Crystallizing Public Opinion and Selected Writings
About the Book
A primer on the then new profession of "public relations counsel," Crystallizing elucidates the "instruments and techniques" that PR professionals use to mold public opinion on behalf of their client's interests. By adapting the ideas that Bernays put forth, governments and advertisers have been able to "regiment the mind like the military regiments the body."
This edition also includes Bernay's classic 1947 essay, The Engineering of Consent,on the the application of scientific principles and tried practices to the task of getting people to support ideas and programs, as well as selections of Bernays's other writings on education, war propaganda, and polling.