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Edward L. Bernays. Crystallizing Public Opinion
Crystallizing Public Opinion
Table of Contents
FOREWORD
PART I. Scope and Functions. CRYSTALLIZING PUBLIC OPINION. CHAPTER I. THE SCOPE OF THE PUBLIC RELATIONS COUNSEL
CHAPTER II. THE PUBLIC RELATIONS COUNSEL; THE INCREASED AND INCREASING IMPORTANCE OF THE PROFESSION
CHAPTER III. THE FUNCTION OF A SPECIAL PLEADER
PART II. The Group and Herd. CHAPTER I. WHAT CONSTITUTES PUBLIC OPINION?
CHAPTER II. IS PUBLIC OPINION STUBBORN OR MALLEABLE?
CHAPTER III. THE INTERACTION OF PUBLIC OPINION WITH THE FORCES THAT HELP TO MAKE IT
CHAPTER IV. THE POWER OF INTERACTING FORCES THAT GO TO MAKE UP PUBLIC OPINION
CHAPTER V. AN UNDERSTANDING OF THE FUNDAMENTALS OF PUBLIC MOTIVATION IS NECESSARY TO THE WORK OF THE PUBLIC RELATIONS COUNSEL
CHAPTER VI. THE GROUP AND HERD ARE THE BASIC MECHANISMS OF PUBLIC CHANGE
CHAPTER VII. THE APPLICATION OF THESE PRINCIPLES
PART III. Technique and Method. CHAPTER I. THE PUBLIC CAN BE REACHED ONLY THROUGH ESTABLISHED MEDIUMS OF COMMUNICATION
CHAPTER II. 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
CHAPTER III. AN OUTLINE OF METHODS PRACTICABLE IN MODIFYING THE POINT OF VIEW OF A GROUP
PART IV. Ethical Relations. CHAPTER I. A CONSIDERATION OF THE PRESS AND OTHER MEDIUMS OF COMMUNICATION IN THEIR RELATION TO THE PUBLIC RELATIONS COUNSEL
CHAPTER II. HIS OBLIGATIONS TO THE PUBLIC AS A SPECIAL PLEADER
Footnote
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Edward L. Bernays
Published by Good Press, 2021
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In July of 1919 there was such a shortage of labor in Kansas that it was feared a large proportion of the wheat crop could not possibly be harvested. The activities of the War Department in the reëmployment of ex-service men had already received wide publicity, and the Chamber of Commerce of Kansas City appealed directly to the War Department at Washington, after its own efforts in many other directions had failed, for a supply of men who would assist in the harvesting of the wheat crop. The public relations counsel prepared a statement of this opportunity for employment in Kansas and distributed it to the public through the newspapers throughout the country. The Associated Press sent the statement over its wires as a news dispatch. Within four days the Kansas City Chamber of Commerce wired to the War Department that enough labor had been secured to harvest the wheat crop, and asked the War Department to announce that fact as publicly as it had first announced the need for labor.
By contrast with this last instance, and as an illustration of a type of work less well understood by the public, I cite another incident from the same campaign for the reëstablishment of ex-service men to normal economic and social relations. The problem of reëmployment was, of course, the crux of the difficulty. Various measures were adopted to obtain the coöperation of business men in extending employment opportunities to ex-members of the Army, Navy and Marines. One of these devices appealed to the personal and local pride of American business men, and stressed their obligation of honor to reëmploy their former employees upon release from Government service.
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