Books by EDWARD L. BERNAYS CRYSTALLIZING PUBLIC OPINION (1923) AN OUTLINE OF CAREERS (1927) (Edited ond contributed to) PROPAGANDA (1028) SPEAK UP FOR DEMOCRACY (19/0) TAKE YOUR PLACE AT THE PEACE TABLE (1045) PUBLIC RELATIONS (1952) ‘THE ENGINEERING OF CONSENT (1955) (Edited and contributed t0) é CRYSTALLIZING PUBLIC OPINION by EDWARD L. BERNAYS ‘Counsel on Public Relations Former Lecturer on Public Relations and Adjunct Professor Public Relations, New York University. Former Visiting Professor of Public Relations, University of Hawaii, Member, Executive Reserve, US. Information Agency. (2 LIVERIGHT PUBLISHING CORPORATION NEW YORKA Copyright © 1961, by Edward L. Bernays Conytight © R 19st, by Edward L, Bernays Copyright © 1925, by Boni & Liveright, Tne All rights reserved. No part of this book may be reproduced in any form, without permission in writing érom the publisher, except by @ reviewer who may quote brief passages in a review to be printed in a magazine or newspaper, seh wesc SSS ' Library of Congress Catalog Card No. 60-12133 PRINTED IN THE UNITED StaTRS oF AMERICA To My WireCONTENTS | Prerack t0 New Eprrion 2. iii ¢ ' Forewoxp to Onicinat Eprrion . . vii min on i PART I—SCOPE AND FUNCTIONS enc caren non pre 4 I Tae Scops op rue Pustic Retarioxs ee Couns, oe f I Tae Posuic Rerarions Counsen; rae In. CREASED AND INCREASING IMPORTANCE OF of rue Paorssion .. 34 ad MI Tue Foncnion of 4 Specs: Przaver | 50 co for PART II-THE GROUP AND HERD oe I Waar Consrrrures Punic Ortsion? 61 “ ij IL Is Puntic Ovrnton StunvorN on Marie~ Amer 6g re HI Tae Interaction or Pustic Ornuon WITH: fe: tae Forces Tuar Heue 10 Make fe. 77 he IV Tue Power or Intesactive Forces Tat a Go to Maxe ur Pustic Orrsion .. 87 : V Aw Unpenstanprne of tHe FoxoamEntats a ~ or Puvtrc Morivatron Is Necessary To tue Worx or tHe Postic Rotations N ‘ Couns, MONS og bi VI Tae Group anp Herp Are tHe Basrc be Mrcuantsms or Pustic Cuance . 111 ss VIL Tue Arpticarion or Tuxsn Paincrrtzs | 118 it a PART III—TECHNIQUE AND METHOD To Tae Pomc Caw Be Reacuz> Owny TrroucH Estaprisnep Meorums or Com- ° MuNicatON Sy. : a + 125