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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His visionary ideas foresaw the role public relations would play in a democratic society at that time and in the future. Wikiquote has quotations related to: Email required Address never made public. Want to Read Currently Reading Read. Feb 22, Dina rated it really liked it.

This should be required reading in high-school. His ideas on “creating consent among the governed” stand out.

What they want and what they get are fused by some mysterious alchemy. Jan 30, Chayanne Bardmess rated it it was amazing.

This is done by using established communication media to communicate the right facts at the right time. The upblic of the public relations professional being the news creator caught my attention; I found this topic particularly useful in my corporate communication profession.

Crystallizing Public Opinion is about the art and science of Public Relations. Universal instincts such as self-preservation and sex can also be crytallizing invoked. The public relations practitioner, therefore, must tap into the current of group energy. Each one of us in his opinions and conduct, in matters of amusement, religion, and politics, is crystallizzing to obtain the support of a class, of a herd within the herd.

Crystallizing Public Opinion

The principles on which the book is based, human behavior and the needs of organizations to communicate to the public, have largely remained unchanged. The edwadr relations counsel must lift startling facts from his whole subject and present them as news. One is that people are stubborn and can’t have their minds changed. On the contrary, his attitude toward them is almost always one of frank cynicism, with indifference berays its mildest form and contempt as its commonest.


Indispensible material for anyone who studies the subject. 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. The print i’m reading has tons of typos and run on sentences. Bernays quotes Trotter stating that herd mentality affects people all the time, not only when they are part of an actual mob in the street.

One of Bernays’ books on the theory of Public Relations. To see what your friends thought of this book, please sign up. What Constitutes Public Opinion? Apr 26, Rob rated it really liked it. Beyond the newspaper, there is radiolecture tours, meetings, advertising including billboards and any other type of paid spaceplayscinemaand direct mail.

Steve Killian rated it really liked it Jun 09, 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 Officer for that matter. Once interesting news is created it will propagate itself through media channels which already seek to capture public attention. 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, crusading newspapers.

As the methods of psychological influence are many and various, Bernays proposes to focus on fundamentals. You’ll be as mad as I was realizing how easily swayed we are. Nice read with a bunch of historical examples. Mencken called it a “pioneer book” at the time but later disparaged it.

I have 5 stars because it was direct and to the point. 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 pbulic counsel.

Be the first to ask a question about Crystallizing Public Opinion. This site uses cookies. Trivia About Crystallizing Pub Bernays uses this taxonomy to instruct the new “p.


Opinioon cites Everett Dean Martin ‘s book The Behavior of Crowdsdiscussing how herd mentality can exaggerate people’s unconscious urges, lower inhibitions, and heighten antagonism to other groups. This book is an important read for every independent thinker; it is good crystalluzing consider how edwrd masses are swayed; this book is as relevant today as it was in — the evolution of technology may have changed but the basic mechanisms remain.

I don’t know if I hate this book so much because I had to read it for a class within a two day period, it probably is. By using this site, you agree to the Terms of Use and Privacy Policy.

The public relations counsel is a student crystallizingg psychology, but also “a practitioner with a wide range of instruments”: People should be targeted as members of “interlapping groups” which involve different aspects of their identity. Thus, making him a double nephew to one household biologically speaking. Newspaper, radio, movies, theater but not TV having not been invented yet.

Crystallizing Public Opinion by Edward L. Bernays

To ask other readers questions about Crystallizing Public Opinionplease sign up. The definition of “news” is not settled and varies from crustallizing to newspaper. People’s minds have “logic-proof compartments” which must be approached by means beyond the rational. In reality, “the only difference between ‘propaganda’ and ‘education,’ really, is in the point of view.

He encourages the public relations counsel to imagine himself in turn as a member of the crystallizkng groups he must reach, and thereafter construct a campaign which will appeal to as many as possible. Funny, how most of what we think are our opinions is actually based on someone’s else view, be it a book, article, movie