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 . Crystallizing Public Opinion has ratings and 22 reviews. Gerry said: Simply a fascinating read – not only educational but reflective of an America ne.

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Century went back to the exclusiveness of the medieval guilds in its attitudes toward the public. Public announcement of his en- gagement was made. Bernays gives insight into the increasing importance of the public relations officer and their duties during the time ofwhich is still perfectly applicable to drystallizing life.

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These principles I have on the one hand substantiated by the find- ings of psychologists, sociologists, and newspaper- men — Ray Stannard Baker, Betnays. The O;inion Deal was em- phasizing the common man, the importance of people. Americans were once wont to jest about the dependence of France and Switzerland upon the tourist trade.

It was attempting to defend the motion picture indus- try against attacks that had been made upon it for immorality after the Fatty Arbuckle episode.

It is perhaps the first book to define and explain the field of public relations. Is seduction preferable to ravishment? Views Read Edit View history. Amazon Second Chance Pass it on, trade it in, give it a second life.

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

Emphasizing changing external conditions, such as new technology, is also effective. For the amateur ethnologist he pro- vided interesting and accurate data of the racial origins of Lithuania. Set up a giveaway.


The public read these stories with avidity and Roumania became part of America’s popular knowledge with consequent valuable results for Roumania. Trot- ter, 1 “at the outset that these beliefs are invaria- bly regarded as rational and defended as such, while the position of one who holds contrary opinionn is held to be obviously unreasonable.

Shopbop Designer Fashion Brands. It’s a bit like reading Aristotle’s Rhetoric because the emphasis is on taxonomy.

He examined American literature— books, magazines, newspapers, and classified attacks made on New York and New York citizens. It became part of the program of municipal research leagues in principal cities, and it furnished the basis of a movement for wide governmental control.

The charitable society which depends upon voluntary contributions for its sup- port has a clear and direct interest in being favor- ably represented before the public.

Crystallizing Public Opinion

But there was a more funda- mental basis for the development of public rela- tions in this period. A leading artist was interested in the subject and undertook a survey among the club women leaders of the country.

Not so long ago every intelligent man knew that the world was fiat. One client is advised to give up a Rolls-Royce car and to buy a Ford, because the public has definite con- cepts of what ownership of each represents— another man may be given the contrary advice.

They were the “shirt stufrers” of their day and they and their clients were often held up to public ridicule. These years gave great acceleration to profes- sional public relations activities. Ancient Origins Despite confusion and disagreements over the meaning of terms, the professional concept of public relations has its roots in primitive times, though relationships between those who led and their followers, the public, differed from those of today, and the earlier concept was far more limited than the contemporary one.


Oratory, newspapers, meet- ings, committees, pamphlets and books and cor- respondence wooed the colonists’ support for independence from British rule.

John Dickinson, a Pennsylvanian, was another impor- tant factor in building public support for the Revolution. 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.

Harriet Beecher Stowe, in Uncle Tom’s Cabin, Fanny Kemble, opinuon other writers, news- paper editors, and preachers, helped to develop a powerful public opinion which later brought about the Emancipation Proclamation and the Thirteenth Amendment to the Constitution. These circumstances allowed much greater play to the forces of custom and tradition. Simply stated, his function is to bring about adjustment and understanding between enterprises and the people on whom they are dependent.

This period also was marked by the increase in number and importance of public relations depart- ments in large corporations, headed by such men as Paul Garrett of General Motors, Arthur Page of A.

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