About the book
Edward Bernays's 1923 work ranks among the earliest attempts to define public relations as a profession. He casts the practitioner as more than a press agent, an adviser who studies group psychology, crafts messages to fit and creates news instead of only relaying it. Bernays illustrates the role with cases from his early career, such as countering a rumor that a hotel was closing, selling bacon through a physician's survey, recruiting returning soldiers for the Kansas wheat harvest and rallying support for the League of Nations. He quotes Wilfred Trotter on beliefs people hold without knowing why, and cites Walter Lippmann on stereotypes. Its parts include scope and functions, the group and herd, and technique and method.
Ronn Torossian, founder and chief executive of 5W PR, called Bernays the Godfather of PR and said his insights and analysis remain strikingly relevant in popular culture.
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This book has 1 recommendation
Ronn Torossian (CEO, Founder/5W PR)
Crystallizing Public Opinion was written by the Godfather of PR. Bernays combined crowd psychology with the psychoanalytical ideas of his uncle, Sigmund Freud, to become the first thinker to explain how PR could thrive by managing public opinion. It’s truly incredible how poignant his insights and analysis remain in popular culture.
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