Crystallizing Public Opinion

Crystallizing Public Opinion Bernays regarded by many as the father of public relations has tried to set down in this book the broad principles that govern the new profession of public relations counsel Contents Part I Sco

  • Title: Crystallizing Public Opinion
  • Author: Edward L. Bernays
  • ISBN: 9781417915088
  • Page: 245
  • Format: Paperback
  • 1923 Bernays, regarded by many as the father of public relations, has tried to set down in this book the broad principles that govern the new profession of public relations counsel 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 and The Function of a1923 Bernays, regarded by many as the father of public relations, has tried to set down in this book the broad principles that govern the new profession of public relations counsel 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 and The Function of a Special Pleader Part II The Group and the 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 and 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 and An Outline 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 and His Obligations to the Public as a Special Pleader See other titles by this author available from Kessinger Publishing.

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    1 thought on “Crystallizing Public Opinion”

    1. 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 1923 and the copyright was renewed in 1951. The book here is only different from the 1923 original in that Stuart Ewen provides an introduction that is a lengthy description of his professional endurance to speak with Mr. Bernays. He is able to do so in the early 1990’s before Mr. Bernays passes away at the age of 103 in 199 [...]

    2. The long introduction, added after the first addition, discusses the history of public relations. The rest of the book, published in 1923, is about the need for public relations, some of its techniques, and its ethics.

    3. As the founder of public relations counsel, Edward Bernays speaks of the increasing significance of the public relations counsel both as a profession and a new field of interest. His visionary ideas foresaw the role public relations would play in a democratic society at that time and in the future. I found particularly compelling his views on the "herd instinct" explaining how mass perception works, how marginal their sense of reality is, and how the public mind needs to be managed by an educate [...]

    4. Fascinating look into early 2oth century PR.Biggest idea: don't pass on news, make news. i.e. create events that get covered - do things! Do things out of the normal routine to get coverage. Do things that will be covered in a way that reflects your goals.A few nugget from the book that could have been pulled from 2016 election coverage:"axiomatic that men who know little are often intolerant of a point of view that is contrary to their own.""the printing press a wonderfully effective means for [...]

    5. "Кристаллизация общественного мнения" Бернейса меня давно отпугивала своей научностью, а зря. Один из создателей индустрии и автор термина "консультант по связям с общественностью", племянник Фрейда Едвард Бернейс написал книгу в далеком 1923 году, но принципы и примеры, кот [...]

    6. Bernays gives insight into the increasing importance of the public relations officer and their duties during the time of 1923, which is still perfectly applicable to current life. Interesting read that goes into the real life applications of the PRO, rather than giving theories and hypotheticals. Would recommend to anyone, including his later work Propaganda.

    7. Good, solid book. Funny, how most of what we think are our opinions is actually based on someone's else view, be it a book, article, movie.or "news".

    8. 1.9 stars. This book was a bore fest. It seemed like a college student who was trying to impress his professor by the way he articulated his writing. Most of the book made little sense, and after you read the first 20 pages you can put the book down because the rest just keeps repeating itself. And the lessons that it is teaching are common sense facts, that anyone person should know. I don't know I hate this book so much because I had to read it for a class within a two day period, it probably [...]

    9. Recommended by a friend.I have 5 stars because it was direct and to the point. The book is about directing public opinion in a positive way using the means available. Newspaper, radio, movies, theater but not TV having not been invented yet. It was written in 1923.

    10. Retrospective look into the origin of public relations as a discipline with a lot of historical contrasts. Nice read with a bunch of historical examples.

    11. This is a fairly horrifying manifesto, penned by the "father of public relations" who in the early- to mid-20th century took the theories of (his uncle) Sigmund Freud and married them to both rhetoric and the logic of capitalism to invent a whole new occupation. Bernays gives an overview of the mentality of the "herd," talking about the emotions and primal drives for which the herd has an affinity. It's a bit like reading Aristotle's Rhetoric because the emphasis is on taxonomy. Lists of emotion [...]

    12. It's almost like he's daring "the masses" to read his book. To Bernays, this is impossible because there are no individuals in "the masses." I've long watched the wealthy wage class warfare on the poor. This book seems to be yet more proof of this. It also makes Noam Chomsky look terribly unoriginal.

    13. Crystallizing Public Opinion is about the art and science of Public Relations. Bernays shares with us a wealth of knowledge about his life's work.This edition has an Introduction by Stuart Ewen that includes an exclusive interview with Bernays in 1990. A timeless masterpiece!

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