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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 . Books by EDWARD L. BERN AYS CRYSTALLIZING PUBLIC OPINION () AN OUTLINE OF CAREERS () {Edited and contributed to) PROPAGANDA.

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Goodreads helps you keep track of books you want to read. Want to Read saving…. Want to Read Currently Reading Read. Refresh and try again. Open Preview See a Problem? Thanks for telling us about the problem. Return to Book Page. Crystallizing Public Opinion by Edward L. 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.

Part I-Scope and Functions: What Constitutes Public Opinion? See other titles by this author available from Kessinger Publishing.

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Simply a fascinating read — not only educational but reflective of an America new to radio and the newspaper industry that was still evolving, this berhays was published in and the copyright was renewed in 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.

Bernays passes away at the age of in 8 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 and the copyright was renewed in Bernays we learn in the introduction by Mr. Thus, making him a double nephew to one household biologically speaking. He has had his critics over the years — but this book in my opinion is simply critically well and very relevant today in the computer age.

Bernays touches upon public opinion in association opimion the newspaper industry of ; the radio was still relatively new at this point in time and he touches upon the PRC and the medium publif has yet to have been tapped into for this consumer need.

Bernays breaks down the PRC need by societal needs. Bernays spends a great deal of effort in reinforcing the fact that the press has an ethical obligation and so too the persons later to become PRC professionals.

One must be willing however to take a deeper dive as well. Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country. We are governed, our minds are molded, our tastes formed, and our ideas suggested, largely by men we have never heard of…. It is they who pull the wires that control the public crystalliziny.

Ivory Soap sculpting became popular crystallizibg this point in time as well in order to get children to bathe regularly. But Public Relations Counsel or Public Relations never became an institution to which persons had to become certified as say a Doctor, Lawyer, or Police Officer crystalluzing that matter.

Early on the evolution of this process became a part of the political machine. This book is an important read for every independent thinker; it is good crystallising consider cyrstallizing the masses are swayed; this book is as relevant today as it was in — the evolution of technology may have changed but the basic mechanisms remain.

This is why I give this publiic 5 stars. View all 5 comments. Feb 23, D. Griffith rated it it was amazing. Just as relevant now as it was in Fascinating look into early 2oth century PR.


Do things out of the normal routine to get coverage.

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

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 election coverage: The long introduction, added after the first addition, discusses the history of public relations.

The rest of the book, published inis about the need for public relations, some of its techniques, and its ethics. Nov 10, Dan rated it liked it. This book was hard to rate for me because it was both fascinating and surprising, but also kind of boring.

I think it’s because there was quite a bit of repetition. 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. When I first heard about this book I thought it was going to be more about the dark side of PR, such as using propaganda and sneaky tactics to brainwash people into thinking what you want them to.

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. Bernays’ main point, at least it seemed to me, was the idea that the PR professional needs to “create news” to get people talking about whatever it is his client wants to sell or promote.

He describes two theories about how people think. One is that people are stubborn and can’t have their minds changed.

The other theory is that people are malleable and can be made to think whatever you want them to. He says that the truth lies between the two theories and that the PR professional’s main value to his client is to figure out how to make the message appealing to all types of people. Bernays’ uncle was Sigmund Freud so he mixes in quite a bit about human psychology, especially about our tendency to form “herds” and “bandwagons.

People don’t have time or the drive to research every single opinkon so lpinion easier to find someone they trust and then fall in line with their leader’s opinions. From the book and also the long introduction at the beginning it sounds like Bernays was very high and mighty as he essentially sorts people into the smart people and the stupid people. It’s the smart people, of which there are very few, who have the responsibility of keeping things running bernzys molding peoples’ minds to go along with the program.

Here is a quote from the introduction about Bernays: Bernays then cfystallizing a picture of the public relations expert as a member of the ‘intellegent few’ who advises clients on how to ‘deal with the masses It is safer to hire a press agent who stands between the group and the newspapers.

These judgments are the tools of his daily being and yet they are his judgments, not on a basis of research and logical deduction, but for the most part dogmatic expressions accepted on the authority ;ublic his parents, his teachers, his church, and of his social, his economic, and other leaders. The opijion method adequately used would have told him that on the great majority of these questions there could be for him but one attitude – that of suspended judgement.

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 matters upon which his crytsallizing is patent to every one except himself.

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. On the contrary, his attitude toward them is almost always one of frank cynicism, with indifference as its mildest form and contempt as its commonest.

He knows that they are constantly falling into false reasoning about the things within his personal knowledge, – that is, within the narrow circle of his special education, – and so he assumes that they make the same, or even worse, errors about other things, whether intellectual or moral.


This assumption, it may be said, is quite justified by the facts. Trotter, nernays we find ‘the ineradicable impulse mankind has always displayed towards segregation into classes. Each one of us in his opinions and conduct, in matters of amusement, religion, and politics, is compelled to obtain the support of a class, of a herd within the herd. It is a matter of his judgment as to what will absorb the half hour’s attention a certain set of readers will give to his newspaper.

Crystallizing Public Opinion

This difficulty is further emphasized by the fact that often these crowds live in different traditional, moral and spiritual worlds.

It is a domination based on the one hand upon accomplished unity, and on the other hand upon the fact that opposition is generally characterized by a high degree of disunity.

Only the leadership of Theodore Roosevelt seemed for a time to supersede them; and events since then have shown that it was Roosevelt and not his party who succeeded.

The Farmer-Labor Party, the Socialist Party despite years of campaigning have failed to become even strongly recognizable opponents to the established groups.

The disunity of forces which seek to overthrow dominant groups is illustrated every day in every phase of our lives. The crowd unconsciously identifies its members with one or the other competitor. Success enables the winning crowd to ‘crow’ over the losers. Such an occasion becomes symbolic and is utilized by the ego to enhance its feelings of importance.

The advocacy of what we believe in is education. The advocacy of what we don’t believe in is propaganda. Elmer Davis, ‘is the commonplace to any newspaper man, even to one who has never studied epistemology; and, if the phrase is permissible, truth is rather more relative in Washington than anywhere else.

They must inject moral and spiritual motives into public opinion. Public opinion must become public conscience. Nov 09, Monica Williams rated it really liked it. 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 oponion sense of reality is, and how the public mind needs to be managed by an educate 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. 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 educated elite.

However, he underlines the ethical necessities that would prevent the public from being taken advantage of. Walter Lipmann’s views are also highly visible through the writing. His ideas on “creating consent among the governed” stand publlc. Also, of equal significance I would rate Bernays’ undertaking on stereotypes, susceptibility to suggestion, preconceptions characteristic crystallizign the public mind.

Without doubt, Bernays’ principles can be successfully applied to the present day reality with obvious implicit considerations to technological opinio that transformed the scene of advertising marketing even more. Credit should be given to Stuart Ewen for writing such a good fitting introduction to the book: Jun 06, Bill DeGenaro rated it it was ok.