Crystallizing Public Opinion
A
Books by EDWARD L. BERNAYS
CRYSTALLIZING PUBLIC OPINION (1923) AN OUTLINE OF CAREERS (1927) (Edited and contributed to) PROPAGANDA (1928) SPEAK UP FOR DEMOCRACY (1940) TAKE YOUR PLACE AT THE PEACE TABLE (1945) PUBLIC RELATIONS (1952) THE ENGINEERING OF CONSENT (1955) (Edited and contrib1tted to)
I
CRYSTALLIZING PUBLIC OPINION by EDWARD L. BERNAYS
Counsel on Public Relations
j
Former Lecturer on Public Relations and Adjunct Professor Public Relations, New York University. Former Visiting Professor of Public Relations, University of Hawaii. Member, Executive Reserve, U.S.
Information Agency.
LIVERIGHT PUBLISHING CORPORATION NEW YORK
Copyright © 1961, by Edward L Bernays Copyright © R 1951, by Edward L. Bernays
Copyright © J923, by Boni & Liveright, Inc,
CR' minal
on th ence prese
CRYS
All rights reserved. No part of this book may be reproduced in any form, without permission in writing from the publisher, except by a reviewer who may quote brief passages in a review to be printed in a magazine or newspaper.
for tl of pl seapl CDun forth cept: stcn:
To My WIFE
CI recc fessl how
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Library of Congress Catalog Card No. 61-12133
PRINTED IN THE UNITED STATES
ed ad, or
AMERICA
I
CONTENTS
PREFACE TO NEW EDITION
(
FOREWORD TO ORIGINAL EDITION .'
,.,
iii Ivii
min on enc
PART I-SCOPE AND FUNCTIONS
CHAPTED. PAGE
pre
I II
THE
SCOPE
OF
THE
PUBLIC
RELATIONS
II
CR' for of sec co' fOI
COUNSEL
THE PUBLIC RELATIONS COUNSEL; THE INCREASED AND INCREASING IMPORTANCE OF
THE PROFESSION III THE FUNCTION OF A SPECIAL PLEADER PART II-THE GROUP AND HERD I WHAT CONSTITUTES PUBLIC OPINION? Is PUBLIC OPINION STUBBORN OR MALLEABLE? THE INTERACTION OF PUBLIC OPINION WITH THE FORCES THAT HELP TO MAKE IT THE POWER OF INTERACTING FORCES THAT Go TO MAKE UP PUBLIC OPINION
AN UNDERSTANDING OF T,HE_FuNDAMENTALS OF
Books by EDWARD L. BERNAYS
CRYSTALLIZING PUBLIC OPINION (1923) AN OUTLINE OF CAREERS (1927) (Edited and contributed to) PROPAGANDA (1928) SPEAK UP FOR DEMOCRACY (1940) TAKE YOUR PLACE AT THE PEACE TABLE (1945) PUBLIC RELATIONS (1952) THE ENGINEERING OF CONSENT (1955) (Edited and contrib1tted to)
I
CRYSTALLIZING PUBLIC OPINION by EDWARD L. BERNAYS
Counsel on Public Relations
j
Former Lecturer on Public Relations and Adjunct Professor Public Relations, New York University. Former Visiting Professor of Public Relations, University of Hawaii. Member, Executive Reserve, U.S.
Information Agency.
LIVERIGHT PUBLISHING CORPORATION NEW YORK
Copyright © 1961, by Edward L Bernays Copyright © R 1951, by Edward L. Bernays
Copyright © J923, by Boni & Liveright, Inc,
CR' minal
on th ence prese
CRYS
All rights reserved. No part of this book may be reproduced in any form, without permission in writing from the publisher, except by a reviewer who may quote brief passages in a review to be printed in a magazine or newspaper.
for tl of pl seapl CDun forth cept: stcn:
To My WIFE
CI recc fessl how
de" adjl C
Ne, be i is ~ tion c-if
Cel
(
Library of Congress Catalog Card No. 61-12133
PRINTED IN THE UNITED STATES
ed ad, or
AMERICA
I
CONTENTS
PREFACE TO NEW EDITION
(
FOREWORD TO ORIGINAL EDITION .'
,.,
iii Ivii
min on enc
PART I-SCOPE AND FUNCTIONS
CHAPTED. PAGE
pre
I II
THE
SCOPE
OF
THE
PUBLIC
RELATIONS
II
CR' for of sec co' fOI
COUNSEL
THE PUBLIC RELATIONS COUNSEL; THE INCREASED AND INCREASING IMPORTANCE OF
THE PROFESSION III THE FUNCTION OF A SPECIAL PLEADER PART II-THE GROUP AND HERD I WHAT CONSTITUTES PUBLIC OPINION? Is PUBLIC OPINION STUBBORN OR MALLEABLE? THE INTERACTION OF PUBLIC OPINION WITH THE FORCES THAT HELP TO MAKE IT THE POWER OF INTERACTING FORCES THAT Go TO MAKE UP PUBLIC OPINION
AN UNDERSTANDING OF T,HE_FuNDAMENTALS OF