Crystallizing Public Opinion by Edward Bernays — wielding influence through media. Much of his renown stems from a book published back in Crystallizing Public Opinion. This seminal work on how to shape and create public opinion sets down principles, instruments and techniques that corporations and governments have been wielding ever since. Influenced by the works of French polymath Gustave Le Bon and of his uncle Sigmund Freud, Bernays worked to demonstrate that the masses are basically irrational and subject to herd instinct.

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Crystallizing Public Opinion is a book written by Edward Bernays and published in It is perhaps the first book to define and explain the field of public relations. Bernays defines the counsel on public relations , as, more than a press agent , someone who can create a useful symbolic linkage among the masses. Appropriate messages should be crafted based on careful study of group psychology , and disseminated by not merely purveying but actually creating news.


Crystallizing Public Opinion

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