Crystallizing Public Opinion has ratings and 22 reviews. Gerry said: Simply a fascinating read – not only educational but reflective of an America ne. I find that there have been minimal societal and cultural changes, since when Edward Bernays published Crystallizing Public Opinion. Few books have been as quietly powerful as Edward L. Bernays’s Crystallizing Public Opinion. First published in , it is a groundbreaking and, as history has .

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Return to Book Page. Crystallizing Public Opinion by Edward L. Bernays, regarded by many as the father of public relations, crystalkizing tried to exward down in this book the broad principles that govern the new profession of public relations counsel. Part I-Scope and Functions: What Constitutes Public Opinion? See other titles by this author available from Kessinger Publishing.

Paperbackpages. Published October 15th by Kessinger Publishing first published To see what your friends thought of this book, please sign up. To ask other readers questions about Crystallizing Public Opinionplease sign up. Be the first to ask a question about Crystallizing Public Opinion. Lists with This Book.

Simply a fascinating read — not only educational but reflective of an America new to radio crystalliaing the newspaper industry that was still evolving, this book was published in and the copyright was renewed in Crystlalizing book here ccrystallizing only different from the original in that Stuart Ewen provides an introduction that is a lengthy description of his professional endurance to speak with Mr. Bernays passes away at the age of in 8 Simply a fascinating read — not only educational but reflective of an America new to radio and the newspaper industry that was still evolving, this book was published in and the copyright was renewed in Bernays we learn in the introduction by Mr.

Thus, making him a double edeard to one household biologically speaking. He has had his critics over the years — but this book in my opinion is simply critically well and very relevant today in the computer age. Bernays touches upon public opinion in association with edwwrd newspaper industry of ; the radio was still relatively new at this point in time and he touches upon the PRC and the medium that has yet to have bernas tapped into for this consumer need.

Bernays breaks down the PRC need by societal needs. Bernays spends a great deal of effort in reinforcing the fact that the press has an ethical obligation and so too the persons later to become PRC professionals. One must be willing however to take a deeper dive as well. Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country.

We are governed, our minds are molded, our tastes formed, and our ideas suggested, largely by men we have never heard of…. It is they who pull the wires that control the public mind. Ivory Soap sculpting became popular by this point in time as well in order to get children to bathe regularly. But Public Relations Counsel or Public Relations never became an befnays to which persons had to become certified as berhays a Doctor, Lawyer, or Police Officer for that matter.

Early on the evolution of this process became a part of the political machine. This book is an important read for every independent thinker; it is good to consider how the masses are swayed; this book crystqllizing as relevant today as it was in — the evolution of technology may have changed but the basic mechanisms remain.

This is why I give this book 5 stars. View all edwad comments. Feb 23, D. Griffith rated it it was amazing. Just as relevant now as it was in Fascinating look into early 2oth century PR. Do things out of the normal routine to get coverage. Do things that will be covered in a way that reflects your goals. A few nugget from the book that could crystallizijg been pulled from election coverage: The long introduction, added after the first addition, discusses the history of public opihion.


The rest of the book, published in drystallizing, is about the need for public relations, some of its techniques, and its ethics. Nov 10, Dan rated it liked it. This book was hard to rate for me because it was both fascinating and surprising, but also kind of publiic. I think it’s because there was quite a bit of repetition. Edward Bernays is known as “the father of public relations” so this book, written inwas really one of crystallziing earliest descriptions of the relatively new job of “public relations counsel.

When I first heard about this book I thought it was going to be more about the dark side of PR, such as using propaganda and sneaky tactics to brainwash people into thinking what you want them to. Bernays does have a book called “Propaganda” which I haven’t read, but this book wasn’t at all what I initially thought it would be. Bernays’ main point, at least it seemed to me, was the idea that the PR professional needs to “create news” to get people talking about whatever it is his client wants to sell or promote.

He describes two theories about how people think.

One is that people are stubborn and can’t have their minds punlic. The other theory is that people are malleable and can be made to think whatever you want them to. He says that the truth lies between the two theories and that the PR professional’s main value to his client is to figure out how to make the message appealing to all types of people.

Bernays’ uncle was Sigmund Freud so he mixes in quite a bit about human psychology, especially about our tendency to form “herds” and “bandwagons. People don’t have time or the drive to research every single opinion so it’s easier to find someone they trust and then fall in line with their leader’s opinions. From the book and also the long introduction at the beginning it sounds like Bernays was very high and mighty as he essentially sorts people into the smart people and the stupid people.

It’s the smart people, of which there are very few, who have the responsibility of keeping things running and molding peoples’ minds to go along with the program. Here is a quote from the introduction about Bernays: Bernays then sketched a picture of the public relations expert as a member of the ‘intellegent few’ who advises clients on how to ‘deal with the masses It is safer to hire a press agent who stands between the group and the newspapers.

These judgments are the tools of his daily being and yet they are his judgments, not on a basis of research and logical deduction, but for the most part dogmatic expressions accepted on the authority of his parents, his teachers, his church, and of his social, his economic, and other leaders.

The rational method adequately used would have told him that on the great majority of these questions there could be for him but one attitude – that of suspended judgement. The reader will recall from his own experience an almost infinite number of instances in which the amateur has been fully prepared to deliver expert advice and to give final judgment in matters upon which his ignorance is patent to every one except himself. Mencken, writing in the same magazine for March,declares that ‘one of the principal marks of an educated man, indeed, is the fact that he does not take his opinions from newspapers – not, at any rate, from the militant, crusading newspapers.

Crystallizing Public Opinion – Wikipedia

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. He knows that they are constantly falling into false reasoning about the things within his personal knowledge, – that is, within the narrow circle of his special education, – and so he assumes that they make the same, or even worse, errors about other things, whether intellectual or moral.


This assumption, it may be said, is quite justified by the facts. Trotter, that we find ‘the ineradicable impulse mankind has always displayed towards segregation into classes. Each one of us in his opinions and conduct, in matters of amusement, religion, and politics, is compelled to obtain the support of a class, of a herd within the herd.

It is a matter of his judgment berbays to what will absorb the half hour’s attention a certain set of readers will give to his newspaper. This difficulty is further emphasized by the fact that often these crowds live in different traditional, moral and spiritual worlds. It is a domination sdward on the one hand upon accomplished unity, and on the other hand upon the fact that opposition is generally characterized by a high degree of disunity.

Only the leadership of Theodore Roosevelt seemed for a time to supersede them; and events since then have shown that it was Roosevelt and not his party kpinion succeeded. The Farmer-Labor Party, the Socialist Party despite years of campaigning have failed to become even strongly recognizable opponents to the established groups. The disunity of forces which seek to overthrow dominant groups is illustrated every day in every phase of our lives.

The crowd unconsciously identifies its members with one or the other competitor. Success enables the winning crowd to ‘crow’ over the losers. Such an occasion becomes symbolic and is utilized by the ego to enhance its feelings of importance.

Crystallizing Public Opinion

The advocacy of what we believe in is education. The advocacy of what we don’t believe in is propaganda. Elmer Davis, ‘is the commonplace to any newspaper man, even to one who has never studied epistemology; and, if the phrase is permissible, truth is rather more relative in Washington than anywhere else. They must inject moral and spiritual motives into public opinion. Public opinion edwarv become public conscience. Nov 09, Monica Williams rated it really liked it. As the founder of public puhlic counsel, Edward Bernays speaks of the increasing significance of the public relations counsel both as a profession and a new field of interest.

His visionary ideas foresaw the role public publif would play in a democratic society at that time and in the future. I found particularly compelling his views on the “herd instinct” explaining how crystalliziing perception works, how marginal crystllizing sense of reality is, and how the public mind needs to be managed by an educate As the founder of public relations counsel, Edward Bernays speaks of the crystallizinb significance of the public relations counsel both as a profession and a new field of interest.

I found particularly compelling his views on the “herd instinct” explaining how mass perception works, how marginal their crystalluzing of reality is, and how the public mind needs to be managed by an educated elite. However, he underlines the ethical necessities that would prevent the public from being taken advantage of. Walter Lipmann’s views are also highly visible through the writing. His ideas on “creating consent among the governed” stand out.

Also, of equal significance I would rate Bernays’ undertaking on stereotypes, susceptibility to suggestion, preconceptions characteristic to the public mind. Without doubt, Bernays’ principles can be successfully applied to the present day reality with obvious implicit considerations to technological advancements that transformed the scene of advertising marketing even more. Credit should be given to Stuart Ewen for writing such a good fitting introduction to the book: Jun 06, Bill DeGenaro rated it it was ok.