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 .

Author: Zololrajas Taurn
Country: Jordan
Language: English (Spanish)
Genre: Career
Published (Last): 20 October 2010
Pages: 43
PDF File Size: 1.59 Mb
ePub File Size: 1.58 Mb
ISBN: 340-1-97601-489-1
Downloads: 53757
Price: Free* [*Free Regsitration Required]
Uploader: Yojin

Maybe they, at last, will make us forget that ingratiating though insidious in- dividual, the publicity man. The rational method ade- quately used would have told him that on the great majority of these questions there could be for him but one attitude— that of suspended judgment” 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 mat- ters upon which his ignorance is patent to every one except himself.

Crystallizing Public Opinion – Wikipedia

This move, which excited wide comment, was economically and dietetically sound. Articles about public relations appeared in magazines of general circu- lation, such as The Atlantic Monthly and The American Mercury and in Business Week, Na- tion’s Business and other similar journals.

One must be willing however to take a deeper dive as well. You’ll be as mad as I was realizing how easily swayed we are. The resultant responses confirmed the public relations counsel’s judgment.

Meanwhile the term public relations became more widely accepted. Some define the activity as the ethical profession of communications ; a systematic means of inform- ing the public. From coal to jewelry opinioon rather a long step, and yet in The Jeweler’s Circular, a trade maga- zine, I find much comment upon the National Jewelers’ Publicity Association. This book was hard to rate for me because it was both fascinating and surprising, but also kind of boring. It was ignored by other nations.

The bitterness that has been brought about by arguments on public questions is proverbial. Return to Book Page.


Crystallizing Public Opinion

The principles on which the book is based, human behavior and the needs crystlalizing organizations to communicate to the public, have largely remained unchanged. He employs the research campaign, the symposium, the survey crystaklizing a particular group of of a particular state of mind as a further aid, and confirmation or modification of his own ap- praisals and judgments.

Often, Bernays quotes Lippmann, an “overt act” is necessary to clarify a state of affairs so that it can become news. Copeland and his state- ments have formed a fairly regular part of the day’s news.

The crysrallizing was second only to oratory as an influence in developing opinions of the Athenian public. Five years later—again just a year after Lippmann’s The Phantom Public appeared—Bernays published a second book on public relations, Propaganda.

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.

Crystallizing Public Opinion by Edward L. Bernays

Why is crystwllizing difficult to start a new party movement — or to fight cancer? It is they who pull the wires that control the public mind. He is a creator of events. Leadership in every category exerted itself to influence people and win friends for the particular activity the leader was interested in. 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 small Baltic nation that was seeking freedom.

It had to explain its contribution to society. State coinage, rdward to have originated in Lydia in the seventh century B. They sat at every doorway,” says Mr.

The problem of meeting- this rumor which like many rumors had no foundation in fact was not only a difficult but a serious one.

The Associated Press sent the statement over its wires as a news dis- patch.

The acceptance of the general term re- mains, even if meanings vary. The Aluminum Corporation was attempt- ing- to prove pubic the public that it was beneficent and not a malevolent monopoly. Future senator Ernest Grueningin a review called “Higher Hokum”, asked whether persuading the public was much preferable to corralling them by heavier-handed means the “public be damned” approach —whether crystallizihg end result crystallozing “be greatly different for the public which, while it no longer tolerates being ‘damned,’ guilelessly permits itself to be ‘bunked’?


He chose for his first work an extremely interesting article by a well-known physician, written about the interest- ing thesis that “the pace that kills” is the slow, deadly, dull routine pace and not the pace of life SCOPE AND FUNCTIONS 17 under high pressure, edwarrd on work which in- terests and excites.

I think it’s because there was quite a bit of repetition. He knew exactly what he was doing by describing these achievements. The concept emphasized in this book, that every entity should learn to understand the public and act constructively to ensure its favor, gained some acceptance.

They argue from the one to the other. To-day we see American cities competing, as part of their public relations pro- grams, for conventions, fairs and conferences. Motion and still pictures were taken of the event. The individual had not yet developed a sense of personal identity.

It seems like the writer found specific examples to reinforce his ideas rather than come to conclusions based on events.

In the market place, where the assemblies were usually convened, oratory proved itself as the best technique for affecting individuals and public opin- ion. The counsel advises on, and to some extent directs and supervises activities which affect the public. In turn this bolstered individual opinion and the collective voice of the people, and created awareness of the importance of good relations with the public.

They were the “shirt stufrers” of their day and they and their clients were often held up to public ridicule. Feb 22, Dina crystallizijg it really liked it. But the definition put forth in Crystallising Public Opinion is still the accepted standard.