In writing this book I have tried to set down the board principles that govern the profession of public relations. It is certain that the power of public opinion is constantly increasing and will keep on increasing.
Product Details
ISBN-13: 9781515440079
Media Type: Hardcover
Publisher: Wilder Publications
Publication Date: 03-27-2019
Pages: 126
Product Dimensions: 6.00(w) x 9.00(h) x 0.44(d)
About the Author
Edward L. Bernays is considered the pioneer of the public relations industry. Born in Austria, he and his family moved to New York City where his uncle Sigmund Freud, the famed psychoanalyst, worked. Though he originally started work in agriculture, after helping to gain endorsements of the play Damaged Goods, Bernays found his true calling. After WWI, he and his soon-to-be wife started their own public relations business. Their customers included the US War Department, the Lithuanian government, and Proctor & Gamble. Bernays authored the books Crystallizing Public Opinion (1923), Propaganda (1928), and Public Relations (1952).
Table of Contents
Table of Contents
ForewordThe Scope of the Public Relations Counsel
The Public Relations Counsel; The Increased and Increasing Importance of the Profession
The Function of a Special Pleader
What Constitutes Public Opinion?
Is Public Opinion Stubborn or Malleable
The Interaction of Public Opinion with The Forces that Help Make It
The Power of Interacting Forces that Go to Make up Public Opinion
An Understanding of the Fundamentals of Public Motivation is Necessary to the Work of the Public Relations Counsel
The Group and Herd Are the Basic Mechanisms of Public Change
The Application of These Principles
The Public Can be Reached Only Through Established Mediums of Communication
The Interlappling 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
An Outlining of Methods Practicable in Modifying the Point of View Of a Group