Edward Bernays: Publicity

“The new profession of public relations has grown up because of the increasing complexity of modern life and the consequent necessity for making the actions of one part of the public understandable to other sectors of the public. It is due, too, to the increasing dependence of organized power of all sorts upon public opinion. Governments, whether they are monarchical, constitutional, democratic or communist, depend upon acquiescent public opinion for the success of their efforts and, in fact, government is government only by virtue of public acquiescence. Industries, public utilities, educational movements, indeed all groups representing any concept or product, whether they are majority or minority ideas, succeed only because of approving public opinion. Public opinion is the unacknowledged partner in all broad efforts.
The public relations counsel, then, is the agent who, working with modern media of communications and the group formations of society, brings an idea to the consciousness of the public.”

Edward Bernays book Propaganda

Source: Propaganda (1928), p. 63

Life , Education , Communication , Idea

“The public relations counsel, therefore, is a creator of news for whatever medium he chooses to transmit ideas. It is his duty to create news no matter what the medium which broadcasts this news.”

Edward Bernays

Source: Crystallizing Public Opinion (1923), p. 171

Idea

“Who are the men, who, without our realizing it, give us our ideas, tell us whom to admire and whom to despise, what to believe about the ownership of public utilities.. about immigration who tell us how our houses should be designed, what furniture we should put into them, what menus we should serve at our table, what kind of shirts we must wear, what sports we should indulge in, what plays we should see, what charities we should support, what pictures we should admire, what slang we should affect, what jokes we should laugh at?”

Edward Bernays book Propaganda

Source: Propaganda (1928), p.59

Men , Idea , Support , Sport

“Let us assume that our problem is the intensification in the public mind of the prestige of a hotel. The problem for the public relations counsel is to create in the public mind the close relationship between the hotel and a number of ideas that represent the things the hotel desires to stand for in the public mind.”

Edward Bernays

Source: Crystallizing Public Opinion (1923), p. 168

Idea , Problem

“But when the example of the leader is not at hand and the herd must think for itself, it does so by means of clichés, pat words or images which stand for a whole group of ideas or experiences. Not many years ago, it was only necessary to tag a political candidate with the word interests to stampede millions of people into voting against him, because anything associated with "the interests" seemed necessary corrupt. Recently the word Bolshevik has performed a similar service for persons who wished to frighten the public away from a line of action.
By playing upon a old cliché, or manipulating a new one, the propagandist can sometimes swing a whole mass group emotions.”

Edward Bernays book Propaganda

Page 74
Propaganda (1928)

People , Idea , Thinking , Personality

“When Napoleon said, 'Circumstance? I make circumstance‚' he expressed very nearly the spirit of the public relations counsel's work.”

Edward Bernays

Source: Crystallizing Public Opinion (1923), p. 51

“The best place to find things: the public library.”

Edward Bernays

Quoted in L. Tye The Father of Spin (1998) p. 102

“Goebbels […] was using my book Crystallizing Public Opinion as a basis for his destructive campaign against the Jews of Germany. This shocked me.”

Edward Bernays

Biography of an Idea: Memoirs of Public Relations Counsel (1965)

Books

“If you can influence the leaders, either with or without their conscious cooperation, you automatically influence the group which they sway. But men do not need to be actually gathered together in a public meeting or in a street riot, to be subject to the influences of mass psychology. Because man is by nature gregarious he feels himself to be member of a herd, even when he is alone in his room with the curtains drawn. His mind retains the patterns which have been stamped on it by the group influences.”

Edward Bernays book Propaganda

Page 73 (1928 edition)
Propaganda (1928)

Men , Feeling , Nature

“While, under the handicraft of small-unit system of production was that typical a century ago, demand created the supply, today supply must actively seek to create its corresponding demand. A single factory, potentially capable of supplying a whole continent with its particular product, cannot afford to wait until the public asks for its product; it must maintain constant touch, through advertising and propaganda, with the vast public in order to assure itself the continuous demand which alone will make its costly plant profitable. This entails a vastly more complex system of distribution than formerly.”

Edward Bernays book Propaganda

Page 84
Propaganda (1928)

Waiting

“In almost every act of our lives, whether in the sphere of politics or business, in our social conduct or our ethical thinking, we are dominated by the relatively small number of persons […] who understand the mental processes and social patterns of the masses. It is they who pull the wires that control the public mind, who harness old social forces and contrive new ways to bind and guide the world.”

Edward Bernays book Propaganda

Source: Propaganda (1928), p. 37–38

World , Way , Understanding , Business

“The three main elements of public relations are practically as old as society: informing people, persuading people, or integrating people with people. Of course, the means and methods of accomplishing these ends have changed as society has changed.”

Edward Bernays

Public Relations (1952) p. 12 https://books.google.com/books?id=wBFP_qrOYk8C&pg=PA12

People , Change

“Propaganda is of no use to the politician unless he has something to say which the public, consciously or unconsciously, wants to hear.”

Edward Bernays book Propaganda

Page 123
Propaganda (1928)

“No serious sociologist any longer believes that the voice of the people expresses any divine or specially wise and lofty idea. The voice of the people expresses the mind of the people, and that mind is made up for it by the group leaders in whom it believes and by those persons who understand the manipulation of public opinion. It is composed of inherited prejudices and symbols and clichés and verbal formulas supplied to them by the leaders.”

Edward Bernays book Propaganda

Page 109
Propaganda (1928)

People , Idea , Understanding , Personality

“When I came back to the United States, I decided that if you could use propaganda for war, you could certainly use it for peace. And "propaganda" got to be a bad word because of the Germans using it, so what I did was to try and find some other words. So we found the words "counsel on public relations."”

Edward Bernays

Quoted in Adam Curtis' The Century of the Self (2002)

War , Peace