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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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 proba 1. Would recommend to anyone, including his later work Propaganda.

Feb 22, Dina rated it really liked it. Bernays uses this taxonomy to instruct the new “p. Such an occasion becomes symbolic and is utilized by the ego to enhance its feelings of importance.

Interesting read that goes into the real life applications of the PRO, rather than giving theories and hypotheticals. Beyond the newspaper, there is radiolecture tours, meetings, advertising including billboards and any other type of paid spaceplayscinemaand direct mail.

Crystallizing Public Opinion by Edward L. Bernays

The psychology of marketing. Fill in your details below or click an icon to log in: 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. I think it’s because there was quite a bit of repetition.

Bernays we learn in the introduction by Mr. This edition has an Introduction cryxtallizing Stuart Ewen that includes an exclusive interview with Bernays in What they want and what they get are fused by some mysterious alchemy. This assumption, it may be said, is quite justified by the facts.


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.

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. Steve Killian rated it really liked it Jun 09, Lists of emotions, drives, facets of this thing called the subconscious. Bernays was cognizant of the rapid development of technology to deliver thought communication in a variety of media and methods, such as the printing press, radio, telegraph, and motion picture, to influence public opinion.

One must be willing however to take a deeper dive as well. Here is a quote from the introduction about Bernays: It also makes Noam Chomsky look terribly unoriginal.

Book Review: Crystallizing Public Opinion by Edward Bernays | D.T. Griffith

When employees are faced with change, typically half of the population is averse to the idea, according to a recent human resources led training session on change management at my job. Only the leadership of Theodore Roosevelt seemed for a time to supersede them; and events since then have shown that it was Roosevelt and not his party who succeeded.

One is that people are stubborn and can’t have their minds changed. Crjstallizing Farmer-Labor Party, the Socialist Party despite years of campaigning have failed to become even strongly recognizable opponents to the established groups. He extracts a quotation from by Wilfred Trotterwhich states that this average man has many strong convictions whose origin he can’t explain Instincts of the Herd in Peace and Warp.

Bernays’ main point, at least it seemed to me, was the idea that the PR professional needs to “create news” to get people talking about whatever it is his client wants to sell or promote. Walter Lipmann’s views are also highly visible through the writing.


For example, a hotel wishing to demonstrate its prominence can hold a kpinion celebration with carefully chosen guests — including “a leading banker, a society woman, a prominent lawyer, an influential preacher, and so forth until a cross section of the city’s most telling activities is mirrored in the committee. This is one of the most powerful opinioj making for progress in society because it makes for receptivity and open-mindedness.

Modern America’s size and heterogeneity “make it necessary to-day for the proponent of a point of view to engage an expert to represent him before society, an expert who must know how to reach groups totally dissimilar as to ideals, customs, and even language. Jan 02, Erica rated it it was amazing.

Views Read Edit View history. Sonal Panse rated it it was amazing Dec 28, Recommended by a friend. The disunity of forces which seek to overthrow dominant groups is illustrated every day in every phase of our lives. Jul 31, Pojar Adrian rated it liked it.

The advocacy of what we don’t believe in is propaganda. As the founder of public relations counsel, Edward Bernays speaks of the increasing significance crysta,lizing the public relations counsel both as a profession and a new field of interest. Rodrast AE rated it liked it May 01, Wikiquote has quotations related to: You’ll be as mad as I was realizing how easily swayed we are.