Edward L. Bernays
1923. Bernays, regarded by many as the father of public relations, has tried to set down in this book the broad principles that govern the new profession of public relations counsel. Contents: Part I-Scope and Functions: The Scope of the Public Relations Counsel; The Public Relations Counsel; the Increased and Increasing Importance of the Profession; and The Function of a Special Pleader. Part II-The Group and the Herd: What Constitutes Public Opinion?; Is Public Opinion Stubborn or Malleable; The Interaction of Public Opinion with the Forces that Help Make It; The Power of Interacting Forces that Go to Make Up Public Opinion; An Understanding of the Fundamentals of Public Motivation is Necessary to the Work of the Public Relations Counsel; The Group and Herd are the Basic Mechanisms of Public Change; and The Application of These Principles. Part III-Technique and Method: The Public Can Be Reached Only Through Established Mediums of Communication; The Interlapping Group Formations of Society, the Continuous Shifting of Groups, Changing Conditions and the Flexibility of Human Nature are all Aids to the Counsel on Public Relations; and An Outline of Methods Practicable in Modifying the Point of View of a Group. Part IV-Ethical Relations: A Consideration of the Press and Other Mediums of Communication in Their Relation to the Public Relations Counsel; and His Obligations to the Public as a Special Pleader. See other titles by this author available from Kessinger Publishing.
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Crystallizing Public Opinion