Five years later--again just a year after Lippmann's The Phantom Public appeared--Bernays published a second book on public relations, Propaganda. If Lippmann's prose was intended to sway the thinking of socially cognizant leaders and intellectuals, Bernays's writing style was meant for practitioners in the trenches; _his_ primary interest was to frame the job of public relations counsel in ways that would allow practitioners to take advantage of the insights of modern social and psychological thought. <sep>, Pronoun: his <sep>, A: Lippmann <sep>, B: Bernays