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Nicknamed “the father of public relations,” Edward Bernays (1891–1995) was a pioneer in the fields of propaganda and PR. Combining theories on crowd psychology with the psychoanalytical ideas of his uncle, Sigmund Freud, Bernays elucidated how corporations and politicians could manipulate public opinion. His seminal 1928 book, Propaganda laid out how propaganda could be used to regiment the collective mind in a variety of areas, including government, politics, art, science and education, while his 1923 classic, Crystallizing Public Opinion, set down the principles that business and government have used to influence public attitudes over the past century.
The Edward Bernays Reader: From Propaganda to the Engineering of Consent, is the first comprehensive volume of the writings of this influential and controversial figure. In addition to featuring extended excerpts from Crystallizing Public Opinion and Propaganda, this book also includes the full text of Bernays’ classic 1947 essay, “The Engineering of Consent,” on the application of scientific principles and practices to the task of getting people to support ideas and programs, as well as extensive selections of his other writings on subjects including education, war propaganda, and polling. Taken together, the material in this book offers the most complete look to date at the work of a man whose ideas are considered the single most important influence on modern propaganda, public relations, and spin.
Featured an introduction by Nancy Snow
Edward L. Bernays
Edward L. Bernays (1891–1995) is commonly referred to as the father of public relations. Born in Vienna, Austria, and a nephew of Sigmund Freud, Bernays moved to the United States as a young child. His belief that popular opinion could and should be manipulated led him to create psychological and sociological techniques that allowed businesses, industries, and even governments to influence the public. Lucky Strike, the Waldorf Astoria, General Motors, General Electric, and Ivory soap numbered among his illustrious clients. Woodrow Wilson even hired Bernays to promote the American efforts in World War I. Famous for popularizing the use of the press release and developing memorable campaigns, Bernays is responsible for creating the field of public relations as we know it.
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