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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In order to understand public opinion, one must go back to the individual who makes up the group. Luther published over treatises during and alone, it is said.

In order to secure a certain homogeneity publif the members of groups who individually had widely varied interests and affiliations, it was decided to form a non-partisan committee for the League of Nations.

All helped to crystallize public opinion in behalf of both the French and the American Revo- lution.

Bernays uses this taxonomy to instruct the new “p. The news of the launching and of its significance to Ameri- cans was telegraphed to Italian newspapers. In Rome, while an illiterate, crysttallizing peasantry existed, there was little opportunity to influence public opinion save by the traditional Greek ora- torical method. Some dismiss the subject or condemn the entire profession generally and all its members individually.

Ac- cording to the story, a man set out to prove to another that it was not so much what a man did as the way it was heralded which insures his place in history.

Nov 29, Frank Fletcher rated it liked it. Popular misunderstanding of the work of the public relations counsel is easily comprehensible because of the short period of his develop- ment.

She crystaallizing finds that Crystallizing Public Opinion sometimes attributions quotations to Lippmann which do not match the text of Public Opinion at all.

Motion pictures reached the patrons of moving picture houses. Little by little and phase by phase, the public, the press and Government officials acquired a knowledge of the customs, the character and the problems of Lithuania, the edwrad Baltic nation that was seeking freedom.


We have no counterpart to the French Academy in this country which regulates the meaning of words. In politics, for example, his understanding of the problem may be fragmentary, yet he will enter excitedly into discussions on bonus and ship subsidy, of which he has made no study.

With the decline of the medieval idea of the universal Catholic Church, warring factions of the Church appreciated the value of bernags written word as crystallizinng means of turning opinion against their adversaries. But this term ap- pearing on buildings and elsewhere made the peo- ple feel that the city and government were theirs. Americans were once wont to jest about the dependence of France and Switzerland upon the tourist trade.

During the War, business, through the contribution it made to America’s war machine, regained edeard self-confidence and initiated new ac- tivities more closely designed to identify itself with the public interest.

Crystallizing Public Opinion by Edward L. Bernays

Business transactions now be- came much simpler than they had been when cattle, raw metals, weapons, and a wide variety of other objects were used as media of exchange.

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. Early on the evolution of this process became a part of the political machine. Recommended by a friend.

By Cicero’s time the technique of supplying news to interested parties had developed into opijion specialized activity. The term “senatus populusque romanus” which means the senate and the people of Rome, was evolved during the time of the Roman Re- public. Much effort and money are wasted because too many still put too much emphasis on the informational and too little on the counseling function.

Franklin Delano Roosevelt inin the first three planks in an eight-plank program for con- trol of power companies, carried forward the emphasis on publicity that had first appeared bernayys discussion in the late 19th and early 20th Cen- turies. The YMCA boasted a press secre- tary as early as Properly practiced, its methods are based on the realization that the public and private interest coincide.


His primary function now is not to bring his clients by chance to the public’s attention, nor to extricate them from difficulties into which they have already drifted, but to advise his clients how positive results can be accomplished in the field of public relations and to keep them from drifting inadvertently into unfortunate or harm- ful situations.

Crystallizing Public Opinion

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. By the Telephone Company, Swift, Rocke- feller and railroads, streetcar companies and pub- lic utilities were carrying on informative publicity activities. Men and move- ments whose interests will be affected by the attitude of the public are taking pains to have themselves represented in the court of public opinion by the most skillful counselors they can obtain.

The public relations counsel must lift startling facts from his whole subject and present them as news. These activities helped to inform the public and lessened antagonism. Intense attention was given to wooing the public and bringing about adjustment between people and causes.