Crystallizing Public Opinion has ratings and 22 reviews. Gerry said: Simply a fascinating read – not only educational but reflective of an America ne. Book Source: Digital Library of India Item : Bernays Edward ioned. 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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Indispensible material for anyone who studies the subject. Recommended by a friend. It is edwarc to hire a press agent who stands between the group and the newspapers. Crystallizing Public Opinion appeared the year after Lippmann’s Public Opinion and can be construed as an application of Lippman’s principles to the active manipulation of public opinion.

He is a creator of events. On the contrary, his attitude toward them is almost always one of frank cynicism, with indifference as its mildest form and contempt as its commonest. Emphasizing changing external conditions, such as new technology, is also effective.

No trivia or quizzes yet. But Public Relations Counsel or Public Relations never became an institution to which persons had to become certified as say a Doctor, Lawyer, or Police Publc for that matter. His ideas on “creating consent among the governed” stand out. Walter Lipmann’s views are also highly visible through the writing.

This book was hard to rate for me because it was both fascinating and surprising, but also kind of boring.

Such an occasion becomes symbolic and is utilized by the ego to enhance its feelings of importance. Mencken, writing in the same magazine for March,declares that ‘one of the principal marks of an educated man, indeed, is the fact that he does not take his opinions from newspapers – not, at any rate, from the militant, bermays newspapers.


Bernays gives insight into the increasing importance of the public relations officer and their duties during the time ofwhich is still perfectly applicable to current opknion.

Crystallizing Public Opinion by Edward L. Bernays

Mar 28, C McW rated it it was amazing. Nelson rated it really liked it Apr 18, Paperbackpages.

The symbiotic relationship that the public has with the content provider, or organization, was of particular interest to me. It seemed like a college student who was trying to impress his professor by the way he articulated his writing.

Anna Pitsaros rated it it opnion amazing Mar 12, In reality, “the only difference between ‘propaganda’ and ‘education,’ really, is in the point of view. This is a fairly horrifying manifesto, penned by the “father of public relations” who in the early- to midth century took the theories of his uncle Sigmund Freud and married them to both rhetoric and the logic of capitalism to invent a whole new occupation.

Crystallizing Public Opinion

The advocacy of what we don’t believe in is propaganda. Early on the evolution of this process became a part of the political machine.

The rest of the book, published inis about the need for public relations, some of its techniques, and its ethics. Feb 22, Dina rated it really liked it. To betnays out more, including how to control cookies, see here: Nov 29, Frank Fletcher rated it liked it. He says that the truth lies between the two theories and that the PR professional’s main value to his client is to figure out how to make the message appealing to all types of people.

There are no discussion topics on this book yet. Bernays quotes William Henry Irwin ‘s definition that news edwarf “a departure from the established order”. When I first heard about this book I thought it was going to be more about the dark side of PR, such as using propaganda and sneaky tactics to brainwash people into thinking what you want them to.


Often, Bernays quotes Lippmann, an “overt act” is necessary to clarify a state of affairs so that it can become news.

See other titles by this author available from Kessinger Publishing. To see what your friends thought of this book, please sign up. The principles on which the book is based, human behavior and the needs of organizations cryatallizing communicate to the public, have largely remained unchanged. The other theory is that people are malleable and can be made to think whatever you want them to. From the book and also the long introduction at the beginning it sounds like Bernays was very high and mighty as he essentially sorts people into the smart people and the stupid people.

Public opinion must become public conscience. Most of the book made little sense, and after you read the first 20 pages you can put the book down because the rest just keeps repeating itself. Without him, no advertisements that associate products with abstractions, no media events, no celebrity endorsements, etc.

Professor Sue Curry Jansen argues that Bernays distorted Lippman’s work and that public relations historians such as Stuart Ewen and Larry Tye have uncritically recapitulated Bernays on this bernyas. This assumption, it may be said, is quite justified by the facts.