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Crystallizing Public Opinion

Crystallizing Public Opinion

by Edward L. Bernays

This book outlines the broad foundational principles governing the profession of public relations counsel. It examines the necessity for industrial organizations and other institutions to consider public opinion and adapt their conduct to changing social and economic conditions. The text aims to promote a greater recognition and application of sound public relations techniques in navigating relationships between government, labor, industry, and the public.

Language
English
License
Public Domain
Originally published
1923
Latest release
Jul 28, 2026
Pages
173
Format
6 × 9 in (152 × 229 mm)
Book type
Paperback nonfiction
Read
Public page

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Table of Contents

  1. PREFACE TO NEW EDITION
  2. FOREWORD
  3. PART I Scope and Functions
  4. CHAPTER II THE PUBLIC RELATIONS COUNSEL; THE INCREASED AND INCREASING IMPORTANCE OF THE PROFESSION
  5. CHAPTER III THE FUNCTION OF A SPECIAL PLEADER
  6. PART II The Group and Herd
  7. CHAPTER II IS PUBLIC OPINION STUBBORN OR MALLEABLE?
  8. CHAPTER III THE INTERACTION OF PUBLIC OPINION WITH THE FORCES THAT HELP TO MAKE IT
  9. CHAPTER IV THE POWER OF INTERACTING FORCES THAT GO TO MAKE UP PUBLIC OPINION
  10. CHAPTER V AN UNDERSTANDING OF THE FUNDAMENTALS OF PUBLIC MOTIVATION IS NECESSARY TO THE WORK OF THE PUBLIC RELATIONS COUNSEL
  11. CHAPTER VI THE GROUP AND HERD ARE THE BASIC MECHANISMS OF PUBLIC CHANGE
  12. CHAPTER VII THE APPLICATION OF THESE PRINCIPLES
  13. PART III Technique and Method
  14. CHAPTER II 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
  15. CHAPTER III AN OUTLINE OF METHODS PRACTICABLE IN MODIFYING THE POINT OF VIEW OF A GROUP
  16. PART IV Ethical Relations
  17. CHAPTER II HIS OBLIGATIONS TO THE PUBLIC AS A SPECIAL PLEADER
  18. Notes