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Matt Daugherty
Professor John Carroll
CM 409
September 27
th
2012

Ethics and Public Relations
If we understand the mechanism and motives of the group mind, it is now
possible to control and regiment the masses according to our will without them knowing
it. (Bernays 71) The Father of Spin by Larry Tye and Thank You For Smoking by
Christopher Buckley are two books that offer insight into the world of Public Relations
through two compelling characters, Nick Naylor and Edward Bernays. As PR
professionals they both use brilliant techniques involving manipulation and deception to
persuade the public. The difference between these two men is in their ethical
accountability. Naylor represented the tobacco industry with finesse but demonstrated
regret for his negative effects on society, whereas Bernays revolutionized public relations
and showed an alarming lack of morality while doing so.
Nick Naylor has exceptional skill with words. He demonstrates his ability as chief
spokesman for the Academy of Tobacco studies, a pro-tobacco lobby. Nick has the
challenging task of defending a company that kills millions of people every year.
However, his talent is so artistic he does it with ease. The first instance where he displays
his cleverness is on the Oprah show. Nick is sitting on a panel with anti-smoking sponsor,
Ron Goode, and a young boy with cancer, Mr. Williger. He opens the show with a joke,
making Mr. Williger laugh. He then begins his persuasion technique of attacking the
opposition, The Ron Goodes of this world want the Robin Willigers to die. And do
you want to know why? Ill tell you why. So that that their budgets will go up. This is
nothing less than trafficking in human misery, and you, sir, ought to be ashamed of
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yourself. Ron Goode never recovered (Buckley 49) Nick Naylor is very calculated in
his attack. Once he gets Cancer Kid to laugh, Nick is instantly viewed in a more
positive light. This makes everyone more comfortable with his presence. After his joke,
he then begins to attack. This technique is very clever because it deflects the disapproval
onto his opponent. Ron Goode was unprepared for Nicks criticism. He was so rattled by
the attack that he could never put together a quality argument against the tobacco
industry. Nicks techniques are so subtle it is impossible to recognize that he is being
intentionally manipulative. His outstanding skill with words makes him a perfect
representative for the tobacco industry.
Edward Bernays is exceptionally clever. One of his most skilled achievements
was his revival of the bacon industry. The industry was slumping because Americans
were reducing their morning meals to juice, toast, and coffee. In order to increase bacon
sales Bernays applied one of his most creative and influential theories. He implemented
his appeal of indirections theory, which is the idea of plotting a path to a clients goal
that seem[s] roundabout but ultimately remove[s] underlying as well as immediate
impediments. (Tye 52) This means that Bernays would remove an obstacle as opposed
to overcoming it. Therefore, instead of competing for business with other failing bacon
companies, he set out to transform Americas eating habits. (Tye 50) Bernays
implemented his theory by persuading a famous New York doctor to write an article
about a hearty breakfast versus a light breakfast. The physicians supported a hearty
breakfast, consequently sales of bacon skyrocketed. Bernays combined his brilliant
appeal of indirections theory with his ability to get third party endorsements. He sold
whole new ways of behaving, which appeared obscure but over time reaped huge rewards
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for his clients and redefined the texture of American life. (Tye 52) He believed that the
PR man should think big. Bernays revival of the bacon industry is just one small
example of his ability to think big and transform the publics behavior.
Naylor and Bernays were brilliant public relation professionals. They both used
clever techniques to persuade the public. Naylor used manipulation of words to achieve
success, while Bernays transformed public opinion with methods such as appeals of
indirection and third party endorsements. They were both geniuses in the PR world.
However, they followed a different ethical standard, which has an immense affect on
their legacies.
Nick Naylor would do anything to pay the mortgage. (Buckley 92) Nick is not a
moral individual. Hes a supporter of the politically incorrect. This can be viewed as
negative, but throughout Buckleys novel Naylor demonstrates uncertainty about his
career choice. He doesnt completely believe in the cause. Nick states, When
pedestrians, total strangers, started coming up to you at Washingtons busiest
intersection, in the middle of the day and expressing solidarity with people who had
kidnapped and tortured you, it could be taken as a sign that somewhere along you career
path you had taken a wrong turn. (Buckley 126) This is a key point in the analysis of
Nick Naylors personality. He works for a company that kills millions every year, if he
was truly evil he would show no remorse for his actions. However, Nick exemplifies
regret throughout the entire novel, specifically at the end when he joins the anti-smoking
crusade. This regret that Naylor shows is the most important difference between himself
and Edward Bernays. Bernays has absolutely no moral compass. This is exemplified
multiple times throughout his career, but most significantly during his overthrow of the
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Guatemalan government. Bernays was medaling in the foreign affairs of the United
States, his behind-the-scenes maneuvering helped topple Guatemalas left-leaning
regime. (Tye 156) He went to the extent of overthrowing a democratic government just
so he could continue to sell his clients bananas. He put millions of Guatemalans into
poverty just to promote a product. Bernays lack of moral responsibility is the reason why
his legacy should be questioned. His contributions to society are beneficial but he also
brought to light the negatives of public relations. Bernays preached ethics to his
colleagues but practiced deception, manipulation, and dishonesty. Naylors isnt virtuous,
but he is notably more ethical than Bernays.
Edward Bernays and Nick Naylor are two professionals who were widely
successful. Naylor single-handedly lifted a failing industry, while Bernays revolutionized
the country with his creative and controversial ideas. These men allow us to see all the
negatives and positives of the PR profession. The legacy of Bernays and Naylor should
be questioned in terms of morality, but not in terms of intellect. These brilliant
individuals have the ability to control the masses and change the world.








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