Bernays Edward L. Crystallizing Public Opinion

New York: Liveright Publishing Corporation, 1961. — 272 p.When Crystallizing Public Opinion was written in 1923, it became the first book-length discussion of the scope and function of professional public relations and of its practitioner, the counsel on public relations. In it I described an activity which concerns itself with the relations between an enterprise and the publics which it serves, and on which it is dependent. I pointed out that good public relations depend on action which results in social behavior by business and other activities and thus the establishment of a cooperative relationship with the public. The counsel advises on, and to some extent directs and supervises activities which affect the public. He interprets the client to the public and the public to the client. Simply stated, his function is to bring about adjustment and understanding between enterprises and the people on whom they are dependent. He gives advice on the formulation of attitudes and actions which will win public favor and procedures by which they may be brought to public attention.Preface to New Edition
Foreword to Original EditionScope And FunctionsThe Scope of the Public Relations Counsel
The Public Relations Counsel; the Increased and Increasing Importance of the Profession
The Function of a Special PleaderThe Group And HerdWhat Constitutes Public Opinion?
Is Public Opinion Stubborn or Malleable?
The Interaction of Public Opinion with the Forces That Help to 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 Counse
The Group and Herd Are the Basic Mechanisms of Public Change
The Application of These PrinciplesTechnique And MethodThe 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
An Outline of Methods Practicable in Modifying the Point of View of a GroupEthical RelationsA Consideration of the Press and Other Mediums of Communication in Their Relation to the Public Relations Counsel
His Obligations to the Public as a Special PleaderBiographical Notes