Crystallizing Public Opinion has ratings and 22 reviews. Gerry said: Simply a fascinating read – not only educational but reflective of an America ne. Crystallizing Public Opinion is a book written by Edward Bernays and published in . Larry Tye, The Father of Spin: Edward L. Bernays and the Birth of Public Relations; New York: Crown, ; ISBN ; pp. 96– CRYSTALLIZING. PUBLIC OPINION by. EDWARD L. BERNAYS. Counsel on Public Relations. Former Lecturer on Public Relations. andAdjunct Professor.

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The giant scale propaganda on the part of the nations at war resulted in heightened recognition of the possibility of shaping events and so in- creased the scramble for free publicity after the War.

Constitution pro- duced the Federalist Papers inwhich played an influential part in achieving that goal. People lived in comparative isolation and were for the most part, untouched by the forces which swayed urban society.

There was propaganda of the trading com- panies and that of groups of workers and political associations. In the market crystallizinf, where the assemblies were usually convened, oratory proved itself as the best technique for affecting individuals and public opin- ion.

The crowd unconsciously identifies its members with one or the other competitor.

The public relations counsel is a opinio of psychology, but also “a practitioner with a wide range of instruments”: Busi- ness was too shellshocked to grapple with the new conditions until Certainly these diverse interpretations of the same term show the need for a uniform meaning. The public, in response l.bernsys the efforts of the company, which were analogous to a gra- cious o;inion apology, accepted more or less irk- some conditions as a matter of course.

The Century of the Self. This book seems to be yet more proof of this. Americans are a newspaper-reading pub- He’ They have become accustomed to look to their morning and evening papers for the news of the world and for the opinions of their leaders. Bernays touches upon public opinion in association with the 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 been tapped into for this consumer need.


An example of how it affected attitudes and ac- tions was furnished by a statement made’ by Samuel Untermeyer, in The theatre and spectacle too became important factors.

Comedy, less choked by tradition, produced popular plays and satiric portraits of leaders. He transmits his ideas, however, through all those mediums which help to build public opinion — the radio, the lecture platform, adver- tising, the stage, the motion picture, the mails.

In opposition to the Reformation, the Church launched ipinion Counter-Reformation. This was followed’ by Gabriel Tarde inwho wrote crystallizig the public and the crowd, trying to distinguish be- tween them.

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. The problem of reemployment was, of course, the crux of the difficulty. Pamphlets put out by the Hohenstauffens Ger- man emperors of the 12th, and 13th, centuries began to be employed against Rome itself.

These were the rapid rise of cities, which set in during the closing centuries of the medieval period, and the invention of print- ing, which opened the way to mass publicity. The Eclair to-day calls on the new premier to ‘find his own Lord Riddell in the French diplomatic and parlia- mentary world, hy can give the world the French interpretation.

Educated people can display this mentality just as the ignorant can.

Crystallizing Public Opinion – Wikipedia

Logically his discussion should have been based only upon the sound economic, social and political value of the bill as presented. Nov 09, Monica Williams rated it really liked it. The new profession received a bad name from which it did not free itself for years. The individual had not yet developed a sense of personal identity. In some cases a special professional group assumed the function of supplying this information.


Crystallizing Public Opinion

Especially significant is the tend- ency of races to maintain religious beliefs and customs long after these have lost their meaning. With public sentiment nothing can fail ; without it nothing can succeed. The movement spread to non-profit organizations.

The New York Times printed some time ago an address by the governor of Nebraska, in which he told a group of advertising men that pub- licity had made Nebraska prosper. To-day, on the other hand, jewelers find it a profitable in- vestment to bring l.bernayss the people the fact that table silver is an essential in modern life, and that without watches “the business and industries of the nations would be a sad chaos.

Fewer visitors came to New York. Would recommend to anyone, including his later work Propaganda.

Certainly what these early reformers felt edwaard publicity as a means of social control has not been fulfilled. It is this necessity which has resulted in the development of the counsel on public relations. 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. We find here with sig- nificant uniformity what one psychologist has called “logic-proof compartments.

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

Bernays gives insight into the increasing importance of the public relations officer and their duties during the time ofwhich is still perfectly applicable to current life. A nationally famous New York hotel found that its business was falling off at an alarming 1 Cardozo, “The Nature of the Judicial Process” page 9. Lists with This Book.