Edward L. Bernays

Crystallizing Public Opinion (eBook, ePUB)

• Format: ePub

Produktbeschreibung

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. It is equally certain that it is more and more being influenced, changed, stirred by impulses from below. The danger which this development contains for a progressive ennobling of human society and a progressive heightening of human culture is apparent. The duty of the higher strata of society-the cultivated, the learned, the expert, the intellectual-is therefore clear. They must inject moral and spiritual motives into public opinion. Public opinion must become public conscience.

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Produktdetails

• Verlag: Simon + Schuster LLC
• Seitenzahl: 125
• Erscheinungstermin: 9. Oktober 2023
• Englisch
• ISBN-13: 9781649742247
• Artikelnr.: 68994065

Autorenporträt

Edward L. Bernays (1891-1995) is commonly referred to as the father of public relations. Born in Vienna, Austria, and a nephew of Sigmund Freud, Bernays moved to the United States as a young child. His belief that popular opinion could and should be manipulated led him to create psychological and sociological techniques that allowed businesses, industries, and even governments to influence the public. Lucky Strike, the Waldorf Astoria, GeneralMotors, General Electric, and Ivory soap numbered among his illustrious clients. Woodrow Wilson even hired Bernays topromote the American efforts in World War I. Famous for popularizing the use of the press release and developing memorable campaigns, Bernays is responsible for creating the field of public relations as we know it.