinion leaders, celebrities, and experts. Bernays — whose high-profile clients included Procter & Gamble, General Electric, CBS, NBC, and Time, Inc. — cites examples from his successful campaigns, including a physician-endorsed promotion of bacon as a healthy breakfast option. He quotes leading theorists on the role of herd mentality in the minds of the educated as well as the ignorant, and he explains the value of communicating the right facts at the right time to a targeted audience. Although technology has changed in the years since this book’s debut, human nature has not, and these principles remain of timeless value to business and marketing professionals, students of public relations, and other readers.
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