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.

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But be- cause of the growth of advertising, newspapers gradually became more independent and came out of their semi-subsidized state. Edward Bernays is known as “the father of public relations” so this book, written inwas really one of the earliest descriptions of the relatively new job of “public relations counsel. Universal instincts such as self-preservation and sex can also be usefully invoked.

He found that the chief cause for lack of interest in New York was the belief that Bdrnays York was “cold and inhospitable. Carlisle MacDonald of U. Publicity is, in fact, one of the major functions of the Health Department, in- asmuch as its constructive work depends to a considerable extent upon the public education it provides in combating evils and in building up a spirit of individual and group cooperation in all health matters.

The Formation of Men’s Attitudes. It was attempting to defend the motion picture indus- try against bsrnays that had been made upon it for immorality after the Fatty Arbuckle episode.

This is a fairly horrifying manifesto, penned by the “father of public relations” who in the early- to midth 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.

The agencies of mass communication increased in size and number. At the beginning of this period, profit and non- profit organizations had few public relations de- partments.

Untermeyer had crystaklizing counsel of the Pujo Committee which had sought in to bring the operations of the money trust under public scrutiny. The charitable society which depends upon voluntary contributions for its sup- port has a clear and direct interest in being favor- ably represented before the public. Thirty-seven volun- tary associations of professional public relations practitioners in 24 countries, including the United States, evidence this diffusion.

Member, Executive Reserve, U. But definitions were still not clearly denned. Politicians and statesmen realized to an unprecedented degree that the writ- ing of history provided a nernays of swaying public opinion. In order to understand public opinion, one must go back to the individual who makes up the group. The book here is only different from the original in that Stuart Ewen provides an introduction that is a lengthy description of his professional endurance to speak with Mr.


In this state of affairs it is not at all surpris- ing that industrial leaders should give the closest attention pub,ic public relations in both the broadest and the most practical concept of the term. It was not until February 11,that The New York Herald recognized the new conception of the counsel on public relations and his methods in an editorial in which it commented that “the old press agent cryztallizing gone.

Bernays we learn in the introduction by Mr. Early on the evolution of this process became publlic part of the political machine.

Crystallizing Public Opinion

Apr 26, Rob rated it really liked it. Sonal Panse rated it it was amazing Dec 28, Lippmann’s books were filled with intricate ruminations on the processes of human epistemology and theoretical speculations on how these processes might pertain to the project of molding public opinion. Enrico Caruso, Gatti-Casazza, director of the Metropolitan Opera, and others highly regarded by their countrymen in Italy, sent in- spiriting telegrams which had a decided effect in raising Italian morale, so far as it depended upon assurance of American cooperation.

I’m giving this five stars owing to the author’s complete frankness regarding the nature of his project. Public opinion must become public conscience. The movement gained momentum during the first decade of the 20th Century, when the so- called muckrakers took up the cry. He was not treated as an individual. His text books for this study are the facts of life; the articles printed in newspapers and mag- azines, the advertisements that are inserted in publications, the bednays thai line the streets, the railroads and the highways, the speeches that are delivered in legislative chambers, the sermons issuing from pulpits, anecdotes related in smok- ing rooms, the gossip of Wall Street, the patter of the theater and berrnays conversation of other men who, like him, are interpreters and must listen for the clear or obscure enunciations of the public.

Given, Will Irwin, Francis E.

Crystallizing Public Opinion: Edward Bernays, Stuart Ewen: : Books

But he is not only a student. To the senators, he gave facts about Lithuania which would give them basis for favorable ac- tion. Each, it is important to remember, finds in consequence the rationality of his posi- tion flawless and is quite incapable of detecting in it the fallacies which are obvious crystallizingg his oppo- nent, to whom that particular series of assump- tions has not been rendered acceptable by herd suggestion. Bernays does have a book called “Propaganda” which I haven’t read, but this book wasn’t at all what I initially thought it would be.

I was a staff member of the organization here and at the Paris Peace Conference.

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

To answer the question as to the stubbornness or malleability of [ the public, let us analyze the press in its crysyallizing to public opinion, since the press stands preeminent among the various in- stitutions which are commonly designated as leaders or moulders of the public mind. It became part of the machinery of regulatory commissions set up under government such as the Interstate Commerce Commission and the Federal Trade Commission.


Agitation for and against the War of demonstrated that propaganda could play an im- portant role in the new country. Those who manipulate this unseen mechanism of society constitute an invisible government which is crystallizjng true ruling power of our country.

In this period too, advertising agencies decided to divert to themselves some of the remuneration flowing to the public relations counsel, by organiz- ing their own public relations departments to render similar services to their clients. The symbiotic relationship that the public has with the content provider, or organization, was of particular interest to me.

There was little attempt to play on or arouse sympathies of a scattered population. His ideas on “creating consent among the governed” stand out. The rational method ade- quately used would have told him that on the great majority of these questions there could be for him but one attitude— that of suspended judgment” The reader will recall from his own experience an almost infinite number of instances in which the amateur has been fully prepared to deliver expert advice and to give final judgment in mat- ters upon which his ignorance is patent to every one except himself.

The answers from these leading men of the country were collated, analyzed, and the re- sulting abstract furnished gratuitously to news- papers, magazines ano! Mencken, writing in the same magazine for March,declares that ‘one of the principal marks of an educated man, indeed, is the fact that he does not take his opinions from newspapers – not, at any rate, from the militant, crusading newspapers.

When this uniformity accords with our own beliefs we call it an ex- pression of the public conscience. English Choose a language for shopping.

In Paul Garrett widely circulated his pamphlet on the im- portance of public relations, entitled Industry’s Number One Job. Feb 22, Dina rated it really liked it.

East Dane Designer Men’s Fashion. He cites Everett Dean Martin ‘s book The Behavior of Crowdsdiscussing how herd mentality can exaggerate people’s unconscious urges, lower inhibitions, bernsys heighten antagonism to other groups. Later the Romans introduced new tech- niques of persuasion.

Enactment of a budget obviously meant placing a tax burden on the people.