Читать книгу Crystallizing Public Opinion - Edward L. Bernays - Страница 2

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