Crystallizing Public Opinion

Description

A revolutionary work on public relations and marketing by the provocative thinker who was dubbed the father of public relations Few books have been as quietly powerful as Edward L. Bernays's Crystallizing Public Opinion. First published in 1923, it is a groundbreaking and, as history has shown, influential guide to the most crucial principles of mass persuasion. Aimed at governments and corporations in the wake of World War I, this classic work combines crowd psychology with the pillars of psychoanalysis to argue the importance of public relations in democratic society. Citing far-reaching cas.;Cover Page; Title Page; Dedication; Contents; Introduction by Stuart Ewen; Foreword; Part I-Scope and Functions; I. The Scope of the Public Relations Counsel; II. The Public Relations Counsel; The Increased and Increasing Importance of the Profession; III. The Function of a Special Pleader; Part II-The Group and Herd; I. What Constitutes Public Opinion?; II. Is Public Opinion Stubborn or Malleable; III. The Interaction of Public Opinion with The Forces that Help Make It; IV. The Power of Interacting Forces that Go to Make up Public Opinion. Cover Page Title Page Dedication Contents Introduction by Stuart Ewen Foreword Part I-Scope and Functions I. The Scope of the Public Relations Counsel II. The Public Relations Counsel The Increased and Increasing Importance of the Profession III. The Function of a Special Pleader Part II-The Group and Herd I. What Constitutes Public Opinion? II. Is Public Opinion Stubborn or Malleable III. The Interaction of Public Opinion with The Forces that Help Make It IV. The Power of Interacting Forces that Go to Make up Public Opinion. V. An Understanding of the Fundamentals of Public Motivation is Necessary to the Work of the Public Relations CounselVI. The Group and Herd Are the Basic Mechanisms of Public Change VII. The Application of These Principles Part III-Technique and Method I. The Public Can be Reached Only Through Established Mediums of Communication II. The Interlappling 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. III. An Outlining of Methods Practicable in Modifying the Point of View Of a GroupPart IV-Ethical Relations I.A Consideration of the Press and Other Mediums of Communication in Their Relation to the Public Relations Counsel II. His Obligation to the Public as a Special Pleader About the Author Copyright Page.