F. W.

FAXON COMP AN Y

P rinted in the U nited S tates of America , by

the R umford Press , Concord , New H ampshire
 TA BLE O F C O N TEN TS

fl
D
art One
W R ITI N GS BY E D WA RD L . B E R NAY S

1 . Ia ks

2 . I n P eriodica l s

3 . P ub l ished Ta l ks

Ta r t Tw o
W R I TI N GS AB O UT E D WA RD L . B E R NAY S

1 . M ention in B ooks

2 . Profi l es

Tfi r ee
A D D EN D A
 F . W . FAXON CO MPANY

P rin ted in the United S tates of Amer i ca , by

the R umford Press , Concord , New H amps hire
 TA BLE O F C O N TEN TS

Ta r t One
WR ITI NGS B Y E D WA R D L . B E R NAY S

1 . Ia ks

2 . I n P eriodica l s

3 . P ub l ished Ta l ks

fPa rz Tw o
‘

W R I TI N GS A B OUT E D WA RD L . B E R NAYS

1 . M ention in B ooks

2 . P r ofi l e s

'

Ta r z I fi r ee
’ ‘ ‘

A DD EN D A
 By any test pu bl ic re l a ti o ns is tod ay a recog ni z ed profession ; it h as its re
,

spo nsi bl e practi tioners ; it has a growin g n um b er o f universi ty c o urses ; it h as a

growing sense of so cia l respo nsi b i l i ty I t h as its own t raining c o u rses an d it can
.

po in t to a s tead y growt h of conscious pu bl ic rel ations ac tivi ty by pro fit an d non

profi t inst i t u ti o ns an d by g overnmen t agencies wi th pro fessi o na l pu bl ic re l ati o ns
counse l in c h arge .

Mos t im po rtan t f or our purposes p u bl ic re l a tio ns h as its o wn fi e ld of l i tera

,

t ure an d t h is book wi ll d ea l wi th a vi ta l seg men t of t h a t fi e ld .

L i tera t ure o n pu bl ic re l a ti o ns is ex tensive b ut a c h ec k o f pu bl ic l i b raries ,

revea l s th a t muc h of th is l i terat ure is sca ttered in books o n re l a ted su bj ec ts an d

i n magazines B i bl io grap hy o f the fi e ld is ex treme l y l imi ted
. .

Y et b i bl iograp h y is reco gni z e d as a vi ta l t ool in pr o vid ing an o rganiz ed ap

pro ac h to b as ic k n ow l ed ge an d po in ts o f view in any su bj ec t T o in d ivi d ua l s .

w o r king in any fi e ld o f researc h o r s t u d y b i bl io grap h y is in d ispensa bl e Unf or , .

tunatel y t h ere h as b een l i ttl e b i bl i o grap h y in pu bl ic re l a ti o ns prin ci pa ll y b e

, ,

cause it is a new su bj ect T h ere are to b e sure j o urna l s w h ic h c o ver the l i ter
.
, ,

a ture i n re l a ted fi e ld s suc h as The P ubh c Opinion Qua rterl y ; b ut t h ese c o ncern
’

t h emse l ves ch ie fl y wi t h b o ok s an d do not as a ru l e c o ver even imp o r tan t ma teria l

,

appearing in magazines an d o th er pu bl ica tio ns .

T h ere are tw o imp o rtan t b i bl i o grap h ies in the genera l fi e ld P ropaganda

a nd P romotiona l A ctivities ed i t ed b y L asswe ll C ase y an d S mi th an d pu bl is h e d
, ,

by the Universi ty of M innes o ta P ress in 193 5 ; an d a c o mpara bl e v ol ume pu b

l ished by th e P rince to n Universi ty P ress in 1946 B ut even th ese s tan d ard w o r k s .

do not inc l u d e all the avai l a bl e ma teria l on pu bl ic re l a ti o ns particu l ar l y pam ,

p h l ets bookl e ts q u o ta tio ns fro m book s an d s o o n

, , .

S ince th ere is tod a y wi d esprea d in teres t in pu bl ic re l a ti o ns an d a g ro wing ,

l i tera t ure a bo u t it it was be l ieved th a t a b i bl i o grap h y o f pu bl is h ed ma teria l by

,

an d a bo u t the l eading practiti o ner wou ld pro vi d e im po r tan t d a ta fo r t ho se w h o

are s tu d ying the fi e ld both in the universi ties an d o u ts i d e th em .

Am o ng oth er th ings suc h a b i bl i o grap h y w o u ld s ho w the sco p e an d ad

,

vance o f the pro fess i o n o f pu bl ic re l a ti o ns counse l c h anging a tti tu d es to war d ,

the pro fessi o n t he pu bl ic s gro wing un d ers t an d ing o f it an d ho w a p o in t o f view

’
, ,

has ex ten d ed an d pene tra te d in to man y fi e ld s o f l earning T o ac h ieve t h is pur .

po se the i tems in th e b i bl iograp hy w o u ld of necessi ty h ave to b e ab s t racts o f

,

t h e origina l ma teria l in so me cases fair l y lo ng in o rd er to give a c l ear pict ure o f

, ,

the m o vemen t o f i d eas .

T h is work th en is co ncerned wi th pu bl is h e d ma teria l by an d a bo u t Ed ward

, ,

L B erna y s pu bl ic re l a ti o ns c o unse l T h is c ho ice appea red to b e i d ea l fo r a bibl i

.
, .

og raphy b ecause o f M r B ernay s ou ts tan d ing po si tio n as a fo un d ing fa th er

’
-
.
,

prac ti tio ner an d th eo re tician .

Time magazine h as ca ll ed h im U S P u bl icis t N o 1 ; an d Wi ll iam H B a ld . . . .

win o f B al d win an d M ermey in Tzoo Way S treet by E ric Go ld man h as sai d o f

,
-
,

h im : B ern ay s h a d m o re to do wi th d eve lo ping accep tance o f PR an d pu bl ic

re l a ti o ns c o unse l th an any h a l f doz en o th er perso ns "
.
 M r B erna y s coined
. erm pu bl ic re l a tions c o unse l I n Crystal liz ing
th e t .

P ublic Opinion t he fi rs t fu ll l eng t h book o n pu bl ic re l a t i o ns h e d e fi ned ,

th e princip l es an d t ec h ni q ues o f t h e fi e ld H e al so b ro k e groun d w h en h e gave a .

c o urse in pu bl ic re l a tions at New Y o r k Universi ty in 19 23 the fi rs t co urse in ,

t h a t su b j ec t ever given a t a ny universi ty .

Wh i l e successfu ll y practicing h is profess i o n for o ver t h irty y ears as counse l

for l ead ing American o rganiz ations an d in d ivi d ua l s in part ners h ip wit h h is wife ,

D oris E F l eischm a n h e h as writ ten an d l ec t ured on pu bl ic re l a ti o ns an d a ll ied

.
, ,

su b j ec ts grea tl y a d vancing un d ers tan d ing of th ese fi e ld s

, .

I n 1948 5 0 h e was A d j unct P rofessor o f P u bl ic R e l a ti o ns at New Y o r k

-
,

Universi ty ; an d in 19 50 h e c o n d uc ted c l asses an d seminars as V isi ting P r o fesso r

,

o f P u bl ic Re l a tio ns at the Universi ty o f H awaii .

B eca use o f the grea t am o un t o f ma teria l b y an d a b ou t h im in book s maga ,

zines an d pu bl is h ed speec h es it was fel t t h a t a b i bl i o grap hy b as ed o n th is ma

,

terial c o u ld s h ed c o nsi d era bl e l ig h t o n th e d eve lo pmen t of pu bl ic re l a ti o ns in th e

Uni ted S ta tes an d serve as an inva l ua bl e gui d e for th ose w ho wish t o s tu d y th e fi e ld .

S ince a c o mp l e t e b i bl i o grap h y o n th is su bj ec t w o u ld h ave b ee n too l arge

an d cum b ersome we h ave o mi tted newspaper c o mmen t o r men ti o n a ll um
, ,

pu bl is h e d ta lk s by M r B ernay s an d magazine material a bo u t h im

. .

T h e b i bl i ogra p h y c o vers the peri od from 19 17 to 19 5 1 an d is d ivi d ed in to ,

t h ree part s co n sis ting o f fi ve sec ti o ns p l us an add en d a T h e fi rs t sec ti o n c o vers

, .

wri tings by M r B ernay s appearing in book s ; th e seco n d wri tings by M r B er

.
, .

nay s in peri odical s ; the th ird pu bl is h ed ta lks by M r B erna y s ; th e fo ur th book s

, .
,

men ti o ning M r B ernay s ; an d the fi fth profil es of M r B ernay s

.
, . .

Am o ng o th er th ings th is b i bl i ograp hy s hows how an i d ea sprea d s an d gains

,

accep tance th ro u gh the s l ow a b s o rptive po wer o f so cie ty L is tings o f M r B er . .

nay s wri tings an d f oo tn ot e references to t h em in vari o us book s h ave b een

’

inc l u d ed h ere to in d ica t e ho w h is pi o neer th in k ing in th e fi e ld has in fl uenced th e

t h in king o f o th ers t h ere b y b ec o ming an in t eg ra l par t of c o n tem po rary th oug h t
,
.

T og e th er the i tems in th is book s ho w ho w pu bl ic re l a tions g rew fro m the

d ay s w h en it afi ected a re l a tive l y sma ll area o f American l ife to the presen t
'

w h en it invol ves every ma j o r as pect of o ur so cie ty Th e wri ti ngs b y an d a bo u t f

M r B erna y s summ arized in th ese pages presen t the impac t of pu bl ic re l a ti o ns

.

o n in d ust ry ed uca ti o n the socia l sciences l a bo r the press book pu bl is h ing

, , , , , ,

rad i o m o ti o n pic tures art me dicine n ursing b an king t rad e managemen t em

, , , , , , ,
-

pl oyee re l a ti o ns w o men p ol i tics pu bl ic o pini o n a tti t u d e p oll s d emocracy th e

, , , , , ,

armed f o rces go vern men t an d so o n, .

T h us in co vering wri tin gs by an d a bo u t America s l ead ing pu bl ic re l atio ns

,
’

c o unse l th is b i bl i o grap h y gives us a h is to ry o f a key fi e ld as it h as d eve lo ped in

,

th e Uni t ed S ta t es d uring th e pas t t h ree d eca d es .

M r B erna y s is now at work o n a book a bo u t pu bl ic re l a tions in the Uni ted

.

S ta tes w h ic h wi ll b e pu bl is h ed by the Universi ty o f O kl a ho ma P ress

, .

TH E EDI TO R
 Tart One
WR I TIN GS B Y ED WAR D L . B ERN A Y S
 Wr itin gs by M echa nisms of Public Change and The Applica ,

tion of These P rinciples P a rt I I I Technique and

"

ED WARD
.
,

L BERN A Y S . M ethod “
The P ublic Ca n Be R eached O nly
,

Through Established M ediums of C ommunication

App earin g in B oo ks “
Th e Interlapping Group F ormations of S ociety
,

The C ontinuous S hifting of Groups C hanging C on ,

ditions and the F lexibility of H uman Nature A re

Al l Aids to the Counsel on P ublic Relations and ”
,

B ook s b y Ed war d L B e rn ay s .
“
An O utl ine of M ethods Practicable in M odifying
the P oint of View of a Group P art I V E thica l .
"
,

g P u bl ic O p in i o n N Y : Boni and
C r y s t a ll izin . . Rel ation s analyz es the press and other media of
,

Liveright Inc 19 2 3 2 18pp , .

, . . communication in reference to the public relations
Th e pioneer study in the field of public relations . counsel and the obligations of the public relations
,

Now a standard textbook widely used in universities counsel to the public as a special pleader .

and widely quoted . Beginning with the sta tement A new phrase has ,
“

D edicated To M y W ife D oris E F leischman co me into the language — counse l on public re la

“
, .
,

th e work is described as follows in the F oreword by tions what does it

, Crysta l li z ing P ublic
ELB : In writing this book I have tried to set down
“
Opinion ends with the paragraph I t is in the crea
“
,

the broad principles that govern the new profession tion of a public conscience that the counsel on public
of public relations counsel These principles I have . relations is destined I believe to fulfill his highest
, ,

o n the one hand s ub tan tia ted b y the findings of s

'

usefulness to the society in which he lives In th e .

”

psychologists sociologists and newspapermen

, , preface to the new edition ELB also says : In the ,

Ray S tannard Baker W G Bleyer R ichard Wash , . .

, ten years that have elap sed since this book was
burn Child Elmer D avis John L Given W ill I rwin
, , .
, , written events of profound importance have taken
,

F rancis E Le upp Walter Lippmann W illiam M ac

.
, , place D uring this per iod many of the principles set
.
,

D ougall Everett D ean M artin H L M encken

, , . .
, forth in the book have been put to th e test and have
R ollo Ogden C harles J Rose ba ul t W illiam Trotter
, .
, , been proven true The book for instance e mpha
.
, ,

O swald Garrison Villard and others to whom I owe
a debt of gratitude f o their clear analyse s f the
public s mind and habits ; and on the other hand I
’
, siz ed ten years ago that industrial organiz ations
r o dealing with the public must take public opinion
, into consideration in the conduct of their a ffairs .

have illustrated these principles by a number of We have see n cases in the past decade where the pub
specific examples which serve to bea r them out I . lic has actually ste pped in and publicly supervi sed
have quo ted from the men listed here because th e , industr ies which refused to recogniz e this truth The .

ground covered by them is part of the field f activity o field of public relations counse l has developed tre
of the public relations counsel The actual ca ses . mendous l y in this pe riod But the broad basic prin.

which I have cited were selected because they explain cip le s as originally set forth are as valid today as
,

th e application of the theories to practice M ost of . they were then when the profession was
, com
the illustrative material is drawn from my pe rso nal paratively new I t seems appropriate that this
.

experience ; a few examples from my obse rvation of new edition should appear at a time when the
events I have preferred to cite facts known to the
. new partnership of government labor and industry ,

general public in order that I might explain graphi

, has brought public relations and its problems to the
cally a profession that has little precedent and whose ,
fore The old group relationships that make up our
.

few formula ted rules have necessarily a limitless society have undergone and are undergoing marked
number and variety of applications This profession . changes The peaceful harmoniz ing of all the new
.

in a few years has developed from the status of circus conflicting points of view will be dependent to a ,

agent stunts to what is obviously an important posi grea t extent upon an understanding and application
,

tion in the conduct of the world s a ff airs If I shall '

.
, by leaders of public rela tions and its technique I n .

by this survey of the field stimulate a scientific atti , the future each industry will have to act with in
,

tude towards the study of p ublic relations I shall , creasing understanding of its relationship to govern
fee l that this book has fulfilled my purpose in writing ment to other indus tries to labor to stockholders
, , ,

it P art I S cope and Function discus se s The

.
"
,
“
s, and to the public Each industry must be cogniz ant
.

S cope of the P ublic R elations C oun el The P ublic of new conditions and modify its conduct to conform
“ "
s ,

Relations C ounse l ; The Increa sed and Increasing to them if it is to mainta in the good will of those -

Importance of the Profession and The F unction

“
,
”
upon whom it depe nds for its very life This principle .

of a S pecial Pleader P a t I I The Gr up and .

"
r , o applies not only to industry ; it applies to every kind
H er d — “
W hat C onstitutes P ublic O pinion ? "
Is “
of organiz ation and institution that uses special
P ublic O pinion S tubborn or M alle b l P pleading whether it be for profit or for any other
"
The a e , ,

Interaction of Public O pinion with the F orces That cause The new social and economic structure in
.

H elp to M ake I t The P ower of Inte racting F orces which we live today dema nds this new approach to
“ "
,

T hat Go to M ake up P ublic O pinion A n Under the public P ublic relations has come to play an
“ "
.
,

standing of the F undamentals of P ublic M otivation important part in our life I t is hope d th at this book.

Is Necessary to the Work of the P ublic R elations may lead to a greater rec ognition and application of
C oun se l The Group and H erd A e the Basic sound public rela tions principles
" “ "
, r .
4

P r o p a anda g . N Y: . H ora ce Liveright Inc , .

, 19 2 8 . nating news at its source and ends Un ,

159 p p . doubtedly the public is becoming awar e of the meth

An original study of the new propaganda in busi ods which are being used to mold its opinions and
ness po litics educa tion social service art and
, , , , , habits If the public is better i nformed about the
.

science ; a sta ndard textbook on universi ty lists of processes of its ow n life it will be so much the more ,

recommended or require d reading . receptive to reasona ble appeals to its own interests .

S ub title d The P ublic M ind in the M aking and No matter how sophistica ted how cynical the public
“
-
, ,

dedicated To M y Wife D oris E F lei schman , .

, may become about publicity methods it must t e ,

publisher s comment appears on jacket : When M r

’ “
. spond to the basic appeals because it will always ,

Bernays Crysta ll iz i ng P ublic Opi nion was published

’
nee d food crave amusement long for beauty t e
, , ,

five years ag o H L M encken said : I only hope that s p ond to leadership If the public becomes more
‘
. . .
,

he returns to it anon and writes a bigger and more ,

intelligent in its commercial demands commercial ,

exhaustive boo k This is in a sense the answer

.
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, ,
firms will meet the new sta ndards If it becomes .

to M r M encken s suggestion P ropaganda has be

.
’
. weary of the old methods used to persuade it to accept
come so nece ssary a part of every idea and organiza a given idea or commodity its leaders will present ,

tion str iving for public acceptance that its possibili the ir appea ls more intelligently P ropa ganda will .

ties and limits need to be defined In this book . never die . Intelligent men must realize that
M r Bernays analyzes the relation of this new force
. propaganda is the modern instrument by which th ey
to th e unprecedented conditions which have ca lled ca n fight f or productive ends and help to bring order

it into being He discusses the reasons for prope. out of chaos .

ganda the new type of propaganda the new p ropa

, ,
P u b l i c R e l a ti on s Vocational and P rofess iona l
g andis t and especially the new media the radio
.

, ,
M onographs Boston : Bellman P ublishing Com
telephoto and other epoch making mechanisms f or
.

,
-
pany Inc 1945 23 pp
the transmission of ideas H e approaches the ques
. .
, .
,

A history and analysis of the growing profession o f

.

tion of public re lati ons from the standpoint of the public relations ; the personal qua lifications and a p
new psychology and of the old F inally he discusses , .

tit udes required for it ; the necessary scholastic

the new trends in big business socia l service educa
tion art politics and other forces of present day
, ,
life The book is the first contribution to the subject
.
, ,
background ; employment opportunities ; possibilities
,
-
f or women ; professional competition ; advance ment ;

ethics of the profession and remuneration The book

o f propaganda from the standpo int of theory and
.

opens with a biographica l sketch of ELB and closes

practice by one who has followed both phases M r
, . .

with a bibliography
Bernays has bee n instrumental in developing the new
.

profession of public relations counsel O ut of an . S p e ak Up f or D e m ocr a cy : What You Can D o

experience drawn from fifteen years of activi ty with A P ractical P la n of A ction f or E very A merica n
all kinds of individuals and movements see king Citiz en N Y : T he Viking Press , 1940 1 2 7pp
"
. . . .

public good will he sets forth the ideas which his ,

In his foreword , ELB says : American men and
crea tive mind has developed in the course of practical women want to contribute something vital to the
expe rience ELB begins C hapter I O rganiz ing
”
.
,
“
fight for D emocr acy An d y ou can This book out . .

C haos with : F rom o ur leaders and the med ia they

"
,
“
lines methods f or furthering the acceptance and
use to reach the public we accept the evidence and ,
support of D emocracy by you Whoever and wher .

the demarcation of issues bearing upon public ques ever you may be you ca n play your part eff ectively
,

tions ; from some ethical teacher be it a minister a , ,

as a fighter for D emocracy using ideas as weapons , .

favorite essayist or merely prevailing opinion we , ,

The theme aim and scope of the book are outlined in
,

accept a standardiz ed code of social conduct to which great detail in the Contents The book expla ins De
“
.

we conform most of the time Q uoting H G . . . m ocracy and maps out a practical program of public
Wells oth er authors college professors businessmen
, , , ,
relations and community activity on how to speak
the New York Times ; sta ting numerous statistics ; e r up for D emocracy The A ppendix contains The .
”

ferring to Walter Lippmann Trotter Le B on Gra D eclaration of Indepe ndence Je ff erson s first in
'

, , , ,

ham Wallas as well as J P M organ and Ge orge Ol

, . .
augural address and Lincoln s Ge ttysburg A ddress ’
.

vany while giving numerous deta iled illustrations The section headed S tatements contains The
“ ”

from EL B s ow n ex pe rience the ten subsequent

’
A merica n Fla g The A m er ica n Creed B eca use I A m
, ,

cha pters analyze and discuss The New Prog aga nda
“
A n A merica n A Call to A merica issued by the C iti
”
, ,

The New Propagandists The P sychology of z e ns h ip Educational Se rv i ce ; a S tatement o f P ur pose

“ “ "
,

P ublic Relations Business and the P ublic ,

" “
,
"
by the Common C ouncil for American Unity ; a
“
P ropaganda and P olitical Le adership
”
W omen s “
Statement of P urpose by the C ouncil for D emocracy ;
’
,

Activities and P ropa ganda

”
P ropa ganda for Educa ,
and a S tatement of morale issued by an all day “ -

tion ”
, Propaganda in S ocial Service
“ " “
Art and ,
conference o n national morale held in New
S cience and The M echanics of P ropaganda
"
,
“
The .
"
York on Se ptembe r 1 7 19 40 by outstanding edu
"
,

la st chapter contains the state ment If the public ca to s and publicists under the chairma nship of
“
,
r

re lations counsel can brea the the breath of life into ELB The Education for D emocra cy section lists
.
"

an idea and make it ta ke its place among other idea s “

corre spondence courses in colleges and univ ersities
o n aspects of D emocracy R eferences B ib l iogra
" “
and events it will receive the public attention it
,
.
,

merits There can be no question of his conta m i

.
‘
phies lists boo ks dea ling with D emocracy There
" “
.
"
is a list of books on H olidays and Celebrations and 1 84 8 ; The C ivil War , 186 1— 18 65
; The S panish
“
Leadership A separate bibliography lists motion
.
"
A merican Wa r orld
, I
18 98 ; W War , 19 1 7— 19 18 )
pictures f or children ; there are other bibliographies Books and Pamphlets ( Books available from trade
o n promotional meth ods public opinion and public , publishers ; Books and pamphlets available from
re la tions public spea king putti ng on a show radio
, , , , organizations ) ; D i rectories ( D irectories of direc
books f or children a reading list for teachers and edu
, tories ; General directories ; M otion pictures ; P ress ;
Gators O ther sections dea l with forums channels of
. , Radio ; Government ; U S Government M anual ; . .

communica tion how to write to public o fficia ls a

, , P ublicity ) ; Exhibits ( Bibliography ) : M otion Pic
list of associations and societies ; special occasions , tures ( Bibliography ; F ilms available from organiza
pla ces and symbols ; special days and weeks ; national tions ; Newsreel com panies ) ; Periodica ls Books and ,

shrines and monuments ; national symbols ; docu M anuals of P ossible Inte rest ( A dvertising ; P ublish
ments institutions and idea s ; and events and actions
,
. ing ; M otion P ictures ; P ublic opinion and public
There is also a gl ossar y of D emocratic Terms . rela tions ; P ublic meetings ; P ublic speaking ) ; Radio
( Broadcasts ; Bibliography ; Broadcasting systems ;
Tak e Y ou r Pla At th e P a ce
Ta l : What e ce be R ecordings ) ; P ress ( Newspa per feature syndica tes ;
You Can D o to Win a La sti ng United N ations News se rvices ; Photographic syndica tes ; F oreign
P ea ce
”
N Y International res
: . P
. s , 1 9 4 5 6opp . . language newspapers ) ; Lecture Burea us ; S peakers ;
This book is aimed at the millions
of sincere meri
A Library Services ; H ouse F oreign Aff airs C ommittee
cans and the hundreds of A merican organi ations
z S ena te F orei g n R elations C ommittee ; W orld Or
who are realistic about winning a nited Nations
U ga n iz a tion
— Lists ; W riting to P ublic O ffi c ia ls "
.

peace . If only thousands learn to carry on for P ortrait of ELB as well as characte ristic opinions
,

peace by using the tested skills and practices of the about his work are on the back cover As O th ers
,
“
,

professional public relations ex pert the result will be , Sec H im

worth whi l e This bo ok outlines public relations
”

Wh ic h Ed war d L
.

techniques by which Am erica n citiz ens and organi B oo k s to . B er

z at ions can help in winning the peace “
.
"
n ay s H a s C on t r i b u t e d
Introduction
Am e ri ca n A ca de m y of P o l i t i ca l a n d S c ial o
.

A practical and realistic guide book to action

“

S c ie n ce : A nnals P hila delphia , Th e Academy

[on] how to mold public opinion in support of
. .

a World Security Organ ization C ontents : C hapter ” “ Vol 1 79 , M ay 19 3 5 2 8 7pp

. . .

T his volume , devoted to a discussion with the Overall

.

I H ow You Ca n Work For the Peace (The indi

v idual is all powerful ; Th e common man speaks ;
-
title P ressure Groups and Propaganda , conta ins
“

Economics and pea ce ; W hat you can do ; S trategy an article by ELB on M olding P ublic pinion
“ ”
O
and pla nning are needed ) ; C hapter I I D umbart on which considers some of the high sp ts in t e back
“
o h
Oaks : The F irst S tep (What are the D umba rton ground of public opinion , the field in which the coun
Oaks proposals ? Yalta and Sa n F rancisco ; Unified sel on public relations works After analyz ing the
”
.

activi ty is need ed ) ; C hapte r I I I — H ow to M ake meaning of such terms as the public , and group
“ ” “

Your P lans (O bjec tives ; Assets and Liabilities ; leadership and such factors as symbols and human
,

S tra tegy ; A ppea ls ; O rgan ization ; Timing ) ; C hapter motivations he discusses four specific steps that
,
“

IV H ow to Use Your Tools P ublications Radio have to be taken in formu lating a public relations
M otion P ictures ( P ublications ; News coverage ; H ow
, , ,
program These are : ( 1 ) formulation of objectives ;
.

( 2 ) analysis of the public s attitude towards the in

’

to prepare material ; A ngling material ; Interviews ;

Writing techniques ; M ec hanical presentation ; Pho dustry and the services it renders ; (3 ) a study of this
togra p h s and other graphic presentations ; D i tri b u s
analysis with a view to keynoting the approach to
tion of material ; Radio ; M otion pictures ) ; C hapter the public in terms of action by the industry ; this
V — H ow to Use Your Tools G ood Talk M ail is to be followed by the formulation of policy and a
Events (Talk a psychological tool ; Lecture and study
, ,
program for educating the public ; (4 ) the carrying
o ut of this program by dramatizing it through the
,

course s ; Parliamenta ry procedure ; P ublic mee tings ;

Building up an audience ; A udience participation ; various media of communication pp 82—8 7 . . .

S pee ches ; Telephone ; Telegrams ; A dvertising ; Bill A nnals : P u bl ic Educa tion f or D emoc
boards car ca rds and posters ; Buttons stickers
, , ,
ra cy V ol 19 8 Jul 19 3 8 2 53 pp
, .
, . .

mov iesl ides ; D irect by mail ; M ailing lists ; Leaflets

- -
An analysis of public relations techniques and media
and pamphlets ; News letters bulletins ; P la nned ,
which can be used f or the propagation and strength
events ; Aim at perfection ; C ooperation with press ; e ning of democracy .

S mall display items ) ; C hap te r VI — O rganiz ing T oday democracy is challenged on all sides I t
“
.
,

Your C ommunity for the Pea ce ( Composition of is the obligation of all those who are interested in
stee ring committee ; P lan ; Formation of permanent democracy to do all in their power to strengthen it
committee ; Card lists ; A nnouncement luncheon ; in order to p reserve it This demands the building .

Additional suggestions ; P lanned events ; S umming up of an inner bulwark of dynamic be lief "and con
up ) C hapter VI I S pea k Your Peace Contents of . fi de nce in our democracy by all the pe ople .

A ppendix : H istorica l Backgr ound ( H istory of A mer ELB continues : Freedom of self expression is the -

ica n Peace M aking ; The R evolutionary War 1 776 ,

esse nce of democracy T his freedom has been guaran
.

1 783 ; The War of 1 8 1 2 ; The M exican War 1 84 6 ,

teed by our A merican Constitution in the Bill of ,
6

R ights I t includes freedom of speech , of assembly ,

. ma tely on public approval and is therefore faced ,

of the press , of pe ti tion , of relig ion T he se free doms with the problem of engineering the public s consent '
.

in themse lves create conflicts of opinion Free dom . to a program o r goal A mong other sug ges .

of op inion is , the refore , an imp rtant element in o tions he outlines basic principles and techniques
,
“

democracy Pointing out that not until recently

"
.
“
of engineering consent based on four p rerequi
has our democracy been assailed from within and sites : 1 Calcu lation of resources both human and
.
,

from without by opinions contrary to it , ELB also

”
physical ; i e the manpower the money and th e
. .
, , ,

h
says t at since it is pa rt of our democratic A mer time available for the purpose ; 2 A s thorough .

ican heritage to abhor censorship the wall , knowledge of the subject as possible ; 3 D e termina .

ag ainst which the anti democratic missiles are hurled -

tion of objectives subject to possible change after ,

[ must be made ] strong and impregnable capa , research ; specifically what is to be accomplished , ,

ble of standing firm against any onslaught If we are . with whom and th rough whom ; 4 Research of the .

to maintain the democracy upon which our system public to lea rn why and how it acts both individu ,

rests we must depend upon the acceptance and de

, ally and as a group O nly af ter this preliminary .

f e n se of democracy by all the people Of course .

, groundwork has bee n firmly laid is it pos sible to
the very processes of democracy work toward these know whether the objectives are realistically at
ends through universal education through ou p o ,
r tainab le S trategy organization and activities
.
,

l itica l institutions and through the exercise of civil will be gea red to the realities of the situation ”
.
,

libe rties B ut in these critical times we must

.
, , , pp 1 13 120
.
, .

in addition make use of all the available socially

,
Am e ri ca n N u rs e s As s oc ia t i o n A N A P ublic ’

sound methods to help in the upholding of our de Relations Workshop: A M a nua l of P ractical
.

m ocracy To engage in this task of public

P ubl ic Rel a tion s Techniqu es P repa red f or the
.

education we must understand how to reach the

,
Guida nce of the National M em ber s hi p of the
.

people with democracy s message how to tell them ’

,
A merica n N urses A s sociation
’ "
19 48 3 2 pp
what democracy means so that they will understand ,
D iscussing hat ublic elations Is ELB says
“
W P R
. . .

it and appreciate it Lip service to democracy is not .

“
Good public relations for the nursing profession
,

enough I t must be implemente d by the will and

.

depends upon two distinct conditions : the first is

action” of the people to preserve democracy at all that you understand the public and that the public
costs .

understa nds you ; the second is that you meet the

S ubsequently the analysis includes a discussion
of th e
“
M eans of C ommunication ” “
,

Importance of needs of th e public for nursing service ELB then

"
.

P riva te En terprise
" “
Linking P rivate Enterprise
,
outlines stra tegy and tactics by which nurses can
with D emocracy and [ the neces ity of] Presenting "
,

s
carry out a success ful public relations campaign .

D emocracy s V alues : I t is thus our duty

’
,

ELB " ” pp 3 —7
. .

concludes to strengthen th e program of public

“
,
Be r n a ys Edw a r d L e d A n Outl ine of Career
, .
, . s

education and public information to the end that A P ractical Guide to A chievem en t by Thi rty E ight -

everyone in A merica may understand the socia l E minen t A meri cans : G H D . N Y . eorge . oran
significance of democracy and its value for every ,
ompany
C , 19
2 7 43 1pp . .

man woman and child W hat we must strive for is

, , .
In his introduction ELB says
, : his volume is the
T
the achievement of that inner faith and devotion to work of men and women who appreciate the im
democracy within our people which will make them portance of placing in the hands the youth of this
of

active against encroachments on the essential libe r country information concerning all phases pro
of

ties which are th e basis of democracy pp 124 ”

. .
and industrial life so that they
f e ss ional , choose
ma y
12 7. their careers with a broad as well as a detailed under
standing of what any branch of activity may hold in
A nnals : The E ngi neer ing f
o Con sent, store for them A mong the 3 8 contributors are .

Vol Ma r . 250 , 19 4 7 1 83 p p
. . R eeve S chley Vice P resident C hase Nationa l Bank
, , ,

ELB urges recognition the significance of mod on banking ; Ra y Long Editor in C hief I nterna
“
of - -
, ,

ern communica tions not only as a highly organiz ed tional M agaz ine C orporation o n editing ; John H ays ,

mechanical web but as a potent force for social good H ammond on engineering ; J Butler Wright As sist
,
.
,
~

or possible evil ; declares

"
that leaders
“
of ant S ecreta ry of S tate on the foreign service ; Roy W ,
.

major organiz ed groups such as industry la bor or , ,

H oward C hairman of the Board S cr ipps H oward
, ,
-

units of government with the aid of techni ,

Newspapers on journalism ; D r William A llen P usey
, . ,

cia ns who have special iz ed in util i ing the z Ex President of the America n M edica l Association
-
,

channels of communica tion have been able to ac ,

o n medicine ; D wight F D avis S ecretary o f War o n .
, ,

complish purposefully and scienti fically what we th e A rmy ; Jesse L Lasky Vice P resident Famous .
, ,

have termed the engineering of consent explains

‘
P layers La sky C orporation on motion pictures ;
-
,

that this phrase quite simply means the use of an

“
H enry S loane C o ff n President Union Theologica l i , ,

eng ineering approach action based only on Se minary on the ministry ; Jos eph P D ay on real
,
.
,

th orough knowledge of the situation and o n the ap estate ; D avid Belasco the stage Th e cha pter on ,
.

plication of scientific principles and tried practices P ublic R elations by Edward L Bernays pp
“ "
. , .

to the task of getting people to support ideas and 2 85—9 6 is preceded by the following bi ographical
,

progra ms Any person or organiza tion depends ulti

. sketch :
 Bem a y s . E ward L d
b V ienna , A us tr ia . lems of business and of leadership and has bee n
d
.

N ov 2 2 , 1 8 9 1 ; s El y and A nna ( F reu ) B ;

p
.

rep edn D e W itt l inton H i Sch

.

C
Y ; gh N stee ped in the knowledge of the society in which we
C live and in the A merican tradition p 1 19"
. . . .

B S ornel l U . 19 1 2 ; m D o ris E Fl eb ch . . .

kC p N
. . . . .

ma n . of N ew Y or ity , Se t 1 6 1 9 2 2 ews
pp k k p d Th e B r oa dw a y An t h ol ogy B ernays Edward L
. . .

a er w or . N ew Y o r , 1 9 1 34 5 ; la nn e .
,

p f
fi rs t er orm ance of D a ma e Goo s . 19 1 3 ;
‘ ’
gd d H ofl ens tein Samuel ; Kingsley Walter J and
p h g
, , .
,
ub lici ty re p of t ea trical m ana ers a nd
.
Pemberton M u rdock N Y : D ufliel d 8L Com
, . . .

s tars ; mg r R uss ia n B a ll e t Tour in U S f or

p
.

M et O era C c , 1 9 1 5—16 ; p ub mg r M et
. .

pany 19 17 60 pp
, , .

C This collection of verse by leading press agents of th e

. . . . .

M us ical B ureau . 19 16 - 1 7 ; m gr aru so an d

h d
.

ot er m us ica l s ta rs . 19 1 7—1 8 ; serv e as m em theatre and music contains ten poems in free verse
P f P
.

U S C om on ub l ic I n orma tion at eace

C f P
on ,
.

aris ,
. .

19 1 8- 1 9 ; ree m l oy m ent ex p by ELB : A ccidents Will H appen satirize s a te nor s '

p passion for publicity ; The B aritone describes how a

.

ser v ice men U S W ar D e t , 1 9 1 9 ; counsel on

p g d
. . .

famous M etropoli tan singer wanted to ride on the

,

ub lic r el ations to ov er n m ents , in us tr ies

d
.

corp ns a nd tra e org sn

C o m m r U S D e t of
. s ince 1 9 1 9 ; ass t
p om m er ce . aris
.

C P
.
cheapest train ; P atriotism pokes fun at a wartime
.

Exp n 1 9 2 5 Le ct urer , N ew Y or U on p ub
. .

k orchestra ; The P illow Cases tells of a singer who

C N p p C transported his ow n baggage on a concert tour ;
. .

l ic rel a tions l ubs : ew s a e r , orn ell ( N ew

k C gP
.

Y or ) ; A utho r : ry s tall i z i n ubl ic Op i n ion, B etter I ndus trial R el ations describe s the adventures
1 9 2 4 ; ( wit ot ers ) h h
B roadway A nthol o y . g of a publicity man ; The P rima D onna tells how an
19 1 7
opera sta r ref uses to talk to her press agent because
.

B ij u r Geo rg e ed Choosing a Career N Y

, , . . .
a great international disturba nce kept her photos out
Farrar Rinehart Inc 19 3 4 2 74pp , .
, . .
of the papers ; P ress S tories Tea rs and P hotographs ,
C ollection o f spe eches delivered at the F irst C hoos also dea l with th e rela tions of press agent and star .

ing A Career Conference for C ollege M en and

- -
Example
Women C ontains an address by ELB on the career
. “
T h ugh
o b ands men s notes rom th e s treet
'
f
P ublic R elations M r Bernays is descri bed as
“ "
of . .
d
be l ow reso un ,
“
P ublic R elations C ounsellor to Go vernments I n A n d th e v oices of j ub il ant masses rocl ai m a p
dustr ies O rganizations and Individuals
"
pp 143
,
g h d
l orious ol i ay ,

16 1
, . .

p k g p k d
I ains ta in l y ic out w or s on th e ty e p
.
writer ,
h k g
By fi ts an d starts , t in in u p a story ab out
B o st on Co n f er en ce on D is tri b u t i on Procee dings .
g p
t h e reat M etro ol itan tenor
"

of Twenty S econd A nnual Boston C onference on

.

B rys o n Lym an ; Fin kel ste in L o u is ; a n d M ac

-

D istribution held in Boston October 1 6 and 1 7

, ,

I v er R M e d A pp roaches to Group Under

, “
19 50 auspices R etail Trade A ssociation of th e
. . .
, ,

sta nding : S ixth S ymposium of the C onference

, ”
Boston C hamber of Commerce in coope ration o n S cience P hilosophy and R eligion N Y :
with H arvard U niversity Graduate School of H arper Brothers 1947 858pp
, . .

Business A dministration Boston University ,

Chapter X The P ublic Relations C ounsel and
, . .

C ollege of Business Administration M a sachu ,

Group U nderstanding is by ELB pp 100 10 6

, s
-

setts Institute of Technology and others 1950 . .

See A ddenda I tem 5

, . . .

124p p
.
,
.

L earning and World P ea ce Eighth S y m

“
The section of th e procee dings devote d to De .

v e l op in g Executive Leadership : A S urvey of O pin p os ium of the C onference o n Science P hilos ophy ,

ion among 70 Leading A merican Executives Con and Religion N Y : H arper 8L Brothers 1948 . .
, .

duc ted by the Boston C onf erence on D istribution , ” 69 4pp .

contains a con tr ibution by ELB He says that we “

.
C hapter XXXV I I I , M ass Education , Idea Com
here in A merica are in a worldwide movement toward m unica tions , and the Problems of National Sanity
recognition that the promise s made in documents '
and International C ooperation , is by ELB pp
"
. .

like the De claration of Indepe ndence and our Fed 4 1 1—4 1 7 See A ddenda , Item 6
. .

eral C onstitution th e promises of A merica n life C h ase , S t u a r t ; R u tt e n b erg , S t an l ey H ; N u r s e , o

must be increasingly fulfilled This program of ful
.

.
Edwi n G ; G ive n , Wil li a m B J r The S ocial
fi ll ment includes for all th e pe ople , proper education
. . .

p
Res onsibil ity of M ana gement See A ddenda ,
and training stable employment adequate reward
.

, , , I tem 8
shelter clothing and leisure pursuits advan cement
.

Ch i l ds , P rof e ss or H arw ood L , c o m p

,
A R ef er
on men t the opportunity to exercise deserved leader . . .

en ce Guide to the S tudy of P ubl ic Opi nion With

,

ship freedom equality and order ly justice and co m .

, ,

p l e te integration of th e individual with the co m

a Preface by Edward L Bernays P rinceton , . .

munity and with society as a whole " N J : Princeton University Press , 193 4 10 5pp
. . .

ELB says that today public opinion plays so im

“
.

The obligation to fulfill th is program acco rding

to ELB
“
rests in great pa rt on the men who control
,
portant a role that few people can say ”justly that
,

the economic aspects of our society as managers ,

they are not concerned with the subject p iii . . .

trustees or proprietors of American business es C ou s in s N orm a n e d A Treasury of D emocracy

, , . .

la rge and small These men must have an intellect ua l

. N Y : C oward M cCa nn Inc 1942 3 06 pp
.
-
, .
, . .

grasp of the world in which they live and operate . The ch apter entitled Living Afli r ma tions contains
“ "

A ccordingly business has to recruit its leaders , a section by ELB in which he says : D emocracy
“

from a group that has been trained to dea l with prob values individua l dignity and worth ; guarantees th e
8

five freedoms of religion speech press assembly and The literature has expanded
, he continues In
, , , .

pe tition ; safeguards private property ; practices or 192 8 our analysis Propaganda The P ublic M ind , ,
‘

de l y and open jus tice ; functions by majority rule ; in the M aking was published O ur organiz ation for ’
r .

makes security social and economic its ideal ; as ten years issu ed Contact a four page leaflet on
, ,
‘
,
’
-

sures the education of all ; and places on the indi public relations In 1934 we were successful in in .
,

vidual the obligation to serve the state Though s tig a ting at P rince ton U niversity the publication of .

democracy has no t bee n completely achieved in this a bibliography A Reference G uide to P ublic O pin ,
‘

country or anywhere else it is a way of life an ideal ion We assisted Princeton ia the inauguration of
, , , .
’

toward which we have bee n moving and will move the P ublic O pinion Q uarterly In 193 7 we . .
,

Am erica has today the strongest force in the surveyed public relations training at American uni
world — the free human will and a free people v ersitie s and found that th roughout the country .

We are ca reful in making laws to prevent one there were many cour ses preparing men and women
group from hurting the interests of other groups for this new profession The findings were published , .

which is the essence of democracy pp 168— 1 69 in a pamphlet Universities Pathfinders of P ublic .

”
. .
’

D ryer S h er m a n H R adio i n Wa rtime N Y: O pinion [ See page 9 of this bibliography ]

“ .
’
.

ft e r surveying the courses in public relations and

.
, . .

Greenberg 9 1 4 2 3 84 pp A
related subjects given at A merican universi ties
. .
,

C hapter I I Th e Se cret Weapon contains a C o m

“
,

mentary by Edward L Bernays C ounsel

,

o n P ublic ELB quotes the definitions of

“
public rel
,
a tions and ”

public relations counsellor g ven in the ictionary “

.
,
”
R elations and author associated with the U nited i D
of S ociolog y published in 19 4 3 hus ELB con
,
“ ”
S tates C ommittee on P ublic Informa tion in orldW T , .
,

Wa r I pp 7 1 77 H ere ELB suggests that to meet

— tinue s
“
we see th e principles se t in C ryst a lliz ing ,
‘

ublic O pinion twenty years previously and in

. .
,
P
’

the needs o World ar I I radio should act as a unit

f W ,

“
and of its own volition name a board of strat e gy
“ P ropaganda five years
”
,
there a fter continually ‘ ’

which will include expe rts in psychology public being validated : groups and lea ders are the basic
,

opinion radio programming and communications to mech a nisms of public change ; gr oups and lea ders can
,

set up blueprints for a balance of entertainment and be re a ched through established media of comm u nica

escapism of war information and of course c iti tion with the application of insight and meth od ; and
r ,
,

ci m and a line to follow as to timing proportion

s
there is a definite ethical sta ndard to guide the work
, ,

P ublic re lations engineering of consent opinion

, , ,

content theme emotion and reason p 77 "

, ,

management the techniques of leadership o r what

. . .
, ,

E tt in g er Ka r l E ed
, ,
P ubl ic R elations D i rectory
,
ever it may be called has exerted a powerful infl u
.

V o l I 19 45 N Y : P ublic R ela
,
a nd Yea rbook
ence on the world in every phase of activity
. .
, . .

tions D irectory and Yearbook Inc 855pp

.

The counsel on public relations continu es to play , . .

In the Editorial Se ction ELB contributes a an increasingly growing role in bringing about better
“
,
”

chapter entitl ed : P ublic Relations C ounsel “

adjustment of all the constituent groups of our
Evolution of a Profession This is an historical society . ”

survey and analysis of the profession

.

In his historical survey of public relations ELB .

S ince 19 00 ELB says there have bee n four d iscusses the role of the muckrakers Theodore
, , ,

periods of evolution in public relations as a profession R oosevelt General M otors General Electric Amer , , ,

in the United S tates The first 1900—19 14 was ican Telephone Telegraph Light s Golden Jubilee
.
,
’

a battle between muckraking on the o ne hand and which ELB handled and other high points in the
white washing publicity e ff orts on the other The development of th e profession
-
. .

second 19 14— 19 18 was marked by an eff ort by The chapter concludes wi th a list of books by ELB .

our government to sell the A merican people o ur war

Fr ie dric h C J a n d M a so n E d w ar d S eds
aims and war ideals in World War I The third P u bl ic P ol icy A Y ea rbook of th e Graduate
.
, . .
, , .
, .

19 19—19 29 — saw public relations activities in the

.

S chool of P u bl ic A dm inistration H a rv ard Uni

industrial field developing in part from principles versity
”
Cambridge M ass : Graduate School of
, ,
,

and practices successfully teste d in the Great Wa P ublic Administration 19 42 2 75p p

r .
.
,

S ince 19 2 9 A merican public relations activities have

, . .

Part I War M orale and C ivil Liberties contains a

, “

been devoted mainly to e ff orts in commerce and chapter by ELB on The Integration of M orale ,
“
,
”

industry to bring about adjustment be tween private pp 1 8 3 2 “To achieve a continuously strong mo
, —
,

;
interest and public responsibility These last two rale we need physica l and emotional well being a .
.

periods 19 19 to date have brought forth public common goal common leaders we can trust and a , ,

relations li terature and periodicals a strengthening belief in o ne another Footnote reference in D avid ,
,
”
,

of ethical standards a broadening of scientific pra e

.

R iesman s chapter on C ivil Liberties in Transition

, ’

tice a spread of aca demic study and resea rch and a to B LB s books Cr sta ll iz in P ublic Opi nion and
, , ’

y g
general recognition of the importance of the new P ropa anda p 82
g
profession by the great soc ial forces of our coun try .
” , .
,

ELB then traces the history of definitions of the I n this discussion of wartime morale ELB calls f or ,

term profession H e quotes Crystall i ing P ubl ic a threefold approach to ma ke Am erica s morale
.
" “
z
’

Opi nion which he published in 19 23 and in which he

,
impregnable F irst activities aimed at , .
,

defined the term public relations counsel which he speaking up for democracy defining explaining ex
“
,
”
, , ,

pounding what democracy is and is not ; second ,

10

keenly alive to public consciousness In discussing . eff ective public relations planning strategy and , ,

the relationship of news to advertising M r Bernays , . techniques ELB also recommends two bibliog
”
,
“

says : M ost men who have discussed this whole ra phie s — one published by the University of

question have trea ted only of the press But . M innesota Pre ss the other by Princeton
,

in a se nse the same relationship is true of all methods U niversity P re ss .

of reaching the public Th e acid test applied .

Am e ri ca n J ou rn a l o f N u r s in g The N urs ing

to it [ news material] is its value to the reader of the P rofession A P u bl ic Relations Vi ewpoi nt
.

"
particular journal as unders tood by the editor who ,
Vol 4 5 No 5 May 1945 pp 3 5 1—3 53
.

knows the policy the aim the ideals of his particular, ,

.
, .

Editorial note : M r Bernays is a very well kn own

“
, . . .

journal O n this test only must it ride or fall

. .
”

public re lations specialist described by Time maga

.

o
,
“
What Future f or Radio Advertising? z ine as U S P ublicist No 1 who has solved public
Feb 8 192 8
. . .
,

, .
relations problems f or corporations philanthropists
ELB says : A dvertising revenues have made the
, ,
“
institu tions industrial organiz ations and individu
press powerful and economical and have made it
, ,

, als He is on the National P ublic Relations Com

able to present the news without bias or prej udice
.

.
m ittee of the A merican Red C ross and worked with
A side from any other consideration the press should , the C ommittee on the Cost of M edical Ca re
allow nothing to interfere with the advertising rev
.

~
ELB says : I can think of no better advice to give
“

enue that it gets as a safeguard in protecting its than to suggest that you look at yourselves and
indepe ndence Is not the surest way to insure this
.
apply your ow n scientific attitude to a consideration
freedom the linking up with the ever growing and -
of your problem of adj ustment with the public then
spreading radio by harnessing it to the press and
,

to find out why the public reacts to you as it does

making it a source of revenue to itse lf as well as a
,

and then to take the action requir ed on your own

source of news and advertising to the public ? "
reorientation and a reorientation of your public
,
.
”

M ol din g P u b li c O p in i o n See Ad .
The M edi ca l P rofession a nd N ursing
denda Item 1
.

, .
Vol 45 No 11 N ov 1945 pp 90 7—9 14
.
, .
, , . .

Am e ri ca n C i ty B etter Government Through P R A fter describing the effects of W orld Wa r I I on th e

“
. . .

V ol LXI I No 3 M ar 194 7 pp 79—8 0

.
, .
, , . . health field and the professions of nursing and med
ELB says : The American city today is a complex
“
icine ELB reports on a survey he made among ci
,

social economic pattern for achieving the aims of a

-
vilian doctors and leading medical authorities based
democratic society I t strives to increa se the general . o n a questionnaire which included th e following :

welfare of its citizens through public hea lth safety , , ( 1 ) W hat e ff ect do doctors think the war has had on
legal security education and the oth er factors of
, medical nursing relationships and on nursing skills ?
-

wholesome e fficient living Not so long ago munici

, .
( 2 ) What maladjustments exist between these two
pal government was largely a system of politics , professions ? (3 ) W ha t do doctors favor as regards
spoils and patronage Today the city is the com
, . use of practica l nurses ; and more extensive use of
b ined progress of all its citiz ens ELB discusses professional nurses through the Social Sec urity Act
”

th e need f or New Concepts of D emocratic Leader or oth er fede ral legislation and through voluntary ,

ship D etermining O bjectives Importance of Tim

, , payment plans ? ELB gives in considerable detail the
ing and P la nned Events and Research in reference
, ,
replies comments and recommendations of physi
,

to th e” city s important public relations responsi

’ “
-
cian s regarding the nursing profession and th e re la
H e says : A public re lations program f or a tions betwee n doctors and nurses H e concludes
“
b ility . .

ci ty has a triple function It must throw a clear light .

( 1 ) Evidentl y physicians think well of nurses when
on the government s activities in order to be of value
'
they think of them at all But the unfortunate fact .

t o the government itself I t must interpret the gov . is that the medical profession takes the nursing pro
em m en t s aims to the pe ople to secure their interest f ess ion too much f or granted The nurses must act
’
.

and action A nd lastly it must interpret the public

.
, , to correct this They must tell the medica l profession
.

nee ds and desires to the government [ but] what they are doing how they are doing it and why , , .

whatever the goals the public relations program , The nursing profession must carry on educational
must base its e ff orts on favorable actions of govern activities aimed at the phy sician as an individual ,

ment itself What th e government does not w hat it

.
,
and in groups (2 ) M aladjustments betwee n the pro
.

says is the important factor in succe ss

, Iso . fessions seem to be due to misunderstanding as well
l ated events and sporadic publicity are of littl e value . as to the basic situation There is much nurses can .

A good public re lations program f or city government accomplish by being co operative and understanding - .

demands continuous effort to keep in contact with M ost impo rtant of course is th e economic factor
, ,
.

th e public Underlying th is public relations program

. Nurses sa laries are too small f or their needs
’
.

must be continuous and caref ul resea rch of the actual Yet they are too great for the public to stand Nurses .
,

functioning of the city If the leaders do not keep . doctors and public must agree on th e best way to
their house in order no public rela tions program will , handle medical care in the United S tates Nurses as .
,

protect th em from the possibility of u nf avorab le individuals and th rough their organizations s hould ,

notice and attack Any municipal public relations . study all proposals legislative or otherwise which , ,

program mus t be based on activities that are in the aff ect the medical care of the A merican people and ,

public inte rest As

“
helpful .guides to act vigorously to support those in the public interest .
 11

Good health for the A merican people is the aim nursing education improved nursing costs lowered ,

of both medica l and nursing professions and the p ro ( 5 ) government should provide more funds toward
fess ions must cooperate eff ectively toward this end nursing education and f or training practica l nurses ;
“
Opinion Molders A ppraise Nursing ( 6 ) the S ocial Security Act should apply to wider
Vol 4 5 No 12 Dec 1945 pp 100 5 10 1 1 -
.

groups of professional and practical nurses partic ,

ul ar l y to nurses engaged in public health and hospita l

. . . . .
, ,

In this article ELB reports the results of a surv ey he

,
conducted among newspaper and magaz ine editors
radio commentators news photographers cartoon
is ts columnists authors radio script writers b oo k
practice ; ( 7) nursing service provision should be in
,
cluded in voluntary prepayment plans for hospital
, ,
and medical care
.

, , , ,

publishers lecturers artists and illustrators out

, , , H os pital s a nd the N ursi ng P rofessions .

standing opinion molders in other fields to deter

”
, Vol 46 No 2 Feb 1946 pp 1 10—1 13
.
, .
, , . .

mine what they th ink of the nursing profession S um . ELB reports on the nationwide survey he conducted
ma riz ing their opinions ELB says : ( 1 ) A great , among hospital administrators of all kin ds in an
ma jority of A mericans have a very high regard for eff ort to measure present and future relations be
“

the women performing nursing services ; they pa y tween the nursing profession and hospital adminis
great tri bute to th e war effort of th e nursing pro t ra tors . The survey revealed the following major
f es ion ; most of the opinion molders believe there is
s opinions of hospita l administrators : ( 1 ) World Wa r
great room f or improvement in the performance of I I tended to make worse the q uality of civilian hospi
nurses in present day hospitals and private practice-
, tal nursing service nursing educa tion and nursing
, ,

particularly in public hea lth and industrial nursing . skills and methods ; ( 2 ) good personnel is sm roe in
( 2 ) In the economic sphere th e public opinion mold sta ff nursing administrators of nursing services
, ,

ers believe the cost of nursing is too high ; most of nursing teachers ; (3 ) student nurses are often e x
them have not thought out the problem of how it is p l oite d by hospitals ; (4 ) private duty nurses are a
to be lowered ; a minority is aware the answer lies in lux ury commodity which costs too much and
a change of the present meth ods of distributing and needs too much supervision ; (5 ) the nurse s economic ’

paying f or nursing services (3 ) The largest group of . position should be improved by salary increases but ,

criticisms of the nursing profession is that aimed at nursing trade unions should be discouraged ; (6 )
the high cost of nursing services ; a smaller number Negro nurses should be used mainly in Negro insti
are directed at the persona lity faults of some nurses , tutions ; ( 7 ) hospita l personnel policies need drastic
such as lack of human sympathy laz iness etc , , revision since th ey cause di fficulty between hospita l
,

nursing education is also critici z ed (4 ) Recommenda
tions of the opinion leaders strongly emphasiz e the
need of a public relations program f or professional
nurses and of greater psychologica l understanding of
. hea ds and sta ff nurse s ; ( 8 ) nursing leaders sh o uld do
more on be half of their membership ; (9 ) nurse place
ment services work fairly well on the whole ; ( 10 )
th e patient s welfare should be the first consideration
’

patients by nurses ; many public opinion molders in all decisions made on hospita l administration .

stress the need for economic adjustments in sal ELB gives th e questions he asked hospita l ad
aries nursing costs and system of pa yment and
, m inis tra tors and breaks down their replies on a per
distribution . centage basis H e suggests that public re lations
.
“

ELB describes the method of survey gives l ine of , activities devoted frankly to this end would go a
questions asked quote s typical rep l ies in various
, long way to remove barriers which n ow prevent the
categories and breaks down the replies by per nursing profession and hospita l administrations from
ce ntage s . working tog ether in the best interests of th emselves
Wha t Gover nment Ofi icial s Thi nk a bout
and the public they serve "
.

N ursing .
”
Vol 46 , No 1 , Jan 1946 pp 22—2 6
. . . . .
“
The A rmed S ervices and the N urs ing P ro
ELB repo rt s on the survey he conducted to learn “
f ession . Vol 46 , No 3 , M ar 19 46 pp 1 6 6—169
. . . . .

the attitudes of public o ff icials toward the nurs ing ELB reports on a survey he made to ascerta in what
profession past present and future H is question
, , .
”
Wor l d War I I veterans from all serv ice s thought of
naire was se nt to a cross section of th e men and
“ -
the nursing profession The questionnaire was se nt .

women in federal sta te and city administrations
throughout the country Results of the nationwide
”
, to a cross section of Army and Navy o fficers and
. enlisted men both in service and already returned
,

study were checked against pe rsona l inte rviews

“
to civilian life ; to o ffi cials of the Veterans Adm inis
with government o ffi cials S ummariz ing his findings
”
.
, tra tion ; to veterans of the A rmy and Navy Nurse
ELB says that federal sta te and city o ff cials think : , i C orps Giving the replies which th e survey elicited
.
,

( 1 ) Nurses made an excellent contribution to the war ELB breaks them down by percentages and sums ,

eff ort ; (2 ) th e q uality of work pe rformed by proies them up as follows : ( 1 ) Overwhelmingly A merica s ’

sioual nurses is g ood in public health work private , fighting men and women believe th e nursing p rofe s
hospita ls and other institutions and in private prac , sion made a great contribution to victory in World
tice but somewha t less desirable in public hospita ls ;
, War I I and the average war nurse pe rformed her
,

( 3 ) through public relations activities th e nursing duties well ; ( 2 ) among problems be tween professional
profe ssion should educate the publ ic and government nurses and other membe rs of the armed forces the
off cia ls abo ut nurse training the services nurses are
i , replies cited rank personality faults complaints, ,

performing etc ; (4 ) nursing sa laries should be raised

, .
, against army regu lations restricting nurses etc ; ,
.
12

(3 ) suggestions for improvements in nursing educa ELB reports their composite answer e g nurs . .
,

tion included better training in psychology and p y s ing s contribution to ictory in World W I I was
’
V ar

c hoso m a tic medicin e ; greate r emph is on cultural as impressive and exempla ry ; public health nursing
subj ects in nurse training ; highe r standards in the agencies are the most liberal branch of the pro “ "

professional nursing skills etc ; (4 ) a wider use of men ,

f e io n ; most graduate nurses work coope ratively
ss

nurse s was favored ; ELB also quotes a number of with other community groups ; nursing costs are too
sugge stions made by respondents for improving rela high ; nurse s could use a better general education ; etc .

tions between nurs s and various groups with which e A fte r giving replies in detail and breaking them
the y come in contact as well as comments o n , down by p erc ntages ELB conclude s : The v ol u n
e ,
“

whether the A rmy and Navy Nurse Corps should ta ry membership organi ations of th United S ta tes z e ,

be recon tituted so as to include enliste d pe rsonnel

s large and small ca n become powerful lay supporters,

and non commis ioned o fficers -

s . of the nursing profession s desire for more e ff ective ’

I n conclu ion ELB recomme nds that nurses in

s , integration into the broad pattern of social action
t n ify and utili e the huge rese rvoir of good will
e s z
" “
in the U ni ted S tate s The good will that exists .

toward the n ursing profession which has been built in this group has little depth and little foundation ,

up among millions of war veterans Nurse s . in knowledge upon which to rest The only .

should individually and through their organi ations

,
z ,
safeguard is to keep this public and other publics
participate in activitie s to promote the welfare of informed of what nursing is doing what it intends ,

needy unfortunate disabled and sick veterans The

, , . to do and what are its reasons This too indica tes
, .
, ,

nursing profession can ta ke a lea ding position in
strengthening and improving the operation of the
V eterans A dministration in se eing that it meets the
nee ds of the many millions of A mericans who will
the importance of supplying facts and points of V iew
for whatever changes the nursing profession be lieves
,
are esse ntial to the public welfare and its own pro
gress Certa inly these important groups of the public
.

be depe ndent o n it in o ne way o another for fi na n r ,

can help to further sound common goals in the ,

cia l , vocational or other assistance In doing this .

,
public interest but only if public relations activ
the nursing profession will be advancing its own ities are aimed to intensify and broaden the existing
interest and performing a valuable public se rvice .
”
good will .
”

N urses a nd Th i P rof ional Orga n iz a Edu c t rs A pp r i e N u rsi n g

“
e r ess V ol 4 6
a o a s . .
,

tions V o l 46 No 4 A p 194 6 pp 2 2 9— 23 3
. .
, .
,
r . . . No 6 Jun 1946 pp 3 72 3 75
.
, , .
—
.

To ascertain how nurse s feel about profes ional o s r ELB discu e s t h e problem of r cruit ing of nur se s
ss e

g a n i a tio n as to scope e ffi ciency and policies past

z s , , ,
and the influ nce of e duca tors in grad c hools high
e e s ,

pre se nt and future ELB conducted a survey of the ,

schools and coll g s on d cisions reg rding careers e e e a ,

nursing profession In this article he gives his ques . base d on a surv y of a nationwid e cro se ction of e ss -

t io n na i e and breaks down the replies by pe rce ntages

r . the t eaching profe ssion .

S urvey revealed that nurses are j oiners that most N ur nd B usi ness : V ol 46 No 7
,

of them are active in their professional organiz ations Jul 194 6 pp 4 75 4 77

s es a
—
.
, .
,

and read nursing publications M ost of them said .

.

ELB reports the findings of his nationwide survey

. .

relations be twee n nurse s and their professional o r

among A merican business leaders to ascertain their
g a n i a tio n could be improved suggesting ways of
z s

doing this ELB also quotes replies on trade unions

,
opinions about nurs ing Breaking down replies by .

economic improvement Negro nurses men nurse s

,
percenta ges he says the survey shows that leaders
,

of commerce and industry respect nursing as a pro

, , ,

practical nurse s etc , .

f e sion — in theory ; in practice they don t Th e

’ "

F rom the survey ELB concludes that serious s ,

.

gaps e xist in the relationships of nurse s with their

,
ma j ority of busin e ssme n thought hospita ls and other
professional organi ations To bridge this gap he institutions caring for the public s health should deal ’

suggests reorie nting me mber nur es from the con

“
z .
,
with nurse s the way a business firm deals with its
e mployees ; th a t n u se s receive su f ficient pay now ;
s '

cept of belonging to the concept of lea dership To

‘ ’
.
”

that the costs of nursing are not too high H owever

r

ward this end he recommends that ( 1 ) national “

they urged action for bettering nurse s conditions '

.
,

groups should re examine their structures and -

through professional nursing organi ations and in

achieve greater coordination be tween and within creased voluntary support of hospitals
z ,

ma j or groups ; ( 2 ) as individuals nurses ca n train ,

M ost businessm e n also thought re lations between
.

them selves for leadership as they trained themselves the business community and the nursing profession
for their profession .
”
could be improved S uggestions : ( 1 ) Educate the .

N u rsi ng a nd Comm uni ty Groups V ol . . businessman through hard hitting more extensive -
,

46 No 5 M ay 1 9 46 pp 2 9 7 3 0 0
, . . . .
—
. public relations programs on every professional
T o learn community group opinions about nursing ,
leve l (2 ) educate the nurse to participate in com
"

ELB sent out questionnai res to a cross section of mun i ty affairs ; ( 3 ) raise educational and professiona l
group leaders throughout the country R esponses . standards of nurses What we must do ELB con .
“
,

came from o fficers of youth groups ; school college ,

cl udes is to make the businessman reali e that he
,
z

and educa tional groups ; pa tr iotic politica l social , ,

will not get the type of se rvice that he desires unless
and civic groups ; women s groups ; religious groups ; ’
he helps to improve the status of the entire pro
and foreign language groups A naly ing these replies . z ,
f ess ion .
”
 13
'

S ocia l S cientists L ook a t the N ursing P ro Nov 194 7

A B etter D eal f or N urses . .

f ess ion VNo

o l 4 6 8 A
.pp
ug 1 946 5 1 8—5 2 0
.
, .
, . . . ELB says the nursing profession can achieve its
ELB here reports on a survey he made among social aims through enlisting the understanding and
“

scientists at Yale Wisconsin C olumbia C hicago , , ,

support of social groups .

and other colleges and universities on the question : ELB advises the nursing profession that in order to
“
W hat can the nursing profession do to r concile e establish recognition for their services and in order
the contradictions which now prevent ful fi llme nt of to maintain be tter economic security they must be ,

its goal of service to A merican society ? "

made aware of the influence of public opinion and
S ummed up ELB says T hey stress the of broader social forces than the nursing profession
“ ” “
, ,

vital need for professional recognition ; ( 2 ) almost itse lf They must be aware of the interrelation
.
”

unanimously they urge that the nurse s economic ,

'
betwee n many social groups working together and
status be improved ; (3 ) they want standards of edu th e n eed to arouse these groups to an understand ing
cation and research in nursing raised ; (4 ) they adv o of the problems o f the nursing profess ion In our .
“

cate that particular care be used in selecting the type highly complicated society no one spe cial inte rest or ,

of individuals for the nursing profession stressing , group whether teachers p reachers doctors lawyers
, , , , ,

the factor of personality with empha sis on the need or nurses dictate s or governs its ow n destiny Every
, .

of warm sympathetic cha racteristics and a more

, section of our population depends upon other groups ,

spiritual outlook ; (5 ) they recommend to the nursing and no individual group is su ffi ciently powerful or
profession that it organize f or broad public health influential to bring about its desires independently
activities to win the support of the public ; (6 ) they
, and without the support of others .
"

would like to see the relationship betwee n doctors The nursing profession surely has problems They .

and nurses defined and improved with the aim of , must not be seen as a whole in themse lves but in
o ff ering the very best health service for the A merica n relation to the larger problems of society problems ,

people To accomplish these goals th ey urge the

.
, that can be understood and resolved by cooperation
“
,

nursing profession to educa te the A merican pe ople adjustment of a meeting of minds of reaching a
, ,

o n what nursing can do and what the public must do , common understanding and recognition of the prob
to get the service it wants A public relations program . lems of others
is their answer "
. S ince cha nge and growth is ba sed upon a sense of
A merica L ooks a t N ursi ng A S umma
th e need f or development and since change never ,

tion No ept pp
Vol 4 6 , 9, S 19 4 6 59 0—59 2
moves at the same pace for every phase or for every
organization the nursing profession must learn to “
. . . . . .

Editoria l note bout a yea ago :

“
A Bernays r Mr ,

enlist the aid of other social forces in society

.
,

public relations consulta nt undertook to make a

series of investigations into what di ff erent groups of
,
forces that are more potent that have more status ,

people think abo ut nursing Results of his studies than nursing to work with them toward the com
mon over all goal of better nursing care f or the
.

have been presented each month in the J ournal since

-

A merican public wit h concomitantly better condi

November 19 45 The present article summariz es the
tions for herself "
.

ser ies ELB concludes this article by urging nurses

" .

The nurse must be more scientific in her approa ch

.

to appraise their profession and to inform the public

about their services problems etc
,
to other professional groups for support ; she must
exercise less emotion and must utiliz e public opinion
.
, ,

Wha t P atien ts S ay a bout N urs es Vol . . more skillfully in behalf of an improvement in pro
4 7 No 2 Feb 194 7 pp 9 3—96
, .
, . . . f e ssiona l status and economic stability .

ELB reports on a survey he made among ex patients -

to determine w hat they think about nurses and nurs Am er ica n J o u rna l of S o c i o l og y Manipula ting .

ing Hi questionnaire was sent to a group selected

. s P ubl ic Opi nion : The Why and the H ow Vo l .
"
.

from Who s Who in A merica and to members of the

'
XXXI I I No 6 M ay 19 2 8 pp 9 58—9 71
, .
, . . .

Blue C ross hospitaliz ation plan in Boston S t Louis , .

, A n editorial abstract preceding th is article by ELB
P hiladelphia A llen town P ennsylvania and R ock
, , outlines its main ideas as follows : P ublic opinion
“
,

ford Ill M ost patients were please d with their nurses

, . narrowly defined is the thought of a soc iety at a
,

and the nursing service they received but there were , given time toward a given object ; broadly conceived ,

also complaints and intellige nt criticism M ost pa

“
. it is the power of th e group to sway th e larger public
tie n ts also thought nurse s should receive better pay . in its attitude Public opinion ca n be manipulated
.
,

Af ter breaking down al l the replies by percenta ge , but in teaching the public how to ask for what it
ELB concludes : The majority of laymen ex
“
, wants the manipulator is safeguarding the public
patients the general public , just don t have ’
against its own possib le aggressiveness The .

very much understanding of the crux of the nursing method of the ex perimenta l psychologist is not as
problem The problem . is the satisfac tory ad e ffective in the study of public opinion in the broad
justment of the conflict between her ( the nurse s ) tra ’
se nse as is that of introspective psychology To .

ditiona l role as a se lf sa cr ifi cing se rvant of mankind -

, create and to change public opinion it is necessary
and her need for professional status and adequate to understand human motives to kn ow what special ,

pay He urges that nurse s underta ke a public rela

.
“
interests are represente d by a given population and ,

tions campaign to educate the public to a clearer to realiz e the function and limitations of the physica l
understa nding of the nursing profession s dilemma ” '
. organs of approach to the public such as the radio , ,
14

the platform the movie the letter the newspaper

, , , , carry weight and influence M e n turn f or .

etc If the general principles of swaying public opin

. guidance to the leaders of groups of which they are
ion are understood a technique ca n be developed
, members This so und principle of group lea dership
.

which with the correct appraisal of the specific prob

, holds in advertising as it does in every other special
lem and the specific audience can and has been used , pleading activity The preservation of our
.

e ff ectively in such widely di ff erent situations as politica l and industrial D emocracy depends on our
changing the attitude of whites toward Negroes in ability to awaken in our people an understa nding of
A merica changing the buying habits of A merica n
, the values of political as well as industrial B emoe
women from felt hats to velvet silk and straw hats , , , racy This task must be met by finding and winning
.

changi ng th e impression which the A merican over the leaders who play such an important part in
electorate has of its P resident introducing new , determining the attitudes and actions of the masses
musica l instruments and a variety of others Group
, . in the D emocracy ”
.

adherence is essential in changing the attitudes of the P revi ew of A merica n P ubl ic Opi nion
public A uthorita tive and influential groups may be
.

V ol LV I I I No 243 M ar 19 44 pp 3 40 —34 5
.

come important channels of reaching the larger .

,

Based on a nationwide survey conducted by ELB

.
, . . .

public Ideas and situations must be made impres

.

which attempted to estimate what A merican public “

sive and dramatic in order to overcome the inertia opinion and A merican action will be in the next six
of established traditions and prejudices p 9 58 .
”
. .

months or so The survey indicates clearly that

.
”“

Am e r i ca n M erc u ry Gr oup Leaders of D em ocracy

“ we shall be in agreement as to wha t are the main
Vol XLIV , No 1 76 , A ug 1938 , pp 43 7, 444
. .

issues facing the country and almost unanimous in ,

.

D iscussion of the importance of winning over the

. . .

the determination to solve them along democratic

lea ders who play an importa nt part in determining lines .
"

T his survey is a departure in opinion polls in that

the attitudes and actions of the masses in democracy ,
it is a serious a t te mpt to de termine public opinion
to the task of awakening in the people an under o n the immediate future ins tead of tracing trends in
sta nding of the values of politica l and industria l mass opinion and mass preference by comparing
democracy .

ex isting popular attitudes with past attitudes The

After pointing out the threats to democracy from
.

all over the world and showing how A merican in ter survey was conducted keeping two points in mind :
,
What would be likely to emerge as the chief
est in democracy has increased in the last ten yea rs ,
issues of popular interest in the near future and
ELB continues : H ow then can we attempt to
“ ,

(2 ) what would be the prevailing view and action

, ,

preserve D emocracy ? H ow can we safeguard both o n each of these subjects

"
Instead of addressing
o ur basic po litical and social system and the private
.

en terpri se tied up with it ? We shall at tempt to lay the attitudes of a cross section of the entire p opula
o u t the approach In a D emocracy you must tion this survey was directed at a cross section of
,
.

have the voluntary support of the people in order to

,
group leaders By ascertaining what those who mold
“
.

succeed H ow can we develop and maintain

public opinion be lieve now we have a reliable pre ,
.

among the people a true recogn ition of the values of view of what public opinion and action will be later .
”

Th e poll reached the men and women who in turn

D emocracy combined with a dynamic will to defend
,

and preserve it ? The people will be ready to value contact millions of minds with direct or indirect
and defend D emocracy or any other sound ideas influen ce daily The survey disclo sed five major
.

if those whom they follow and look up to have first

bee n brought to rec ogn iz e its validity
, ,
issues prevalent in the public mind in the order of
If you their importance
1 W inning th e war ;
. “

can demonstrate to the men and women in the van .

2 The cost of living ;

guard of our society that your product or your idea .

3 International cooperation ;
is sound and serves the p ubliC in terest your battle '

,
.

4 Race relations ; and

is more than half w on There are two ways to gain .
.

5 Labor relations
"

public support O n the one hand facts or ideas or a

.
,
.

Th e people we re also concerned with th ree oth er

.

viewpoint can be pre sen ted to the masses directly ,

issues :
as is done daily on billboards over the radio through , , “
1 The 19 44 elections ;
advertise ments in the daily press or even by means ,
.

2 The trend of the Federal government ; and

of sky writing A noth er way is to take your message
.

3 D emobiliz ation
. "

to the group leaders win their support and let th em

, ,
.

Through this surv ey it was determined what coming

.

carry the message to the mass of the people to prepare public opinion would be
them for the mass appea l which may follow this
-
.

group leader acceptance

-
The importa nce of . A M ercury S urvey of Opi nion L eaders .

group lea ders as a channel for ideas in the D emocracy V ol LX N o 2 54 F eb 19 45 pp 19 8 2 0 3

.
, .
, , .
, .

has not been generally rec ogniz ed But group pat .

- A survey by ELB of public Opinion o n major current
terns do exist and should be utiliz ed for drawing
,
issues and post war problems In a preview of
- .
“

society closer together for common ends D em . A merica n public opinion published in the M arch ,

ocra tic society is made up of an almost infinite 1944 A merica n M ercury I attempted by querying ,

numbe r of inte rest groups whose leaders command ,

representative group leaders and opinion molders -

the respect of the group whose opinions and actions ,

throughout the country to evaluate the trends of
 15

public Opi nion and action in the following six months ; A ss oc ia t i o n Ne w s : P u blicity i n I nternationa l
and to interpret and project them into the future . Trade H ow P u bl ic. i nion Wa s I nf l uen ced by Op
T h e results o f o ur survey proved t o be remark the United S tates du r ing the Wa r ublished by
"
P .

ably accurate P ublic opinion and events took place

. the merican anufacturers Export ss ocia
A M A
according to expectation I have completed a new . tion V ol 1 . No . pp
24 , A p r 19 20 1—5 . . . .

survey to try to foreca st public opinion on ma j or Editor s Note Edward L Bernays has a record
’
: of .

iss ues arising out of present events and in some cases

, achievement in domestic and international publicity
to forecast events themselves This article give in . which makes his sta tements on this subject authori
broa d outline the results of our latest survey . ta tiv e A s head of the Export Section of the Com
.

H ere are the conclusions to be drawn from this m itte e on P ublic Information a department which
“
,

study : The A merica n people will join a postwar he created and organiz ed pe rsonally he esta blished ,

union of nations ; with victory A merica and her , wide conta cts with fore ign merchants and the for
A llies will occupy a conquered Germany and Japan e ig n press in every important country in S outh

until th ey become economically sound and politica lly A merica Europe and the East The methods which
, .

democratic ; A merica believes it will not enter an he discusses in this article a re those which he applied
other war until at least twenty fi v e years from now -
with notable succe ss during the war to se lling po
A merica ns think that P residential tenure should be l itica l and commercial good will for A merica through -

limited by la w ; postwar ta xes should be levied o n o u t the world H e has had uniquely varied expe ri
.

all income groups and distributed proportionately ; , ence in the field of publicity his activities ranging ,

wartime controls should be continued in the postwar from A merican advisor to foreign governments to
period pri marily on necessary goods through mini
, , special advisor in various capacities to departments
mum wage laws and wage ceilings ; reconversion of o u r own government
”
, .

should be handled by both government and private In this article ELB describes th e techniques he
,

industry and not by government alone In the light

, . used as chief of the Export Section of th e C ommittee
of current political economic and social trends the , , , o n P ublic Information T hese consisted o f ( 1 ) organ .

Uni ted S tates will move in the next ten years to iz ing the A merican exporters into such a medium
“

wards a mixed economy increasing cooperative in , of distr ibution f or politica l information that no field

teres t and control by both government and private of approach to the foreign markets and to foreign

industry The people will demand a law requiring

. opinion was left untouched by the ideas we wished
confirmation of treaties by a majority vote of both to se ll them ; ( 2 ) the use on all printed matter that
"

houses of C ongress We will ha ve compulsory mili . left an A merica n firm for a foreign country of some
ta ry training f or young men after the war — but slogan illustrating A merica s purpose ; (3 ) supplying ’

on the question of a national service of men and travelling salesmen with photos and other mater ial
women a forecast is di ffi cult beca use we are di graphica lly illustrating A merica s advance develop ’

v ided .
”
ments ; (4 ) commercial advertise ments in foreign
dailies containing educa tional matter as well ; (5 ) the
A pp a re l Art s P rophets and P rofi ts . distribution with every bit of mail which left the
VI I No 4 A pr M ay 193 7 pp 138—139
, .
,
-
. . . U nited S tates f or foreign countries of short fillers in
Editorial note : Edward L Bernays whose appraisal
“
.
, a number of languages ; these fillers explained A mer
of the appa rel industry s problems is presented here
’
,
ica s purposes in entering the war the ends it hope d
'
,

has very aptly be en termed one of the nation s lead ’

to attain the methods for attaining them : leading
,

ing publicists H e has acted as counsel on public re

. manufacturers and exporters enclosed this material
la tions to many of the nation s outstanding industries
’
in their foreign correspondence ; ( 6 ) cooperation with
an d industrial organizations and has helped to shape Film D ivision of the C ommittee in the preparation
policies which have brought them into the forefront and distribution of motion pictures in allied and
of favorable public attention H is service s ha ve bee n . neutral countr ies ; ( 7) insertion of editorial mat ter
reta ined not only by important groups in A merica in catalogues ; etc etc .
, .

and Europe but also by our own government and

, ELB points out that no part of this great experi
other public bodies M r Bernays books on the sub . .
’
ment of selling A merica to the world ha s survived
”
.

ject of public relations C rysta lliz ing P ublic O pin No e ff ort is be ing made either by the government
‘ “
, ,

ion and Propaganda are textbooks in various uni

’ ‘
,
’
by associations of manufacturers and exporters or ,

v ers itie s and he is in demand by colleges and eco by individual business men to take advantage of a
nomic organizations to discuss his profession which ,
golden opportunity for obta ining a position of proud
he was instrumental in founding .
”
pre eminence in almost every export market ELB
-
.

I n this article ELB says that the development of

, suggests the building up of a background of public
“

the men s appare l business in A merica will depend

’
interest in the particular venture here in the United
upo n an adherence to th e principle that the public
“
S ta tes ; the expansion of this campaign abroad by
” “

interest and th e priva te interest must coincide

"
He . experts who are competent to see to it that it is
adds : The more the public knows about its interest
“
properly prepared in the di ff erent l anguages and that”
in th e business the better for the business The rec
, . it reaches the proper media of distribution abroad
og nition in action of th is principle by al l should be a via foreign correspondents news services syndi , ,

dyna mic factor in creating more good will and cates photo agencies and important foreign news
,

more profit "

. papers .
16
Best M aga z i n e Ar i t cles
of t h e ar Why We Ye . A merica today and for the future demands that there
B eha ve L ike I n huma n B ei n gs
"
Se . lected by the be in the Cabinet of the U nited S tates a Secretary
Leading Editors of the Nation 19 49 70—73 . pp . . . o f P ublic R elations whose du ty it would be to serve

C ondensation of article H ousehold S ee H ousehold, . the A merican people as a liaison o ffi cer be twee n them
bel ow . and their government The proposal is made to mee t .

the need of the A merican people for some unbiased

B ook m a n The M inority Rules A pr 19 2 7
. . .

channel through which the President of the U nited

ELB said : I n the active prose lytiz ing minorities in S ta tes would learn of the changing wishes of the
whom personal and public interests nece ssarily coin people and of the actual e ff ect of his government
cide lie in the progress and development of A merica .
,

policies in the factories mills Office s and homes of

O nly through the active energy of the intelligent few the land In this way there would be in th e cabinet
, ,

ca n the public at large become aware of and act upon

.
, ,

serving the public interest a responsible executive

new idea s usually good occasionally bad
, ,
.

o ffi cer to inte rpret the people to the Administration

,

C on gr e ss i o n a l R eco r d Why We B ehave L ike .

and the A dministration to the great mass of the
I nhuma n B ei ngs
"
V o l 9 5 No 60 A p 8 1949 . .
, .
,
r , ,
people .
”

pp A 2222 A 2 2 2 4 -
.
ELB emphasiz es that the propose d Se cr eta ry of
P ublic R ela tions would function solely wi th th e
.

This article originally published by H ousehold is ,

reprinted in C ongr essional R ecord as extension of
remarks of H on A lbert M C ole of Kansas in t he
ex ecutive branch of the g ov em me nt the P resi
. .
,
dent Cabinet membe rs departments and would in
, , ,

H ouse of R epresentatives S ee H ous ehold bel ow .

, .
no way be connected with C ongress or the j udiciary .

H e would be neither a propagandist nor a censor ;

Your P ubl ic R ela tions i n the N ational his function would be solely that of explanation and
“

E mergen cy
"
V ol 9 7 , No
2 4 , Fe b 7 , 195 1
. . . . .
interpretation H e would direct the various public”

ppendix p ddenda Item

.

A ,
A 6 78 See A , 9 . . .

relations activities Of the executive branch of the

C o nn e c ti n g L in k From the O ffi ce of Edward L government and would examine all statements of “

po licy before th ey were made public to guard against

. .

Bernays No 4 Jul 2 9 19 22 4 pp
po ssible contradictions or inconsistencies
. .
. . .
,
"
Brochure : Issued occasionally by the o ffi ce of the
“ .

P ublic R e l ations C ounsel of the H otel A ssociation of C u rr e n t H i s t o r y a n d F o ru m See A ddenda

New York C ity in the interests of furthering the
.
,

Item 1 1
common cause of better public relations Each
.

De l in ea t o r Nov
.

A Chall en ge to Women s Cl ubs

’

recipient of this number of The C onnecting Link ‘ ’

. .

is receiving with it a page of the New York Tribune ‘ ’

19 2 8 pp 14 83—84 8 6
, .
, , .

o f July 2 nd This article reflects in a humorous way

Editorial note : H ere is a clear and forceful p la n Of
ba ttle for all who desire to better the ir ow n com
.

some of the activities the Welcome S tranger Com ”

m ittee ha s se t f or itse lf The activities of the m un ities .

I n this article ELB tells how women organiz ed in

.

Welcome S tranger C ommittee are well under way ,

groups are using the new tool of propaganda to mold

.

S teps are be ing taken to reflect New York as it really ,

is to the country and to build up good will and busi public opinion on questions of education bette r gov ,

e rn m e n t and many industries S howing how public

ness for this city Editorials and editorial com , .

Opinion is crysta ll ized into desired action ELB says

.

ments on the Welcome Stranger M ovement ”were ,

printed in newspapers throughout the country that women s clubs must be eff ectively organiz ed ’
,

that they must have clear Objectives tha t th ey

.

C on t a ct No 3 1
should consult expert s in public op inion who will ”
P utti ng P ol i tics on the M arket
. . . .

This article by ELB which appeared in The I nde make opinion surveys for them that the cooperation
, ,

pendent see below is reprinted in Contac"t a of na tional and loca l societies ca n and should be ,

four page ma gaz ine published periodically in

- Obtained After the objective has bee n clea rly de .

New York by Edward L Bernays C ounse l on

“
te m ined the women s clubs must know classify and .
, r ,
’
,

P ublic R elations who was also its editor Contact analyze the pub l ic through whose cooperation the
” “
.
,

wa s published from 19 2 2 to 193 4 in numbers 1 ba ttle is to be won The problem is to discov er

“
.

through 43 but was undated and carried no volume

, exactl y what the dominant groups in the community ,

number D evoted to the field of public relations the

. feel towards the propos ed change and on what basis , ,

magaz ine was mailed free to group leaders and a realign ment of these groups can be brought abo ut
opinion moulders throughout the U nited S tates in favor of the proposed measure O ur next . .

C or o n e t Why We B eha ve Like I nhuma n B ei ngs

problem is to find a series Of common denominato rs
Of inte rest between ourselves and these groups we
. .

V ol 2 7 No 4 W hole No 1 60 F eb 19 50 pp
12 6 130 -
.
,
are
.

trying ,
to align wi th us
”
O nce the s tra tegy of
. . , .

F or contents of th is article see H ousehold

.

attack is decided upo n and the basic motivatio ns

to be p layed upon are clear the battle begins H ere .

, .

C u rr e n t C o n tr ov e rs y The P ublic M outhpi ece: A action is guided by specific conditions ; if the enemy
.

New Ca bi net Ofl icer S ecretary of P u bl ic R ela is the local legislature one meth od is required if
, , ,

tions I s S uggested as a S afegua rd of D emocracy

,
”
an offi cial another meth od The leaders of th e .
, .

Nov 1935 pp 2 8 40 ,
women s clubs rouse the community to action
.
, .
’

ELB says : The safeguarding of democracy in through mass media of communication the news
18

EL B article discusses the need of an understa nd

’
s F or business to sell itself to the public to prese rve ,

ing Of language in a democracy and stresses impor the A merica n system and to preser ve itself ELB ,

tance of the teaching of Engl ish in our schools H e says three steps are indicated : 1 The leaders in .
, .

says : A t this point in the twentieth century crisis A merica s economic fields must recogn iz e that the
“
,
’

l anguage ass umes a primary role If the great mass problem exists ; 2 they must get together ; 3 a pro
. . .

of the global public is to understand what is really gram of public education must be decided upon
going on then the experts w ho undertake to ex plain which should reach the public through every chan
,

it all and the millions who eagerly listen for guid nel of communication and in terms of the public s
,
’

ance must both be trained in the precise use of interest and understanding
, .

words Everywhere however the power of tim ula t F or be s Your B usiness H as M any P ubh cs Vol
.
, , s '

ing a desired attitude or course of action is closely

. . .

5 7 NO 2 Jan 1 5 19 46 pp 3 2 33 -

connected with the power to use words p recisely In th is article ELB discusses the Opportunity of
. . .
, , , ,
.

S ince in this country the words are English great business executives to build a sound structure of ,

responsibility opportuni ty and privilege rest upon public relations Pre senting briefly th e steps to be
,

o ur English teachers
"
.

followed in such a campaign the article emphasiz es ,

Fin a n c ia l D iar y P u blic R ela tions i n B usiness

.
the identification of the publics of a business and ,

V o l I I No 3 A p r 1930 pp 4 —6 . .
what they think The first step of the busines
, . .
.
“
s

ELB says : S ince every corporation engaged in executive in determining his relationship toward all
.
,
“
,

business must depend upo n the public f or its support these facets is to study each public on which he ,

and its success it is important that every public impinges and find out what each group thinks of the
,

contact be consis tent wi th company policy and that atti tudes and practices Of his company Next he .
,

company policy be based on sound understanding should study himself his attitudes his practices , , ,

of the public Need for skill and experience in direct

.
his products — and stack up his findings against

ing and supervising these public conta cts ha s de the opinions of his various publics H e will then be .

v el ope d a new profession public relations counsel able to isolate points of irritation and to develop
furth er the existing areas of agree ment
.

The new profession provides new help for or When .

g a n iz a t io n s trying to solve the ever more perple x ing all po ints of dissatisfaction have been determined ,

and complicated problems of rea ching compa ny the wise executive will th en use all possible ingenuity
objectives — more good will more business more to correct solutions that ca n be changed practicably .

O nly after such changes are made is it possible

, ,

profits Its techniques intelligently handled is ap , ,

plicable to every company which deals with and to re educate the public and create a new under
.

depends upon others for its corporate existence ”

standing oi the goals and services of the compa ny .
.

ELB then reviews various factors which condi A nd indirectly in many ways the company , ,

tion the behavior of the buying public and how ca n assume leadership in community or national
public re lations can influence that behavior Le t us a ff airs and dramatize its interest in the general .
“

inquire how a public relations policy is formula ted public we lfare

"
.

and developed in the case Of a railroad f or instance F or e ign S e rv i ce H ere s H ow to S pea k Up f or

, .
.
’

What are the points of contact of a railroa d with D em ocracy Vol 2 8 No 4 D ec 19 40 pp 6—7
”
, .
, .
, , .
,

the public and how can they be st be direc ted to 46 —4 8 .

produce the best result ? W hat is the product a rail C ondensation of ELB s book S pea k Up f or D emoc .
’

road sells and how can it be presented to the public

so that the greatest rece ptivity will be produced
F oru m A re We Victims of P ropaganda ? A D eba te
for that product ? W hat channels are availa ble in by E ver ett D ea n M artin and Edward L B erna ys ,
.

addition to thos e normally used such as advertis ing

. .

,
Vol LXXXI NO 3 M ar 19 2 9 pp 14 2— 149
, ,

to convey the railroad and w ha t it stands for t o the

. . . . .
, ,

To the question implied in the title Ar e we victims

,

public ? H ow can business hear what the

of the editorial note a n swers : Yes
,

public has to say ? How ca n it modify its actions to says Mr M artin Propaganda is making puppe ts of ,

conform to the public s desires ? H ow can it speak to us We are moved by hidden springs which the
’ . .

the public in a language th e public unders tands propagandist manipulate s No says M r Edward .

and appreciate s ? The modern way is through the L Bernays The propagandist has developed a tech .
,
.

se rvices of an expert in public opinion I t is nique which minorities can employ equally well to
.
. .

the function of th e public re lations man to help two break up majorities Thus employed propaganda
partners business and the public to understand becomes a powerful weapon against intolerance and .
,

each other and to supplement each other so tha t the the ty ranny of the herd This is in briefest summa ry ”

business may dev elop to the advanta ge of both "

of M r M artin s exte nded a ffi rmative argument .

.
’
.

F i na n cia l W or l d A Cha l lenge to B usiness O ur Invisible M asters M r Bernays negative

“ — " “ ’
. B usi , . ,

ness M u st S ell I tself to the P u blic

”
Vol LXVI O ur D ebt to Propaganda and M r M artin s re
. .
, , .
’

NO 19 Nov 4 193 6 pp 4 53 4 54 butta l To M r M artin s pos ition Propa ganda is

— “ ’
. . .
, , . . .

Editorial note : A n ex pert in selling ideas to th e not the same as public instr uction It is nev er disin
“ ‘
.

public the auth or sees that the big job for business terested inf ormation Even good ends may not .

today 18 to make the A merican pe ople realiz e the pa rt justify th e means commonly employed F ur .

business plays in the A merican system "

therm ore the identi ty of ( propagandists )
. is ,
 19
seldom disclosed and they are responsible to no one the e ffi cient functioning of society demagogues
M r Bernays replies
. M r M artin voices ,
“
. have misused the technique s for anti democratic -

the opinion of a section of the intelligent public purposes ( so that ) public education must help
which knows a little about propaganda but , us discriminate between subversive and constructive
more about what propagandists against propaganda persuasion Basic principles he says l n
.
,
”
,
“

believe it to be M r M artin looks at the whole

. . elude knowledge and careful planning courage and ,

subject of propaganda much as a man who asked to conviction ( with ) four preliminary steps nec
write on the question Are we victims of medicine ? ,
‘ ’
essary to any program of eff ective action : 1 A p .

would discuss only the fakers and quacks It . praise al l resources 2 Understa nd the sub .

is my be lief that propaganda serves a useful purpose .

j ect tho roug hl y 3 D eter min e your
.
,
ob ec j
I t te nds to kee p open an arena in public life in tive
‘

group and group

4 . S tudy the p u blic

which th e battle of truth may be fairly fought . alignments . organi ation he

”
The matter of z ,

F o r u m a n d C e n t u ry D oes P ropaga nda M enace

continues depends on , things Your ow n two : 1 .

D emocra cy ?
”
Vol X C IX NO 6 Jun 193 8
.
energy and e ff ectiveness Your initial budget ; ”
; 2 .

pp 341 34 2 —
.
, .
, ,
and finally Events must be p lanned
,
“
, in such
.

In this maga ine debate with F erdinand Lundberg

.

a way that they will accomplish two purposes : 1 .

T hey must symboli e the idea for which y ou stand ;

z ,
z
Edward L Bernays upholds the worth of a melting
.
“
2 T hey must be handled so dramatically that they
pot of ideas H e states : The presentation of facts
.
” “ .

will successfully compete for attention The

and points of V iew Off ers everyone a choice as to the success of a program depends on the e ff ectiveness
.

course of action he may pursue H ere in A merica .

,
with which it is communicated and more than this
freedom of opinion of propaganda exists Un .

on the logic with which the entire program has been

, ,

der authorita rian regimes this is not true H ere .

thought out and developed

ma ny points of V iew are freely expressed In authori .

H o u se F u r n i s h in g R evi ew H ow to Ov ercome
.

tarian countries there is only one point of view per .

D epression Fea rs Jun 1947 pp 2—4 "

m itted An d force and coercion implement this , , . .

ELB discusses the role of fear in inducing business

. .

Through the interplay in a democracy O f discussion

fluctuations and presents a formula for preventing
, , ,

argument and pe rsuasion we are safeguarded A l l

economic jitters W hatever our theory may
.
, ,
" “
groups and opinions thus have an Opportunity to be
heard The public acceptance Of new ideas in medi be regarding business cycles and their cause fear ,

plays some part in t hem f or men and women who

.
,

cine in social service in business in politica l ,

,

have fears are an integral part of them We are

, ,

process es has been brought about by public educa .

afraid today not only Of a possible depression or

,

tion by propaganda Propaganda is also an im

recession We are probably more afra id of the de
.
,

portant tool in social change M inority ideas become .

pressing e ff ects of fear itself Obviously fears of

.

e ff ective more quickly as a result Of it ”

some groups are more powerful influential more

.

F r eedo m 8: U n i o n
, ,
P u t Your I dea into A ction .
,
explosive than fears of other groups We can
V ol 2 NO 9 Oct 19 4 7 pp 2 0—2 1
.

.
, .
, , . .
eliminate many of the fear makers from our social -

Editoria l note says : Termed U S P ublicist No 1

“ ‘
. . .
’

and economic system We can do this and we should

by Time the author led in creating the profession
“ ”
.
, ,

,
voluntarily as businessmen If we rely mainly on
O f public relations which he still leads N O o ne is so
, .

.
government to accomplish this freedom from fear we
qualified to tackle the problem of mass pe rsuasion may well lose much o f our freedom America wants
,

which M r Bernays discusse s here

.

. .
both freedom and security But we can achieve a bal
ELB discusse s the practical approaches to the
.

ance be tween freedom and security if every group

problems of peace and tells how individuals can be voluntarily approaches the task so as to foresta ll gov
e ff ective in their e ff orts H e says : A merica s vast sys .
“ ’

e rn m e nt control over both security and liberty

”

tem of communication is a powerful instrument f or

.

H ou se h ol d Why We B ehave L ike I n huma n B e

“
persuasion to action on be half of democratic ideals .

F eb 1949 pp 7 69— 76
”
.

The public can be convin ced of the soundness Of i ngs .

, .
, .

an idea and it can be stimulated to act on its conv ic This article analyz es the 2 0t h C entury crisis in terms
o f huma n behavior and shows how the social sciences
,

tions If we are to achieve any sort of world amity it

can help us overcome this crisis The article con
.
,

will have to be based on an e ff ective democracy in .

A merica a democracy in which the entire country cl ude s : Thus science with its modern equipment ,

participates " Of experiment and method is seeking to solve the ,

problem of inhuman behavior through greater and

.

The article begins The freedom to persuade and

suggest is the essence of the democratic process
,
greater knowledge of man and the world in which he
lives The key to our liberation from our j ungle
.

C ommunica tion is the instru ment with which to .

engineer consent for social action H ere interpreting

” herita ge O f force and fraud lies in accelerated self
understanding The truth shall indeed make us free
.

“
engineering of consent to mea n getting pe ople to
“ ” .

support ideas and programs through the application when we learn with the same control we exercise over
of scientific principles and methods (which )
the physical nature that it must now be the truth ,

can be learned by anyone w ho will make the e ff ort about ourselves ”

.

to study them — ELB also points o ut that I n depe n de n t P utting P ol itics on the M arket .
,

while scientific persuasion has contributed to Vo l 12 0 No 4068 M ay 19 19 2 8 pp 4 70—4 72

“
. . .
_
.
, , , ,
20

ELB urge s politics to employ the public relations Thepolitica l campaign having defined its broad
techniqu e of big business in order to do away with
s
“
objects and its basic plans having defined the group ,

ine ffi ciency in campa igning ”

. appeal which it must use and the groups which it
Af te r suggesting that politics has failed to keep up must reach must now define the various channels ,

with business methods in mass distribution of ideas through which it can appeal to the public as a whole .

and products ELB recommends a program for

, But whatever is done must be synchroni ed z

remedying this defect Politicians who know po .

“
accurately with all other forms of appea l to the
l itical strategy and who can develop campaign issues , public M any events can be planned events which
.
,

who ca n devise strong planks for platforms and e u must dramatize the ideas for which the ca ndidate or
visage broad policies cannot be given the responsi the party or the platform stands A ctivities must be .

bility of selling ideas to a public of more than 100 , coordinated the platform itse lf must be so pre ,

The politic ian understands the public H e . sen ted that every plank of it may be as understanda
knows what the public wants and what the public ble as graphic as concise as the slogan of a soap
, ,

will accept But the politician is not necessarily a

. manufacturer or a motor company W hen th is .

general sales manager a public relations counse l or , , is achieved it is po ssible that political supply and
a man who knows how to secure a mass distribution dema nd can be brought closer together Scientific .

of ideas .The political campaign today is all meth ods and sales charts will supercede the guesses
side shows all honors all bombast glitter and
, , , , and the betting that form so large a part of the

speeches . Big business is conducted on the campaigning today ”

.

principle that it must prepare its po licies carefully “

This B usiness of P ropaganda V ol 1 2 1
and that in selling an idea to the large buying public
,
No 4083 Sept 19 2 8 pp 198—199
. .
,

of A merica it must pr oceed according to broad plans

. . .
, ,
, .

Editorial note : P ropaganda is an ancient art but it “

Th e politica l s tr ategist must do likewise Th e entire

,
.

required th e war to develop a new profession skilled

campaign should be worked out according to broad in its uses Governments prominent persons bank
basic plans P latforms p lanks pledges budgets ac
.
, , , ,
.

ing industry have all called upon the public rela tions
, ,

tiv itie s, and personalities must be as carefully ,

counsel to smooth out their contacts with the world

studied apportioned and used as they are when a
.

, ,
S omewhat recently th e investigation of power pub
business desires to get what it wants from the public .
l icity has f ocused attention upon the legiti mate use
The first step in a po litical campaign is to determi ne
of propaganda TH E I N D E P EN D EN T has invi ted
on the objectives and to ex press them exceedingly
.

,
M r Bernays one of th e most prominent public rela
well in the current form that is as a platform ,
.

,
.

tions co unsels and author of Crystalliz ing P ublic ‘

To aid in the preparation of the platform there

O pinion to ex p lain in this article th e rules of his
’

shou l d be made as scientifically as poss ible an ,

profession and the limitations of propaganda ”

a nalysis of the public in order to determine just

.

,
In th e article ELB says the ethics of a propagan
what the platform should contain The ex .

dist Or public relations counse l should be : ( 1 ) never

,

pense s of a political campaign should be budgeted .

to represent or plead in the court of public opinion

The first question which should be decided is
a cause he believes is soc ially unsound ; ( 2 ) never to
the amount of money to be raised for the campaign .

take the cases of conflicting clients ; (3 ) when he

This decision can be reach ed by a careful analysis of
dea ls with any Of th e media Of disseminating ideas to
campaign cos ts Then the second question of
.

the public press radio lec ture platform or motion

importance is th e manner in which money should pictures he will do so as th e representative of his
, ,

be rai sed It is Obvious that po litics would ga in

.

client maintaining the same standards of truth with

‘

much in prestige if the m oney ra ising campaign o

th e mas govern the morals and ha bits of th e world he

,

were conducted candidly and publicly just as the ,

lives in The social value Of the public relations
’

war campaign funds were raised Th e third .

.

counsel ELB concludes lies in the fact that he

“

step is to decide how th e money is to be spent This .

,

brings to the public facts and ideas of social value

,

should be done according to the most ca reful and which would not so readily gain acceptance oth er
exact budgeting wherein every step in th e campaign ,
wise W hile he Of course may represent men and
is given its proportionate importance and th e funds ,
.

individuals who have already gained great acce pt

, ,

allotte d accordingly I n the same way the .

ance in the public min d he may represent new ideas

emotions by which the public is appealed to may Of value not yet acce pted ”
,

be made part of the broad plan of the campaign .

.

Unrelated emotions become maudlin and senti I n du s tr ia l an d La b o r R e l a ti o n s R ev ie w A n .

mental too easily are Ofte n co stly and too Often Educa tiona l P rogram f or Unions Vo l 1 No 1
”
. . .
, , , ,

was te eff ort beca use the idea is not pa rt of the con Oct 1947 pp 103—109 , . .

scious and coherent whole The emotional . ELB discu sses industria l relations from the publ ic
content must first coincide in every way with the
, ,
relations standpoint It appears to me that u nions
“
.

broad basic plans of the campa ign and all its minor still have an important job of work to do ; namely ,

de tails ; second it must be adapted to the many,

to carry on an intensified factua l educational cam
groups of the public at which it is to be aimed ; and pa ig n to instruct not only th e general public and
,

th ird it must conform to the media of the distribu

,
management but their ow n union members as well , ,

tion of ideas It is e ssential for the ca mpaign

. o n the bedrock facts o f the struggle f or industria l

ma na ger to educate emotions in terms of groups . democracy Organi ed labor can help educa te
. z
 21

both mana gement and workers to a realiz ation of this defense While national unity and morale must
.

Obligation S uch education has one basic purpose : to

. come from all it cannot be imposed from any cen
“
,

create understa nding so that management and labor , tral authority or control The A rmy can help build .

may work together e ff ectively and prevent clashes . morale by 1 exerting itself to make democracy work
.

A nd this cooperation must come f or o ur system , be tter by cherishing democratic standards bo th in

ca nnot stand continuous warfare A fter examining .
”
its own inner workings and its rela tions with those
the educational progr am of one progressive union , not in the A rmy ; to defend democracy our A rmy ,

which consisted Of educating members to enter into must be a democratic army ; 2 leaders of the A rmy .

the union s work ; to strengthen democracy ; and to

’
can aid in making democracy work better by their
sell itself to its own rank and file ELB suggests addi , public expression in favor of those causes that make ,

tional programs : M ake the public understand for a more closely knit democracy ; A my leaders can r

the value to the country of sound unions and ma strengthen A merica s psychologica l front by becom ’

ture union lea dership ( 2 ) M ake the employer nu . ing articulate dynamic proponents of democracy , .

ders ta nd the value of unions to him and make him ,

pp 3 2—33
. .

reali e that he needs to apply the science of hu C ommenting on the importa nce O f th e Ar my s
’
z

ma nics the study of human relations (3 ) M ake the

, . newly esta blished P ublic Re lations Bureau and M o
worker understand our industrial system and his rale Branch ELB recommends the following , .

role in it This type of education will lay the f ounda

. F or the Bureau : 1 a broader survey th an has yet .

tions for a broader understa nding of controversial bee n made of Army customs and practices ; 2 a study .

economic iss ues and build toward increa sed coope ra

, of what the public expects of its democratic army ;

tion be tw een labor and other major sectors of our 3 a study to ascerta in what words pictures and a o
.
,

society . tions and what type of presentation will be st con

,

I nf an tr y J ou rna l War against Words Vol vey the fact about the A rmy to the public ; 4
s .

XLVI I No 5 Se pt Oct 19 40 pp 482—485

. . .

through the Bureau of P ublic Relations A rmy lead ,

ers should ex press themselves to a grea ter extent

-
, . .
, . .

In discussing the importance of modern propaganda than at present upo n matters a ff ecting democracy
techniques in psychologica l warfare t oday ELB ,
the educational syste m of the country can be urged
says : Th e Army of the United S tates must make ful l
“

to study and teach the varied fields of learn ing that

use of this art and this science if it is to ha ve the ente r into the new political and psychological war
highest potential morale within its own forces and ,
fare ; 5 th e Bureau should speak up for democracy
the highest e ffi ciency in attack and counter attack -
.

within th e A rmy itself ; 6 it should avail itself more

o n the enemy in the psychological warfare o f t oday
.

After pointing up the increased role played by

.

and more of the intellectual resources of the scientific

propaganda activities in the first World War and and tr ained personnel available in this country
.
.

its even grea ter prospects for the second W orld War For the M orale Branch : 1 the fullest use of spe .

cia l iz ed scien ti fic personnel to serve on a M orale

,

ELB outl ines a program f or eff ective counter prope -

C ommissi o n th at will advise the Ar my s public rela
'

ganda The most eff ective method of course is to

“
.
, ,
tions and morale agencies on policies and meth ods ;
develop in one s own adherents an overwhelming will
’

2 to harness civilian intellectual capaci ties to the

to victory a be lief in strength a ce rtainty of suc
.

cess a forcef ul morale M orale is dependent on

,
problems the country and the A rmy face both ,
,

many factors C ounter propaganda can mee t th e

.

wi thin the A rmy and in the relation of th e Army to

civilians ; ex perts in the social sciences sociologists
-
.

strategy of terror aimed to break it down by psychologists psychiatrists social psychologists

,

( 1 ) Emphasis by rei teration of the wea knesses of the

, , ,

enemy using facts figures and dramatiz ation Of adult educators ex perts in public relations and com ,
, ,
m unica tions — are likewise willing to place th em
strong spo ts ( 2 ) D eflation Of th e atta ck of words be
.

selves at the disposal of the government and should

fore it is launched by calling atte ntion to it ex posing ,
be called upo n as freely p 3 4
the meth od and thus taking the wind out of its sails
, .
” . . .

M orale: First L ine of D efen s e V ol . . J ou rn a l i sm Q u ar t e r l y The P ress. M u st A ct to

XLVI I I No 5 M ay 194 1 pp 3 2—3 5 69
, .
, . .
, . M eet P ostwa r p
Res ons ibil ity ,
”
Vol . 2 1, No . 2 .

Editorial note in M eet O ur A uthors : Edward L

” “ “
. Jun pp 1944 , . 12 2 12 9 -
.

Bernays is the well known public relations counsel -

. Editoria l note : M r Bernays the well known public
“
.
,
-

D uring the Wor l d War he se rved as a member of re lations counselor here ana lyz es newspaper p lat ,
‘

the sta ff of the United S tates C ommittee on P ublic forms and public acceptance of the press and sug
’
,

Information the Creel C ommit tee and he ‘ ’

gests steps it must take to maintain its position in
was la ter also on duty in Paris at the Peace C onfer the world of tomorrow ”
.

ence H e wrote Crystal l iz ing P ublic Opi nion and E LB s analysis is based on th e premise that
’
.

P ropaga nda This iss ue carries his second co ntrib u

. co mmunications today and in the postwar world
tion to The I nfantry J ournal ; the first War A gainst ,
‘
constitute a problem of vita l concern The press .
,

Words appeare d in the September October 1940

,
’
-
,
radio moti on pictures and magaz ines are o ur four
,

number p 69 .
”
. . grea test media of commu nication They bear tre .

Empha sizing that in modern warfare p sycholog i mendons social responsibility which will de
cal ramparts are as important as physica l rampa rts ”
, termine what the future shall be The da ily .

ELB urges that our morale is our true first line of "
press has made enormous strides in the last few
22

yea rs. But the press has failed to gain the tion o f frank and enlightening comments o n his
broad public accepta nce it should either as a dis , article in the June 1944 Journalism Q uarterly which ,

se m ina tor of news or as an instrument of social has provoked wide discussion ”

.

leadership the tw o functions of a free and inde

, ELB says : In the June 19 44 Journalism Q uar
“

pendent press in a democracy There is danger to . terl y was published my article entitl ed The P ress
‘

o u r democratic well be ing in this conditi on for unless

-
, M ust A ct to M eet P ostwar R espo nsibility " ’

the public regards the press as a free and independent The article dealt wi th stated policies of A merican
medium and an instrument of leadership newspapers and how they practice them ; the atti
there may be a tendency toward restriction tudes of the public toward the press ; the iss ues that
and control despite the F irst A mendment
, .
”
the public considers to be important ; and recom
ELB says his conclusions are based upon a study menda tions on public relations f or the daily press .

Of authoritative surveys and from personal I t pointed out that danger signals existed for the
correspondence with publishers all over the nation . A meri ca n press From an interpretation of a uthorita
.

O ne hundred sixty nine publishers Of A merican -

tive surveys it suggested that the press has failed to
,

daily newspapers in 1 6 1 cities in 43 states where , gain the broad public acceptance which its function
96 per cent of the dailies are loca te d coope rated , . in a democracy demands the function of a disse m i
The newspape rs I studied were approximately nator of accurate complete and unbia sed news and an
,

nine per cent of the entire daily press of A merica instrument Of social leadership I t concluded that .
,

a cross section of the entire press

-
.
’
unless steps were taken to remedy this condition ,

In the study problems vitally aff ecting both the

,
“
not only does the press stand to suffer but the
public and the press were involved : F irst what are “
, progress of the nation its elf might be impeded
The London s World s P ress N ews on Septe mbe
.

the public relations policies and practices that g ov ’

r7
'

, ,

ern A merican daily newspapers today ? S econd what , 1944 devoted a page to it and commented : H is
,
‘

are the attitudes of the A merica n people toward analysis must give thinking leaders of the press
the press Third what are the issues
.
, concern H is article deserves serious co nside ration
. .
’

and goals the A merican people are interested in now In this country reprints of the article were sent
and for the post war period ? -
We shall appraise f or comment to a numbe r Of leading publishers and
newspapers and their pla tforms from two stand edi tors of daily newspapers and to educators busi ,

points ELB also pointed o u t first as a prof e s

,
”
, , ness men and professional men Some 500 respo nse s .

s iona l se rvice purveyi ng news an informant of public , were received from these key figures in A merican
opinion independent and free ; second as a socia l in
, , life With one exception the respondents supported
.
,

strument of leadership expressing itself in interest in the position taken in the article The obse rvations .

the local community — in improvements proj ects , , ranged from alarm at the existing problem to con
cooperation ; and in interest in the national govern fi dence in a satisfactory solution ELB then ah .

ment in patriotism in war and postwar interests , .

”
s trac ts some of the respo nses he received concluding ,

ELB concludes : If the newspaper e ff ectively “ “

C erta inly these responses indica te an awareness of
,

serves the public as a news disse minator and a social the problem by lea ders of newspapers and other
instrument we do not need to be concerned about
, sectors of our socie ty A recog nition of the necessi ty
.

the newspape r as a successful priva te enterpri se f or change is a hea lthy sign in a democracy
”
. .

Newspapers may have much advertising and

circulation brought about by many diff erent causes La b o r an d N a ti o n
The P ublic Ca n B e B rou ght to
.

today but if they do not act on these basic consider

,
La bor by B ringing La bor to the P u blic
”
Vo l , . . I
a tions they will n ot be able to maintain their position No Oct2, . pp
194 5 3 3 —4 7 . . .

in our society ELB gives recommendations for

.
” “
ELB contributes to the magaz ine s symposium on ’

platforms of leadership character lea ding to the P ublic A ttitudes Toward La bor U nions A n A nalysis
" “

high point that the press must sell to the public of P opular R eactions toward La bor U nionism as
“ ‘ ’

consta ntly that it is truthful and accurate It . Reflected in the P ublic P olls by Lea ding P ublic Re
must stress to the public in every way its inde la tions Experts and National U nion O ffi cials O ther .

pe nde nce from domination by newspape r owners ,

contributors are Philip M urray Walter P Reuther , .
,

politicians capitalists government or advertisers

, , . Elmo R oper J E S H a rdman Julius H ochman
, . . .
,
.

T his can be done through what is known as the ELB says : A t the present time the only data ,
‘
engineering of consent using public relations pro ,
’
that is available relative to public attitudes on labor
cedure s [ covering ] a knowledge Of mala djust practices and labor leaders is that of the opinion
ments with the public and their elimina tion ; of oh ,
polls If I were asked to draw my conclusions from
.

jectiv es themes strategy timing planning or

, , , , ,
the opinion polls certa inly I would say th at the
,

gan iz a tion and the use of tactics through every ,

public is sharply critica l Of labor union practices and
channel of approach . of ma ny labor leaders That does not mean how .
,

ever that this conclusion is necessarily a correct one

, .

Views on P ostwa r R es onsibility of the p F or the polls while they show that the genera l
,

A merica n P res s
”
2 2 , NO 3 , S 194 5 ,
. Vol . . ept public is sharply critical do not show the depth or ,

pp 2 55—2 6 2
. . th e intensity of these critical opinions There .

Editor s note : M r Bernays the wel l known public

’ “
.
,
-
are mea ns of ascertaining the sta te of the public
relations counselor presents a representative colle e
, mind which may from the broad sta ndpo int prove
, ,
 23

the contrary of the polls We call our question . programs of education to make all segments of your
technique the depth in te rview method ‘
The
’
. public [genera] employer and worker] understa nd ,

method attempts to find th e basic motivations that what you want and why and be more willing to ,

have prompted whatever the surface attitude may accept your goals with planning on a broad but ,
” “

be and to indicate the extent to which an indi

,
deta iled scale over an ex tended period He gives an
”
, .

vidual is tied to whatever opinion he may have and ex tensive schedule to be used in planning to cover “

the reasons why S uch a method applied to . the following kinds of information abo ut unions :
labor union practice s and labor leaders would it , 1 What is a union? H ow does it function ? 2 Wha t
. .

see ms to me permit an individual to give a con

,
ar e the educationa l a nd welf a re a ctiv ities o f u nion s ?

s ide red j udgment 3 . What a re the fa cts a bout coll ectiv e bargaini ng?
P ublic regulation of certa in phases of union ac 4 . Wha t a re the fa cts a bout la bor disputes i n general ?
tiv ity ,
ELB continues might allay cer tain anti ,
5 . Wha t do the words mea n? to do this job
union sentiment for the time be ing but would not simply to apply the techniques [of] mass
necessarily be a permanent cure To make e ff ective . F or educational directors Of a great
headway coope ration betwee n labor and the public
,
union he provides an 8 point educational pr ogram
”
-

must be treated from an in tegrated unified approach , to help reach general union goals
“
aimed at the
to the problem S uch a unified approach might well
“
. employer : 1 Educate your employer to the p lace of
.

be borrowed from what industries have done in mee t the union in our system to study and use the ,

ing comparable problems of public relationships . knowledge of human relations that has been gathered
They have banded together for p urposes Of working by universities labor unions foundations 2 P oint , , . .

o ut adjustments have modified their own , out [ the ] many groups of progressive men and or

a ttitudes and actions to conform to society s de

’

g an iz a tions interested in studying and fur

mands and in turn attempted to modify public , thering human relations [which] deserve sup
attitudes and actions to bring about integration .
”
port from businessmen and labor unions [such
as] the S ociety for the P sychologica l S tudy of S ocial
“
La bor Education as a P robl em i n P u bl ic Issues the S ociety for the A dvancement of M anage
,

R elations .
”
Vol I I No .
, . 2 , M ar -A p r 1 94 7, ment the A merican A cademy of Political and S ocial
,

pp 19 2 1 .
-
. Science 3 Persuade them to stimulate further
. .

ELB presents a program for acquainting the public resea rch by industrial rela tions schools like those at
with th e aims functions and operations Of labor
, C ornell P rinceton 4 Encourage [ them] to carry on
, . .

unions The editorial note says : Edward L Bernays

.
“
. technological resea rch to improve working condi
is a na ti onally recogniz ed public re la tions expe rt . tions 5 H elp management to develop new ap
. .

The statement on these pages is taken from an ad p roaches to the industrial relations problem
dress by M r Bernays before a UA W C I O Educa
.
-
[ for instance stabiliz ed employment , J 6 Point . .

t ional C onference held at C leveland O hio January , , up the importance Of intelligent honest unbiased , ,

2 4—2 7, industrial relations personnel 7 Urge management . .

The sta te ment is one of th ree presented in the to encourage responsible leadership among the
H ow - to D o it D epartment of this iss ue with the
- -
”
, unions 8 Urge them to support housing programs
. .
,

editor s comment : In response to frequent requests

’ “
civil liberties sound international relations and ,

from union workers in the field LA B O R a nd NA , other programs to strengthen democracy Warning .
”

T I O N will print under the above heading competent that e ff orts cannot succeed overnight ELB ,

sta te ments describing in necessary and su fficient , stresses the point further that The educationa l “

detail the way things are being done in various

,
‘ ’
proce ss builds new points of view by planned con
branches of union activity LA B O R and N A . tinuous and repea ted e ff orts D i ff erent times condi .
,

T I O N invites the widest possible reporting o n the tions and methods yield different results Indi” ”
.

‘
know how Of all that relates to union activity in
-
’

, ca ting finally the need proved by reliable polls , ,

dus trial and public relations political activity edu , , f or education of union members in economics he ,

cation democracy
, .
”
says M ost of us kn ow little about technica l finance
,
“

In his discussion ELB stresses four great needs in in business This leaves the worker without the
.

labor education as a public relations problem knowledge on which bargaining must be base d If .

( 1 ) f or labor educa tional programs based on essen he understands management s problems he can deal ’
,

tia l s ; he outlines immediate and long range steps to -

with management on a realistic basis .

take ; ( 2 ) for specific kinds of information about

unions to be supplied to the public with proper pla n Le a der M a ga z in e
H ow Ca n the B ritis h and the .

ning ; (3 ) for employer educa tion programs ; (4 ) f or -

A merica ns Understa nd E a ch ther? : O London
economics education of union members H e gives . pt Se pp
10 , 1949 ill
5— 7, , . .

explicit guides as to the se veral broad lines Of “

Editorial note hat is wrong with nglo me i
:
“
W A A r -

effort along which labor education nee ds to be

” “
ca n relations Is the present outburst
? o f m is u nder

direc ted fi rst in the educa tion of members on

” -
, sta nding and resentment a passing mood or a deep
union objectives ; econd in strengthe ning de moc s , seated problem ? H ere A merica s leading ex pert on ’

racy ; thi rd [ and this is not often announced but

“
public relations now visiting Brita in to study tech ,

well understood ] in se lling the union to its own

” “ ”
niques in this country puts forward a plan to meet ,

rank and fi le sugge sting also three additional

— “
, , the most serious issue Of the year .
”
24

ELB asserts There is no doubt that the people of

, must do her part too from an economic angle S he , , .

Britain and O f A merica are farther apart t han must lower tariff s if they keep out British goods that
at any time since be fore the first World Wa r . Brita in produce s be tter and cheaper A merica must .

T he dangerous fact is that the people of the two encourage rather than discourage British insurance
great de mocracies are today emphasising their dis companies should encourage the tourist
agree ments rather than their areas of agreement ,
”
tra ffi c more than we do must reali e that ship , z

ELB stresses the fact that we must look f or a solu “

ping is a British forte rather than subsidi e our z

tion that is lasting base d on the understa nding , merchant marine to the ex tent we do The sug .

among both our peoples that we have a belief in a gestion has bee n made that as a first line of defence
common past a common present and a common f u, Of democracy Britain and the United S tates form a
ture that our goals are the same .
”
Joint C ommittee on F urthering C ommon U nder
H e continues the three page discussion and -
sta nding of joint problems confronting them We .

analysis under the sub heads Understanding “ -

, have a j oint mi litary staff discussing and preparing ,

C omes F ir t Th e M istakes We M ake P ublic problems of defending democracy s physical bound

” ““ ” ’
s , ,

P olicy and P ublic Relations and A Joint Com aries B ut we know that military preparations are
“ ”
.
,

m ittee o n U ndersta nding H e proposes resolution useless unless they are backed by the people of the
”
.

o f the problems he see s in terms of the enlightened democracies If we had both through such a
“
.
,

self interest of the two parties concerned

-
on the j oint board done what our military pe ople are doing
, ,

level of real long term issues not short te rm irrita

,
-
,
-
built up ou common goals on common understand
r

tions . F irst that a j oint solution be, ing we would not now be in a position in which there
,

found not merely of the dollar pound question but

,
-
, is fear that we may be divided not only in two worlds ,

of the entire problem of A nglo A merican cooperation -

but in three .
”

[ which must depend on an enlightened public op in

ion a public on both sides of the A tlantic which
,
M c C al l ’
s M a g a z in e . The Two L ives f Women
o ,

knows all the facts and makes its decisions in J un J u 1 1946

, .

the knowledge of these facts F rom an . Editorial note calls ELB the foremost public
economic standpoint Britain must if it wants , , rela tions counse l "
.

to ex port lower its cost of production through in The first of these two articles examines woman s
’

creased e fli ciency in production ; second it must re ,

ideal life as contrasted with her actual exis tence ; the
du ce costs ba sed on cartel and trade association price second provides a blueprint for ac tion by women .

fix ing . A t the same time it is necessary for us ,

Th e articles contain factual information opinions ,

in the U nited S ta tes to appreciate the special handi Obtained from 2 60 leading physicians playwrights , ,

caps under which Britain labours in a post war - educators clergymen social scientists labor leaders
, , , ,

period [ M any] irritations could be elimi nated

. philosophers historians C ongressmen journalists
, , , ,

by a campaign of education of the A merican who pediatricians artists poets writers movie produc
, , , ,

comes to Great Britain telling him what he may ex ,

ers state smen columnists lawyers economists
, , , , ,

pe e t and Of the Britisher telling him how to deal

, ,
businessmen counsel etc In the first article ELB
, , .
,

with the tourist when he comes There is the . descr ibes his approach to the subject “
We ” “

question of what to tell the A mericans about Great did not set up shop as experts on women ourselves .

Brita in in their home country What is the . Instead we sought out the experts and g ot their
,

remedy ? I believe it is that at top level policy mak - -

opinions and then evaluate d the mass of
ing the British C abinet there be present always an
, ,
opinions received O ur Ope rating premise was .

expert public relations man who can interpret to that we must first know the physical and
the C abinet the impact of policy before it is psychological di ff erences between men and women .

tr anslated into action or law A good s tatesman is . Then we determine what thoughtf ul men and
not necessarily a good public relations man TOO . women consider the ideal relationship be tween the
many public rela tions Off cers in government are i two sexes We must determine how far the
.

given the policy to disseminate after it has been de actual falls short of that ideal in woman s role as ’

cided upon T his is pe rhaps not the place to

. sweethea rt and wife and mother her part in indus ,

discuss personalities But I would suggest e m phat . try and the professions her legal and political stand ,

ica l l y that [ in regard to] the man who acts as Ambas ing in the society Finally we must produce as the .
, ,

sador of Great Britain to the United S tate s this sifted and considered body of Opinion from the ex
is the time for forthright and frequent utterance by perts who guided us recommendations leading to ,

all A nglo A merican spokesmen The whole problem

-
. ward a more satisfying and more rewarding place
of British information to A merica should be treated for women in A merican life There was nothing in .

from the standpoint of the engineering of c nsent o the technique we employed whi ch we have not em
Of the A merican people to their common heritage ployed frequently in oth er fields of inquiry : 1 A u
'

-
.
,

their common present their common future tho ita tiv e books were read and abstracted 2 C on
r . .

A ny activity carried out should be part of a broa d

.
,

temporary magaz ines and newspapers were studied .

integrated progr amme covering e ff ective rese ar ch ,

3 The attitudes of women in recent public Opinion
.

strategy themes organisation planning timing and

, , , ,
polls were compared with the attitudes of men 4 . .

tactics C all this propaganda if y ou will it is aimed

.
, The leading organiz ations concerned with the a c
at accomplishing the end we all want A merica . tiv itie s of women were asked to furnish material .
26

Th e N e w Le a der . I s B roadway D isa ea ring ? pp occupational opportunities existing in their field .

V ol XXXI I I ,
. No . 2 0 M ay 2 0 1950 3 2 pp
.
, . . Th e function of the public relations counsel this ,

Editorial Note : Edward L Bernays is mer o ne of A

. article says is to appraise and deal with the group
, ,

ica s leading public relations couns ls

’
his article e
”
T . and individual mind and action The public relations .

is based on the th eatre survey made by ELB for counse l approaches a particular problem as follows :
The League of New York T heatres in 1949 and cov ,
1 H e analyz es the relationship of the public to his
.

ers more or less the same ground as the article on the client 2 H e analy es his client and his client s
. . z
’

same sub j ect in T heatre Arts M aga z ine S ee bel ow . . objectives 3 H e formulates policies to govern his
. .

H aw ai i the A l most P erfect S ta te?

“ client s practices toward the public 4 H e interprets
’
. .

Vol XXXI I I No 46 Nov 20 1950 3 2 pp

the client his product or his services to the public
, .

The young man o woman entering this profession

. .
.
, , , .

Editorial note : Edward L Bernays U S P ublicist

“ r

has be fore him possibilities for influence that are

. . .
,

Number 1 studied island conditions fi rst hand as -

,

visiting profes sor in P ublic Relations at the Uni limited only by his own ability The ideal of the .

versity of H awaii last summer ” profession is a pragmatic one It is to make the .

produce r understa nd what the public wants and to

.

A t this time says ELB when th e U nited S tates ,

is so deeply concerned with problems in the Far East

, ,
make the public understand the objectives of the
H awaii has a fourfold significance for us : 1 she is our
,
producer ; it is to make the producer in the widest ,

sense of the term and the consumer mee t on the

.

island bastion in the Pacific ; 2 she disproves Soviet ,

highest possible point be tween them for the greatest

.

accusations that imperialism and racism are our na

tiona l po licy ; 3 she dramati es to the M ainland that z
good .

D iscu ssing the ethics of the profession ELB and

.

A mericans of most diverse backgrounds can live to ,

D EF say that the public relations counse l mainta ins

gether in harmony ; 4 she demonstra tes that
faith with his public his client and his media of dis
.

A mericans miles distant in the Pacific ca n ,

tr ib u tion to the public H e cannot accept clients

, ,

successfully work out their destiny democratically .

whose cases are mutually antagonistic or a case

.

H awaii has reached ma ny of her goals — political

self suffi ciency high standards of democratic living
-
which is anti socia l -
.

The most e ff ective way to start in this profession

, ,

economic self containment ; she clearly deserves -

statehood But some gaps still need to be bridged is to join someone practicing it This covers a wide .

range from banks to farm bureau federations Salary

. .

O utlining H awaii s history in economic and ethnic ’

,
.

of be ginner varies with demand for his services his

terms ELB says : S uch disharmony as exists can be “ ,
,

blamed for the most part on the little group of ability his power to sell himself the budget of the
, ,

myopic men who constitute an expanded Big F ive group or individual for whom he works Women have .

who are outmoded and outdated in their attitudes

,
achieved comparable standing with men in this field .

and policies and who are still trying to run the

Islands ”
,
ters
P r in Ink
’
The P res s A gent H as H is D ay
. .

pp
.

F e b 2 6 , 19 20 , 10 7— 108
H e then lists two types of rumors in H awa i i which
. .

express aggression : 1 ethnic rumors that deal with In this article ELB replies to an editorial in
,
P rinters
’

Feb which implied that all free“

.

I nk of 19 , 1 9 2 0
rela tionships between Caucasian and other ethnic
groups and 2 economic rumors that play up the publicity is necessarily surreptitious and that it can
function only through back alley approa ches to the
.
,

middleman and the man in the s treet as victims of

,

the Interests the Big F ive Big Business H e al so

,
editors of second rate publications H e calls atten
-
.

,
tion to two facts of outstanding importance Lead “
.
,

lists fourteen sources of friction pointed ou t by .

H awaiians of O rienta l background “

Improvement ing papers throughout the country including the ,

best New York publications depend to a consider

.

in intergroup relations is all the more important ” ,

says ELB because today the situation is so excel

“
,
able extent upon publicity organizations f or news
,

lent on the whole Noth ing I have said here is in which would not otherwise come to their attention ,

and are keenly apprecia tive of the ass istance which

.

tended to give the impression that cataclysmic re

form is needed in the Islands O n the contrary the publicity man gives them either in the contrib u ,
,
tion of immedia te news or in the providing of leads
.

H awaii is possibly as nearly democratic as any ,

community in the world H awaii comes close to the investigation of which results in news and feature
material The most successful A merica n cor
.

meeting the four goals projected above For H awaii .

p ora tions and individuals have f or a long time been

.

to meet these goals fully it would need only a very

slight change of attitude on the part of a very small
,
employing publicity experts to present their point of
numbe r of people toward the residual problems dis view to the public and are now represented either ,

cusse d here pp 10—13 " by a personal publicity man on the sta ff or by a

publicity organ iz ation
. . .

New Y o rk S t a te Ph a rm a c i st See Addenda Item

.

, ,
ELB attributed both these facts to the highly
15 .
technical and specializ ed characte r of A merican
O cc u pa t i o n s P ublic Rela ti n a s a C eer Vol
. o s ar , . journalism H e also points out that an e ffi cient
.
” “

XVI No 2 Nov 1 9 3 7 pp 13 1— 133

, .
, , . . publicity man must believe firmly in the value of
This article by ELB and D oris E F leischman . adver tising and that no honest publicity man
” “
,

analyz es the continued substantial growth f public o undertakes under any circumstances to promise the
relations activities in recent years and outlines the printing or appea rance of his material ”
.
 27

ELB concludes : W hat the lawy er does for his teg ra te business into the thinking of the A merican
client in the court of law we do for our clients in the ,
peo ple .

court of public opinion through the daily and pe riodi

cal p ess T here are shady practitioners among us for
r .
A ttitude P oll s — S erv ants or M asters ?
whom we unfortunately have no ma chinery for dis Vol 9 , No . all pp 3 F
.
, 19
45 , 2 64 26 8 .
-
.

b ar m e n t such as advertising men and lawyers pos Editorial note : We are no longer led by men We .

sess Nevertheless it is distinctl y a pity for la rge

.
,
are led by the po lls says this vigorous criticism of ,
’

industrial interests to refrain from accomplishing opinion po lls by a man whose ca reer has bee n spec
many useful purpo ses which a publicity orga niz a tion ta cul ar with success in studying and making public
fulfills beca use they are misinformed as to the genera l opinion Edwar d L Bernays goes on to recommend
. .

reliability and utility of publicity se rvices t wo ste ps to check what he considers a possible
”
.

menace to the democratic process O f course some .

,

Pu lib c Op in i n Q u a l o rter y . Recent Trends i n of the FO Q editors dissent with equal vigor and the ,

P ubl ic R ela tions A ctivities , Vo l ,

1, . I No . Jan next issue of the Q uarterly will discuss the question
7
1 93 , 14 7—4 51 pp . . further ”
.

ELB says :
“
The public relations profession enlarged In this article ELB says : Polls are an enormously
,

its activities throughout the depression because ,

useful implement when honestly e flicie ntl y and in ,
‘

business reali ed that in addition to selling its

z te l l ige n tl y gathered and understood O n the other .

products u nder unfavorable conditions it needed also hand they are potentially dangerous weapons in the
,

to sell itself to the public t o ex p lain its contribution ,

hands of the unwise the inept the dishonest or the , ,

to the entire economic system .

”
anti social
-
Inaccurate polls and interpreta
.

In this article ELB outlines the development of ,

public relations from pre D epression days to the
D epression era P rior to the D epression he says the
. ,
public relations activities of industry were to a
large extent confined to trade associations and the
,
tions are a danger to society : ( 1 ) Beca use inac
-
curate polls have as strong an influence on the public
, as true polls ; ( 2 ) Because misuse of polls for biase d
, or venal purposes by polls ters or by those who hire
pollsters can be extremely harmful ; (3 ) Because
,

larger corporations Trade associations which had . leaders who misinterpret and distort polls in dealing
specific problems of public relations competition , with the public are a menace to society T here .

taxes sales diffi culties called in the expe rt on

,
is too l iteral an accepta nce of the validity of atti
public opinion When the depression and de fl ation
. tude polls A ttitude polls often lull legislators
.

first came there was little change little attempt to

, , and business men into the belief that they are safe
grapple with the new conditions B ut a change did . from public disapproval when quantitative per
come when corporations and leaders lost prestige centa ge corroborates their own point of V iew .

simultaneously The public was now kee nly sensitive

. , T here is too the danger in the new kind of leader
, ,

because of its feeling of insecurity to everything , ship which polls have produced in the United
about a corporation that it did not understand . S tates — lea dership of obedience to polls C orrect .

Compa nies were exposed to atta cks on all sides from polls must be ca refully used : ( 1 ) Because attitude
unexpected quarters F alse rumors hurt business . . polls exercise so strong an influence upon the public
T hen the public relations counsel was ca lled in at as often to discourage use of sound democratic meth
“

all hours of the day or night to ru sh to the fire and ods of reaching important decisions ; ( 2 ) Because
put out what might well have spread into a disastrous society su ff ers when po lls inhibit leaders from inde
con fl a gra tion .
”
pendent thinking from anticipating change or from ,

A dvising andaiding in the rebuilding of established preparing the public for change ; (3 ) Because polls
reputa tions which had been blasted and attempting , exert pressure that may place society under what
to build new reputations were prime public rela , Jeff erson called the tyranny of the majority and
tions ta sks of the D epre ssion period The day of the . throttle progressive minority ideas But while .

straw man and the stu ff ed shirt were over A merica . the attitude polls carry these dangers with them ,

no longer wanted clay idols I t wan ted real heroes .

, scientifically planned polls carried out within the ,

who kept pace with the changed times and antici limits of present day knowledge may be accurate as-
,

pated changed conditions by changing policies and to future actions .

actions in advance of public pressure and law men To prevent some of the misuse and m sm terp reta i

who recogniz ed tha t private business is a pu bl ic trust . tions of polls E LB recommends : 1 po llsters should
,
.

Co mpanies began to realiz e th ey had neglected the be licen sed just as doctors lawy ers accountants and
, , ,

following important phases of their own existence : architec ts are licensed ; the people as represe nted by ,

1 The importance of a l ways adhering to th e princi

. their state or national government should set up ,

ple that to survive private business must always

, ,
“
standards of character and educational qualifi ca
be in the public interest 2 That the public interest tions be fore an individual is permitted to practice ; ”
. .

is a changing concept and business must change 2 the pub l ic and its leaders should be educa ted in
.

with it 3 That the place of business in the A merican

. . the significa nce of polls in our society They should
“
.
"

system must be sold to the public 4 That public . . be given facts and points of view abo ut po lls so
“
,

relations techniques can help to do this O nce this . that they can appraise polls correctly and in that way
was recogniz ed trade associations and corp orations prevent dangers to society ELB concludes : Polls
” “
, .

developed new campaigns to rationalize and in then will fill a sound democratic purpose of helping
28

make decisions represent th e accommodation of number of the A nnals o f The Academy of Political
many viewpoints rather than a majority opinion , and S ocial Science is devoted to the subject Co m ‘

overwhelming all other points of view .

”
m u nica tio n and S ocial A ction It warns in the fore .
’

P u bl i c U t il i ti e s F ort n ig h t l y The P ubl ic Util ity

word that our civi li ation is in a race betwe e n com z

and that includes D irect M ail and

.

m unicat ion
Tha t I s Vol V I No 1 1 Nov
2 7 19 30 pp 6 64—6 66
.
, .
,
chaos We know that what we call society is only a
.

network of partial understanding held together by

. .
, ,

An aly z es the role of the public relations counsel in

guiding corpo rations policies for the attainment of ’ communication in which the mails play an impor ,

its obj ectives tant part Every act of a buyer involves some form of
.

communication from buyer to seller and seller to

.

ELB says : P ublic re lations is not a myste ry I t .

buyer ”
embraces every contact a utility ( or any other or .

g a niz ation or individual f or that matte r ) has with R ot ar ia n M aga z in e

“
L icense the P oll Ta kers ? .

the public or any part of it S ince a utility is . Oct 1946 .

concerned with the public s attitude it needs to ’

,
In this debate with C laude R obinson ELB uphold ,

know and act on important principles : 1 There are . ing the a ff rmative says : Attitude polls cie nt if
“
i , , s

psychological principles behind all behavior H e who . ical l y taken and intelligently interpreted se rve a ,

would influence or attempt to control behavior needs useful purpose as tools f or leadership in a democracy ,

to understa nd these principles 2 Behavior is t e . . but they are misused today by some of the pollsters
cip roca l The public attitude towards an organiza
. who make them and misinterpreted by the public ,

tion reflects the organiz ation s attitude toward it ’

,
and leaders of the public w ho are influenced by them .

and that attitude must be expressed in acts not ,

Pollsters should be licensed by t h e Go vernment just
merely words The public must be definitely guided
. as are doctors and lawyers .

and influenced toward the desired actions 3 The . . His premi se is that li censing would safeguard the
public is not a mass ; it is a series of inte rlocking public in opposition to the negative position I t
”
, ,
“

groups with varying motivations of moulding dif would end freedom of press taken by Claude ,
”

f e re n t groups toward an end The need f or . R obinson president O pinion R esearch C orporation
, , ,

skilled shaping of such a policy and the necessity ,

P rinceton N J , . .

for guidance of specific actions to make the policy S atu r da y R evi ew o f L i ter a t u re The R ev ol uti on
eff ective have created the profession of public rela
,
in P u bl icity Vol XXIV No 2 8 Nov 1 19 4 1
"
.

tions counsel .

pp 3 4 18
, .
, .
, , ,

Th e public relations counsel must know th e

“ .
, , .

groups of which the public is compose d If the I n this short history of public relations ELB says ,

public utility has been misunderstood in W hole or in

.
“
Invention transportation fashion diet diplomacy
, , , , ,

part by its public or parts of it he starts the work of even public re lations all ha ve been rocked by
educa tion or t e educa tion If the client has been at
,
revolution S ince 19 00 there have been four rev ol u
.

tions in the field of publicity The first 1900—19 14

-
.

fault in old avoidable practices he points the way was the period of muck raking versus whitewashing
.
, ,

fi rst to modification and second to reflection of that

-

modification to the public A gai n if the client wishes

, ,
publicity ; th e second was marked by the mass scale
to embark on new practices he sets about gaining
.
,
e ff ort to sell war aims and idea ls 19 14—19 18 ; the ,

awareness of and acceptance f or the se

,
” third 19 19 19 2 0 saw large scale industrial publicity ;
,
- -
.

and since 192 9 publicity in the fields linking private

, ,

What Ca n Util ities D o about P ubl ic R e interest and public respo nsibility has been in the
See A ddenda , Item 16
"
l ations Today? . forefront .

A fter describing these revolutions the article con ,

tinues : P ublic relations is no longer a white wash

“
b c ty
P u li i D ir e r c to
P r o aga nda : A Vital S ocial . p -

"
F orce, M ay 19 33 , pp
6—8 ing ; it no longer pulls the wool over anybody s eyes ’
.

S tudies of public atti tudes indica te public demand

. .

ELB says : It seems to me that the futur e historian .

will ascribe to propaganda a very large share of P sychological motives psychoanalytical techniques
.

, ,

responsibility f or A merica s progress and that he ’

psychol ogy eth nol ogy statistics se rve as a new
, , ,

foundation for th e activity A dded meth ods tools

,

wi ll point to us not as victims of propaganda but as .

,

all these have helped to integrate the work of the

, ,

its beneficiaries
public rela tions counsel and have aided in solving
.

R e ade r s S cope A re We S laves to A ttitude P ol l s?

’ ,

Vo l 1 No 8 Jan 194 7 pp 9 1—94

.

his problems which to say th e least had been , , ,

.
, .
, , . .

heightened by world chaos and tragedy With

R eprint of EL B s article from P ublic O pinion Quar
.
’

te r l y F all 194 5 Vol 9 No 3 pp 2 64 2 68 see above

this background the responsible counsel on public ,
, , .
, .
, .
, , .

rela tions goes about his work as does the indus

R epo rt er o f D ir ect M ail A dve r t i s in g D i rect . trialist Whether industr y can move fast enough
.

M ail — A Cha ll en ge to R esea rch i n H uma nics ,

"
to keep pa ce with the new demands made upo n it by
Vol . 10 , No 2 , M ay 194 7, pp 6 —8
. . . a world torn with economic and psychological in
ELB urges a more fundamental approach to the security is a question Certa inly th e realities of the .

problems of direct mail advertising The science

“
. situation indicate that there is an awakening which
and art of communica tion as a whole is one of the if encouraged will keep for us the democratic pat
major problems facing the world Th e most recent . tern enterprise civil libe rties the four freedoms
, , ,
‘
,
’
 29

safe from the rigidity of state capitalism of the left opinions on such mat ters as foreign a ff airs and inter
or the right
”
. natio nal relations Polls are reliable only as a current .

N eeded: A Grand S tr ategy, V o l XXV ,

.
index .

p S c h oo l a n d S oc i ety Looking tow ard R eforms i n

“
No . 10 , M a r 7, 19 4 2 , 10 . .
,

In th is guest editor al ELB discuss s the relation

i , e the N ew Yor k City S chool S ystem: S horter P a
ship of censorship and propaganda to the war e ff ort . p rs V l 63 No 162 7 M 2 194 6 pp 154—155
e , o .
, .
, ar , , . .

Tota l warfare has three fronts : military economic T his article deals with the resignation of twenty men
“
,

and psychological I n order to achieve total warfare

. and women from the A dvi sory Committee on H u
they must be integrated It is my thesis that the . man R elations of the Boa rd of Education as a direct
psychological front — wi th which censorship and means of expressing protest against New York C ity s ’

propaganda are so directly concerned is an age nt public schools Through the recognition o f the .

of integration which will strengthen the other two

, strength of public Opinion these protesters were able
fronts and weld all three into the necessary e ff ective , to institute encouraging changes in public school -

whole ELB suggests that censorship should be

.
” “
education A n Emergency C ommi ttee for Better
.

a function of the broad psychological front con S chools f o New York s C hildren was esta blished
r
’

cerned with public morale in the widest sense Today .

“
as moral support in the fight to arouse the broadest
it is only milita ry and leaves the public in the public opinion and a real attempt was made to ”

middle .
”
stimulate the interest and aid of parents and educa
A s to propaganda a variety of propaganda , tors The purpose of this organi ation was to stim u
. z

agencies are at work only loosely tied together each , , late public opinion ; once the public was roused de fi ,

calling vague signals to the other when there nite action could be expec ted Through investiga .

should be grand strategy and the grand approach . tion comes change ; through change — orientation
The use of ideas as weapons must go hand in and a more e ff ective working school administration , .

hand with our military planning and economic S in g in g C n P ublicity M ake a M usical C reer ?
‘ ’

strategy See Addenda Item 18

”
.
, .

A p 1 926 pp 16 40 r
. a

. .
a

, ,
“
Our Own Worst E nemy Vol XXXI , .
,
A debate in article form between R obert A S imon .

No 2 2 M ay 2 9 19 4 8 p 13
.
, , , . . and ELB on the role of publicity in the making of
A review by ELB of Th e M a n in the S treet by caree rs for musical artists ELB says : Thus an
“ “
, .

Thomas A Bailey N Y : Th e M acmillan Cc 1 9 48

. . . .
, . artist and the music itself to maintain its hold ,

ELB is described in the editoria l note as author of “

on the public interest must be able to let the ,

C rystalli ed P ublic O pinion ( sic ) S pea k Up for public know exactly what it stands for and l et the
‘ ’ ‘
z ,

D emocracy and other books on similar subjects

,
’ ”
, public know exactly what is to be gained by attend
This is a review of The M an in the S treet by
“ ”
ing a concert p 40 Editorial Note : Edward L ,
”
. . .

Thomas A Bailey EL B full page discussion

. .
’
s -
Bernays is one of the foremost men in the select
analyz es the book s positive and negative points '

, circle of public relations counsellors the new prof e , s

including : A work such as Bailey s is long overdue

“ ’
sion which demands of its practitioners a practicable
[ for ] little investigation has bee n made of the knowledge o f psychology publicity modern journal , ,

impact of public opinion on history M r Bailey care . . ism world a ff airs and some subjects not described
, ,

fully examines indices of public opinion available to in the text books M r Bernays is frequently
-
. .

him presents his facts and interpretations in ca lled on for advice by various governments i , h

3 1 8 pages most of them interesting well docu

, ,
-
cluding Lithuania R umania C echoslovakia and , , z

mented and studded with a wealth of quotations

,
. A rabia .

To support his theory that public opinion e n

S ou t h e rn L u m be r m a n L um ber s P ost war P rob
“ ’
-

dangers national security M r Bailey selects opinion ,

.

lems D ema nd N ew P ublic R el ations P ol icies ,

.

and fact propose s an antidote makes F e b 1 5 , 1946 pp 44 , 46 , 4 8 , 50

every e ff ort to maintain objective aloofness and ,
ELB applies public relations principles to problems
, . .

gene rally succee ds H e [also] builds an ad

.

of lumber industry
mirable platform of pleasant fanta sies which ,
.

and we admit dee p disappo intment in the lack of Th ea tr e Ar ts Thea tre S urvey Vol XXXI I I No
.
, .
, .

constructive imagination of this excellent historian 1 1 D e c 19 4 9 pp 1 7 20 9 3

, , .
, , .

it is apparent are not likely to be substantiated A report by ELB on th e objective disinterested ,

in the perceptible future O ccasionally .

, audit of its public re lations requested by the Lea gue
[ moreover] his interpreta tions betray a chauvinism of New York Theatres to meet three objec
“

tha t is surprising [as in ] his discussion of the tiv es . To broaden and strengthen the role of
hyphenated A mericans who took so large a part in the thea tre in the soc ial and cultural life of A merica
th is country s history [and ] we regret that
’
so that the theatre may enjoy the high sta tus in the
more space was not devoted to his discussions of public mind to which it is entitled ; to improve re la
propaganda and pre ssure groups and the printing , tions be tween the public and the legitima te theatre
press and airways ELB al so strongly advises th at .
”
and to increase th eatre attendance by intensifying
the chapter on polls should be read carefully by all favorable attitudes of regular and occasional theatre
who help direct public a ff airs — commenting ”
, goe rs and by recrui ting new theatr e goers B ee lar
,
-
.
”

“
O ur ow n stu dies verify the instabili ty of individual ing at the outse t that I t is no news to anyb ody that
“
30

the thea tre is passing th rough a crisis which did not Th i s W ee k M aga z in e D o P eopl e L ike You ? .

begin today yesterday or even last year

, An , . A pr 8 , 19 50 2 4 pp . .

upheaval which aff ects the whole of mankind is In the departm ent Everybody s Etiquette , ELB
“ ’

bound to create crisis in every field of th ought and answers the question : As a public relations expert ,
“

art . The man who says there is nothing wrong wha t is your advice on how to get along with peo
with the theatr e that a hit won t cure is na ive ’
. ple ? Individuals he says should study the methods , ,

W hat would cure the theatre at its foundation would business is now using to w oo th e public If they a p .

be a th ea tre movement dee ply rooted in the modern plied them so their ow n rela tionships with others ,

world and c”a pable of creating the new theatre forms they would be agreeably surprised Some pointers .

it requires . 1 be open minded sympathetic to the viewpo int of

.
-
,

ELB discusses his application of the techni ques other fellow ; 2 don t sound off with your ow n views
.
’

of the soc ial science s to do f or most or announce that you won t listen to any argument
’

of New York s theatre producers and owners or show impatien ce with views of others ; 3 be tact
’
.

what we have done in the past quar ter of a century ful objective ; 4 do not let a cold a late par ty the
, .
,

for corporations trade u nions governments educa , , , night be fore o any other personal matter affect your
r

t iona l institutions scienti fic groups and individual

, attitudes ; 5 be diplomatic ; if you disagree with
.

theatres H e described five studies undertaken

.
”
someone let him know you respect his intel ligence
“
to give the Le ague th e kind of [comprehensive] and intentions ELB lists several ways of making a
.

survey it required by attempting to discover th e point without being disagreeable or injuring the
social dy namics of the theatre situation other person s ego ; you can : 1 build him up while
’
.

[ 1] We collate d and analyz ed ex isting literature you talk ; 2 appeal to his sense of fair play ; 3 quote
“
. .

about the A merican theatre including the books on , au thori ty for what you say ; 4 present factual evi .

the theatr e and innumerable magaz ine articles . dence ; 5 show your reasoning ; 6 appea l to his emo
. .

[ 2 ] We conducted pe rso nal inte rviews with th irty tions or his acceptance of tradition T hese methods .
,

se lected theatrical leaders including producers , , ELB says widen areas of agreement narrow area s of
, ,

critics editors box o ffi ce tr easurers brokers theatr e

, , , , disagreement make it possible to turn a hea ted ar
,

owners actors actresses o ff cers of thea trical un

, , ,
i g um en t into a quiet discussion build your own repu ,

ions and playwrights [3 ] We had depth interviews

,
. ta tion as a pe rson who gets along with oth ers p 2 0 . . .

with 400 men and women in middle and upper in T oday P resenti ng A merica n B usiness M ar 2 8
come groups representa tive of the thea tregoing
,
.

19 36 pp 10—1 1
.
,

public in nine cities th roughout the U nited S tates .

, .

T his article by ELB tra ce s the development of

.

[4] By mail questionnaires we obtained opinions from A merica n business in a world changed with the
“
leaders in various professions and occupa tions ,
g eat war in a rapidly growing economy and its
selected from Who s Who; and pe ople in middle
’ r ,

many problems H e defends it against the critics who

and upper income groups in twenty seven cities -
.

condemn it for its inability

.

to deal with poli “

T hese pe ople were asked thirty fi v e questions about -

their likes and dislikes in the theatre and their ad tics as politicians do for its diffi de nce in assuming ,

j ustments and malad j ustments with it [5] In addi

,
public leadership for its failure to treat with the ,

tion while I was in London this summer stu dying

.

public on its ow n subject H e asserts : C ritics and .

“

the British Government s public relations policies ’ commentators on A merican business condemn busi
and techniques I directed a survey of West End ness for its poor sense of public re lations as if a
,

meth ods of ticket sale and distribution in order to sen se of public re lations were an instinct A sense of .

see if there was anything for Broadway to learn ” public re lations is not an instinct I t is not a taste .

A dding tha t the data gathered in these studies fil l

“
.

nor an intuitive understanding A sense of public .

four volumes totaling 850 pages We analyz ed and relations is the product of strenuous and thorough
interpreted th is material and on this basis outlined
.

going training in theory and practice I t is based on .

recommendations for an action program designed to

,

-
,
the same technical and professional work as most
achieve the League s three goals ’
.
” other fields of professional knowledge "
.

ELB gives a point b y point summary of the major - - Wa tc h W or d Wha t Ca n I D o to H el p Win the
“
,

findings and recommendations be fore concluding : P eace? Jun 194 5

"
.
,

No one in his right mind w ould think of these t e ELB discusses the role of the individual in achieving
commendations as a cure all f or the theatre crisis or -
,
world peace .

imagine that anyone would propose them as a cure H ere are some of the things you can do in
“ "
,

all But it is an action program by which members

.
- dividual ly or in groups he says O rganize your ,
”
.
“

of the Lea gue of New York Thea tres can effectively community to express itsel f to C ongressmen Sena ,

change their attitudes and action while educating ,

tors the President and Cabinet and also to the loca l
, ,

the public and enlisting its support f or the theatre . press and radio Ge t the social forces in your com .

By presenting the public with th e facts by ex plaining ,

muni ty to ta ke up the battle for a sound peace
the reasons f or eve ry situation by reviving the gr eat ,
church commerce and industry educators the pro
, , ,

tradition of the theatre and by mee ting the public s ’

fessions social se rvice religion Talk to leaders in
, ,
.

needs the theatre ca n I think take a long step f or

, , ,
these groups get them to act D ramatiz e your meet
,
.

ward toward beco ming the grea t creative force in ings and other ev ents so that they will be interesting
A merican l ife which it can and ought to be . enough to the radio and the press associations to
 31

carry and in turn influence people in oth er parts

, , la tions ,New York University ; A uthor Crysta ll iz ing ,

of the country
”
. P ubl ic Opinion .
”

ELB s article a nalyz es th e seven volume

’

W el l es l ey C o ll eg e N e w s B ernays Urges Coll ege

“ -

survey of the library field the P ublic Library I n

.

S tudents to H el p Create P eaceful World Nov

q uiry made with funds granted by the Carnegie
,

1 1 , 19 4 6
C orporation o f New York to the S oc ial Science R e
.

ELB discusses the role of college students in world

a ff airs The most impressive and important task
“ search Council This library inquiry ELB says .
, ,

has created awareness both among librarians and

.
“
that lies before college students today is to assume
active responsibility immediately in the aff airs o f laymen tha t the library occupies an ex tremely im
the world To help create and maintain world peace portant place in the A merican pattern ; and that its '

future is fraught with the uncertainties which most

.

is the main job of every college st udent Either you

insti tutions in A merican life face today unless some
.

wi ll succeed in making peace and live in a good world

o r you will sit back with your textbooks and watch
body does something about them The survey also
”
.

ma kes us realiz e that the library is in a position

“
the world crumble If you refuse to work at this most
where its future is dependent upon public trends
.

important of all assign ments you may inherit chaos ”

,

attitudes and actions

.

W il so n L i b rar y B u l l e tin The L ib ary as a L eader

“ .

. r
ELB urges that more needs to be done about th is
in M odern D emocr a cy Vol 23 No 6 Feb 19 49
”
. .
, .
, .
survey H e suggests a four point program of action -

In this article ELB highlights historical develop

.

,
to be carried out under the leadership of the A meri
ments emp hasiz ing the importance of books to can Library A ssociation : 1 a clearcut outline of the
civiliz ation ; stresses the great responsibility and “
.

objectives to be accomplished ; 2 the stra tegy where

privilege of A merican librarians [who] as
.

,
by they would be accomplished ; 3 themes to be used
custodia ns of the intellectual arsenals of democracy
.

,
with the various publics to accomplish th e objec
mu st and ca n ass ume a role of leadership in tiv es ; 4 the organiz ations necessary to accomplish
safeguarding and advancing our democratic herit
.

them whether it be a subdivision of the A L A or an

age H e declares : Libraries are no longer mau
” “
. . .
,
.

outside g roup O nly a broad planned socia l engineer

“

so l e um s or static collections of books T hey are today

.

ing approach to the problem wil l safeguard and

a major social force with a mandate from society to develop libraries for A merica ”

condition the attitudes and actions of its members

.

and to maintain strength en and advance our , ,

W o m a n s P r ess ’
A P ubl icist S ays the Y I s .

”
democracy The antiquated idea that the library is
.
N eeded M or e tha n E v er . Nov 19 46 .

noth ing more than a repository of books must take ELB sets forth the need to raise and ex
its pla ce with the antiquated notion that medicine is plains how to raise it by enlightening group leaders
only f or curing disease rather than preventing it .
and the public pp 7 8 . .
-
.

ELB suggests three ways by which the library “

Yal e R evi ew A S ymbol ic Career Vol XXX No “

can ta ke this l eadership ”

by (a ) exercising edi
“ . . . .
,

2 W inter 1941 pp 4 00 — 402

to ial j udgment in selecting its books taking into
“ ” , , . .

r ,
I n his review of John D R ockefeller by Allan
”

consideration not only the past but the living issues

.

Nevins ELB discusse s cha nges in popular attitudes

of the present ; by (b ) issuing lis ts of books” “ ,

toward R ockef eller The change in the popu la r

“

[which are] creative and critical guides in the major

.

attitude towards Mr R ockefeller came after his

fields of modern thought ; and by (c ) librarians ” .
’

retirement in 189 9 H is son John D J r who had

study [ of ] the avai lable manuals on the many dif
. .
.
, ,

broad ideas and understa nding of what public re

f eren t kinds of adult education in A merica and ,
sponsibility meant brought a new influence into th e
[application ] to the library as a social force ,

corporation It was th rough his influence according

[which can become ] a dynamic activator for
.
,

to M r Nevins that many of the ol d practices were

maintaining and developing democracy in the
.
,

changed and that publicity and public relations men

Unite d S tates since librarians are in a strategic were e ff ectively employed Basic alterations in com
position to develop e ff ective forms of preventive and
.

pa ny practices and po licies as well as in the public

crea tive education .

attitude resul ted ”

.

The L ibrary I nquiry I s N ot Over

“
Vol . .

2 5 No 3 Nov 19 50
’
,
“
.
,

Editor s Note says : A t the A L A R egiona l C o nf er

.

.
P u b l is h ed Ta l ks b y
. .

ence in A tla ntic C ity in October 1949 Edward L , .

ED WARD L B ERNA YS
Bernays made some suggestions on H ow to M ake
.
‘

the Library a D ynamic Force for Socia l Action Adva n ce d M a na ge m e n t H ow to B uild I ndu t ia l
’
. s r
,

which later appeared in the March 1950 Wil son P ace and P revent S t if
e A Talk D elivered as r e .

Libra ry B ull etin 5 0 we asked M r Bernays whom . .

,
a P ublic Se rvice at the Third Annual Educa
Tim e has called U S P ublicist Numbe r O ne to be tiona l C onference of the United A utomobile
‘ ’
. .
,

more specific Now that we have the findings of the A ircraft A gr icultural Implement Workers of
‘
.
-

P ublic Library Inquiry we asked him what is to ,

’
,
‘
Am erica in C leveland Vol XI I No 4 D ec . .
, .
,

be done nex t ? H ere is recipe f or a blueprint of ac

’
194 7 pp 1 54—1 5 8 , . .

tion A footnote describe s ELB as Counsel on A n editorial footnote says th is talk expresse s M r
” “
.
.

P ublic R elations ; A dj unct P rofessor of P ublic Re Bernays belief that industrial relations would profit
’
32

if labor unions carried out e ff ective public relations higher learning have as a group and as individual ,

policies and practices . units determined their goals it seems to me that

,

ELB says : M anagement workers and the general

“
,
every other action involving public relationships will
public must understand the workings of our economic flow naturally and logically therefrom Th e public .

system T hey must apply the new science of h u

. relations strategy of higher education its themes , ,

manics This science attempts to learn the ca use of

. its organi z ation its planning timing and tactics
, ,

industrial conflict and to discover ways to cure the will be more realistic and it will be able to achieve ,

disease Labor should assume part of this educa

. those goals much more effectively .
”

t iona l responsibility ELB suggests tha t the UAW To determine goals college presidents were ques
'

.
,

follow three additional programs with this in view . ti oned and their answers analyzed A fte r analyz ing .

M ake the public understa nd the value to the their replies ELB recommended a program of
,

country of sound unions and mature union leader action F irst A dministrators of colleges and uni
.
,
“

ship ( 2 ) M ake the employer understand the value

. v e rsitie should gather together in a conf erence to
s

of unions to him and make him reali e that he nee ds

,
z agree o n a definition of public relations in its broad
to apply the science of humanics This will benefit . est terms Second Individual universities should
“
.
”
,

employer public and worker alike ( 3 ) M ake the

, . define clear cut goa ls for themselves and put them
-

worker understa nd our industri al system and his in writing T hird University associations and
.
"
,

rela tionship to it The A merican public according

.
”
,
the individual institution should undertake research
to ELB ought to have a great deal more factual
, to appraise public understanding of the ir goals .

information on union activity than it now has . F urther than this universities and colleges may ,

H e suggests that the UA W can plan the following have to revise some of their attitudes and actions
fi v e point program to inform the public about unions :
-
so as to reach the goa ls of higher education .

( 1 ) W hat is a union ? H ow doe s it function ? This A n approach of this kind to the problem of inte
shou ld give the basic story of union organiz ation its ,
grating the university s relations with its various ’

history and development structure and internal , publics considers both the general and the specific
government of unions etc ; (2 ) the educa tional and , . situation in which higher education finds itself I t .

welfare activities of unions including the labor press , , should enable educational institutions not only to
union educational activities vocational training , ,
carry on successfully but to forge ahead boldly and ,

labor banking and insurance etc ; (3 ) the facts about , . assert the intelligent leadership that is so necessary
collective bargaining ; (4 ) the facts about labor dis to our democracy today and in the future .
”

putes how they arise and what are the mechanisms

,

by which disputes are adjusted under union employer - Am eri ca n C Pu li i olle g e

A so ia i n , b c ty s c to
agreements ; (5 ) a campaign to define terms com H igher E du cation A P ubl ic R el ations P rob
mo uly use d in labor management discussions such -
l em
”
An address June
. in Boston and
19 3 6 , ,

as wage awards work load work sharing etc

, , , . published by the ssociation in the interests of
A
ELB also suggests an eight point program f or - higher education l l pp . .

educating employers : ( 1 ) to the place of the union I n this address ELB discusses the public relations
,

in our system ; (2 ) to the existence of groups like the problems of colleges and universities Before we can
“
.

S ociety f or the P sychological S tudy of S ocial Issues , tackle this problem of public relations and higher
the Society f or the A dvancement of M anagement education we must know what the objectives of
,

and the A merica n Academy of Political and S ocial higher educa tion are for it is a fundamental in deal ,

Science which are intereste d in studying and further ing with public relations that we must have clearly ,

ing human relations ; ( 3 ) to stimulate further research defined just what it is we are projecting to the pub
,

by industrial relations schools like th ose at C ornell , lic and yet how of ten do we really get a formula
,

P rinceton and H arvard ; (4 ) to ca rry on technological tion of policy and of objectives as expressed by uni
research to improve working conditions ; ( 5 ) to de versity presidents ELB says : Before higher educa
“

v el op new approaches to the industrial re la ti o ns tion can underta ke its program of public relations it
problem ; to the importance of intelligent honest , , must satisfy itself regarding its own objectives .

unbiased industrial relations personnel ; ( 7) to en The public relations counsel of a college or university
courage responsible leadership among the unions ; needs an entirely new orienta tion abo ut himse l f and
( 8 ) to support housing programs civil liberties sound , , his p la ce in the scheme of things After y ou .

international relations and other programs to know your objectives analyz e public attitudes ,

strengthen democracy .
”
abo ut your educational institution The public re la .

tions o fficer of a university must understand this

A m er icdn C l e o l ge
Pu l i R l a i n A o ia i n , b c e t o s ss c t o problem thoroughly and formula te a plan for action
“
P ubl ic Rel ations f or H igher Educa tion : A Cha l based on a knowledge of public opinion towards
l enge to Our Coll eges a nd Universities talk A . higher education and specifically his kind of higher ,

before the istrict I I in er onference otel

D W t C ,
H education The next step is to educate the
.

Biltmore N , Jan
Y : ublished by
9 , 1948 P
. . . public regarding the function of his university in
Am erican ollege ublic elations ssociation
C P R A . higher education To do this eff ectiv ely the use of
"
.
,

10 pp . symbo ls is suggested The symbols are short cuts

“
.

A nalysis public relations for colleges and universi

of to thinking to understanding Lea dership re sts on .

ties with recom endations O nce institutions

m :
“
of the ability to understand to interpre t and to utiliz e ,
34

n ol ogy , machinery and living sta ndards to th e ex the last six yea rs The public has listened to
.

c l u ion of other factors and has therefore been se lling

s all kind of wild and ex travagant idea s about banking .

it like soap toothpaste or brea kfast food

“
,
”
. S ound ideas about banking should now be
W hile business has equated the A merican way placed before the public in symbols which the public
with tools technology and production ELB con
, , understa nds Lastl y the banker himself must
.
,

tin nes large sections of the A merican people have

, assume in the communi ty the place of leadership that
equated it with the social aspects of living eco
“
, he de serves and that the A merica n system de mands
no mic security psychological security status , , , of him H e must assert his leadership in pro
.

self assertion The present situation requires a

.
“
jects not associated with banking as well as in bank ,

complete reorientation of business thought and ac ing H is public will respond to him and to banking
.

tion to an emphasis not alone on fac tories machin , if he becomes a leader ”

.

ery markets and products but also on the worker

, , ,
”

B o s t on C o n f e r e n ce on R et a il D i s tr i b u t i o n
he adds W hen our business structure our produc
“
.
,
193 0 1936 19 42 Se e A ddenda I tems 2 3
.

ing machinery satisfies the social needs of workers 4

, , .
, , ,

and citiz ens our problem of selling will be solved

,
”
.
.

ELB quotes S tandard O il of New Jersey Ge neral , C oo pe r Un ion F oru m P rivate I nterest and P ubl ic .

Electric and Bank of M anhattan executives and Res ponsibility D elivered in the 19 3 8 19 3 9
” —
, .

the report of The F ord F oundation trustees to sh ow Forum Series of C ooper Union for the A dvance
that th is attitude is spreading and that many busi
“
ment of S cience and Ar t D epa rtment of S oc ial ,

ness leaders are developing a new dynamic concept P hil oso phy N Y : Broadcast over WQX R
, . .

of their role in A merican society This he adds may

”
.
, , 12 pp .

lea d to a change in the public relations of business I n this talk ELB discusses private interest and pub
,
“
based on the acceptance by business of all its socia l lic responsibili ty of the groups that make up A mer
re sponsibilities .
”
ica s econom ic and social life H e points out that
’
.

In conclusion ELB urges business to attempt sell private interest and public responsibility are chang
ing the A merican way of life to the A merican people ing concepts in a rapidly changing world ; indicates
by concentrating on : 1 the extension of employee . the various elements historical and con temporary , ,

economic securi ty ; 2 th e ex tension of employee . which have brought this country to the pres nt e

psychological security ; 3 the extension of activities . crisis ; urges first reconsideration of old attitudes , ,

giving self respect and sta tus to the employee ;

-
then altered actions toward th ese con cepts of p ivate r

4 activities aimed at giving employees and their

. interest and public responsibility .

children opportunities for advancement ; and 5 .

“
Interdependence and converging of the private
active participation by the corporation in the life interest and public responsibility are recog ni ed to z

and growth of the community . day as a n integral part of our democratic system ,
”

says ELB The public today asks the groups of our

“
.

Th e B an ker s M a g a z in e . A P rogra m f or P ubl ic society to examine their consciences their attitudes ,

R elations N Y : Oct .
”
. 193 6 , pp 349 3 50 .
-
. and their actions to find ut wheth er they really o

Editoria l Note : In an address before the M assa conform to the new demands made upon them by a
ch use t ts Bankers A ssocia tion M r Bernays who , . society in which democratiz ation of our institutions
specializ es in public relations o ff ered th is five point , is ta king place Those desires reflect a world wide
.
-

program as a means of restoring favorable public movement towards what A lvin Johnson has ca l led
opinion of the banks : ‘
equalitarianism in all countries where might ’
,

F irst the ol d co nception of public relations must coercion censorship and removal of civil liberties
“
, ,

gi ve to the new conce ption The banks must . have not suppressed the desires of the people The .

recognize that the ir inte rest is also the public s inter ’

movement which has found expression in the secret
est that everything they do is a public function as
, ballot in general su ff rage and in re presentative
,

well as being part of private business The . parliaments demands a lesse ning of the insistence
,

second step is analysis se lf analysis and a nalysis -

on private rights interests and prerogatives and a ,

of public th oughts and desires about banks . greater insistence on the rights of the common
The ba nks must know n ot only economic and fi na n man always within the framework of the free com
, ,

cia l conditions but also public attitudes A survey

, .
pe titiv e system civil liberties and ou r democratic
,

of public opinion toward banks should be made form of government ELB also warn s against selling“
.

before any p lan is developed Th e third step . ou liberties in exchange for

r ur desire f or sec urity o .

is organiz ation of the banks f or th e economic educa ELB then outlines activities in which groups and
tion of the public I n this process of public
. individuals ca n participate in order to crea te con
education the banker can well take a lesson from verging lines of priv ate interest and public respo nsi
the sta te sman and politician H e must use the . b il ity These are : 1 C odes of ethics and practice
. .

sound methods of public education that other groups voluntarily entered into and accepted by indus
— educational social political have used eff ec
, ,
tries and trades through their associations 2 S imilar . .

tiv e l y H is program must be in the public interest

. . codes carried out by the professions 3 The public . .

The fourth step is a definition and redefinition in ,

relations profession 4 Pressure groups of various . .

your public education of the simple common sym , ,

kinds which function within democracy to bring
bols of banking that have lost th eir o l d meanings in about greater public responsibility of private in
 35

te res ts . Enforcement of public responsibility

5 .
which he wrote the presidents of 100 leading A mer
within an industry by heads of that industry 6 . . ican corporations picked at random and listed in the
Laws defining private and public responsibility . B usiness Executives and Cor poration E ncycl op edia .

A mong them were : General F oods C orporation

Fa s h io n G r o u p Fa shion P ropaganda R eprint
,
. .
,
Burlington M ills National Cash Register
N Y : M ar 19 3 6 l opp
. . .

Bausch Lomb O ptica l C c Ar mour and C ompa ny

, ,

ELB said : I have tried in this talk to indicate to

“ , ,
.

, ,
P illsbury M ills Inc A llegheny Ludlum S teel C or
y o u five things F irst you must look on fashion as
.
, ,

p ora tio n R exa ll D rug C ompany C hrysler C orpora

.
,

something which we can a ff ect and modify Se cond .

,
,

tion The Celotex C orporation Transcontinental

,

you mus t consider fashion j ust as you would consider ,

Western A ir Inc Pacific Telephone Telegraph

,

any other industrial phenomenon in which competi

.
, ,

C ompany and F ord M otor C ompany A wide range

tion plays a major and a vital pa rt Third you must
.
,

of products was covered by [ the ] correspondents

.
,

see that the success of any fashion within limits is , ,

foods textiles drugs machinery steel aircraft
to be reduced to a battle of symbols for that fashion s ’ , ,

optical supplies tobacco finance utilities con

, , , ,

supremacy F ourth y ou must be prepared to fight

.
,
struction materials rubber glass and other fields
, , , ,

fashion s battles on a hundred fronts And last of

’
.

of industrial action in 2 1 states

”
ELB says I told
“
, , ,

all you must arm yourselves f or the waging of those

.
,

,
them I was studying house organs and their relation
battles with every weapon and with strategy that
,
ship to management a new field which re
modern propaganda stands ready to thrust into quired thorough analysis in order to be of greater
,

your hands p 10 This ta lk was given Octobe r 3 0

”
, . . ,
use to management Would they tell me about their .

19 3 5 .

experience with their own house organs ? Would they

c
F in a n ial A d r i s A ss ia i n ve t ser
P roceedings oc t o .
evaluate the impact of these magaz ines on the pub
Twentieth A nnual Convention A . tlantic lios for which they are intended ? I added that I
C ity N J pt
, Se 9 — 10—1 1 19 3 5 339
, .
pp
. . .
would try to chart a course for the future which
A ddress by ELB to the convention on the theme of might be of practical use to management provided ,

“
M olding ublic O pinion pp
P ,
"
56 —6 5 . .
management told me ( 1 ) the purpose which the
An analysisof the public relations problems of house organ was designed to fulfill in their organiz a
financial institutions with a thre e point public t e - tion ; (2 ) whether the hou se organ met that purpose ;
l a tion s action pr ogr am : ( 1 ) The public must learn (3 ) what its present achievements and shortcomings
that it needs the ba nks and ca nnot do without them were M y letter of inquiry received an almost 50 per
.

in whatever setup there is ; (2 ) The public must be cent response O f the 100 companies I heard from
.
,

educa ted in the meaning and importa nce of banks ; 49 S eventy per cent of the 49 had house organs
. .

words ex pressing the entire function and nature of T hir ty two firms answered our questionnaire in
-

financial institutions must be e de fi ned and re , r - deta il I t is significant that 14 of these letters or 44
.
,

clar ifi ed so that every member of the public will have per cent were signed by top management — presi
a clear idea of the value of the word symbols that dent vice president chair man of th e Board or other
, , ,

go to make up the bank ; (3 ) A ctivities must be un o fli cer This indicates a genuine interest in house
.

der ta ke n to re esta blish banks and bankers in the

- organs by top management Eighteen of the replies .
,

public mind through their ow n deeds as community or 56 pe r cent came from public relations directors
,

leaders .
and editors I n order to evaluate the replies
“
.
”

against a broader background ELB presents se ,

”

H ow to R emove the P u bli c s A ntagonism

’

l ec ted facts and figures on the development of house

tow a rd Financial I nstitutions
”
A . talk delivered organs in the U S H e discusses the replies given ”

at the C , A C onvention
, : S tlantic ity N J ept .

by the corporations to each question in an itemiz ed

.

1 1 , 193 5 14 pp
eprint above
. .

summary of high points in attitudes and facts re

R of .

vealed synthesi es these findings as to the broad

,
z

H o u se M a ga z in e I n st i t u te . f
Fi ty M ill ion R ead picture bef ore o ff ering his particular suggestions for
,

ers Ca n t B e
’
Wrong: The Truth a bout H ouse improvement bolstered from specific examples
,
.

M a gaz i nes talk given before the Institute

.
”
A ,

an editorial association of industrial publication I n du str i a l C ol l e ge of t h e Ar m e d F orces . P ub

editors of the eastern United States 19 49 8 pp . . . l ic R el ations . The Washington D C , . . S hort
A quantitative and qualitative analysis of company C ourse ,
No 2 Jun 24 19 4 1 16p p '

. . .
.
,

magaz ines with suggestions f or their improvement . In this address delivered six months before Pea rl ,

If the company maga ine is to accomplish its pur H arbor ELB discusses public relations during the
“ “
z ,

pose ; if it is really going to be a means of com m unica Great War in Germany England and the U nited ,

tion be tween the company and its employees ; if it is S tates th e changes in psychological approach and
,

to be a morale bui lder which creates better under technical developments since 19 1 7 and suc h activ i ,

standing between management and men ; above all , ties today in the three countries .

if it is to be an eff ective instrument in advancing The talk analyz e s in detail propa ganda techniques
the American way it can only do so by speaking during and after World War I and suggests a public
to its readers about the essential paramount things , relations program for the United S tates designed to
which concern them . maintain high morale .

ELB reaches this conclusion after the study for “

O ur people have already provided billions of dol
36

lars f or physical armies and arma ments Through . before the public continually through pre ss associa
their elected representa tives they have voted f or the tions radio motion pictures news syndica te s maga
, , , ,

first peacetime selectiv e service army in the life of z ines books television The truth would be used ;
, , .

the nation If we are to be fully prepared for wha t

. lies distortion twisted ideas are unsound and dan
, ,

ever may come the people must become equally, g erous Limiting factors on the eff ectiveness of
.

convinced tha t psychological ramparts in this coun '

activi ty would be of course events beyond
try must be as strong as our physical ramparts S uch . control th e extent to which the comm unica
,

beliefs must be founded on greater economic and tions network can penetrate into the minds of the
psychological security for the individual o n a peo ple the expertness with which the work is carried
,

strengthening of democracy and of faith in it S uch . on.

belief based on an understanding of our aims will General structure of the organization would
express itse lf in a will to victory and in sacrifice . follow [ that] of the C ommittee of P ublic I n
S uch belief will insure an even flow of supplies to th e formation in World War I and the O ffi ce of War
army from the industria l plants of the nation .
"
I nf ormation in World War I I But with this differ .

Urging
“
a bala nced public relations eff ort to ence that the organiz ation would not be regarded
,

achieve this goal ELB suggests : The Government ,

“
by government leaders as a nuisance or a sop to
needs a psychological general sta ff to advise on all public curiosity but as a vital part of our defense and
major questions of morale — in industry civi lian , that it would receive the support and ex pert guidance
life army and navy This sta ff would provide the
, . that it requires A wide variety of activi ties would be
.

soundest available knowledge for building morale covered I t might be divided into three sec
.

and for psychologica l warfare — and by having o n tions : administrative domestic and foreign In the , .

top the ablest technicians would speed up the entire , domes tic section many subordinate agencies would
morale building processes S uch a M orale C ommis . be at work There would be a foreign language news
.

sion in its field of psychologica l defenses can take its pape r division a picture division a film division a
, , ,

place on a parity with th e Ge neral S ta ff in physical pictorial publicity division a speaking division a , ,

defenses ”
. syndicate fea ture division a women s war work divi ,
’

ELB sums up his proposed public re lations pro sion and supervisory censorship division Tomorrow .
,

gram f or th e Government as follows : First a “

, such an operation might be of necessity more com
M orale C omm ission of ex perts advisers to draw up , , plex cover a wider variety of eff orts
, .
”

a master plan for morale and psychological warfare ; Basic to the suggestion of this action progra m is
second a program to strengthen faith in democracy ; E L B s premise that an e ff ective l y mobiliz ed public
’ “
,

th ird a program to strengthen democracy ; and

, opinion is our most importa nt strength in war
fourth a program to sel l the army to the people and
, [ during which for mobiliz ation ] resources are
,

the people to the army . four fold : men money materiel and public opinion
-
, ,
.

The first three can be stockpiled in advance .

Opinion
The M obil iz ation oP u bl ic
f . P ublic opinion ca n be stockpiled on a long time a p
Talk before the Industrial ollege the Armed C of proach but not by warehousing or training since it
, ,

Forces Washington D , ublication Num , . C : P

. is an intangible The long time approach is to change
.
-

ber L4 8—164 The Industrial College of the , the objective surroundings of our pe ople con
A rmed F orces Jun 14 1948 l 3 p p , , . . ti nuo usl y to strength en democracy through govern ,

A survey and analysis of the techniques and media ment and private groups furthering constructive ,

for mobil iz ing public opinion in a nationa l emergency social programs that will ensure psychological and
with a three point suggested action program : economic security of the pe ople The short time .
-

A ce ntral organiz ation [ for mobiliz ing public approach to be used only afte r a fighting war has
opinion] ma nned by personnel skilled in the tech
, started is by presenting significant symbols words
, ,

ni ques of mass communication and headed by a , and pictures to our people through a government ,

director appointed by the P resident This director . contr olled bureau using the campaign drive method ,

must of course be an ex pert in the field of mass

, , of persuasion and information .

persuasion [ and ] would function in coordina In this 5000 word lectu re considerations and -
,

tion with a committee of Cabinet ofli cer ( 2 ) S uffi s . meth ods necessary to the devel opment of both short
cient auth ority must be vested in the director to time and long time approaches are discussed and -

enable him to avoid duplication — and even com defined including f or instance an examina tion of , ,

pe tition — in th e spher s of policy strategy and e , th e nature of public opinion morale and “pa tri otism ,

meth ods Just as a commanding general runs his

. the psychological factors involved in static as
armies subject to th e authority of the Ge neral S taff , well as dynamic public opinion ascertaina ble ”
,

so must this director guide his centraliz ed activi ty , through rese arch information and knowledge - .

aimed at engineering th e consent of the public I n these connections among other things ELB , ,

[ not t hrough] control or coercion not thought con , says : it is impossible to give more than th e
trol [ but th rough ] persuasion and in bri efest suggestion of the psychol ogica l factors that
formation ( 3 ) The director will naturally coordinate
. go into the making of publ ic opinion A great deal of .

h is strategy and meth ods with thos e of the A rmed information is available and more knowledge must ,

Forces and of all other civilian governmenta l agen be gained H owever the se factors should never be
.
,

cies . Ideas in news and pictu res would be put overlooked in forming policies or programs or in ,
 37
carrying them out I t is necessa ry to appraise
. research on what people respond to at the time .

[ as an example ] the mechani sm and force of t a The A merican people are loyal to certa in basic be
t iona l iz a tion t hat familiar process by which people
, lief s [ which ] act as rallying points for our
.

suppress even to themselves the real rea sons that

, , loyalty [around which ] public opinion may be
lea d them to ma ke decisions and invent instea d , rallied . Se mantics the science of words and , ,

plausible reasons that satisfy them We have to know . rea dability the levels of reading acceptance are
, ,

the difl erence between rational iz ations and the un o ther research matters of primary consideration .

derl y ing motivations if we are successfully to appeal , [ But] as words are used to express ideas so ,

to the public for support Identification with group . deeds are developed to dramati e ideas [a l z

aims is another factor that needs constructive con though ] one more job of research is finding in ad
sideration C onformity to mass pressure is powerful
. vance what coope ration may be secured from the
in making public opinion So is compensation for the . communications channels and this includes adv er ,

many economic social and cultural frustrations of , ti ing of course

s [ F rom] a number of serious
.

prese nt day life We kn ow that a man s morale

.
’
studies made of the machinery set up [in ]
is good when he acts on his belief that he has some World Wars I and I I the main lesson to be
,

thing worth figh ting for when he merges his interests , de rived is this : that psychological warfare at
with those of the group I t may result from . home is an integral and vital part of any total war
recognition that society is functioning in his be half . eff ort [ and ] must not be underestimated ”
.

He will feel this is true if he has psychological and

economic se curity The ego satisfaction that . f
P ubl ic I n ormation by the Gov er nment .

me n derive from active identification with a group Washington , ublic tion

D C : P
. a No L49 —4 7 . .

is so powerful as a morale factor that it should be The Industri l ollegea Cthe med orces
of Ar F ,

ca refully studied and fos te red We must ensure . Washington Nov

,
D C . 19 , 19 48
. .

that what we fight for will survive a war O ur war . O utlines the public relations or information and
“

aims must not endanger our na tional traditions of morale program as a way of insuring that ,

freedom equality and orderly j ustice These aims

, . when and if a war emergency arises in the United
must take the interests of the peo ple into account ; S tates the pe ople will be as well prepared in morale
,

must recognize the kind of world A mericans as the armed forces are in manpower and materiel .
”

want For example

. expanding free dom eco , ,
ELB lists three indispensable basic factors
“

nomic educational and social opportunities and ful l

, which must be taken into account in any basic “

civil rights loo sely what we call a better life for all
, , . pla n f or building the morale of the peo ple and pre
“

P ublic opinion should be based so lidly on facts paring the people of this country for an emergency ”
.

and emotions on truth honorably presented on The basic assumptions are : it is necessary to de
“
~
, ,

justice of the ca use on an understanding of a real , v e l op and mainta in ma ximum security with maxi

and immediate danger and faith of the peop l e in one mum liberty ; the government and the people are
another These facts must
. be backed by the one ; the loyalties of al l sections of th e government

realities of the good life in this country Re . and the nation must be focused on a common goal .
"

search should precede any approach to a problem of ELB then outlines the following seven point pub -

this kind should tell us whose attitudes need

, l ic relations program : make full use of resea rch
to be intensified whose need to be converted to our , as a basis of policy and practices of government in
point of view whose point of V iew should be negated
, . dealing with the public ; ( 2 ) develop a well organiz ed -

S uch a resea rch discloses th e relative public aware
ne ss of the situation at the time agreement or dis
agreement with our war objectives the extent of the
public s determination to achieve these objectives
’
peacetime public informa tion bureau ; (3 ) let the
, government delibe rately and overtl y encourage free
,
public discussion in peace time ; (4 ) in its whole

,
public re lations and informational policy the gov ,

its belief in our achievements thus far its awareness , e rn m e n t should emphasiz e not words alone but ,

of the siz e o f the task I t te lls us its confidence in . deeds ; (5) institute a continuing series of conferences
various leaders in the armed forces in the allies in
, , ,
and discussions betwee n government and leaders of
the veracity and completeness of the news its satis ,
the importa nt groups in our society including farm ,

faction with the progress and unity of the country ers labor commerce industry and the armed forces ;
, , ,

as far as farmers Negroes foreign born Protesta nts , , , , ( 6 ) add higher formal education to the training pro
C atholics Jews labor business and other sections
, , , gram of th e armed forces in peace time ; ( 7) develop
o f the public are concerned [A lso ] resea rch .
, a more democratic army in order to give men and
in the widely di ff ering educa tional levels of our officers grea ter community of interest in working
population The problem of presenting the
. toward a common goal .
”

basic underlying facts on which understanding is to ELB concludes : The program I am suggesting is
“

be based is a most difli cul t one therefore We . predicated on our history on our ex perience as a ,

must know the exte nt of the netw ork of com munica
tions available to us at the specific time [ If we are
e ff ectively to deal with the people th rough symbols
that penetrate all the media] We cannot de
nation and on the science of human relations as
developed by the various social sciences ; and it pre
se rves our fundamenta l principles of security and
. individua l liberty Besides it is ba sed on the military
.
,

pend on intuition or inspira tion f or ideas The ideas . law that he fights best w ho most deeply believes in
we use as themes must be ba sed on a thorough goi ng -
his faith H istory has shown that armies built and
.
38

supported by th e faith of the people are the mos t Information and its seventy sponsoring organiza
eff ective .
"
tions was held in Washingt on o n July 1 5 16
,
—
.

p S peakers were : H on H enry A Wallace John H an

The I m orta nce of P ubl ic Opinion in . .
,

E conomic M obiliz ation

”
T alk before the In cock Clark , Eic h elberger ELB and others ELB said , .

in part : The way to dispel fear is to supply the

“
.

dust r ia l C ollege of the rmed orc s Washing

A F e

ton D C Oct 1 1 , 1949

,
people with the knowledge and facts the ex perts
have This must be done in te rms th e people will
. .
, .

ELB says Beca use national action in a democracy

:
.

depends on public opinion we nee d a new approach both understand and be willing to act upo n The , .

to economic and military mobiliz ation and to con

,
people will become articulate when they know the
duct warfare This requires expert kn owledge of mass
,
facts They will then squarely support one of th e
.

plans propo sed for internationaliz ing the atomic

.

and individual psychology as well as ex pe rt kn owl

edge of the tec hniques of communication You are
,
bomb That is the people s role The tremendous
.
’
.

ex pansion of communications in the United S tates

.

giv ing serious attention to this vita l matter This

has given A merica th e world s most highly organiz ed
.
’

shows the A rmed F orces no longer believe as they

often did in the past that technology is everything
,
network for spreading idea s ELB recommended .
”

and that public opinion can be handled casually

,
planned action f or disse minating information about
through handouts and headlines which glamori e z
the atomic bomb so that they could be sure your “

th is or that general this or that army in the public ,

material fits the public y ou are interested in reaching .
"

mind . I n tern a t i o n a l A ssoc ia t i o n of M il k D e a lers .

“
M obili ation then must be divided into two
z , ,
“
B etter P ubl ic Understa nding f or the Fl uid
major area s of action O ne is the mobiliza tion f men . o ,
M il k I ndustry P ,
. roceedings 2 7t h A nnual
money and materiels f or the creation of physical onvention
C , O c t 1 5 pp
— 1 7 19 34
, . 2 15—2 30
. .

armies and resources in case of war Th e second . A n analysis of the public relations problems of the
form Of mobiliz a tion is ideological I be lieve . fluid milk industry P ublic relations must be con .
“

it is possible to stockpile public Opinion for economic side ed first from the standpo int of the industry
r , ,

mobiliz ation f r victory as it is to stockpile things

o and second ”from the standpoint of the unit within
, ,

if we go at it in the right way and on a planned basis .

the industry .

But we must realiz e at the outset tha t public A nalyz ing public attitudes toward th e milk indus
Opinion ca nnot be expecte d to depend on words tr y ELB says the public thinks the spread be tween
“
,

alone ; it depends upon deeds as well The building . th e price the farmer gets and the price the distributor
public opinion for economic mobiliz ation must be gets is too great and that the farmer and the buyer ” “

base d to be sure on facts on truth on the justice of milk are unjustly tr eated
”
, , , ,
.

of our ca use n an understa nding by the pe ople of

, o The milk industry ca n do what other industr ies
the danger our country faces and on the faith of ,
have done “
carry on public relations activities
the pe ople in one another But it must also be backed . and create better understanding f or the fluid milk
by realities by the achievement of a good life wi thin
,
indus try .

the country Efforts directed to giving the people th e

. F or this purpose new meth ods must be adopted ,

psychologica l and economic security they desire in
th e United S ta tes if successful should eventuate in
to meet changed and changing conditions of our new
, ,
epoch and to counteract ill will from the past
” “
-
,

a vast reserve of favorable public Opinion This . industry must devise extraordinary means of in
long range approach by improving the menta l and
-
, forming th e public about its actual constructive
physica l health the economic securi ty and education, policies and actions in the present and future .
”

of the A merican people and by eliminating discrim i , ELB then recommends a four point public rela -

nation promotes high morale

, Now as to the . tions program for the fluid milk industry : A
second approach the wartime approach , In formulation of the obj ectives ( 2 ) A scientific analysis .

such an approach a central government controlled ,

- of the public including not only an estimate of what
,

bureau presents significant word and picture symbols the public thinks and expects of you but attention ,

to our people S uch a bureau would use the methods

. to where public opinion is veering (3 ) A study of .

practiced successfully in two world wars to mobili e z this analysis with a view to maki ng necessary
public opinion O nly experts in the field of
. changes in your policies products or service to con ,

public opinion men who are deeply versed in its ,

form to public desires and making whatever
skills and deeply rooted in our democratic tradition changes are advisable (4 ) A continuous proj ection .

can give us the kind of organiza tion and techniques and interpreta tion of your industry through all pos
which will educate and mobiliz e the public for a sible media in terms of what the public is thinking
national emergency while maintaining our demo and demanding .
”

cratic pattern inta ct ”

.
Th e J o u r na l of M a rket in g See A ddenda I tem .
,

I n sti t u te o n W or l d C o n tr o l of A t o m i c En e rg y .
13 .

N tiona l Committ e on A t mic I nfor mation M a il A dver ti s in g S e rvi ce A ss oc ia t i o n

“ ”
a e o . D i rect .

R eport on the Institute on A tomic Information . M ail : A Chall enge to R esea rch i n H uma nics ”
.

V ol 1 No 8 A ug 19 19 46 pp 1 1 1
.
, .
, , , .
-
. An address delivered before the As sociatio n ,
Th e Institute on World C ontrol of Atomic Energy , Twen ty -Eighth A nnual Luncheon , New York ,
convoked by the Nationa l C ommittee on Atomic N Y : Raymond S ervi ce , Inc , M ay 6 , 19 4 7
. . .
 39

ELB reports on survey abo ut direc t mail he con would look forward to the task of Building the
ducted among leaders like Nicholas S amstag and world of tomorrow ELB says : In the last seven ,
’ “

F ra nk P ratt of Time Boyce M organ of K ipl i nger s ,

’
, years many of our old values through economic
, ,

S imon Schuster McGraw H ill Penn M utual Life ,

-
, force s have been deflated The world is in a chaotic
, .

Insurance etc Q uoting these on method and f or

, . state It needs leadership To revitaliz e the relation
. .

mu la ELB cites their suggestions for making direct

, ship of our system to the common man is a contribu
mail more effective : lower costs in production and tion the Fair must make The F air must be made to .

postage ; greate r accuracy more careful selection of , show how our democracy works how it can be main ,

lists ; improved letter content ; improved govern ment tained Le t us se ll A merica to A mericans
. .

service lower postage greater spe ed in handling ,

H ow can this be carried out eff ective ly ? T he
ELB himself suggests users of direct mail must “
Fair must relate the things which are shown to ,

undertake research in two highly impo rta nt fields of what they have done for us as individuals and as a ,

huma n kn owledge : first the art and science of com , syste m in the last 150 years ; to what they will con
m unica tion by mail ; second resea rch into the nature , tinue to do for us Let us by all means pictu re the .

of human be ings Under first head he urges re

”
.
, activities of A merica with concrete examples coal
search aided by colleges universities and f ounda
, , mines copper mines assembly lines shoe factories
, , ,

tions in la nguage semantics and symbols ; under

, , all these I am all for the concrete the vivid the
.
, ,

second head resear ch in social sciences

, . actual reality B ut this is not enough
. S uch a .

ELB pointed ou t that d irected mail covers ma ny F air must show graphically the inte rrelationship of
“

aspects o f communications and of human behavior . the various groups that ma ke up our life the
It involve s the whole process of engineering the re la tionship of private industry and private enter
consent o f those whom it is trying to influence in a prise to government and to the people ; the relation
highly competitive civili ation It should receive z . ship of farm and industr y ; the relationship of men
the benefits of the most scientific methods in order and management G ive them these facts at
.

to carry out its s ocial function most e ff ectively .

”
the Fair graphically displayed in words actions dis
, , ,

Condensed in A dvertiser s D igest Vol 12 No 12 plays through every form of thought conveyor and
’
.
, , .
, , ,

D ec 1949 pp 2 0—23 , . . we can depend upon the people to make the soundest
M a r k et R ese ar c h P ubl ic Opi nion a nd P ubl ic
choice possible Not to stri ke thr oughout all
.
,

Rel ations Vol 8 No 2 Feb 193 8 pp 1 1— 14

”
.

these great e ff orts one dominant and responsive key

,
,

Talk be fore the A merican S tatistical A ssocia

.
, .
, , . .

note of vital interest to everyone early in the Fair ,

tion A tlantic C ity NJ : D ec 2 8 193 7 that will identify the coming Fair with the hopes and
,

ELB defines public relations as interpreting the

,
“
, .

aspirations of every man is to lose one of the most ,

public to the individual and the individual to th e po tent e ff ects that the F air can produce and to lose , ,

public a process of altering existing alignments at the same time the highest po tential of interest and
,

of e ff ecting a change for the be tter integr ation

,
succe ss the Fair can achieve Not only will such a .

Of the two elements concerned The public relations

” po int of view modify the attitudes and actions of
worker must find out th e present sta tus of the in
“
.

those who come to the F air but in its development , ,

dividual attempting to e ff ect change and th e “ ” it will tend to crysta llize the attitudes and actions of
present configuration of his public H e needs ” all those associated with the Fair exhibitors key ,

scientific charting by statistics economic measure

.

participa nts All New York will be ready to con

.

ments individual and mass psychology and oth er

,
tribute to such an end New York represents the very .

social sciences .
democracy that is A merica .

D iscussing use of statistical meth ods in public

re lations ELB says statistics can in certa in case s lay M u se u m Ne w s The M useum s J ob i n Wartime
.
’
,
,
V ol XX NO 20 A pr 15 1943 pp 1 1— 12
down the pattern for public relations activities in ad .
,

R eprint o f an address delivered at A nnual

.
, , , . .

vance gauge trend lines indica te the amount of ef

, ,
M eeting of the A merican A ssociation of M us
fort to be applied determine the eff ectiveness of a ,
e ums at Williamsburg M ay 1 8 19 194 2
—
public relations eff ort strengthen the ideas advanced ,
ELB says : The exigencies of total warfare demand
“
, , .

in propaganda employ the tyranny of numbers

“ ”

for so cially use ful purposes

,
that every institution in the democracy t e examine -
,

re evaluate itself to find its place in the democracy

.
-

M erc h an t s A ss oc ia t i o n of New Yor k

’
The . under these warti me conditions and to fit itself more ,

N ew York World s Fair — A S ym bol f or D e

’
e ff ectively into the pe ace that will follow the war .

mocracy A ddress of Edward L Bernays , mem Total warfare today has three fronts the eco
”
. .

ber of World s F air C ommittee of The M erchants

’ ’
nomic the military and th e psychological
,
The ,
.

A ssociation of New York at Luncheon under muse ums of the country whether they are art or , ,

A uspices of The A ssoc iation s M embers C oun historical or natural history museums ca n be used as
’ ’
,

cil at H otel Pennsy l vania Issued by The . a stirring background f or emotion factual evidence , ,

M erchants Associa tion of New York A pr 7,

’
. and tradition in shaping men s and women s atti ’ ’

19 3 7 9 p p . . tudes That is one way in which the museum can b e

.

In th is ta lk EL B discusses th e ba sic theme of th e

, come a dynamic and forceful contributor to the war
World s Fair of 1939 and how to develop and ex pand
’
e ff ort and to the peace that is to come .

it After Grover Whalen s state ment that the Fair

.
’
ELB reports that survey he made among muse um
40

directors reveals museums face four m a j or problems (9 ) let fund raising committees be thoroughly rep e
-
r

( 1 ) organiz ation the problem of pe rso nnel to head se n ta t iv e of the communi ty ; ( 10 ) a successful fund

museums ; ( 2 ) support for museums — inadequate raising ca mpa ign requires overt acts which make the
contributions and the problem to get pe ople to a t news — luncheons mass meetings parade s broa d , , ,

te nd and use museums ; (3 ) the problem of satisfying casts resolutions dedica tion exercises
, , .

n eeds of various groups which use muse ums Na t i o na l A s s oc i a ti o n of M a n u f a ct u rer s P a n l

children adults soldiers ; (4 ) the public relations
,
. e

f
,
P ubl ic R ela tions Counsel on the B ig P robl em
problem of utiliz ing all avenues of approach to the
“ o

Fa cing I ndu stry a nd What to D o a bout I t ”

public to meet your problems of financial support Proceedings hird nnual ublic elations
T A P
.

R
and attendance ELB then outlines three out
”

C onference sponsored by the NA M N Y : Dec

.

standing functions of the muse um in wartime : ( 1 ) 4 , 1945 89 pp

, . .

the strengthening of morale through increa sing the An

.

Editorial note : The members of the panel were

.

people s be lief in the future and themse lves by show

’

Edward L Bernays Carl B y oir Pendleton D udley

ing them the past and the present ; ( 2 ) providing .

F red Eldean James W Irwin G Edward Pe nd a y

, , ,

escape for a population ma de tense by wartime T J R oss

"
, .
, . r ,

stress ; (3 ) providing and maintaining the creative . . .

spirit so important to our democrati c pattern and its Na ti on al M u n ic i p al Le a gu e [ etc ] Crystall i ing , . z

future ELB adds : These three importa nt objectives P ubl ic Opi nion f or Good Gover n ment A ddress
“ ”
. .

are newsworthy P ublic relations with dee ds is

. . before the Thirty First A nnual M eeting of the -

more e ff ec tive than public relations with words National M unicipal League and the Twenty
First define your Ob j ectives specifically n term s of
.

,
i F irst A nnual M eeting O f the A merican C ivic
your ow n museum Se cond ma ke a study of your.
,
As sociation in Joint S ession Pittsburgh Nov .
,

community to find ou t what the prevailing attitudes 1925 8 pp . .

and interests are find ou t the channels of communi

,
A discussion of the techniques O f public relations as
cation and their interests A t this point work out .
,
applied to government .

plans of activities translate your program into After emphasiz ing the need to se ll good govern
action .
”
ment to a community ELB outlines the tech niques , .

Y o u may perhaps wonder at the use of the term

“

Na t i o n al A lum n i
C un i o cl . M ass P sychology i n ‘
se lling good government Yet good government can .
’

Coll ege Fu nd Raising

”
An address delivered at . be so ld to a communi ty just as any other commodity
the egional onference of the National A lumni
R C can be sold to a community A ny in te lligent .

C ouncil tlantic i y N Fe b 13 193 2 8 pp

A C t , , . . handling of a problem in se lling good government to
ELB says : Given these two ideas first that the , , a community must take into consideration the exist
world looks today for leadership to the university ing status of public opinion in the community where
scientist teache r ; se cond that the world is recog
, , the sale is going to be made
‘ ’
Th e basic reason .

n i ing the validity of the mental equipment the col

z underlying such an analysis is the fact th at men s ’

lege gives a man to cope with this disrupted eco opinions are most often changed by their acceptance
nomic world how can they be turned into channels
, of the opinions of tho se whom they regard as leaders .

to crea te greater opportunities for y ou to use i n R emembe r then that this analysis should try as
, ,

raising funds to keep the college going ? ”

closely as possible to gauge the importance O f th e
To achieve this goal ELB recommends a public , relative values of di ff erent lea ders in the politica l
relations program based on following steps : ( 1 ) thought of the community Now that the .

Through mass media of communica tion group lead technician has mastered the first ste p in his sales ‘
,

ers and publicists appe al to public s identification

,
’
campaign he proceeds to the se cond
,
’
and
with colleges as institutions which educate o ur chil analy es the appeals of his good government project
z

dren and give us ou leaders of today and tomorrow ;

r to the community H e reali es that the individual . z

(2 ) issue a ro und robin signed by 100 capta ins of and the group are swayed by only a very small num
industry calling upon A merica to give a thought
“
be r of fundamental desires and emotions and in
to its colleges and to the things of the spirit in this ,
s tincts The protagonist Of good government
.
,

time when the fl e hp ot have proved of so littl e

s s then selects such appeals as will be st serve to reach
,

avail (3 ) A pronouncement by 600 college presi

’“ the groups he desires to influence The basic .

dents calling upon A merica to bethink itse lf of the appea l or keynote of the campaign having been
university as the means of training the youth to be developed the good government special plea der next
,

able to meet whatever future it has with strength has to consider the physical approaches to his public .

and fortitude ; (4 ) saturate individuals in all wal ks

”
The platform the motion picture (from a new s ,

Of life with this viewpoint so that they reflect it in ,

reel standpoint ) the radio the maga ines the direct , ,
z ,

their spoken and written utterances ; ( 5 ) appeal to mailing piece th e word oi m outh poken thought ,
- - '
s ,

the desire for immortality by listing all donors to the parade the mass meeting — every method of
,

university funds on tablets ; (6 ) fire the imagination approach to the public through the senses must be
of millions by a simple direct symbol ; ( 7 ) ask for a
,
made . T he special pleader has a simple ma tte r
given sum for a given purpose on a given date ; ( 8 ) let when it comes to the utiliz a tion of these media ,

each university define its ideals o that these are s which I shall group together with the exception of ,

known to groups who believe in the sa me ideal ; the daily press H e must simply study their con .
42

ness its treatment of politicians and politics labor

, , radio commentators wri ters and other Opi nion mold ,

and labor leaders busine ss and businessmen foreign , , ers you must also in tegrate yo urse l f with the com
,

aff airs religious and racial problems

,
"
. munity where you function with the key social ,

groups that make up the community and its social

Na t i o n al S oc i ety f or Cr i pp e
l d C h il dre n an d pattern on a local level a statewide level a national , ,

ts A du l .
“
pp
A chievi ng Goal s f or the H andica ed . l evel .

roceedings
P nnual onvention ote l 1 9 49 A C H . possibly one way to cope with the problems
ommodore N Y
C , : N ov. 6 —10 19 49 23 1
, pp . . of educati ng the A merican public to unders tand the

Introducing ELB at the November se sion th e 8 s of needs of crippled children and adults and to support
S ociety s convention the ch irman said is not your cause is for y ou to set up a central board of
“
He
’
, a : ,

a stranger to the work we are engaged in nor to the strate gy consisting of representatives of your Na
activities of the pe ople present because he has been , tiona l S ociety and of other groups This central .

a member of the National P ublic Relations Com board of strateg y could work out both an im
m it tee of the A merican Red C ross and is a director , mediate and a long range plan of educating the public
of the National C ommittee on M ental H ygiene and , in the light of whatever the research of your publics
of the A rthritis and R heumatism F oundation H e is indicates is the necessary blueprint of action pp”
. . .

Edward L Bernays a graduate of C ornell U niver

.
, 8 1- 8 7 .

ity Ti me magaz ine has called him the U nite d S tates

‘
s .

P ublicist No H e is a lecturer on public relations

. N ew Engl an d New s Le tte r .
“
B uildi ng Goodwil l
at New York University Next summer he will be .
, f or N ew E ngla nd I ndustry . S upplement, A ug
V isiting P rofes sor on P ublic R elations at the Uni pp
1938 , .4 —12 .

versity of H awaii He has served the U nited S tates . A ddressing the onference leading New England
C of

government in various capacities such as the Paris M anufacturers ELB said importance of pub
, :
“
Th e
Peace C onference the U ni ted S tates C ommittee on , lic relations today it seems to me is that the busi , ,

P ublic Information the War D epartment and the , ness man must regard it as more than articulation ;
D epartment of C ommerce H e is an author and a . he must regard it as a basic and under l ying part of
frequent contributor to leading magaz ines and news ,
his responsibility to the world he lives in H e must .

pape rs and soc ial science journals .

"
recogni e that only if the public interest and the
z

S peaking o n A chieving Goals T hrough Educa

“
private profit coincide ca n he mainta in and develop
tion ELB said
,
"
the visibility today of your his own business and the broader system o f which
cause is not as great as it might be not beca use it is a part .
”

the problem of crippled children and adults is not as ELB reports on the Goodwill S urvey which he
important and vital as y ou might think it is but ,
made for the Industrial Committee of the New Eng
be cause thousands of other ideas and interests are land Council This survey was sent to 2 500 New Eng
.

compe ting with yours for public attention You may . land manufacturers of whom 2 63 or replied , .

have the be st cause in the world but the public must , O f this survey ELB said : It aimed to find out
“
,

be convinced that it is important be fore it will sup wheth er your community realized the contribution
port it The public importance of a cause is in direct
. made to its economic life by your company inquired ,

ratio to its visibility to its being on the front page , ,

as to whether your communi ty was friendly to your
so to speak of communica tions that reach and make
, company and whether your company was friendly
,

public opinion Y ou must then create visibili ty

. to the community ; asked as to the appearance of
for your movement high visibility on a national , your company s o fficers before local groups in the
’

statewide and loca l basis This is your first problem . community ; inquired specifically as to the par , ,

in any attempt to educate the public for th e achieve ticipa tion of your company in community a ff air s .

ment of your sta ted goal
the problem of educa ting the public is a
much broader problem We might ca ll it a problem
of social engineering or a problem of engineering the
conse nt of the public f or your goals
“
The first step is to insure that your goa l s
are rea listic that they are atta inable and that they
, v ided what local activities you participated in to
. Then it queried whether certa in di ff erent kinds of
informa tion were made avai lable to local newspape rs
. and other agencies in the community ; whether y ou
, encourag ed visits to your p lants ; what employee in
. formation relationships you carried on ; wha t plant
identification you had ; what plant exhibits y ou pro
,

are e ff ectively refined and defined R esearch . wards a furtherance of your business and what ,

of the public will tell you whether the manpower , y ou considered the chief barriers or obstacles
the money and the organiz ationa l facilities available to good re lations be tween industry and your com
to you now ca n meet your hoped f or goal Y ou -
. munity .

will also find out by research of the public w hat th e business must retain the system of private
social forces in the community are that may work enterprise of private profit and of free competition
,

with y ou what your publ ics are wha t they

, ,
which made A merica These are pa rt and parcel of .

are ma de up of what they are motivated by what , , our democracy The drift towards state capitalism.

the special fields of activi ty that appeal to these that is going on in many parts of the world is fraught
publics are Re sear ch of th is kind will help you
. wi th danger for the democracy That is why it is so .

to “define goals th at will appeal to the public . importa nt tha t the people should not be permitted
While selling your words to edito rs publishers , , to lose faith in busine ss If our democracy is to .
 43

re main business must regain the good will of the

,
Ne w Y or k
H era l d Trib u n e F ifth A nnual F orum .

public I t must reestablish itself with the public C urrent P roblems

“
.
‘

. on A merica Faces a .

But it must depend for its public understa nding on Cha nging World Th e New York Tribune , Inc
”
. .

deeds as well as words P ublic rela tions is no . 193 5 3 18 pp . .

longer a matter of a mimeograph machine manu ,

The F ifth S ession of this H erald -Tribune Forum ,
f a ct uring releases for newspapers I t is no longer a . O
held ctober 1 7, 19 35, was devoted to Propaganda :
“

mat ter of appearing be fore local groups partici ,

A Force for G or Evil ood
ELB sp ke on M ould
“
. o
pating in community a ff airs contributing towards ,
"
O
ing P ublic pinion , pp 23 4—2 3 8 Intr ducing him , . . o
community charities sending out i nf ormation , . M rs W illiam Brown M aloney , C hairman of the
.

C onstructive public relations must pe rmeate your
every attitude and action What you think and do
must be in accord with public opinion public desire
public dema nd and public interest as well as with
Forum and editor of This Week, said : The ne t“
x
. speaker on this pr gram is by way of be ing a sort o
, , of institution A nephew of that fam us p sycholo
. o
gist, D r S igmund F reud , his training and environ
.

y o u private profit
r . ment made him a student of human nature , and
News pa per A dvert is in g Exec u t ive s A ss o c ia t ion in his early life he became interested in the psychol
ogy Of th e crowd H e read a play called D amaged
,

The Cu rency of P ropa ga nda

‘
“ ”
Inc S ymbol s r
.

Goods believed it should be given to the public

. .
’

A ddr ss at the 2 8t h Annual C onvention N Y

e ,

for th e public s own good and undertook to put

. .
, ’

193 5 p 9 ,

it over D oing this was not just a press agent s

. . .
’

A n action rela ted analysis of the use of symbols in

- .

propaganda publicity and public relations job — selling that play to the public meant con
verting the legal profession the medica l profession
.
, ,

ELB sa id : There are so few leaders today beca use

“
, ,

there is so little understa nding of the science of the educators and the press to acceptance of a more
ballyhoo by those who should be leaders In open discussion of social problems than they had
ever known before That was M r Bernays first
.
’

influencing and motiv ating the group to action sym . .

bols and cliches play a most significant role

,
experience as a public counsellor Today he is one of .

the foremost men in that profession ; has in fact

.

Lea ders must devise symbols that will interpret the , ,

disappo inted and the latent beliefs of th e public been largely instrumental in creating the profession
and that will stand again f or the public s desires A ’ as such I want to quote something he said about it
.

se veral years ago Propaganda is simply special

.
‘

new symbol maker will be a new leader if his sym

- .

bols are valid P ropaganda — the science of

,
pleading projected in terms of the public interest .

This can be used to antisocial purpose Ida Tarbell

.
’

ballyhoo can give direction to the shifting ta stes .

and wants of the consumer through the use of sym asked him what was the di ff erence in the propaganda
bols whether it be applied in newspaper advertisin g methods of a statesman and a demagogue H e a n .

s w e re d that the di ff erence was that o n e man had a

,

or some other form of propaganda The m od

social purpose and the other didn t It is the di ff er
.
’

ern propaga ndist studies syste matically and O bjec .

tiv e l y the materia l with which he is working in the

ference be tween the honest lawyer and a shyster
spirit of the laboratory If the matter in hand is a
,
lawyer ; between a reputable doctor and a quack ;
be tween humanism and egotism M r Bernays has
.

nationwide sales campaign he studies the field by . .

mea ns of a clipping service or of a corps of scouts

,
been the adviser of presidents of high government ,

or by personal study at cruc ial spo ts T his

, ,
o fficials of big business H e is the author of two well
, .

kno wn books P ropaganda and Crystal l iz ing P ub

.

technique is daily being applied to every field of

l ic Opi nion In his speech ELB said : A mericans
“
human activity The world of industry par .

must recogni e that in the science of propaganda

.

t icul a l y must recogniz e t hat it is n ot only dealing

z
r

with three dimensional objects and meth ods through they have at their command a real weapon with
which to move them to the public It must rec ogniz e which to consolidate and make e ff ective the work
and contributions of past and present generations
.

that in addition to objects it is dealing with symbols

that are compe ting with all other kinds of ab strac
,
that have built up our present day system — an -

tions and that the only way to do this eff ectively is to economic and governmental system which we do
,

have fundamentally in mind the science of ballyhoo ”

.
not desire to exchange for any other .
”

New Yo rk A c ade m y of M e dic in e A Venture “

.
New Y o r k S t a te Ti t l e A ss oc iati o n M r B ernays ’

i n P ubl ic H ea l th I nteg ration Th e 194 1 H ealth

.
”
.

. ‘
A ddress P riva te I nterest a nd P ubl i c R es pan
Education C onference of the New York A cad s ibil i ty
’
pp
M ay 5- 6 , 19 3 9 , 59—66
emy of M edicine N Y : M orningside H eights
. . .

. .
M inutes New York tat itle ssociat on meet
of S e T A i
C olumbia University P ress 194 2 5 6 pp
,

. . .

ing beginning with the president s introductory t e ’

C hapter I I Barriers to H ealth Education by

“ ,

, ,
ma rks The A ssociation this year is going a little
“

ELB analyz es public health services the cost of

.

, ,
further afield in its program The next speaker is a
medical care and the barriers to health education
.

, .
publicist not directly associated with th e title busi
I t contains a public re lations program for educa ting ness M r Bernays has been identified with many of
the A merican people on health matters pp 24—45
. .

, . .
the large corporations in business advising them on ,

R eprinted as their public relations T I M E has called him U S

“
P sychol ogical B arriers i n H eal th . .

Vital S peeches of the D ay Vol P ublicist NO 1 The text be ginning Titl e

” “
Educa tion .
, . .
,

V I I I No 6 Jan 1 19 42 pp 188 19 2
, .
, , . .
-
. insurance and its re lated fie l d of real esta te invest
44

ment today face the same problems of public re la -

M a nagement must do its part as labor to see
tions many other grea t fields of financial activity are that it conforms to the new conditions that change ,

facing The need these businesses serve is greater

. is kept within a working evolutionary framework .

th an public knowledge and appreciation of this A bout th e only g uarantee Of industr ial pe ace is f or
need S pee ch given by ELB covers sub topics
.
-
, management to apply the science of human rela
H ow to D evelop a Better U nderstanding P ublic tion ship s to this problem If management accepts its
“ ” “
.
,

Interest Values P rivate Inte rests and P ublic Re

,
" “
respo nsibility to achieve co par tnership with work -

sponsibility Business D ependent on Goodwill

,
” “
,
"
ers public Opinion will support management s share
,
’

P ublic R elations a D efinite O bjective Q uestion in this accomplishment

“ " ”
. .

and answer period including one membe r s com ’

P h il co D i s t ri b u tors D e al e r s C o n ve n t i o n
’ ’

ment We have had a million dollars worth of ad

“
,
’
“
Leaders hip A n address by Edward L Ber
”
.

vice from M r Bernays for the price of a good lunch

.
.

nays C ounsel on P ublic Relations to the P hilco

.

eon ”
also reported .

Radio
,

Television C orporation D elivered to .

P hilco D istri butors and D ealers on the 193 6

P nne syl van i a S t a te H u ma n Relations
C llo eg e
Convention C ruise A boa rd the M on
.

The Way to La bor M a na gement A dj ustments

”
-

arch of Bermuda C opyright 1936 P hilco Radio

.

Bulletin XLI
Vo l , NO
pp
7 F eb 14 , 194 7 15
.
,

and Television Corporation 16pp

. . . . . .

pap r presented at the

22 A e nual In
23 r d An
. .

ELB a nalyz es the nature and the characteristics of

.

onference of the ollege tate

dustr ia l C C , S Co l
lege Pa
leadership in A merican society and applies it practi
cally to Philco
.
,

ELB said :
“
attempt of either management or
Th e
.

labor to win public opinion to its side alone is in itself P r in t in g a n d A dve r ti si n g C l i n ics P u bl ic R ela .

no solution The job of management as it is of labor

.
, , tions A Cha ll enge to the Grap hic A rts
”
Talk .

is to put its ow n house in order so that it can begin at the Second of the C linics sponsored by the ,

to develop a public opinion that will itself look b e Ge neral P rinting Ink C orporation N Y : A pr , .

yond the conflicting claims of group interest There . 1 6 , 1940 2 3 pp . .

is no short cut to this goal-

.
”
ELB discusses the problems of the graphic arts ih
ELB discusses the basic problems of labor manage -
dus tr y those engaged in the three processes of
“

ment maladjustments and appeals to management reproduction letterpress lithogr aphy and gravure
, , ,

to bring its thinking up to date

“
. and the allied trades the suppliers , .

H ow can management build a real case that both H e found out what the problems were by a na
the public and labor will accept ? In dealing with tionw ide survey among leaders of the industry
,

labor management problems mana gement su ff ers

-
, printers lithographers engravers professors in
, , ,

from a cultural time lag This phrase succinctly de . printing universities editors and publishers of trade
,

scribes the gap which exists be tween what pe ople newspa pers type founders labor leaders ; m anuf ac
, ,

actually do and what they could do in the light of the turet s of presses paper and other materials
, .

knowledge available The question re solves . T he industry faces : ( 1 ) internal problems ; ( 2 )

itself into ma nagement s attitudes and actions to ’
problems of relations with the broad public ; (3 ) rela
wards the worker and the representatives of manage tions with its customers (pp 6 Industry leaders . ,

ment from pay to ventilation

, Today indus . ELB says have six major complaints : ( 1 ) there are
,
“

trial management must apply to its industrial rela
tions the theories of human be havior developed in
the social science laboratories To use this kn owledge
is not visionary I t is the highest ty pe of practical
.
self interest enlightened reali ty
-
, A n orderly
solution to management s responsibilities is necessary
before" management can present a visible case for
itself In the hopes of stimulating such a solution
.
ELB off ered a seven point progra m: ( 1 ) study and
too many printers in the field and not enough craf ts
men the lack of public appreciation of the
. graphic arts industry is due to the fact that there is
, t oo little appreciation within the industry itself as
. to what constitutes quality work ; (2 ) the lack of
’
realiz ation of artistic potentialities by the indus
try ; (3 ) poor salesmanship ; (4 ) poor promotion ;
, ( 5 ) lack of coope ration in the industry ; ( 6 ) the
-
need for a c oordinated and well planned promotional” -

codifying of study materials on huma n relations campaign using every form of promotional media .

from all over the country ; ( 2 ) mana gement should ELB recommends the following public relations
contribute financia l and personnel aid to organiz a program for the graphic arts industry ca ll
tions studying and publishing in the field ; (3 ) together leaders from the various divisions of
ma nagement should actively support universities the industry to study the problems and suggest solu
through scholar ships and endowments ; (4 ) tech tions . I recommend that your Committee de
nol og ica l research should be applied to incr easing v e l op a program o f broad principles and practices

industrial productivity through more e fli cient ma f or the graphic arts industry to follow I sug .

ch inery ; (5 ) all plans f or improving labor relations
should be studied th oroughly ; ( 6 ) more widespread
and intelligent use should be made of speciali ed in
dus trial relations pe rsonnel ; ( 7) the public must be
educa ted to an understanding of what the A merican
system means to them
gest that competent technicians be engaged to make
a study of the public mind to find out j ust what the
z atti tudes of your publics are toward the prin
cip l es and goals y ou have decided upon a
campaign of public education using what we
. m ight ca ll th e enginee ring of consent organi z ed ,
 45

persuas ion from advertising to mail ing pieces from

, ,
better educa tional system P ublic educa tion .

personal suasion to industry resolutions to win sup ,

has a particularly low visibility This cal ls for even .

po rt both of your industry and public to the princi grea ter e ff ort in making the public aware of what is
ples and practices you have decided upon . involved and wha t must be done in the curre nt edu
ELB says : Certainly the graphic arts and the ca tional crisis W hat we need today are v olun
“
.
,

pros perity of this country are interdepe ndent . tary groups which will educate the public about edu
The grap hic arts are the fourth largest industry of cation and so crea te the necessary public de mand f or
the country Every sound attempt should be made
. laws that wil l save and improve our school system .

t o solve the problem of their mutual interrelations Wh at is needed is that all th e groups working
and public relations ”
. for better education should speak with one voice ,

Pr ogr e ss iv e Edu ca t i o n Ass oc ia ti o n C ulp W M

while ea ch group re ta ins its ow n free dom and re
sponsibility to work f or better education on its own
. . .
,

P rogressive Education Confer ence Th e West

“

level S uch a unification of e ff ort would avoid the

.

ern Journal of Ed ucation M arch 1938 pp 5 7 — .

duplication and distortion which are bound to con

. . .
,

S peaking as a member of the pa nel on educational

freedom and propaganda at the Twentieth National fuse instead of enlighte ning the public
, , .
”

C onference of the Progressive Educa tion A ssocia ELB then suggests the creation of a centra l board
of strategy consisting of leading lay groups and
tion held from February 2 3 rd to the 2 6t h ELB said : ,

“
,

F reedom of using propaganda takes its place with

,
educators who would set po licies and goals for
the other freedoms guaranteed by the Constitution A merican schools as a necessary step toward solving
the crisis in education This board would direct re
.

To P rofess or Leonard D oob s challenge that propa

’ .

gandis t s try to influence public opinion in a co n

”
search in the educa tiona l crisis and public attitudes ,

cea l e d manner M r Bernays answered that there are

reorient objectives ; work out a clear cut p lan of or -

g a niz a tio n s trategy and tactics to enginee r public

“
.
,

ethics and standards f or men in public relations as ,

well as other profess ions conse nt in relation to this issue ; use schoo l buildings ”

for public mee tings adult educa tion consumer train

.

R ob er t M or ri s A ss o c ia tes P ubl ic Good Will

, ,
.
ing recreational purposes ; influence the public
A ddress before New York
" ,
a s a Credit Factor .

through the press the radio television posters

C hapter Th e R obert M orris Associates M onthly
, , , ,
.

pamphlets and motion pictures ; achieve more ef

Bulletin Vo l 18 NO 3 A ug 193 5 pp 49—52
, .
, .
, . . .

f ec tiv e cooperation between schools and parents

ELB said : As far as the credit system is con
“
and between schools and the community ELB con
,

ce rned there may be peri ods in which people

.

C oordinated e ff ort alone will help us over

“
c l ude s :
,

neither borrow nor lend In such pe riods as these it .

,
come the present chaos in our educa tional system
is vitally important for credit organiz ations to keep
.

A nd we must act quickly for that chaos is very

alive public be lief in the institution of borrowing dangerous to our children and to our future a deadly
,

and lending because should the habit of not utiliz ing

,
menace to the generations to come the level of whose
,

the credit system become too firmly fixed it would ,

intelligence and character will determine what kind
,

be extremely di fficult to build up a new faith ,

of Am er ica we shall have
”

without which the credit system must needs fail ” .

Ta l k s S hould P u bl ic Opi nion P oll s B e L icensed?

,

p 52
. .
.

S c h oo l A dm in i s t ra t i o n a n d S u pe rvi so rs C o n Q uarterly D igest of A ddresses P resented in the

P ublic Interest by th e C olumbia Network
f ere n ce
“
P ubl ic R ela tions f or P u bl ic E du
.

cation :
.

H ow to Crea te Grea ter P ubl ic Under

Vol 12 No 2 Apr 194 7 N Y : Columbia Broad
.
, . . . .

s ta ndi ng of the P ublic S chool s : by Edwa rd L

casting S ystem Inc pp 54—56 , . . .

B ernays An address delivered at econd

The S
.

Editorial note : A rchibald M C rossley market

“
.
,
.

Annual onference held at New York niver

C U
analyst and pioneer in the deve l opment of opinion
si yr on April pp
30 , 1 949 8
polls and Edward L Be rna ys eminent publicist and
, .
,

ELB analy es the current crisis in merican educa

A
. .

author of C rysta lliz ing P ublic O pinion sta ted their

‘
,
’

tion emphasi ing educational needs and

z e xpe ndi
divergent views over C B S January 6 ELB said : , .

t ures the prevalence of obso lete school buildings and

‘
We are no longer led by men We are led around by .

crowded class rooms the shortage of teachers etc polls .Actually public opinion is much more ,

H e gives findings of attitude polls showing what

, , .

changeable than is indicated by the polls The .

the public thinks about public education and sug

,
government must protect the public against mal
gests tech niques f or educating the public to a greater practices in polling We license doctors lawyer s ac .
, ,

coun ta n ts and architects to protect the public We

understanding of the problem .

set up standards of charac ter and education which

.

ELB says : The facts abo ut th e crisis in educa tion th ey must meet and everyone favors this By the
must be integrated with realizable social goals and same token we should license poll takers
,
”
-
.

they must be acted upon if th e crisis is to be t e .

solved In order to achieve the necessary action the

.
, Toron t o A dvert i s e rs A P sychol ogica l B l ueprint .

consent of the public must be engineered in the de f or the P eace Canada U S A A ddress before , . . .

sired d irection In a world where thousands of facts

. the Joint Annual M eetin g of the Association of
compe te daily f or our attention we must somehow , Canadia n A dvertisers and the Advertising and
focus public attention on th e educational crisis in a Sa l es C lub of Toronto Toronto Canada Oc t , , .

way that will bring abo ut social c hange in favor of a 2 8 , 1943 14pp . .
46

ELB said : We must learn to translate our divisive print has been I n the F oreword Lee Tren ,

powerful war publicity into equally powerful peace holm president The Advertising and Sales C lub o f
, ,

publici ty for mutual understanding This must be . Toronto comments ,

“
Rare indeed is the important ,

based on a knowledge and understanding by the proposal embodied in [ this] distingui hed dis s

people of both countries of their common post war -

course .

proble ms and goa l s of defense o ff ense and economic ,

U S A rm y A dj u ta n t Ge n e ral s S c h oo l P ublic
’

relationship Only on such common understanding

.
. .

Relations
”
S pe ech delivered before R ecruiting
.

can we both be assured that we shall best be serving

.

C la s s No 2 1 Jan 2 0 19 4 7
our national destinies which by tradition economics , ,
.

In this talk at Carlisle B arracks Penna ELB ur ges

, , .

and a common background are so closely bound ,

that the President the C ongressional A rmed S ervi

, .
,

together p 14 ,
"
. .

ces Committees and military authorities should issue

,

This plea was made in reference to EL B s proposal

’

of
“
an organiz ation following the pattern of already a joint statement of national policy explaining to the
existing boards a joint Canadian United S tates pe ople of the country the purpose and need for the
contemplated pe ace time army of troops
-
-

Board for M utual Understa nding A Joint .

which demands volunteers a month

Board f or M utual U ndersta nding he exp l aine d , ,
.

provides a body which carries on a common pub Uni ve r s i ty o f Chi c a g o R o u n d Ta b l e

“ “
M orale .

l icity activity to serve the interests of both coun Fi rst L i ne of D efen se? A Ra dio D iscussion
”
.

tries in that it gives the people of both coun tr ies

, Jan 18 194 1 2 8pp , . .

the facts on which they may base th eir attitudes P articipa ting in this radio discussion were ELB ,

and actions S uch a permanent Joint Board . described as P ublic R elations C ounsel New York ,

f or M utual U nderstanding should consist o f an City ; P rof H arold La sswell

”
.
“
po li tical scientist , ,

equal number of men representing both countries . Washington D C and Norman Thomas Na
, .
“
.
,

T hese men should be appointe d for life as are the tiona l C hairman of the S ocia list P ar ty Candidate ,

j udges of our highest tribunals should have f or P resident 19 2 8 1 9 3 2 19 3 6 , , , ,

a deep love and understanding of the common The intr oductory note exp la ins that The Round
interests of both countri es and a knowledge of their Ta bl e oldest educational program continuously
,

common needs S uch a Board should include

. on the air is broadcast entirely with out a script
, .

from each country o ne or two elder statesmen a , ,

S ubjects are chose n because of their social politi cal , ,

social psychol ogist a newspa per publisher or radio , or economic significance The program has no ax to .
‘

executive an adult educator an ex pert in the field of

, , grind In the selection of speakers th e e ff ort is to
.
’
,

public relations and an advertising man , As . provide a ba lanced discussion by partici pants who
democracies each country must work on the premise
, have special competence and knowledge The opinion .

that if the peo ple of both coun tries are given sound of each spe aker is his Ow n .

information the countries themselves through their

, ELB is asked by Lasswell to define morale
represe ntative and executive o fficers will determine M orale is behavior he says behavior judged by , ,

sound policies A budget will be provided . pub someone on the outside in relationship to our goal .

l icl y to be accounted for as is that of the C anadian U nder strong morale we have energy enthusiasm , ,

W I B or our ow n O W I I t will learn just what the

. . . . . . belief in our goals and ideals Under weak morale , .

public of one country knows about the other what ,

we have apathy frustration and brea kdown A , , .

pre conceived notions or ignorances prevent com

-
strong morale means that we of the U nited S ta tes
p l e te understa nding will not mix into the must have a common goal a belief in our leaders , ,

politics of the moment will plan and work f or a and a belief in ourselves ”
.

long time rapprochement The board should . S ubsequently under O bjective Q uestions f or
,

consistently stimula te relations between the two Examination Round Table listeners are asked to
,

countries through facilita ting exchange of informa G ive M r Bernays definition of morale Under
“ ’ ‘ ’
. .

tion and view point of key people in gr ea t socia l forces Q uestions of wider scope F or A nalysis
that make up both countr ies — educa tion com ,
and D iscussion liste ners a re asked to D efine your,
“

merce and industry agricul ture labor the proies , , ,

concept of what 1 meant by the term 5

sions The flow of ideas will not be a fortuitous one

. D oes your view point coincide with tha t of either M r .

way flow but rather two way [ in ] - Bernays or M r Thomas [ who questioned the sig .

fact and point of view I n pre senting this psy

”
. nifi ca nce of and relation of common morale to
, ,
‘ ’
,

ch ol og ica l blueprint for the peace between my and as against a right goal in democracy ‘

country and yours ELB bases his analysis and “

,
If not how does it di ff er ?
,
”

interpre tation on present day facts and condi

”
- ELB agree s with Tho mas that the test of de
tions [ on ] present war relationships [which ] m oc racy in the next few yea rs is going to be our suc
po int the way to such a study ”
mutual regard “ ”
cess in meeting unemployment and pover ty But .
,
”

betw een the peoples of both countri es as shown by ,

he adds the success of our present democracy is
,
“

public opinion polls ; the sense of be ing natural “

going to depend upon this : Are we going to be able
allies in regard to inte rnational relations ; coopera
”
to meet the wa fares against democracy that are r

tive activities by agreement of Canadian and , ,

ta king place today are we going to have
U S Wa r Information Services ( U nder the urgency
. .
‘
morale ? he disagrees with Lasswell on the point
of common need in war the groundwork for o u blue ,
r
“
that people in this country want democracy but ,
 47

have no agree ment on ways an d means toward Un iver s i ty of C in c in na t i Tomorrow s P ubl ic

’
.

democracy ELB says :

”
. by the best statis p
R ela tions: A B l ue r i nt f or A merican B usi nes s
”
.

tical count th ere are ten million people in this coun

,
Text of a talk delivered before the Business
tr y who are more sympathetic to other types of sys and Professional M en s Group , Cincinna ti , hio , ’
O
tems than they are to democracy What I fear is . M ar 10 , 1944 3 1 p p . .

that we are so interested in discussing th e future
that we don t pay the attention we should to real iz
’
ing the same ty pe of active dynamic force f or
democracy as that developed by those who are op
This address surveys the problems of p st war plan o
ning and readjustment and how public relations fits
, into th e attempts to realiz e the goals set by various
leaders and groups f or a be tter world A fter pointing .

posed ” ou t the extent to which planning was being used in

ELB and Lasswell agree that it is perfectly pos other fields ELB urges comparable e ff orts in the
,

sible for a democracy to fight a war in con tradic ,

”
pub l ic relations field Q uoting from three diffe rent.

tion to Thomas who won t say that it is wholly im

“ ’
sources the A tl antic C i ty co nf eren ce of business
, ,

possible [ but] it is extremely difli cul t doubly labor and far m groups the Baruch H ancock repo rt ,
-

at long range ; after lively interch ange at

”
, o n reconversion and an address by H enry Wallace
, ,

tempting to clarify the implications all speakers , a synthesis of goals for public relations p lanning is
concede that f or morale it i s impo rta nt to spea k
, ,
“
reached Af te r pointing out the necessity of studying
.

u p and A CT f or democracy ” social facts and realities and therefore the need for ,

D eclaring further that what th is co untry needs rs studying them recent polls are discussed which back
,

a common goal but — in reference to Thomas

, up the delineation of public relations goals .

with men like you talking ELB insists : I be lieve

“ “
,
"
ELB says : P olls show our people want demo
that ideas are weapo ns in a democracy ; that public cratic j ustice in its broadest sense P olls prove .

opinion is the sum of individual opinions ; th at you that a great deal of ordinary living goes o n outside
are helping to make individual opinions ; that the of working and that society must provide for the

public make s national morale national unity and , , happy pursuit of this kind of living P olls .

national wealth ; and that everyone can help share show too that if we practice sound public relations
public opinion and public action I remember that . in one of the vitally importa nt segments of our life
twenty years ago there wasn t anything like public '
business we shall avoid revolution
, The ac .

rela tions Today we know that leadership is largely

. ce p ta nce o f all these realities the pronouncement
the result of e ff ective planning of techniq ues and of A merican leaders the socia l facts the polls, ,

methods and we can all be lea ders in a democratic

, must govern the A merica n businessman In .

way Tota litarian systems and enemies within our

. practicing e ffective public rela tions y o u will
country are”waging a propaganda war to b reak down find that what you are really doing is practicing good
democracy . leadership Lea ders in a democracy are men or
.

In reference to ELB s question W hat do you ’

, women who win friends and influence people by

think of the idea of getting experts in the field of word and deed As forceful socially minded
.
, ,

morale psycholog ists neurologists comm unica , , forward looking leaders businessmen can practice
-
,

tion ex perts men like Thomas who know and love

, and publiciz e socially sound policies and practices
their country — to work on a commission to give no t only in business but in other fields as well .

counsel and advice where it is needed on problems A merica n business men interested in preserving
o f morale having to do with everything from f r us democracy and predominantly free enterprise must
tra tion and pre j udice and social behavior to the ex ert this kind of leadership efi ectiv el y Nor .

problems that the army or navy or the can business men permi t reactionaries to be their
draft meets with men Lasswell finally sa ys I
”
, spo kesmen and offi cial leaders .
”

think we need lots of service agencies for national

defense to help people to understand just how they Uni v ers ity of Virg ini a F reedom of P ropaganda .
“

can se rve democracy in this crisis To that ex tent I . The Constructive Formi ng of P ublic Opi nion
"
.

agree with the general conception of a morale com Talk delivered at the Institute of P ublic Af fair s ,
mi ssion Then I think that represents our consensus
. July 1 6, 19 3 6 R eprinted in Vital S pe eches of
“
.

toda y on our question : Is morale our first line of de the D ay Vol I I , No 24, Se pt 1 , 193 6 , pp 744
. . . .

f e nse ? We have said : Yes without it we cannot suc

‘
, 746 .

ceed We have also said : No morale is n o t our first

.
’ ‘
, ELB said : Am ericans must recognize that in the
l ine of defense because it is a result and not the science of propa gan da they ha ve at their command
cause of a successful defense e ff ort O ne th ing has .
’
a real weapo n with which to consolidate and make
eme rged clearly We agree that we must ha ve clarity
. e ff ective the work and contributions of past and
about the ends and" means of th e achievement of a present generations that ha ve built up our present
democratic society . day sy stem — an economic and governmental sys
U nder
“
S uggested R eadings for Round Ta bl e tem which we do not desire to c ha nge for any
listeners s ix works are listed inc l uding Be rnays
,
“
, , other .
”

Ed ward L S pea k Up f or D emocracy The . D iscussing the role of propaganda ELB said ,

methods a nd strategies of m odern public relations P ropaganda is th e voice of the peo ple in th e de
salesm"a nship applied to th e job of selling demo m ocracy of today F reedom of propaganda is as im
‘ ’
.

cracy . portant as the other civil liberties — freedom of

48

worship freedom of the press free dom of speec h

, , , relationship between the leader and his followers is
freedom of radio and freedom of assembly
, . basic t o victory and that o ur many leaders must,

Propa ganda is an importa nt tool of sound social assume the responsibility of guiding their followers
evolution and change Propa ganda makes it pos sible
. not only in peacetime pursuits as they already do , ,

f or minority ideas to become e ff ective more quickly but for victory as well "
. .

Wh at is this propaganda that takes ideas and The Foreword sta tes in part : Edward L Bernays .
,

facts and gains quicker accepta nce f or them that

, who has long enjoyed the reputation of be ing the
modifies the motives the thoughts and the actions of
, , nation s number one publicist spea ks in this timely
’

, ,

millions ? Propa gan da is applied psychology Propa . address wi th the authority of one who has made
,

ganda is an attempt to give currency to an idea by ‘

people his life work The demonstration contained
’
.

finding the common denominator betw ee n the idea in this paper should give comfort to those who be
and the public interest and sta ting it I t is bringing
, . lieve that there is no mass mind but th ere are mo ,

an ol d o a new idea to accepta nce by the public

r . bile groups of educata ble pe ople who think in
The methods of propaganda are readily avail dividually and often act as a unit His thesis makes .

able to all forces in society that wish to e ff ect change stimulating reading ”
.

or to mainta in the status q uo F rom the broad ELB said The first step in forging psychologica l
“
.
,

social standpo int propaganda can be used in in

, unity in the United S tates is to discover how many
dus try f or a variety of purpos es I t can be utili ed . z potential war leaders there are in A merica who can
to hasten or slow up the normal time lag in the public strengthen uncompromising determination for demo
acce pta nce of a product P ropagandas for the . cratic victory According to the latest avai lable fi g
.

consumer s favor carry broad consequences in the ir

'
ures there are
, such leaders Lea ders .
,

wake and serve a useful purpose in the economic

, for their part have a cce ss to the minds and wills of
,

system They serve to stabili e life for the producing

. z their followers They must assume their re sponsibil
.

as well as the consuming elements They tend to . ities and mobili e the psychological front for vic tory
z

eliminate the shock s and sudden changes which it is in this war of ideas We must not expect words .

clear ou system cannot stand

r P ropaganda . alone no matter how true or pointed to build up our
, ,

makes public interest the deciding factor for the , national will to victory Government is ex .

more propagandas there are vy ing f o public interest r pressed by acts and words But the Government in .

and public attention the freer is the public to choose

, ou r democracy depends upon the people o n what ,

on the basis of its real wants . they want on what they are willing to accept The
, .

“
W hat y ou may ask can be the rationali z ation of
, , people depe nd to a great extent on thousands of lead
these propagandas ? namely th is that as inte rest ers f or guidance as to their attitudes and actions We .

and attention are focuse d on these battles disin , always get back to the leaders no matter where we
tere s ted authority will align itself on the basis of start The address continues with an identification
”
.

merit with one side or another and the presumption , of the 2 5 most influential leaders of the day and o f ,

is that that side will win in public favor which is in the leaders included in the figure quoted above of
the public interest and at the same time satisfies the leaders and concludes with an appeal for
,

private pro fi t motive that is at the basis of our

-
more e ff ective harnessing of this leadership to the
present system Individuals industries and
.
, , purposes of total war .

o rganiz ations ha ve not heretofore regarded th em

selves as part of a larger whole that must present a W O R F or u m B o o k Granik , Theodore S , ed
. . .

unified front to the public The capita listic sys tem . With a Foreword by R obert F Wagner , U S . . .

has entirely neglected the larger implica tions of se ll Senator from New York N Y : Falcon Press , . .

ing itself against competitive syste ms to the public . Inc 19 3 3 2 73 pp

.
, . .

If we are to safegua rd the principles of de T his series of debates under th e auspices of the WO R
m ocracy on which our country was founded if we ,
F orum H our contains o ne be tween ELB and S ilas
a re to safeguard democracy itse l f we must first u n ,
Bent A W ho s Wh o of Contributors to this book
.
’

ders ta nd and then utili e e ff ectively th e science of z describes ELB as follows : A leader in the field of
“

propaganda in its behalf The ta sk of the . counse l on public relations H as acted in that field .

propagandist is in essence the e ff ective ma nage

, ,
f or foreign governments industrial and p ublic we l ,

ment of the symbols at his comma nd to bring about fare organiz ations national associations and individ , ,

desired responses from the public in order to achiev e A uthor of Propaganda and C rystalli z ing
‘ ’ ‘
ua l s
.

the desired end P ublic O pinion M aintains an o ffi ce in New York

’ "
. . .

A rguing the a ff rmative of the question Is Propa

“
i ,

W e s te rn e ev
ers t D emocratic L eader
R s r e U n iv i y . ganda a C onstructive F orce in A merica n Life To
p
s hi i n Tota l Wa r ddress at C leveland Col
"
A ELB says : The instruments by which public “

lege estern eserve niversity 1943 8 pp

.

, W R U . . . opinion are organiz ed and focused may be misused ‘

In this address presented at C leveland College of

“
just as other instruments in law and medicine are
W estern R eserve University under the auspices of ,
be ing misused ; but such organiz ation and focusing
the Journalism D epartment ELB said : Th e re ,
“
are nec essary to orderly life As civiliz ation and th e .

l iance of democracy on its leaders is one of the great technique of spreading ideas have become more com
safegua rds in psychologica l warfare — within and plex the technician has arisen whose function it is
,

outside the country We must recogn iz e that the

. to help in prese nting a point of view and a product .
 Tart Two
WR I TI NG S A B O UT E DWAR D L B ERNA YS
.
 53
article on M olding P ublic O pinion with a bio
graphical sketch f ELB p 8 7 o . . .

E D WARD L . B ERNA YS P hiladelphia The A cademy V ol 2 50 , . .

,

M ar 194 7 183 pp . .

in B ook s This volume , devoted to the overall topic Com

m unica tion and S ocial Action , contains an article
”

by A rleig h B Williamson on
“
Safeguarding C han
A bdu ll a h , A h m ed, c B al dwin
an d , F a i h B roadt .
nels of Communication which refers” to EL B s ar
”
.

way I nterl ude . N Y : Payson. C , larke Ltd

, .

ticle o n the Enginee ring of C onsent , appearing in

“

19 2 9 3 o6p p . .

the same volume , p 5 A lso : So me large industries

“

his novel New York life contains the following

. .

T of
and their advertisers , it has bee n said by D udley and
passage abo ut a fictional char acter said to be mod Bernays have become conscious that their ultimate
c led on the late Otto Kahn : Julius Beck had a
“ ,

welfare depends on public confidence p 8 "

strong passion for things of enduring beauty ; fancied

. . .

hi mself as Art s self elected patron ; had subsidiz ed

’
- Am e ri ca n As s oc ia t i o n o f Sc h oo l A dm i ni s tra
many a publicity expe rt and public relations counsel t o r s P ublic R elations For A merica s S chool s
.
’

P ublished by th e
,

from Ed Bernays to O liver Tayler so that his fame Tmenty Eighth Yea rbook -
.

A merican A ssociation of School A dministrators

,

as a M aecenas might spread from New York to ,

Lo ndon and from the Atlantic to the Pacific p 1 18 a department of the National Education A sso
cia tion of the United S tates 19 50 4 9 7pp
. . .
,

Agn ew H u gh F a n d H o u gh t o n Dal e M arket

. . .

D iscussing The S uperintendent s Lea d e rship in P ub

. . ’
, , ,

ing P olicies N Y : M cGraw H ill Book Com . .

-
lic R elations this article says : The public relations “

pany Inc 19 4 1 6 15pp

, .
, . .

point of view on leadership has been well exp re ssed

Bibliographical reference to Bernays E L : C rys , .
‘

by Bernays : Leadership is the engineering of con ‘

tal liz ing P ub l ic O pinion N Y : Boni and Liveright ’

, .
,
se nt I t is getting pe ople to follow you be ca use they
’

p 460
.

. .
want to not because you want them to F ootnote
, .
”

Al b ig Wil l ia m P ublic Opi nion N Y and London reference to ELB in Tomorrow s P ublic Re lations “ ’
.
, . . .
,

M cGra w H i l l Book C ompany Inc

- 1939 , .
, . p 128 Listing of ELB s C rystallizing P ublic O pin
. .
’ “

486p p . ion in Se lected R eferences C hapter I p 3 08

”
, , . .

Bibliogr aphica l reference to ELB s book Crys ’

,
A m er i c a n L i b ra ry A ss oc ia t i o n A m e ri ca n R ed
talliz i ng P u bl ic Opini on C h apts I I I The Nature
“ ,
, ,
C ro ss Un i t ed S erv i ce Or g a ni za t i on s Final
.
,

and D evelopment of P ublic O pinion p 43 3 ; to , .

R ep orts Victory B ook Ca mp aign

,

1942—4 3
.

his book P ropaganda C hapts XVI I XVI I I The

, .
, ,
2 6p p
, , .

Nature and Art of Propaganda p 456 ; to his ,

"
.
.

as Co chairmen of the Campaign Commit -

article M anipulating P ublic Op inion A merica n
“
, ,
tee [for public relations publicity and collections]
—9 7 1 C hapter XI I I
, ,
J ournal of S ociology
“
O pinion Change p 45 1 ”
, , ,
three well kn own men were selected appointed and ,
, . .

consented to se rv e : F ranklin P Adams author .

, ,

Am erica n A ca de m y of P ol iti ca l a n d S o c ia l co l umnist and Information Please expert ; Edward ‘ ’

S c i e n c e : A nnals P hi ladelphia The Academy .

, .
L Bernays noted P ublic R elations C ounsel ; Nor
.
,

V ol 1 79 , . M a y 19 3 5 , 2 8 7p p .
man C ousins author and editor of the Saturday , ,
‘

I n his article on Party Campaign Propaganda , R eview of p 14 . .

Ralph D Casey says : Edward L Bernays has com

“

A m e ri ca n M erc h a n t M ar in e C on f er e n ce P ro
. .

plained of the great waste in the distr ibution of cam .

ceedings Vol ume 1 2 N Y : The P ropeller C lub

paig n propa ganda and the failure to work out th e
. .
,

entire campaign according to broad p la ns wi th as of the United S tates 1946 3 3 5pp , . .

scientific”an analysis of the public to be rea ched as

,
As co chairman ELB C ounsel on P ublic R elations
-
, , ,

possible” F ootnote reference to EL B s book Propa “ ’ presided over the panel on Waterway Improvement
held at the Waldorf Astoria during the Prope ller
.

ganda p 82
C lub s Twentieth An nual Convention Oct ober
. . .
’

In his article on O ffi cial P ub l icity U nder the New

,

18 19 46 Before introducing the first speaker

D eal
"
E Pendleton H erring quote s th e suggestion , .
,

Brigadier Ge neral A lbe rt L C ox in comma nd of “

.
,

in EL B s book Propaganda that the United

“ ’ " “ .
,

S ta tes Government should crea te a S ecretary of

the M ilitary D istrict of Washington dur ing the
Pub l ic Rela tions as (a ) member of th e President s ' war ELB emphasiz ed the importa nce of waterway
,
”

Cabinet The function of this o ff icial should be to

improvements in maintaining and increas ing our
“

standards of living in this country by reducing cos ts ”

.

interpret A merica s aims and ideals throughout th e ’

to the advanta ge of individ ual consumers p 1 74

world and to keep the citizens of this country in
,
, . .

touch with governmental activities and the rea sons Art Dir ec t ors C l u b o f New Yor k 2 6th A nnual of .

which prompt them He would in short interpret .

, , A dvertising A rt N Y : Watson Guptill P ublica . .
-

the pe ople to th e Govern ment and th e Government tions Inc 194 7 3 16pp , .
, . .

to the pe ople Footnote reference to E LB s boo k

.
’
Excerpt from BLB s talk be fore the Art D irectors ’

Propaganda p 1 72 C lub M ore Power to Art D irectors A C hallenge

“ “
. . .
,

Th e editors of th is vo l ume of th e Annals devoted , to the Profes ion is featured as introduction in a

"
s ,

to Pr essure Groups and Propaganda follow E LB s ,

” ’
doub le page spread pp viii ix
-
, .
-
.
54

Au t h or s a n d Wr i ter s Wh o s W h o R e f ere n ce standard Bernays books Cry ta lli ing P ubl ic Opi n
’ ’ ’
, s z

G u ide London : S haw P ublishing C o , Ltd ,

. . . ion and P rop g nda p 2 9 3
, a a . . .

194 8—4 9 799 p p . .

B ec k er C ar l L ; Lern er M ax ; Fl y J a m es L aw
Biographical ske tch : Bernays , Edward L B S . .
,

r e n ce ; C u s h m a n R obe rt ; B i ddl e F ra n c is ;
, ,

Vienna 189 1 e : D ewitt C linton H igh Sch C ornell

.
a n d Da y Edm u n d Ez ra S afegua rding Ci vil
, ,

Univ m : D oris E F leisc ma n d : 2 M em Nat h , .

. . . . . .
L iberties Today The Edward L Bernays Lec
P ubl Re l Cttee P ubl : C rystalliz ing P ublic pinion ; O
. .

. . .
tures of 1944 Ithaca : Cornell University Press
Broadway An thology ; Propaganda ; S peak Up for
.
,

1 945 158p p
D emocracy ; Take Your Place at the Peace Table ;
. .

P reface by Ge orge H Sa bine Vice president of -

P ublic R elations : A Growing P rofession ; ( Ed )

.
,

C ornell University records the contribution of the

O utl in e of Careers , 19 2 7 Ctr : Various c : Century . .

gift to Cornell University by ELB an alumnus of

,

C ountry , H armonie ( N a : 163 East 63 rd S t ,

.
the C lass of 19 12 which made these Le ctures possi
O ffice Bernays Buildin g , 2 6 E 64 th S t , New York
~
,
. .
ble ; refers to his belief on the importance of under
2 1, N Y U S A p 54
"
. . . . . .
standing civil liberties in America s social and politi ’

e
B arn s , H ar ry El m er S ocial I ns titutions N Y : . . .
cal life ; the volume has been planned in the hope
“

P rentice all Inc 1946 9 2 7p p

-H
, .
, . .
that o ur heritage [of civil liberties ] might be
S killful advertising suggested by E L Bernays
, . .
strengthened pp vi—v 1i .
”
. .

and others has populariz ed the use of the telegraph

,
”
.

Be n edict Ag n es E P rogress to Freedom N Y

p 4 78 A footnote on the same page says erro
. .
,

G P P utnam s So ns 19 42 3 09 pp ’
. . .

n eous l y : Bernays invented the slogan D on t ,

‘ ’ . .

In the Foreword of this Story of American Educa

“
, . .

write telegraph A lso : The institution of the

“
~
’
,

P ublic R elations C ounsel represents the most

.

tion very special thanks are given by the author

,
“ ” ”

sophistica ted and subtle development of business to “

M r Edward L Bernays for his masterly
. .
,

propaganda The two most distinguished masters of criticism and practical guidance p v ii . . .

B e n t S il a s M achine M ade Man N Y : Farrar and

.

this type of propaganda have be en Ivy Lee and , . . .

Edward L Bernays p 568 ” Rinehart 193 0 34 1pp , . .

ELB is quoted indirectly as saying that the modern

. . . .

“
S ociety i n Transition : P roblems of a
Cha nging A ge N Y : Prentice H all , Inc , 19 3 9
publicity man is a spe cial pleader before the court of
public opinion p 13 9
-
. . . .

. .

9 99 p p
.

Berc ovi ci Ri o n For I mmediate Rel ease N Y

.

In the cha pter on M ass Information and M ass , . . .

Propaganda the author says : The use of the

“ " S heridan H ouse 193 7 3 1 7pp , . .

A publicity man chief charact er of this novel makes

,

public relations counsel represents th e most sophisti , ,

ca ted and subtle development of business p ropa numerous references to ELB : What has Bernays
“

ganda The two most disting uished masters of th is g ot that I haven t got ? A smoother patter p sy
’

. ,

type of propaganda have bee n Ivy Lee and Edward chol og ica l aura better conta cts But there s ’
, .

L Bernays I n promoting particular products or no reason why I can t ma ke the grade " p 8 2 ' ”
.

he looked at the Bernays book with respect

. .

movements these men have found that direct and .

And envy p 92 I m creeping up on

,

blatant propaganda is very often harmful rather

’
.

than helpful It only serves to in crease the p rej u Bernays and the Lee Boys and they re getting ,
’

worried p 203 ; a copy of the Bernays book is

.

“ "
dices al ready in the minds of those to be conver ted . .

mentioned p 9 3 — along with his name among

.

Therefore an indirect line of attack is formulated , .

those to whom authorship of all the stu ff written

.
,
“
So ca lled institutes or foundations are created to
-

serve as the oste nsible voice of or spokesmen for , ,

about publicity is attributed Bernays " “

the interests served This gives a se nse of research .

D oob Walker C reel p 16 7 . .

auth ority and digni ty to the propaganda which is

, B ic k e l Kar l A N ew E mpires Phila : J B Lippin
, . . . .

issued Even reputa ble scholars are employed to

.
cott 19 30 1 12 pp , . .

make studies which seem to support the conten tions ELB is quoted at length from his rece nt book ,

advanced in th e propaganda pp 636—63 7

”
. . . P ropaganda — as t o the importance of radio,
”

A lso the section Selected R eferences includes among the propagandist s tools ; its uncerta in future
“ ” ’

reference to Bernays E L P ropaganda Liveright

“
, . .
, , , development as a competitor of the newspa per as an
p 9 88 . . advertising medium ; and as a controlled channel for
B ar t o n R og er ed A dvertising H andbook N Y :
, , . . .
the publicity of la rge po litical racial sectarian , , ,

P rentice H all Inc -

, .
economic or professional groups pp 74—76
, . . .

Footno te reference to ELB under General S ubj ects .

B iddl e Will ia m W P ropaganda and Education
, .

Bernays Edward L EdwardL B erna ys Coll ection on

.

, .
N Y : Teachers C o l lege Co l umbia University
.

P ubl ic Rel ations New York New York P ublic

, ,

, .
Bureau of P ublications 1932 84 pp
Library p 802
. .
,

, . .
With a footnote reference to his boo k P ropaganda , ,

B astia n Ge org e C Editing the Day s News Re

, .
'
. ELB [ H imse lf a successful propagandist ] is
“ ”

vi sed by Lela nd D Case N Y : The M acmilla n . . .

q uoted : The minority has discovered a
C ompany 1933 309 pp , . . powerfu l help in influencing majorities It has bee n .

Under Newspa pe r Problems P olicies and Ethics ; found possible to so mold the mind of the mass es
“
, ,

Th e Radio bibliographical ref erences to two tha t they will thr ow the ir newly gained strengt h
"
,
 55

in the desired direction Propagan da is th e . nays has both a clear and a very shrewd understand
executive arm of the invisible government O r .
’
ing of his profession Bernays himself is qui te
ag ain But instead of a m ind universal literacy has
,
‘
, the newest type of public relations specialist so in ,

given him [ the co mmon man ] rubber stamps , te l l ige nt and so free from the conventional inhib i
inked with advert ising slogans editorial s , , tions that he assumes almost the character of a
published scientific data trivialities of the , phenomenon Th e extract descr ibe s Bernays key
”
.
’

tabloids and the platit udes of history but quite

, , role in dramatiz ing Light s Golden Jubilee and the ’

inn ocent of original thought The result is t o

‘
intr oduction on the market of a new D odge ca r ,

control and regiment the ma ss es according to our pp 5 1 7 20 A nother section of this book The
.
—
.
“
,

will without their knowing p 2 . . S truggle Between P ress and Radio

”
says : It took ,

B in gh am Al f r ed M a n d R odm a n Sel den eds the spectacular broadcast of the D odge M otor Ca r
,

Cha llenge to the N ew D eal N Y : Falcon Press

.
, , , .

company on January 4 19 2 8 an announcement of its , ,

19 34 284 pp
. .
,
new Victory Six to awaken publishers to the fact ,
.

hey seem to have learned nothing from the

T
.

that a rival for the advertising dollar had sprung

technique propaganda as it was carried to per
of
into be ing Edward L Bernays . had charge of .

f e ct ion by the Lo rd Northcl iff es in wartime Eng

,
this event pp 540 54 1 This section is an extract
,
”
.
-
.

from H ear D odge Broadcast by John ”

land the Edward Bernays in industrial A mer

,
R Lee S ales M a na gem en t Vol XIV A pr 14 1 9 2 8
,

ica , p 2 12 . .

p 59 1
.
.

.
, , .
, , ,

B ink l e y W il f r e d E an d M oos M al co l m C A
, .
, , .
B l oc k M axin e ed Cu rrentB iography N Y : H W
, , . . . . .

Gramma r of P olitics : The N ational Gov ernment .

Wilson 194 2 9 40pp
N Y : Al fred A Knopf, 1949 76opp
. .
,

. . . .
S ection on ELB with po rtrait photograph This
Footnote reference to EL B s A ttitude P olls — Se rv
.
“
biographica l sketch says : If the United S tates
’
“

ants or M as ters p 1 71 F ootnote : Certainly

” “
. . .
Government had in its cabinet a S ecr etary of P ublic
h
not all of t e e ectorate is fami l iar with the findings l R elations — a trained psychologist whose business
o
of the p lls In 194 6 it was estimated that only 3 8.
it would be to control the mass mind the logica l
per cent of the people knew the results of the Gallup man for that position would be Edward L Bernays
and Fortune polls See Harry F ield , Paul Laz arsf eld,
.
,

.
United S tates P ublicist No 1 head of a profession
l
C aude R obinson and Edward Bern ays : Th e Dis
.
,

which he built up publici ed and named : counsel on

‘
z
c uss ion Goes n P ubl ic i nion Qua rterl y ( 1945 O Op
, ,
’
.
public relations pp 76 79 -

p 1 72
. .

B og ardu s Em o r y S Funda mental s of S ocial P sy

. .

B ir d C h arl e s S ocial P sychology N Y and Lon

.
,

, . . . .
chology N Y and London : D A ppleton
don : D A ppleton Company Inc 1940 5 64 pp
. . . .

.
, .
, . .
C entury C o Inc 19 42 5 3 8 pp
Bibliographical references C hapter IX P rop aga nda
. . . .
, ,

, , , Bibliographical reference Chapt XXX P ublic

to EL B s Crystal l i ing P ublic Opi nion and p 3 4 1
, .
,

O pinion to EL B s article in the A merica n J ourna l

’
z ” ’
, , .
,

his article in the A merican J ournal of S ociology 19 2 8

,

, , of S ociol ogy V o l XXX I I I : 9 5 7 7 1

— “
M anipulating
Vol 3 3 9 58—9 7 1 M a nip ula ting P ubl ic Opi nion: The
.
, ,

P ublic O pinion p 4 63
"
.
, ,

Why
. .
,
a nd the H ow .

B o n e H u gh A A merica n P olitics and the P arty

, .

B ir d, G e or g
e L , an d M e rwin : Fr ederi c E , eds . . .
S ystem N Y : M cGraw H ill Book C ompa ny
"
.
-
,

p p
.

The N ews a er a nd S ociety N Y : Prentice . .

Inc 1949 pp 777 .

H all , Inc , 1942 62 7p p

.
, , .

. . .
A mong the selected references f or th e chapter on
This book is a compilation of sta tements on news “
Th e F oundations of O pinion is Crysta ll iz ing P ubl ic
”

paper influence A section entitled Ed ward L “

. . Opi nion by ELB p 39 A mong the selected refer
, . . .

Bernays is taken from Edward L Bernays , the

” “
.
e nce s for the chapter o n Propaganda and Campaign
Science of Ballyhoo , by John T F lynn , The A tl a ntic
”
.
Literature is P ropaganda by ELB p 620
”
, . . .

M onthl y , Vo l 149 , M ay 19 3 2 , pp 563 —565 , 569— 5 70

l
F ynn says in part : By no system of honest elim
“
. . .

B oo m e r Lu c iu s H otel M ana gment N Y : Harper

, . . .

inat ion can Edward L Bernays be excluded from a

and Brothers 193 8 3 4 1p p , . .

list of representative men in Am erica H e has made

.

Everyone responsible for hotel administra

an extraordinary success H e has been something of a
.

tion should study such books as P ropaganda and ,

Crysta ll iz ing P ubl ic Opinion by Edwar d L Bernays

.

pioneer . o
H e n umbers among his clients p wer
who helped to develop this new profession p 189
, . ,

ful mi l lionaires great corporations even royal per , ,

,
. .

sonag e and governments H e has made a great deal

s . B ow e r R o b e r t The A nnal s A merican A cademy of
, .
,

o f money a mark of importance that no A merican P ol itical a nd S ocial S cience P ublic O pinion .
“

will deny and what is more he has done it in the , , P olls and the P olitician P hila : The A cademy ,
”
,

field of intellectual activity For after all Bernays is .

, , Sept 19 48 2o7p p . .

a philosopher not a mere businessman H e is a , . In the section P olitical Implica tions there is the
,
“
,

nephew of that other great philosopher D S igmund , r . statement : We are no longer led by men we are led
“
,

Freud Unlike his distinguished uncle he is not

.
, around by the polls with footnote credit to E L ,
" “
. .

known as a practicing psychoanalyst but he is a , Bernays Attitude Polls — Se rvants or M asters

,
‘
,
’

ps ychoanalyst j ust the same for he deals with the , P ubl ic Opi nion Qua rterly F all 19 45 pp 2 64 , , , .

science of unconscious mental processes Ber . p 106

. .
56

B r own Fra n i
, J am : H , Ccs es odges harles and m ocracy in a b ok , S o p ea k Up f or D emocracy .

R ouce k , Slabe y , (cd ) Joseph

Contem orar y . p Y o u are shown how to work with
World P ol itics : A n I ntroduction to the P robl ems plan to use al l the available machinery
of I n terna tiona l R elations
”
: W N Y John iley
. .
Ch ase S tu ar t D emocracy Under P ressure N Y
, .

ons Inc London hapman all Limited

. .

S , , : C H ,
.
, Th e Twentieth Century Fund 194 5 14 2 pp , . .

1940 , 780pp .
E L Bernays working for the lobby pro
chapt r ora l isarmament l ist in its
. .
, ,
Th e e on M D
”
s duce d a Joint C ommittee for S ound and D emo
‘

S elected efe ences Bernays E L

R r
“
, p
P ro aganda . .
cratic Consumer Le gislation and to make assurance ’

New York Liveright ublishing orporation

,
: P C , doubly sure a National A dvisory Counci l of Con
,
‘

B r o c k H I M eddl ers : Upl ifting M oral Upl ifter s

, . . .
sumers and p 42 . .

N Y : Ives Washburn 19 30 3 0 7pp

.
, . .
Gover nment i n B usiness N Y : The M ac
In the chapter entitled Saving the Profi teers
. .
“
millan Company 193 5 2 96pp
’
,

Bacon describing the meeting of F ord and Edison

, . .

, Extract from an interview with ELB reported in the

at Ediso nfor d o n the edge of the Ford airport the
,

, , N ew York World Tel egra m A pril 9 19 3 5 Bernays -

author says : The super press agent was on the job

.
, ,
“
points out the growing influence of a quickened
giving the gesture maximum visibility It was not .
rate of change on opinion management or pressure
“

I vy Lee this time but Edward Bernays Bernays is a , .

po litics or the technique of public relations or gr oup
l ater recruit to this branch of professional wi z a rdry ”
.
lead ership which can [ now] assert itself much “

B ru c k e r H e r ber t F reedom of I nforma tion N Y :

, . . .
more e ff ectively p 2 63 .
”
. .

The M acmillan C ompany 1949 3o7pp , . .

C h a y er M ar y El l a N ursing i n M odern S ociety
Th e World War I e xample of what propaganda
, . .

N Y : G P P utnam s S ons 1947 288pp ’

could do was not lost upon those interested in

. . . . .
,

A brief discussion o f the findings by ELB on nursing

the business of manipulating public opinion As one .
economics based on a survey among nurse s pub
o f them Edward L Bernays said later : It was only
, ,

l ish ed in A pril 19 46 F ootnote reference to the article

‘
.
, ,

nat ural after the war ended that intelligent pe rsons

.
,

, ,
“
Nurses and Their Professional Organiz ations by ”

should ask themselves whether it was not possible to

,

ELB in A merica n J ournal of N ursing Vo l

apply a similar technique to the problems of pe ace
.
,

p 3 5 with numerous other references to articles

’
.

It was An d the gr eat discovery that the more cap

.

.
by him in the same pe riodica l for the months of
able ones like Bernays made was this : that e ff ective M ay November D ecembe r 1945 ; Janua ry P ebru
po l icy ma kes e ff ective propaganda p 145
, , , ,
. .
ary M arch A pril June July and Septembe r 1946
C ha pt XI American M inisters of P opular En
, , , , , .

“
pp 39 , 26 5
.
,

makes footnote reference to EL B s

. .

l ig ht enm e nt
’
,
C h i l ds , Ha rw ood
L A n I ntroduction to P ubl ic
book P ropa ganda p 2 9 8
, . . .

Opi nion N Y : John Wiley and S ons Inc ; and

. .
.

B ry so n Lym a n ; Fink e l ste in Lo u is ; an d M a c

, , London : C hapman and H all Ltd 1940 15 1pp , .
, . .

Iver R M A pp roaches to Group Understa nding

, . . .
Under P ublic R elations
“
bibliographical reference ,
”

S ixth S ymposium of the C onference on S cience , to E LB s book P ropaganda p 145

’
, . . .

P hilosophy and R eligion N Y : Harpe r

A Referen ce Guide to the S tudy of P ubl ic
. .

Brothers 194 7 8 58pp , . .

Opi nion Princeton : Princeton University Press

C hapt XI Bridges f or C ultural Understanding or
“ .
,

19 3 4 10 5p p
.
, ,

Labor and P ublic R elations by Kermit Eby C IO ”

,
.

In the cknowledgement ELB is de scribed by the

“
A
.

D epartment of Education and R esearch conta ins

,

the following comment by P itman B Potter in a

,
author as among those whos e genius enables them
“

footnote : It seems to me that there is some danger

“
.

to bridge the chasm between the laboratories of

today of development of public relations techniques academic endeavor and the world of practice H e is ”
.

which go beyond the proper bounds of libe ral demo credited with the suggestion which led to the publi
cratic discussion and approach the meth ods of to cation of the book along with practical aid which is ,

t a l ita r ia n dictators I have discusse d this question in

gratefully acknowledged This bibliography and .

a long book review of Mr Bernays latest pa mphlet

.

’ study outl ine contains frequent references to ELB s ’

‘
Take Your P lace at the Peace Table published in
.

’
,
books P ropaganda pp 9 13 3 6 53 and Crystalliz ing , .
, , ,
,
P ubl ic Opinion pp 13 1 8 5 1 53 59 73 The preface
the America n Political Science R eview p 1 10 . . .

is by ELB .
, .
, , , , , .

In Contributors t o A pproaches to Group Under

“ ‘

C l o u g h R eg in a l d
“
P ublic R elations i n E ncy
standing ELB is liste d as public relations coun
.
’ “ , ,

,
cl opedia A merica na Vo l 2 2 N Y and C hicago
sel ; author Crystall iz ing P ublic Opinion S pea k Up
. . .
,

, ,
A mericana C orporation 194 8 8 00 pp , . .

f D em ocra cy, Take Your P lace the P eace Ta bl e,

at
Se veral mentions of ELB as a leading pioneer 1n
or “ H .

and others p ”
82 1 . . .
the field of public relations and as an outside coun
,

,
“

B u l l et in of t h e B u s in e ss H is t ori ca l S oc i e ty See selor from the time he ope ned his own business ”
.
,

A ddenda Item 7 , . with bibliographical reference to Crystall iz ing P ubl ic

B u rn ett V e rn e You and Your P ublic N Y and
, . . . .
Opinion pp 770 771 773 . .
, , .

Lo ndon : H arpe r and Brothers 194 3 194pp , . . C oc h ra n Th o m a s C an d M il l er Wil l ia m The

, .
, , .

Edward L Bernays public relations expert .

, , A ge of E nterprise N Y : The M acmillan Com . .

tells how to build up ethical propaganda for de pany 194 2 394pp , . .

58

men labor leaders editors mayors congress men

, , , , C hapter V I I I entitled Advertising and P ublicity , ,

and others showing that they had been converted to

, contains the following : The third phase of activity
“
,

the idea that beer is A merica s way to prosperity ’

, which brought into be ing the concept of the public
health and true temperance pp 409—4 10 .
”
. . relations counse l developed in the early 19 2 0 s ,
’
.

D oo b Le o n ar d W P ropaga nda N Y : H enry H olt Edward L Bernays Iv y Lee and other leaders in
.
, ,

sisted that while the public should be informed of

.
, . .

and Company 19 3 5 424p p ,

business activities it was nece ssary also that business
. .

R eference to the debate on propaganda between ,

ELB and Everett D ean M artin p 84 F ootnote : should understand public attitudes and attempt to
operate within the defined limits of the public in
. .
,
“
Edward L Bernays has j ustified his profess ion by ‘ ’

te es t The publicity man not only had a re sponsi

.

pointing out the inevitability of propaganda in all r .

parts of society ( see the discussion of his philosophy b ility to his clients but to the general public O ut of , .

on p p 8 8 F ootnote reference p 156 to this philosophy emerged the modern practice of

public relations pp 12 6— 12 7 ”
. . . .
, ,

E L B s article The P ublic U ti lity That Is M is unde

’ “ .
r
. .

stood P u bl ic Util ities Fortnightly Nov 2 7 1 9 3 0 En cyclop edia o f t h e S oc ia l S c i e n ce s V o l 1 2

”
. . . .
, , ,

A n l l page critical discussion of the public rela

-
N Y : The M acmillan Company 19 34
.
, .

tions techniques and achievements of ELB Th e . In the article o n Propaganda the list of books to “
,
”

main theme is : The society which Bernays helps to “

consult includes EL B books Crystall iz ing P ublic '
s

direct has made him possible pp 19 5—205 ELB is ,

”
. . Opi nion and P ropaganda p 52 8 . . .

incorrectly described as a n ephew in law of Freud “ - -

,
”
F air c h il d H e nr y P ra tt Genera l S ociology N Y
“

p 19 5 ; Light s Go lden Jubilee is called o ne of the

.
’ “ , . .

John Wiley and Sons Inc 1934 634pp

most astonishing pieces o f propaganda ever en
. .
, .
,

Bibliographical reference in Chapter XI Social C on “

g ineere d in this country during peace time p 19 5 ” ,

, .

trol to B LB s Crystal l iz ing P u bl ic Opi nion p 584

” ’

Th e article by John T F lynn Edwar d L Bernays “

. .
, .

Fin e Be n j a m in Edu ca tiona l P u bl icity N Y and

. .
, ,

A tl antic M onthl y 19 3 2 V o l 149 p 5 64 is quoted t o

.
, . . .

London : H arpe a nd Brothers 1943 3 20pp

. .
, , , ,

the eff ect that Bernays was working not for Edison
“ r , . .

o r for H enry F ord but for very important interests

Experts in the fi e ld of publicity are likewise
which saw in this historic anniversary an opport u
,
agreed that censorship has no place in a sound pro
mity t o exploit and publici z e the uses of electric light
” gram .A position is held by Edward L
. . . .

p 19 6 ; E L B s book P ropaganda is quoted on the ’

,
Bernays : Everyone a propa gandist for some plat
‘
13

form and it is the freedom with which all may em

.

relation o f propaganda and society : The conscious “ ,

and intelligent manipulation o f the organiz ed habits ploy the methods of propa ganda that makes f o r

and opinions of the mas ses is an important element safe ty and stability in a democratic country .
’

in democratic society p 19 6 ; D oob criticiz es this : ” p 2 2 3 A lso a bibliographical reference to EL B

. .
’
s

book Crystal l iz ing P u bl ic Opi nion p 3 1 1

. .

“
Bernays notion then seems to be the application
’
, ,
, . . .

o f a l a i ssez fai re system of e co no m ies with its a t

-
,
F l e i sc h m a n D o ri s E Ca eers f or Women N Y
, . r . .

tending compe tition and individualism to the sphere ,

D oubleday D oran C o 19 2 8 5 14 pp , .
, . .

of public Opinion This is followed by quotations This Practical G uide to O pportunity for Women in
”
.

from ELB s book P ropaganda and his article O ur A merica n Business wr itten by 43 S uccessful A mer
’ “ ”
,

D ebt t o Propaganda F orum V ol 8 1 p 14 6 and an

”
, , .
, .
,
ican Business Women is dedicated To M y H u ,
“
s
“
address by Bernays before a Women s C lub in New ’
band Edward L Bernays The chapter on P ublic
, . .

York C ity pp 19 7 19 8 F urther analysis and quo

, .
—
. R elations by D oris E Fl e sc hma n describe d as
18 . 1

t at ions pp 199— 204 are followed by the statement C ounsel o n P ublic R elations in association with
“
, .
, ,
“
Th e amaz ing thing about Bernays technique is that
’
Edward L Bernays Counsel of P ublic R elations to
.
,

his desired integration is generally segmental and ,

Governments Industri e s C orporatio n s and Trade , ,

yet he uses central attitudes to bring about that . Organi ations pp 3 85 399z . .
-
.

When enough people s central attitudes were aroused ’

,
F u n k C h a r l es Ear l e What s the N me P l ease?
’
a
the conditions which brought about this arousal were
.
,

N Y : F unk and Wagnal l s C ompany 19 36

news to the country s press ; as a result Bernays
. .
,
‘ ’ ’ ’
,
1 76pp
exploits received wide publicity and in this way he
.

In this guide to the correct pronunciation of current

“

secured a perceptual advantage pp 204—2 05

”
,
. .
prominent names there is the l isting Bernays
"
, ,
“
,

El fe n be in J u l ie n B usin es s J ournal ism N Y and

, . . . . Edward L — specialist in publicity — Eddie Ber
.

London : H arper and Brothers 19 45 3 4 1pp , . . nays (rimes with her ways) — Starts a new craz e .

Tw o of the best known publicists of modern times F inds that it pays p 20 ”

- . . .

are the late Ivy Lee and the nephew of D r ,

.
G a ig e Cr os by D ining with M y F riends : A dven
S igmund F reud Edward L Bernays U S P ublicist
.
,

tures with E pi cur es N Y : C rown P ublishers

‘
.
, .
, .

No according to Time There is a footnote refer

. . ,

. .
19 4 9 2 9 2 pp
ence also p 2 54 to The Science of Ballyhoo by ”
. .
“
, .
, ,
Under the heading Edward L Bernays , rosby C
John T F lynn A tlantic M onthl y Vol 149 M ay
.

Craige says : W herever in M anhattan good eating is

.
, , .
, ,
“

1 9 32 a profile of ELB
, .
practiced publicly or privately you are bound to ,

E m e ry Edw in H istory of the A merican N ewspa per

, . encounter at o ne time o r another D oris and Edward
P u bl is hers A ssociation M innea polis : The U ni . Bernays M r Bernays is one of the leading A merican
. .

versity of M innesota Press 19 50 2 63 pp , . . authorities on public relations p 1 1 . . .

 59

G a u v r e a u , Em ile My Last M il l ion R eaders N Y : . . . public relations ma n to be the changing of bo th com

E P D utton and C o m pa ny Inc 194 1 488pp
. .
, .
, . . pany policy and public attitudes so as to bring about
M acfadden appointed a board of editorial a rapport between the two The public rela .

advisers who induced him to retain Edward L
Bernays a celebrated counsel of public relatio ns who
,
met with us regularly f or an attractive fee to give
. tions counsel as described in Crystal liz ing P ubl ic
Opi nion marks the third sta ge in the volution of
, , public relations thought in the Uni ted S tates .

o ur organi z ation a new sense of direction Ber nays . The public was to be understood — understood as
ruled out M acfadden s barefoot walks to his o ffice ’
an intricate system of group relationships and by an
and his physical culture showmanship which the , ex pert with the technical equipment the ethics and , ,

publisher aba ndoned with reluctance Under . the social view associated with the lawyer doctor or , ,

the direction of Bernays the publisher was sent on a ,

teacher "
.

precipitous trip to London to address the H ouse of After 19 2 3 the author says ELB maintained his , ,

C ommons as the Father of P hysical C ulture position of leadership Some of his se rvices for .
“

p 13 0
. . clients most notably his work for General Electric
,

Gil l ette J oh n M a n d R e in h a r dt J a m es M
and Westinghouse in connection with the Golden
“
,

P roblems of a Cha ngi ng S ocia l Order

”
N Y:
.
, , .

Jubilee of the electr ic l ight have become classics in ,

A merican Book C ompany 1942 824pp

. .

the field But no activity of Bernays has been

.
’

Bibliographica l reference C hap ter 2 6 P ublic O pin

, .

“
.

more persistent or more skillful tha n his public rela

ion and I ts Agencies to ELB s Crystal l iz ing P ubl ic
"
,
’
,
tions for the public relations counsel Bernays .
‘

ha d more to do with developing acceptan ce for P R

Opinion p 659 , . .

and public rela tions counse l than any half doz en

Go l dm a n E ri c F Two Way S treet Boston : Bellman other persons W illiam H Baldwin of Baldwin and ’
.
, .
, .
,

P ublishing C ompany 19 48 23 p p , . . M erm ey sum mariz ed in 19 4 8 pp 12

, . .

In this book the author an Associate Professor of

, ,
Go ode Ke n n et h M H ow to Tu rn P eopl e i nto
H is tory at P rinceton U niversity studies the rise and
.
,

Gold N Y and London : H arpe r and Brothers

,

deve lopment of public relations in the United S tates 19 2 9 2 2 1 pp

. . .
,

from 1 82 7 to th e prese nt P ublic re lations is see n as .

B LB s
’
book
P ro
.

paganda is quoted several times ; on

.

having develope d th rough three stages : the public

“
the new salesmanship which util iz es societa l forma
be f ooled of the press agent ; the public be in
”
.
“
tions p 4 7 ; on the group mind p 93 ; on advertising
formed oi the earlier publici ty man ; and the public
” “ , .

appropriations p 19 8
, .

be unders tood of the public relations counsel The

” , . .

narrative is highlighted by two focal figu res in mod an d P ow el Ha rf o r d j r Wha t a bout , , .

ern public relations Ivy Lee and ELB , . A dvertis i ng N Y and London : H arper and . . .

ELB is credited with developing the third or pub Brothers 19 2 7 399 pp , . .

lic be understood phase of public relations and with ”

, As M r Edward L Bernays puts it : He crea tes
. .
‘

coining the phrase public relations counse l The “

. events so interesting and important they inevitab ly
author tells how ELB gave public relations advice to get talked about etc p 3 9 .
, . .

Thomas M asaryk which resulted in ma king O ctober

G ra s N S B B usi nes s and Ca pital ism N Y : F S
2 8 the founding date o f the Cz echoslovak republic
. . .
, . . . .

Crofts and C ompany 19 3 9 408 pp

.

B L B s Crystal l iz ing P ubl ic Opi nion is described as

’ , . .

This Introduction to Business H istory says

“
“
the first book length writing devoted exclusively to
-

A nother such counselor is Edward L Bernays

,

public relations O utlining E L B s ca ree r the author

.
” '
,
H is distinctive services have been given t o
. .

highlights early clients like Caruso Elsie Ferguson , ,

the federal government business fir ms and trade as
R uth C ha tterton the D iag hil e fi R ussian Ballet and
'
, ,

N ijinsky sponsored by the M etropolita n O pera

,
soc iations p 2 9 6 . . .

C ompany The editor of H a rper s B az aa r recom G raves W B r oo k e ed R eadings i n P ubl ic Opi n

'
. .
.
, , ,

mending ELB for a post with George C reel s U S ion N Y and London : D A ppleton and C om
’
. . . . . .

C ommit tee on P ublic Information in World Wa r I ,

pany 19 2 8 1 2 8 1pp
, . .

is quoted : I consider E L Bernays one of the

“
. . T his book of readings contains a description of Con
shrewdest and most effective publicity men in this an extremely interesting little paper pub
_

”
tact ,

country l i h ed by ELB p 103 ; a long quotation from Crys

”
. s , .

The author also gives a deta iled description of ta ll iz i ng P ubl ic Opinion by him on the importance , ,

BL B s cam paign which made D a ma ged Goods accept of public relations p 43 7 ; a two page quotation
’
-
.
,

able to the public and a box o thee success by creating -

from the same book by Bernays o n the role of the
the Sociol ogical F und consisting of lea ding Am erica n , pub l ic relations counsel p 594 59 6 ; another from , .
-

men and women In 19 23 Bernays pushed toward .

,
“
the same book on the types of advice a public rela
the professiona liz ation of public relations by arra ng tions counse l may give his clients p 600 ; a footnote , .

ing with New York University to off er the first reference to Contact p 60 1 ; a bibliographical refer , .

course in the subject ever to appear in the curriculum ence to Crysta ll iz ing P ubl ic Opinion p 60 1 ; a quota , .

of an A merican university Th e same year Bernays tion from a short address by ELB inc l uded in
“ ” -
.

published his Crysta lli z ing P u bl ic Opinion S um .

“
The 3 Phase S ystem for the M ass P roduction of
-

ma ri ing the main principles of this book the author

z , S tyle Goods published by the New England
,
"

says : Bernays decla red the primary function of the

“
C ouncil p 60 1 ; footnote reference to a very excel
, .
s
60

lent chapter of Edward L Bernays Crystall iz ing .

’
book P ropaganda ed Liveright P ublishing C orp , .
,

P ubli c Opi nion which gives an outline of methods New York 19 28 p 2 0 8

“ ”
.
, , .

practicable in modifying the point of view of a H a c k er L M ; S e l e k m a n B M ; S ewar d R T

group p 76 1 ; another to P utting Politics on the
” “ .
, , .
, .

Di c k so n W J ; S mi th T V The N ew
.
,

M arket an article by ELB in the I ndependent M ay

, .
, . .

, ,
I ndustrial R el ations Ithaca : C ornell Univer
19 1 9 2 8 a plea for a new and more e ff ective method
“ .

, ,
s it y P ress 1 9 4 8 1 5 0p p
of political campaigning p 9 2 1 ; a long quota tion
” , . .

, .
The foreword by M P Catherwood D ean New
from Crystall iz ing P u bl ic Opi nion on the pressure of “
York S tate School of Industrial and Labo r Re lations
. .
, ,

the public for admittance to the mysteries of foreign C orn ell University acknowledges the grant from
“
,

a ff airs p 12 64 . . .
Edward L Bernays to spon sor this series of lec
”
.
“
,

G rey Le n n o x e d What Communication M ea ns

, , .
tures by recogni ed authorities on various p hase s of z
Today : The Cha ll enge to Teachers of E ngl ish .
industrial relations problems p v i The paper ”

hic go National ouncil eachers of

, . .

C a : C of T “
Industrial Relations and M odern Society by
English
,

, 19
44 7Spp . .
T V S mi th formerly Professor of P hil os ophy
. .
,

Footnote references to book

,
Crystalliz ing University of C hicago and now 194 8 M axwell
’
ELB s
Op pp lso In as the
, , ,
“
P ubl ic inion , 8, 3 2 A : 19 23 , . .
P rofessor of Citi z enship and P hilosophy S yracuse
country was return ng to business as usual Edward
,
i , University contains th e following comment :
Op
,

Bernays reviewed in Crystall iz ing P ubl ic the

inion It is to the eas ing though not to the erasing
lessons the war from the po int of view the
, ,
of of p ub o f the conflicts which industry enshrines from the
lic relations counsel and the advertise r who h ave
,

, focus to the fringe tha t the lectures of which this ,

o f cour e made very large contributions to ou"r

s , art icle was part were dedicated Tha t series of l ec
understa nding of the arts of communication
.

, tures bore a name — that of B ernays — distin

p 3 2 This is followed by a long quotation“ three
. .
g ui he d in the delicate field of public re lations
s
paragraphs — from ELB s boo k Then : Bernays
.

p 12 3
'
.
. .

describe d the new profession of publ ic rela tions ‘

H ar l ow R ex F a n d B l ack M arvin M P ractical

counse l in the light of various principles s ubs tanti
’ ‘ ,

P ublic Relations N Y : H arper and Brothers

.
, , .

ated by the findings of ps ychologists s ociologists 194 7 44 p

, ,
. .
,

and newspapermen C haracterization of ELB by the A tl antic M onthl y

.
. .

A stute as M r Bernays was he could hardly fore

“
as
.

something of a pioneer
”
see the significance of radio nor did Walter Lipp noted reference is made to his being the author of in public rel a tions is
, “

,
;
mann p 3 2
”
. . .

several boo ks ; his division of United S ta tes pub l ic

G ri mt h C o l e m a n R A n I ntroduction to A ppl ied
, relations development .
into four main periods is s um
P sychology
”
N Y : The M acmillan Company mar iz ed; his comment o n the “R emun er ation of th e
. . ,

19 3 7 6 79 pp .
P ub l ic R e l ations Worker
.
”
is quoted ; there are
Footnote reference to ELB s book Crystalli z ing P ub numerous footnote references to P ublic Relations ’

lic Opinion p 1 63
,

E LB s Vocational and Prof essional M onographs

'
. . .

G ri s w o l d G l e nn a n d G r isw ol d D e nn y Your
, No 58 pp 23 3 71 3 72
, , . . . .
, , .

P ublic R elations N Y : Fun k Wagna l l s H ar ral S t ewa rt P ublic Relation s or H i her Edu
f
. .

g
C ompany M odern Industry M agaz ine 194 8
.
,

cation Norman : University oi O klaho ma Pr ess

- .
,
.
,
634 pp
19 42 2 9 2 p p
.

EL B s contribution to public relations is acknowl

. .
’

ELB is describ e d as b e st known o f public re la tions -

edged in an extended discussion : From the fi rst counsels today ” and as perhaps the most articu late
“
“

Wor l d War and the pe ri od of adj ustment which f ol

,

o f all members o f the profession p 2 4 1 ; his t e

"

lowed came many public relations techniques that minder that certain symbo ls have lost their value
.
,
“

are still e ff ective today From that period also came have lost the meanings
.

they stood f or is r e
”
,

some of the most eff ective elements of leadership called p 26 1 ; and among S uggested Readings . “

In addition to Ivy Lee and Arthur Pa ge Ge orge Steps in Setting up a Program ” are listed his book
.
, ,
,

C reel and Edward L Bernays ma de their substantial

,

Crystall iz ing P ubl ic Opi nion [ also under

.

and lasting contributions to public relations S pea k Up f or D emocracy; articles in A nnual P ro

,

Th e position of Edward L Bernays 1n the hi story of

.

ceedings of the A merica n Col lege P u blicity A ssocia

.

public relations 18 more debatable and more often tion 1 93 6 ; A nnal s of the A merica n A cademy of
debated than that of any other man He must be P ol itical and S ocial S cience 19 3 5 ; and S aturda y .
,

recogniz ed as one of the founders and l eaders Per Review o Literature 194 1 pp 2 71 2 84 2 85 ,

f
.

haps as much as Ivy Lee it wa s Bernays who taught

. . .
, , ,

business management t hat public relations be l ongs H arrim a n M ar gar e t Ca se The Vicious Circle" , .

at the po licy making level He gave the field recogn i

- The S tory of the A l gonqu in Rou nd Tabl e
.
Illus .

tion profe ssional status and documentation in a

,
trated by Al H irsc hfeld ,
N Y : R inehart . .

day when few leaders commanded respect and atten C ompany Inc 19 5 1 3 10 pp See A ddenda , .
, , .
,

tion p 8 .
"
. .
I tem 12 .

H a yes E P A ctivities of the P resident s E mergency

'
Haa s C R Thearie et Technique de la P ublicite
, . . . , . .

Committee f or E mployment C oncord N H :

_

P aris : D unod 1948 2 13 p p , . . .

, .

Bibliographical reference to Edward L B ernays The R umford P ress 1936 15 1p p

'
. .
.
,
 61

Edward L Bernays P ublic Relations C ounsel

.
, ,
H o tc h k i ss Geor e B u r t on A n utline of A dver
, g . O
New York N listed among M embers of the tisi ng R evised Edition N Y : The M acmillan
“
. . . .
,

P resident s Emergency C ommittee for Employ C ompany , 1940 63 1p p

’
. .

ment p vii ; credit is given to his init iating the

"
, . Bibliographical reference : E L Bernays , Crystal . .

work of the Public R elations Section of the C om l iz ing P u bl ic i nion

”
p 59 6 Op . . .

m itt ee as director before the profess ional sta ff was

, ,
An O
u tl i ne of A dvertisi ng : I ts P hil os
expanded and paid for from foundation funds p 15 1 . . .

ophy, S cience, A rt a nd S trategy

”
T h ird Edition . .

H ep n e r H arry W a l k e r P sychology A ppl ied to

, .
N Y : The M acm illan C ompany , 19 50 605pp
. . .

L if e and Work N Y : P rentice Hall Inc 1946 . .

-
, .
, . F ootnote reference to
“
Edward L Bernays .
~

77l pp F ifty M illion Readers Can t Be

‘ ’
.

Bibliographical reference : Bernays E , . L .

, Crystal p 494 Bibliographical reference to B LB s
. .
'

l iz ing P ublic Opinion p 5 73 book Crystal l iz ing P ublic inion p 565 Op

”
. . . . . .

P sychol ogy i n M odern B usi nes s . N Y: .

g
H u h es , e P r e n t iss M usic I s M y L ife
A d ll a
rentice all Inc
. .

P -H
, , 19 3 1 72 8 pp . . .
C leveland and N Y : The World P ublishing
Footnote reference : Bernays Edward L P ropa
.
“
, C ompa ny 19 47 3 19 pp
p 49 6
. .
,
”
ganda . . .
The author praises ELB s work for the R ussian ’

H errin g E P e n dl et o n
, P ublic A dmi nis tration
. . Ballet pla ced
“
, in [ his ] hands [by] the M etro
a nd the P ublic I nterest N Y and London : . . . politan O pe ra pe ople No project was ever better
” “
.

M cGraw H ill Book Company Inc 19 3 6 4 16p p

-
, .
, , . prepared for in publicity and promotion .

The chap ter on P ublishing Administrative Activ The va lue and quality of the material that
ities says : Edward L Bernays has gone as far as
” “
. came from his o ffice has never been eq ualled by any
to suggest that the U nited S tates Government ‘
other organiz ation within my experience
should create a Se cre tar y of Public Relations as p 203
. .

a member of the President s Cabinet The function ’

.

H u s in g Ted Ten Yea rs before the M ike N Y

of th is offi cial should be to interpret A merica s aims
.
’ , . .

and idea ls throughout the world and to keep the Farrar and R inehart 193 5 2 9 8p p , . .

citizens of this country in touch with governmental

,
Golden Jubilee of Light is described as the great ”

activities and the reasons which prompt them H e radio event of 19 2 9 luscious name fragrant ,

would in short interpret th e people to the govern

.

with the poe try of a public re lations counsel s ’

ment and the government to the people Footnote

,
’ imagination a Ge neral Electric publicity
reference to B LB s boo k P ropaganda p 3 70 '
.

stunt hatched in the brain of Edward L Bernays .

[ as among] press agent feats top s p

, . . "
. .

The P olitics of D emocracy N Y : W W . . . .

ii7 .

Norto n and Company 1940 4 6 8pp , . .

I n te rn a t ion a l Wh o s Wh o London : Europa ’

B LB s b ook P ropaga nda is quoted o n the failure of

’ .

P ublication Ltd 13 th Edition 19 49 l Ol Spp

politicians to use modern public relations meth ods .

Biogr aphical sketch : Bernays Edward L B S

“
, , . .

p 25 7 , . .

A merican P ublic Relations C ounsel p 69

. .
"

H odg es C h a r l es The B ackground of I nterna tio nal

. . .

.
,

R elations N Y : John W iley and So ns Inc

. .
, .
,
I rion F r e de ri c k C P ubl ic Opinion a nd P rapa
, .

19 3 1 743 p p . . ganda Thomas Y C rowell C ompany N Y

. . , .

D iscuss ion follows mention of B LB s reference to '

1950 78 2 pp . .

propa ganda as a power in the Great War that “ C ha pte rXXI I F uture M eth ods contains a“ sec , ,

opened the eyes of the intelligent few in all depart tion o n “

Propaganda A nalysis which says : Ed
"

ments of life to the possibilities of regimenting the ward L Bernays set the pace in the 19 20 s by main
.
’

public mind p 5 18 In the Reading R eferences

,
”
. .
“ ”
ta ining that propaganda will never die out I ntel l i .

— under “ P ublic O pinion in World Afi a irs ”

gent men must realize that propaganda is the mod
B L B s boo k Crystall iz i ng P u bl ic Opi nion is men
'
ern instr ument by which they can fight for produc
t ione d; under Government Press and Propa , ,
tive ends and help bring order out of chaos Bernays .

ganda
”
, his P ropaganda is al so listed pp 72 2 723 , .
, .
said that what was wrong with education and social
C hapter Note 1 8 gives the author s comment o n
'
work to mention but two fields "was that they were
, ,

B L B s quoted remarks p 72 5
’
, . .
not receiving su ffi cient publicity .

H o pe C o n s ta n ce P ubl icity is B roccol i I ndia na p o

, . . I r win Wil l P ropaganda and the N ews N Y and
, . . . .

l is and N Y : Th e Bobbs M errill C ompany .

-
, Lo ndon : Whittlese y H ouse M cGra w H i l l Book ,
-

19 4 1 2 64 pp . . C ompany Inc 19 36 3 2 5pp , .

, . .

As every serious student of the business kn ows the , R eference to

“
the professional whom Edward L .

gr ea t Edward L Bernays got his s tart in life through . Bernays afterward called the Public R elations
m usica l publicity Bernays who worked for .
, C ounse lor p 1 1 2 ; with su b se quent discuss ion as to
,
”
.

conce rt manager F C C opp icus and launched . .

, how Edward L Bernays in his clever book P ropa
“
.
,

among others a young Italian tenor nam ed Caruso

, , ga nda has describe d and defended this process as
,

next branched o ut into publicizing music instru regards purely commercial uses and gives ,

ments . Bernays is now a famous Pu b l ic Re l a examples of press agentry which rise above routine -

ti o ns Counse l p 142 .
"
. . and achieve rea l art pp 1 1 7—1 18 . .
62

o
J oh n s n , J a m es W e l do n Along This Way N Y : . . . nomic life would be hopelessly jammed To avoid .

Th e V iking Press , 19 33 4 1 7p p . . such confusion society consents to have its choice ,

De scribing the conference which the National Asso narrowed to ideas and objects brought to its at ten
ciat ion f or the A dvancement o f C olored P eople held tion through propaganda of all kinds T here is couse .

at great risk in Atlanta in 19 2 0 , the author quently a vast and continuous eff o t going on to r

says : Edward L Bernays

“
handled the pub . capture our minds in the interests of some policy or
l icity f or us p 3 56 commodity or idea pp 3 2—33 T here is also a pas
” "
. . . . . .

Key V O j r P ol itics P arties and P ressure sage about ELB : After Ivy Lee the best known ,
-

public relations counsel in A merica is Edward L

. .
, ,

Gr oups N Y : Thomas Y C rowell C ompany .

Bernays who the point is of interest married a

. . .
,

1 94 7 8 14p p ,

n iece of the famous psychologist F reud p 9 8 ; thi s

. .

D iscussing the need to huma ni e Calvin C oolid g e z

. .

prior to the Presidential ca mpaign o f 19 24 the is an error as Bernays is himse lf a nephew of F reud s ’
.

author cites M anipulating P ublic O pinion : the

“
, “
Bernays achieved in O ctobe r 19 2 9 what D oob de
Why and the H ow by ELB A merica n J ournal of
” scribe s as one of the most astonish ing pieces of
‘

S ociol ogy V ol 33 19 2 8 pp 9 58 7 1
, ,

- propaganda ever enginee red in thi s country

during pea ce time T his was to work up a national
. . .
, , .
’
-

[ it] was suggested that an event in which the

.

co m memoration of Edi son s invention of the in

'

most human groups would be brought into jux ta candescent lamp with Edi son and the Pres ident of
po sition with the president would have the desired th e U S A cooperating the Government issuing a
results Actors and actres ses were invited to break
.
,
.
specia l stamp and He nry F ord reconstructing
fast with M C oolidge at the W hite H ouse The r . .
Edison s birthplace and la boratory all f or th e
’
,

countr y felt tha t a man in the W hite H ouse who benefit of the electric light in terests who saw in th is
could laugh with A l Jolson and the D olly sisters was historic anniversary a chance to exploit and publi
,

no t frigid and unsympathetic pp 584 585 . .

-
.
ciz e the use of electric light pp 9 8—9 9 T here is also .
”
. .

Kn i gh t B ru ce W in to n H ow to R un a War N Y :
, . . . a summary with many direct quotations of sect ions
, ,

A lfred A Knopf 19 36 2 43 pp of E L B s book P ropaga nda pp 99— 100

’
. , . .
, . .

F o more dignified ballyhoo y ou want the arts of an

r

I v y Lee or an Edward L Bernays M ention in sub

,
" L an dis P a u l H S ocial Control P hila N Y : J B
, . . .
, . . .

sequent detail of Light s Golden Jubilee as an

“
.

’
.

" Lippincott 1939 5o7pp , . .

example pp 6 1 62
,
B ibliographical reference : Bernays E L Freedom , .

P ropaganda ; C onstructive F orming o f P ublic

.

of
. .
,

K o n v i tz M il t on R The Constitution a nd Civil

, .
O pinion Vita l S peeches vol 2 pp 744—746 Sept 1
’

N Y : C olumbia U niversity P ress

, , .
, . .
,

R ig hts . .
, p 205 . .

194 7 2 54 pp
L an dr y R o b ert J This Fasci nati ng Radi o B usi ness
. .

Footnote reference to F rancis Biddle C ivil R ights , . .

and the F ederal Law in S afegua rding Civil Libe ties ”

,

r
Indianapolis and N Y : The Hobbs M errill .
-

C ompany 194 6 3 43 p p
,

Toda y Edward L Bernays Lec tures C ornell U ni , . .

T his book tells o f a woman whose concern about

.
, ,

versity 1945 p 4 7 ,
,
the bad name of propaganda led to her off ering "
. . .

Krow s Ar t h u r Edwin P la y P roduction i n A mer

, .
Edward L Bernays a substitute designation I n
“ ‘

ica N Y : H enry H olt and C ompa ny 19 1 6

.
,
. .
, .
cu ma ti on ( i neu
’
from incubate ; ma tion
‘ ' ‘ ’ ‘ ’

-
4 14 pp .
from p 245
eference to the stupendous national ca mpaign for
. .

R
the Se rge de D iag hilefi Ballet R usse so m agnifi ,
L aPie r e R i c h ar d T Coll ective B eha vior N Y and
, . . . .

cen tl y waged by Edward L Ber nays p 3 03 who .

,
”
.
,
London : M cGraw H ill Book C ompany Inc -
, .
,
“
struck a newer field of co operative press work in -
"
1 938 5 77p p . .

Under C hapt XI I P ublic Behavior footnote “

metropolitan department store daily advertising ,
.
, ,

p 3 33 and whose cla sification of press matter f or

. s references : E L Bernays M anipulating P ublic
“
. .
,
‘

O pinion A mer J S ocial 19 28 Vol 3 3 pp 9 58

,

the ballet s road tour according to newspape r de part

’
,
’
. .
, , .
, .

ments probably set a precedent p 33 6

“
.
”
. .
p 2 99 A l so Bernays E L Propaganda
. .
,
“
, . .
, ,

Lam ber t Ric h a r d S P ropaganda London .

19 2 8
. p 295 . .

, .

T homas Nelson and Sons Ltd 1938 l 6 1p p , .

, . . a n d F a rn swort h P a u l R S ocial P sy , .

T his English book quotes ELB an A merican chology N Y and London : M c G a w H ill Book
“ -
,
. . . r

write r as saying : The con scious and intelligent C ompany Inc 194 2 5 l 1 pp , .
, . .

manipulation of the organiz ed habits and Opinions of A footnote reference to E LB s Crys ta l liz i ng P u bl ic
’

th e masse s is an important element in democratic Opi nion as o n e o f the books which give some idea “

society Those who ma nipulate this unsee n mecha

. of the complexities of the art of propaganda p 3 47
"
, . .

n sm of society constitute an invisible government

i A footnote reference to his P r paganda as one of two o

which 5 the true ruling power of our country

1 . b oo ks written by recogn iz ed mast ers in the art of
“

In theory everybody buys the best and cheapest

,
personali ing corporations and of giving good names
z

commodities o ff ered him on the marke t In practice .

,
to men who need and can pay for them p 347 In , . .

if everyone went around pricing and chemica lly ,

the A ppendix notes and in the Bibliogr aphy and Au ,

testing before purchasing the do ens of soaps or ,

z thor Index references to these two works as well as
, ,

fabrics or brands of brea d which are for sale eco ,

to : Bernays E L 192 8 M anipu lating P ublic, . .
, ,
 63
O pinion : Th Wh y and H ow A mer J S ocial Vo l e
’
, . . .
, . prefer to be called counse l s on public re lations ‘
.

33 pp 9 58
, pp 45 1 452 458
. .
, , . pp 44 0 —44 1 ELB book P ropaga nda is quote d on
. .
’
s

th e importa nce of propaganda in whatever of so cial

“
Lar s o n H e nr ie t ta M Guide to B usine ss H istory
,

Ca mbridge : H arvard University P ress 1948

. .

impo rtance is done today p 464 E L Bernays

”
. . .
“
. .

1 1 8 1pp
, .

dramatiz ed th e services of the power industry in

R eference to and brief description of Bernays
.

promoting Light s Golden Jubilee on O ctober 2 1 ’

,

Edwar d L ed A n Outl ine of Ca reers N Y : D oran

, , ,
p 466 The A ppendix conta ins b ibl iog a ph i
. . r

pp 73 7 738 M ention of The Evolution of

.

“
. .
,
ca l references to B LB s books Crystall i ing P ubl ic ’
z
.

a Profession by ELB as among articles in P ublic

, .

,
Opinion and P ropaga nda p 764 , . .

Rel ations D irectory a nd Yea rbook N Y 1 945 p 79 2 , . .

, . . . ed N ew Outline of The P rinciple of .

S ociology N Y : Barnes 8L Noble

Lass well Har ol d D D emocracy Through P ublic
, .

3 55 p p
. .
,

Opinion N Y : Banta P ublishing Company . .

,
Bibliographical re ferences under Selected R ead
.

19 4 1 1 75pp ,
.

Edward Bernays directed Latin American news

.

ings of Edward L Bernays book P ropaganda

,
”
.
’
.

during the War period and later became an infl uen ,

p 19 7
. .

t ial figure in the field of public relations p 77 ”

. . .
Lewis S in cl air I t Ca n t H appen H er e Garden
, .
’
.

C ity : D oubleday D oran and C ompan y Inc

P ropaga nda Technique i n the World Wa r
.
, , ,

19 3 5 4 5 8 p p
.

N Y : Peter S mith 193 8 2 33 p p

.
, . .
.

In the greatest of all native A merican arts ( next to

.

Under Ge neral S tudies o f P ublic O pinion and

“

Propa ganda
"
bibliographical reference to B LB s ' the ta lkies and those spirituals in which Negroes,

book Crystal l iz ing P ublic Opinion p 2 2 5

,
ex press their desire to go to heaven to S t Louis or , .
,
. . .

almost any place distant from the romantic ol d

P ublic Opi nion i n War a nd P eace Wash . plantations) namely in the art of P ublicity Le e , , ,

ing t on : National Association of Se condary Sa ra so n was in no way inferior even to such a c

School Principa ls and National C ounci l for the , knowledged masters as Edward Bernays the late ,

S ocial S tudies 1943 6 8p p , . . T heodore R oosevelt Jack D empsey and U pton ,

Bibli ographical reference : to ELB s book Crystall i '

z S inclair p 88 .
"
. .

i ng P ublic O pinion by a publ ic rela tions counse l ;

“
,
Logan Edwar d B e d The A merica n P olitical
summariz es se veral campaigns p 4 7
. .
" , ,
. . .
S cene R evised Edition N Y and London : H ar
. . . .

a n d B l u m e n st o c k D or o t h y World per and Brothers 1938 3 l 1pp

Two footnote references to and "
. .
, . ,

Revol utiona ry P ropaga nda N Y and London : . . .

or from B LB s , ,
’

A lfred A Knopf 19 3 9 3 9 3 pp .
, . .
book P ropaganda the second of which delinea tes
, ,

F ootnote reference : Se e Universities

“
P athf inders briefly his strategy of publicity in reference to the
“ "

i n P ublic Opi nion

”
A S urvey by Edward L Bernays , .
,
politica l campaign pp 22 7 23 1 . .
, .

in collaboration with D oris E Fleischman N Y .

, . .
,
L og an S pe n ce r A N egro s Faith in A merica ’

1 93 7 p 7
. .
,
. .
N Y : The M acmil lan C ompany 19 46 8 8pp
.
, . .

C a sey R a l p h D ; a n d S m i th B ru c e , , A dele F ranklin instructor in charge of all day ,

-

La nn es P ropaganda and P romotional A c . school activities in New York C ity s P ublic School '

tivities M inneapolis : University of M innesota 194 is mentioned as recent winner of the Edward
“
.
,

Press 193 5 4 50 p p , . . Bernays $ 1000 award for outstanding contribution

This annotated bibliography lists BLB s Crystal to the cause of democracy in education p 5 1
’ "
. . .

liz ing P ubl ic Opinion by a leading public relations

“

counsel and P ropaganda p 3 2 ; A lso lists :

” Low el l J oa n The Cradl e of the D eep N Y : S imon
, . . .

Bernays Edward L The Press A gent H as H is

. .

and Schuster 19 2 9 26 1pp , . .

D edication : To Edward L Bernays and H iram

, . “

P rinters I nk Vol 1 10 : pp 10 7 108 Feb r u

”
D ay
’ .
-
,

ary 2 6 19 20 p 2 64 ; and Pringle H enry F M ass

, . .
,
Kelly M otherwell who encouraged me to write
P sychologists
,

A merica n M ercury Vo l 19 No
. .
, , .

this book .
"

L ow e n W al t e r A a n d Wa t s o n L ill ia n Eic h l e r
. .
, , ,

15 5 1 6 2 Feh 193 0 [ on Ed ward L Bernays] p 2 66

-
. . . , .
, , .

H ow to Get a J ab a nd Wi n S uccess i n A dvertisi ng

. .
, ,

Lee Al fr ed M c C l u n g The D ail y News paper i n

.

, .
N Y rentice all Inc
: P H 194 1 3 8 2 pp -

N Y : The M acmillan C ompany

. . .
.
, ,
A meri ca . .
,
F ootnot reference toe Edward L
Careers f or M en , .

193 7 79 7p p . .
Bernays editor p 19 3 9 3 00
A passage about Ivy Lee s motto : Accuracy A u
. . .
' , ,

In terest points out that he made it his

the nticity ,
”
,
Lu m l e y Frede ri c k E P ri ncipl es of S ociology
, . .

business to present only topics of real interest

“
,
N Y and London : M cGraw H ill Book Com
. .
-

phrased so as to attrac t attention of both editors and

,
pany Inc 19 35 4 6 1pp , .
, . .

F ootno te reference to E Bernays Propaganda

“ ‘

readers never sensational never libelous always .

, .

accurate always trustworthy always readable

,
"
,

,
,

.
p 434
. .

T he author adds : The viewpoint Lee thus o u t The P ropaganda M enace N Y : Th e

“
. .

lined although later refined by him and by such as

, Century C ompany 19 3 3 454 pp , . .

E L Bernays beca me and remains essentially tha t F ootnote reference to B LB s article Th e M inority
'
. . ,
,

used by lea ding corporate press agents or as they R ules The B ookma n A pril 19 2 7 ; to his book
”
, ,
64

Crystall iz i ng P ubl ic Opinion ;

and to John T F lynn s clients and he ha s pointed to some of his own propa
'

article “
.
,

Edward L Bernays : The Science of Bally

, . ganda successes by using this device .

h oo A tla ntic Monthl y M ay 12 193 2 p 2 6 F oot

,
"
, , , . . In this connection pages 20 1—203 of Crystall iz ing ,

note references to EL B s book P ropaganda pp 9 1 ’

. .
, P ublic Opi nion are referred to .

9 3 10 2 10 3 Q uotation use d by Bernays in Contact

, , .
M a cDo u gal l , C u rt is D A Coll ege Course i n R e
No 9 on the importance of frankness in public rela
.

.
,
porti ng f or B egi nners N Y : The M acmillan
tions p 106 F ootnote referen ce to P ropaga nda
.

C ompany 19 3 2 53 6 pp
.

. . . .

p 109 130 Q uotation use d by ELB in Contact No

. .
,
.
, . .
Linking Ivy Lee and Edwa rd S Bernays J r [ sic]
“

2 0 o n th e diffi culty of defining propaganda p 4 1 7

.
.
, ,

, . .
of New York as the mos t outstanding public rela
" “
,
4 18 .
tions o ffi cials in the country — recording their "

Lu n db er g F er din an d A merica s S ixty Famil ies , .

'
.
“
boast that they never ask favors of edi tors and
N Y : The C itadel Press 194 6 5 78pp
.
, . . add that it is unnecessary for them to do so T hey .

Footnote reference quoting Prof T V S mith then , . . . , merely advise their clients how to act so t hat the
o f the U niversity of C hica go defining the P luto press is forced to recogniz e them a discu ssion of
“
,

gogue as the voice of the wealthy when they can

" “
, how to create news wor thy publicity p 77 Biblio -
, . .

no longer speak f or themse lves th e successor of the ,

‘
graphic references to ELB s books Crystal l iz i ng '

plutocrat of other days Not Al lah but Allah s .

,
'
P ublic Opi nion and P ropa ga nda p 50 6 . . .

public relations counsel and including our late “

,
H oaxes N Y : The M acmillan Company
Ivy Lee and our ever present Edward Bernays .

l 940 3 36pp
. . ,

p 3 13
. .

R
.

eference to Light s Golden Jubilee as the type “

.

'

Lyon s Ge orge J an d M art in H a r m on C The

, , . of
“
publicity stunt which worked and
“
can "
,

S trategy of J ob Fi ndi ng N Y : Prentice H all hardly be called a hoax because of the true news "
- -
. .
, ,

Inc 1944 408pp . . in cr ea ted events which newspa pers couldn t ig

“ ’

Bibliographical reference : Bernays Edward L , nore p 249 A lso : So daydreamers go o n hoping

"
, . .
“

ed Careers f or M en : A P ractical Guide to Opportu

. and ex pecting while men like Edward Bernays
nity i n B u si ness N Y p 39 5 work silently behind the scenes p 2 6 1 "
. . . . . . . .

M cB ri de M ar y M ar gar et ed H ow to B ecome a
, , . I nter pr eta tive Reporting N Y : Th e , .

S uccessf ul A dvertisi ng Woma n N Y and . . . M acmillan C ompany 193 8 6 8 2 p p , . .

T oronto : W hittlesey H ouse M cG ra w H ill R eference to Edward L Bernays of New York

-
“
, . ,

Book C ompany Inc 1948 259 pp , .

, . . nephew of the great S igmund F reud and foremost “ "

The cha pter on Futures in P ublic R elations

“
by ,
living public relations counse l Light s Go lden
"
.
“ '

C aroline H ood D irector of P ublic R elations , ,

Jubilee is given as an outstanding example of pub
R ockefeller C enter Inc says : A sound public re l icity well inspired T he book calls Bernays
’ “
, .
,
-
ps y .

l at ions program has actually little to do with press eminently sound as evidenced in
" “
chol ogy ,

agentry Edward L Bernays who is described by

. .
,
his two boo ks P ropaganda and Crystal“l i z ing P ub
, ,

Ti me magaz ine as U nited S tates P ublicist No l ic Opi nion and quo tes from the latter part of his
‘ "
.
,

says tha t public relations is just what it say s it is explanation and justification of himself and his
‘
rel a ti ons wi th the pp 114—1 15 The same . . calling pp 30 3 1 .
"
.
, .

chapte r conta ins a long sta tement by ELB on op N ewsroom P robl ems a nd P ol i cies N Y
por tunities f or women in the profession of public re
. .

The M acmillan C ompany 194 1 59 2 pp

l ations p 1 2 4—12 5
. .
,
. . .
Numerous references to and quotations from E LB s '

M c Ca m y J a m e s L Gover nmen t P ublicity Chi

“
, . .
book Crystalliz ing P ubl ic Opinion pp 13 2 13 4 ; . .
,

cago : University of C hicago Press 19 3 9 2 75pp , . .

reference to a public deba te featuring him and Julian
Footn ote : Edward L Bernays M olding P ublic S M ason before the New York Newspaper Women s
’
“ ‘
.
.
,

O pinion A nnals C LXXIX ( M ay C lub in 19 3 0 p 2 4 1 Giving Bernays definitions of

’ '

, 85 , , . .

p 21. .
the role of the public relations counsel and of the ,

di ff erence between propa ganda and education ; refer

M c Kea n D a yt on D av id P arty a nd P ress ure
P ol itics
"
,

Boston : H oughton M ifl l in Company

,
‘ ence to Light s Golden Jubilee and the creation
“ ’ " “

194 9 , 7 12 pp
.
,
of front organizations such as the Sociological
‘ ' " “

F und by Bernays pp 2 54 2 58 2 60
.

In discussing the word propaganda th e auth or ‘

,
’ .
, , .

state s : A fter World War I the word came to be

“
M acL a t ch y J os e p h in e H Educa ti on on the A i r
, . .

applied to what you don t like of the other fellow s C olumbus : O hio S tate University 194 2 3 l 0 pp
‘ ’ '
. .
,

publicity as Edward L Bernays said ; but publicity T his 13 th yearboo k of the Insti tute for Education by
’
, .

is too narrow a term to include th e variety of activ Radio repo rts annual radio conference sponsored by
,

ities tha t are used to influence public opinion "

. O hio S tate U niversity Edward L Bernays coun
“
. . ,

In dis”cussing The Use of S pea king by Press ure

“
sel on public relations and author of S pea k Up f or
Groups the author says : Pressure groups like D emocracy who was chairman and who ha d organ
“
, , ,

parties find speaking the least ex pe nsive devi ce of i ed the panel is recorded as presiding over the"
"
, z ,

propaganda Edward L Bernays has ca lled attention Panel D iscussion on Radio and Wartime M oral e
“
. . .

to the lecture p latform as a means of propaganda H is various opinions on the subject are noted .

that public re lations counsel may suggest to their pp 3 1 3 4 A mong

.
-
. outs tanding A merican ex
66
“
representa tive of the most skil l ed type of propa R eference to B LB s success in handling publicity ’

ga ndis t e ff ort and ELB among others [who] for the National Association for the A dvancement
” “
,

have served corporations and business groups of of Colored People s conference in A tla nta Georgia ’
, .

almost equal prominence p 4 12

"
. . .
“
Bernays tec hnique was to make friends of the
’

M o t t Ge o r g e F ox ed a n d o t h er s S urv ey of
, , .
, .
reporter s and do all their work p 1 78
”
. . .

J ournalism N Y : Barnes and Noble 19 40 . .

,
.
P a u s ti a n P a u l W a n d O p p e n h e im er J J oh n
, .
, , . .

38 1pp .
“
P robl ems of M odern S ociety N Y and Lon . . .

Tw o bibliographical reference s Bernays E L .

, . don : M cGraw H ill Book C ompany Inc 193 8 -
, .
, .

Opini on 19 24 An expert in
Crystall iz i ng P ubl ic , .
5 71 p p .

publicity applies mass psycholog y to his job A nd

"
.
F ootno e refer nce to Bernays E L
t e ,
M olding .

Bernays E L P ropaganda 19 2 8 F urther analysis

, .
, .
P ub lic O pinion ,
’
A nnal s of A merica n A cademy of

of propaganda and publicity from the standpoint of P ol itical and S ocia l S cience, vol
1 79 , pp 84 . .

the social psychologist p 3 64

"
. . .
pp 299 , 33 8
. .

M u n tz Ear l E Urba n S ociol ogy N Y : The M ac .

Pfi fi n er J o h n M P ubl i c A dmi nistra ti on N Y
, . . .

,
Th e R onald Pres s 1946 6 2 1 p p
. .

millan C ompany 19 38 742 pp , . .

Among Selected R eadings for C ha pter 3 5 A d

. .
,
“
Footnote reference : Cf Edward L Bernays
“
,

ministrative P ublic R ela tions : Bernays Edward

.
.
,
" “
‘
M oulding P ublic O pinion A nnal s of the A merica n ’
,

L P ublic R elations in Edward L Bernays

,
‘ ’
A cademy o f P olitical a nd S ocial S cience ( M ay .
, .

Ca reers f or M en (Garden C ity P ublishing C o Inc

,

V ol 1 79 , p 84 5 84 p . .
, .
,

New York p 5 73
. . . . .

Na t ion alC o m m i t t ee o n A t o m i c I nf o r m a t i n o .
, . .

P h el p s G eo r g e H a rri s o n Tomorrow s A dvertisers

’
H ow to Reach H omes wi th the B as ic , . .

Facts a bout A tomi c E n ergy : A P rogress R e ort p .

N Y and London : H arpe r and Brothers 19 2 9
. .
, .

Washington , D C : National C ommitte e on 2 56pp .

In his recent book P ropaga nda Edward L Ber

.

A tomic Information M ay 14 , 1946 24 pp , , .

nays makes this significa nt statement : M ass pro

. .
,

M ention of Edward L Bernays Take Your P lace

‘
“ ’ ‘

duction is only profitable if its rhythm can be main

.

at the P eace Table , D uell , S loan and Pearce , New

’

York as a helpful manual

" “ ta ined that is if it can continue to se ll its product ,

in steady or increasing quan tity The author com

.
’

Nern ey M ary C h il ds Thomas A Edison N Y

, . . . .

ments In a sense that is what advertising is all

.

H arrison S mith and R obert H aas 193 4 3 3 4pp

,

A nd although the latter ( Ge neral Electric ) did not

, . .

about p 183 . . .

P ig o t s P a u l Leadership or D omination N Y
“
use his (T homas A Edison s ) name in their corporate '
, . . . .

and Boston : H oughton M ifll in Compa ny 193 5

.

title they continued to use it in business and other

,
, .

ways at times aggravating to its owner as upon the 3 54pp .

occasion of Light s Go lden Jubilee ce lebration ’

,
F ootnote reference to EL B
’
s book , P ro paganda p . .

2 53
after B F [ sic] Bernays was retained to handle the
. .
.

news of the mammoth party the motive power be ,

P ool e rn es t The B ridge N Y : The M acmillan
, E . . .

twee n the tail and the dog would get short circuited - C ompany 1940 4 2 2 pp , . .

now and then raising doubts as to which was which ,

.
U nder the guidance of Edward Bernays one of the ,

T he Ge neral Electric as a result of this campaign , ,

ablest and most devote d younger workers on our
was said to have enormously increa sed its sales of sta ff [ C ommittee on P ublic Information] from our ,

lamps all over the world pp 1 76—1 77 . .

articles they [ exporters] printed inserts in their ex
port journ als and catalogues and in thousands of
O dega rd P eter The A merica n P ubl ic M ind N Y
, . . .

business letters se nt to foreign lands each week "

C olumbia U niversity P ress 1930 308 p p

.
'

Bibliographical references to ELB s books Crystal

,
'
. .

p 33 5
. .

P o r ter P h il ip W a n d Lu x o n No rval N eil The

l iz i ng P ublic Opini on p 2 80 ; and to P ropa ga nda
.
, .
, ,

R eporter a nd the N ews N Y and London : D

, .
,

p 2 87 . . . .

A ppleton C entury Co Inc 193 5 5 60 p p

. .

O s b o rn Al ex Your Crea tiv e P ower N Y : C harles

. . .
.
, ,

, . . .
T hose who are seriously interested in publicity as a
Scribner s S ons 1948 3 75pp
’
, . .
profession can find adequate material for study in
ELB quote d with the author in agreement as as , ,
t he works of Edward L Bernays Ivy Lee and other
serting that progressive management has already ,
.

leaders p 49 9 ; ELB s books Crysta lliz i ng '

demonstrated an atta ck on industrial relations

.

P ubl ic Opi ni on and P ropaganda are listed in the

problems but that additional ways and methods
,
“ ,

, Bibliography under Assigned R eadings p 50 5

“ ”

must be found pp 2 99 300

. . .

"

P r i n gl e H e n ry F B ig Frogs N Y : Th e V anguar d
. . .
,

O s b or n e Le t i t ia P re s to n Through P ur pl e Glass
. . .
,

, . .
P ress 19 2 8 2 76pp
P hila and N Y : J B Lippincott 19 46 2 8 8 pp
. .
,
. . . .
, . .
Like so many other big New Yorkers he ( Bernarr
gay comedy of manners dedicated : For
,
” “
A , M acF adden ) has recently engaged a press agent
Edward L Bernays
.
"
. .
H aving first considered engag ing Ivy Lee he later ,

O v in gto n M a ry W h i te The Wal l s Came Tumbl i ng

, . turned to Edward L Bernays only slightly less e .
,
r

D ow n N Y : H arcourt Brace and C ompany

. .
, , nown e d in the public relations field M r Bernays . .

l 94 7 30 7pp . . has already pulled one big stunt tha t of persuading ,

 67

th e amiab l e M ayor Walker to receive his client at on interv iews ELB is described in this cha pter as a
.

C ity H all T his histo ric event was duly described in man who s continued to be increasingly successful
’
.

a full pa ge in the Graphic while even the other New all through the D epression H e is quoted as saying .
"

York dailies carried a paragraph or two about it A .

“
I will work very hard and at the end of the day
simil ar feature printed at approximately the same I d like to start another day at once
’
I don t .
’

time told of a dinner given the physical culturist by t hi nk I ve ever in my life been bored p 30 1
'
. . .

members of Parliament on the occasion of a visit to R e ed A nn a Y Guida nce a nd P ersonnel S ervices i n

Lo ndon p 13 2 .
”
. .

Ed
,

ucati on Ithaca : C ornell University P ress

.
.

Q u i e tt G l e n n C a n d C as ey Ra l p h D
, P rin .
, , . 1944 4 9 6p p . .

ciples of P ubl ici ty N Y and London : D Ap .

"
. . . Th e first edition of A n Outli ne of Careers edited by ,

p l eton C ompany Inc 19 2 6 4 2 0 p p , .

, . . Edward L Bernays is a good example of a coll ection
.
,

Bibl iographica l references to EL B s books Cry t ll ia '

s a of car efully prepared monographs for the use of
ing P u bl ic Opi nion p 3 99 and P ropaganda p 409 , .
, . . . mature students p 9 1 .
”
. .

Ra dva n yi La s z l o ed I nternational Directory of

, , . R e ck W Em erso n P ubli c R el ations : A P rogra m
, . .

Opi nion a nd A ttitude R esea rch M exico : The f or Coll eges a nd Uni ersities N Y and London :
”
. v . . .

S ocial Sciences P ublishers 194 8 2 9 2 p p , . . H arper and Brothers 19 4 6 2 86 pp , . .

The entry on ELB says : P rofessional A ctivities Edward L Bernays one of the nation s leaders in
“ ’
.
,

Lecturer pub opin Univ s of P rinceton Columbia

, . .
, .
, , the fi eld quoted on the fundamental characteris
”
,
“

H arvard Yale S ta nford ; membe r Pres H oover s

, , , .
’
tics esse ntial for the public relations counsel p 2 3 ,
”
.
,

Emergency Com for Employment 19 30— 3 1 ; New . and on the importa nce of analysis before interpreta
York S tate Com on D iscrimination i n Employment .
,
tion in the college field pp 4 1 4 2 , .
, .

1942 ; co chmn V ictory Book Ca mpaign 19 43

-

R en t e r E B a n d H a rt C W I ntroduction to
.
, ,

chmn U 5 Treasury Natl P ublicity Advisory Com

. . . . .
,
, . .

S ociology N Y and London : M cGraw H ill

, , . .

-
Th ird War Loan ; Natl P ubl R elations C om
. . .

A meri ca n Red C ross

. . .
,
Book Company Inc 193 3 548pp , .
, . .

“
Fields of I nterest and Resea rch: P ub relations
.

Bibliographical Reference : Bernays E L M anip u , . .

‘

M aj or S urveys or R esea rch P roj ects D irected: Labor

. .

lating P ublic O pinion : The W hy and the H ow ,

’

A meri ca n J ourna l f S ociol ogy , 33 ( 19 2 7

management relations ; race relations ; interna tl as .

9 58 43 5 p
o .

pee ts of pub opinion . .

. .

A uthor : C rystalliz ing P ublic O pinion Liveright R i c h m o n d, Ar t h u r , e d M odern Quotations f or

“
.
,

P ub Corp
. 19 23 ; A n O utline of Careers Geo H
.
, , . . R eady R e erence N f
: D over P ublications , . . Y
D oran C o 192 7 ; Propaganda Liveright P ub C orp
.
, , . .
,
Inc , 194 7 5o7pp
. . .

19 2 8 ; S peak Up for D emocracy V iking Press 19 45 ; , ,

T his book contains si quotations from the writings x
M onograph on P ublic R elations Bellman Pub C o , . .
,
of ELB Under A dvertisi ng : nce a searching study
.
“
O
1945 ; A rticle for C urrent C ontr oversy on Need for a of public attitudes has been made , and the program

S ecreta ry of P ublic R elations in C abinet 193 5 ; ,

coordinated with these attitudes many channels ,

H igher Education a P ublic R elations P roblem , ,

tha t reach the public will be found p 2 ; under ,
”
.

A mer C ollege P ublicity A ssn June 193 5 ; R ecent G vernment: For the ca pita list system to be main
“
. .
,
o

Trends in P ublic R elations A ctivities P ub O pin , . . ta ined it is important th at the public and the private
,

Q uart .D ec
, 19 36 ; P ublic R elations
.
— F irst in the interest be closely interrelated p 89 ; under I n ,
"
.

Order of Business Bus Week 193 7 ; P ublic Educa , .

,
dus try a nd B usi ness : Business must tell what its “

tion f or D emocracy A mer M ercury 19 3 8 ; War , .

, services to the public are how its product is manu ,

Against Words Infantry Journa l 1940 ; P review of , ,

f acture d and distributed the labor and the expense
A merica n P ublic O pinion A mer M ercury S urvey , .
,
involved in manufacturi ng and servicing ; it must
1944 ; P ostwar R esponsibility of the A merican Press ,
make clear how prices are determined and why a ,

Jou m Q uart. p 23 .
, . . certain price is j ust p 10 7 ; under P ropaganda : ,
”
.

P ropagandists ha ve existed ever since Eve per

“
R au s h e n b u s h W i n if r ed H ow to D ress i n War
s uaded A dam to eat the first apple and they wil l
.
,

ti m e N Y : C oward : M cCa nn Inc 1942 19 8 p p

,
. .

M r Edward L Bernays the well known public

, .
, . .

exist as long as one person attempts to convince

another of anything A lso : The conscientious
-
. .
, “
relations coun selor believes that during the second ,
propagandist and there are many such wil l
.

year of the war functional clothes will be stressed .

have nothing to do with a product or a cause that is

H e predicts that during 1944 the designe s and the
stores will be interes ted in dressing the new wartime
r
socially vicious A lso : It is my belief that propa
“
.

elite represented by ofiicers wives and that this ' ganda serves a use ful purpo se It increases general .

trend will a ff ect fashi ons generally T his prediction

,
knowledge It tends to keep Open an arena in public
.

is very astute pp 155— 156 ”

.

life in wh ich the battle of truth may be fairly fought ,

”

. . .

p 20 1 A lso : The difficulty propagandists have in

. .
“

R ay M arie B e yn o n Two Lifeti m

, e i n One I ndiana p . . pleading any ca use is tha t they must deal in facts ,

olis and N Y : The Bobbs M errill Company .

-
, not only as they are abstractly but as they appear ,

1938 3 l 1 pp . . to be to individuals or groups who react emotionally ”

,

Th is
book about abundant energy closes with a final p 20 1 ; under Wa r : In the next war words will be
.
“
,

chapter ; S trong M e n an d Lovely Women based , as important as bullets p 2 80 .

"
. .
68

Ri eg e l O W M obil i ing f or Cha s New H aven :

, . . z o . R oose vel t El e a n or If You A k Me N Y
, . s . .

Yale University P ress 19 34 2 3 1pp , . . D A ppleton C entury C c Inc 194 6 1 56 pp

.
-
.
, .
, . .

The field of national propaganda has attracted M rs R oosevelt answers two questions proposed by
.

professional Am erican publicity men Edward L . . ELB No to whether o not she feels there should
, r

Bernays looked after the public relations of Lat be a Secretary of P ublic R elations in the Cabinet ,

via p 2 06 This is an error ; it should be . . pp 2 1 22 ; Yes on the need of a pe acetime agency in

.
, ,
“
Lithuan ia .
”
the U S comparable to the OW I
. . .

Ri e s m a n D a vi d A Year b ok of the Gradua te S chool R o r t y J a m es Our M a t s Voice — A d erti i ng

’
, . o , . s er v s .

o f P ubl ic A dministration , H arva rd University . N Y : Th John D y C ompa ny 19 3 4 3 94 pp

. e a , . .

Cambridge : G S of P Ad raduate chool ublic Th e majority of succes ful propaganda practice s ,

ministration , 19
42 2 75 p p . . whether by commercial public relations coun l ‘
se

In the chapter ivil Liberties in a eriod of ransi

“
C P T lors like Edward Bernays o Ivy Lee o by radica l
’
r r

tion footnote reference to Edward L Bernays

,
” “
.
, propagandists is overt ; the name of the propagandist
,

Crystall iz i ng P u bl ic Opi nion (new cd .

, o r the company o organ i z a tion he represents is r

and P ropaganda p 82 . . typed or prin ted at the top of his release p 1 71 .

"
. .

Rin g e l F r e d J e d A merica a s A merica n s S ee I t

, . . R o ss I s h b e l L adie of the P r
, N Y and London
. s ess . . .

N Y : H arcourt Brace and C ompany 19 32

.
, . H arpe r and Brothers 1946 622 pp , . .

3 6 5p p . Al l these stories helpe d the status of the

T his symposium with chapters by S tuart C hase , , women reporters in New York In 19 15 the T ibune . r
R obert E S herwood C lifton Fadi man Bruce Bliven
.
, , , girls were brought downstairs to the city room .

C lare Booth and others contains a section on , Women s news had now o ffi cially become part o f the
’

“
Women : Types and M ovements "
by D oris E , .
general schedule Bessie Breuer was the last pe rson .

F leischman wife of ELB M iss F leischman is intro

, .
to shepherd the flock as a separate body O ne of her .

duced b y E LB in a prefatory note as follows , , understudies was D oris E F leischman who now .
,

Th e ce nsus of the U nited S tate s shows that 4 9 %

“
functions as a public relations counse l with her hus
of the population are of the feminine sex A nd yet .
band Edward L Bernays S he was graduated from
, . .

women still see m to be the pe rennial novelty that Barnard in 19 13 worked for the T ibune for two , r
they have always bee n T heir place and evaluation .
years and later be came as ociated with M r Bernays
, s . .

in the scheme of A merican things have bee n much S oon after this women ceased to be a novelty in the
neglecte d .
city room of the T ibune p 12 5 r . .

A nd I kn ow for when I have tr ied to base a

“
,
R ou ce k J os e p h ed 2 0 th Century P olitical
propa ganda campaign directed to them on facts
.
, ,

Thought N Y : P hilosophical Library 194 6

”

about them it has been the very dickens of a search

. . .
,

,
6 5 7pp
to find these facts
.

.
Footnote reference : E L Bernays The Revolution ‘

F or facts like truths are usually hidden away

“ . .
,

, ,
in P ublicity S aturda y Review of Literature XXI V
’

and need digging A nd after they have been dug up .

,
( November 1 pp 3 ff p 3 79
,
”
,

they need interpreta tion and interpretation and

. . . .
,

a n d A s s oc ia tes S ocial Control N Y

interpretation .

D Va n Nostrand C ompany Inc 19 4 7 584 pp

. . .

This M iss F leischman over the last decade has

“ .
, .
, . .

F ootnote reference : A n earlier recognition of the

, , ,

done as have few other A mericans men or women

,
contention of this section is E L Bernays M a nipu ' ‘

both as a contributor to national magaz ines on

-

lating P ublic O pinion A merican J ourna l of S o ’

. .

the subject as editor of a book A n O utline of , ,

‘

ciol ogy XXXI I I ( M ay 9 58 p 40 9

,

Careers for Women and as a hard working counsel

’ , , , . .

for public relations .

R u gg H ar o l d A n I ntroduction to P robl em s of
, .

“
I commend her not only as a wife and mother A merica n Cul ture Boston : Ginn and C ompany .
,

— but also as a write r and as an interpreter of 193 1 6 16 pp . .

A merican womanhood
"
p 105
R o b in s o n Th o m as H
. . .
A quotation from Conta ct showing how five Ne w York
e d a n d ot h e r s M en newspape rs published five di ff erent versions of what
happened when A lexander Kerensky was attacked
.
, .
, .
,

Groups and the Community : A S urv ey i n the

S ocia l S ciences N Y : H arper Brothers 1940 " in a New York theatre F ootnote reference : From .
“

Conta ct No 1 7 published by Edwar d L Bernays

. . .
,

965 p p .
, .
,

P ublic Relations Counsel New York C ity p 5

.

Footnote reference to ELB s book P ropa ganda ’

.
, . . .

R og e r s C h ar l e s El ki n s J ournal i stic Vocations R ou t z a h n Evar t G a n d R o u tza h n

, M ar y .
,

S w a in See A ddenda Item 1 7

.
, .

N Y and London : D A ppleton C c Inc 19 3 1

. . . .
, .
, .
, ,
.

3 54 p p . S ar g e n t P orte r D a ngerou s Trends : H ow Under

, .

Ivy Lee and Edward L Bernays prominent in this .

, cu rrents E con omic a nd P ol itical Afi ect Educa tion .

field ha ve published books which undertake to ex

, Boston : Porter Sargent , 19 48 l 90 pp . .

plain and defend their occupation M r Ber . . A second title page reads : andbook rivate A H of P

nays has been characteriz ed as counsel o f public Schools for A merican Boys and irls nnual G : An A

relations to governments industries corporations , , , S urvey : Thirty F irst Edition section is devoted -
"
A .

an d t rade organi z a tions

”
F ootnote reference to . to P ubl ic Rel ations The professiona l tone was .
“

“
Edward L Bernays P ropa ganda p 2 2 7
”
.
’
. . . given to the ca lling of publicity agent by E L . .
 69

Bernays and his wife D oris F l e isc hma n who in S ar g e n t S S tan sf el d S ocia l P sych logy: A n
, , , . .
“
o

vented the term public relations counsel in their I n tegrative I nterpr etation N Y : The R onald
‘ ' "
. .

boo k Crystall iz ing P ubl ic Opinion 19 2 3 The public P ress C ompany 19 50 5 19 p p , .

, . .

was n o longer to be fooled or merely informed it I n th is chapter on P ropa ganda th e auth or says ,
“
,
”

was to be understood Bernays an intellectual and “

M any are the stories about our two mos t noted
.
,

a nephew of S igmund Freud recogniz ed the need for public relations counse ls Ivy Lee and Edward L , ,
.

ps ychologica l and sociological knowledge (Goldman Bernays Bernays showed even more ability .
, .

pp 13 . p 1 70 There is a summary of the March ( than Lee ) in the art of mass persuasion O ne of his
. . .

194 7 issue o f The A nnal s of the A merican Aca demy early achievements was to make pos ible the produc s

o f P olitica l and S ocial S cience Under the heading tion of Brieux s D ama gedGoods a pla y abo ut syphil is ’
.
, ,

The S uccessful Leader Sargent says : Th e cli by organiz ing a number of prominent pe rsons into a
“ ” “
,

max of the symposium in The A nnal s was left to Sociol ogical F und which backed the production and ‘ ’

E L Bernays introduced in an editorial note as gave it an aura of respecta bility La ter he showed
. .
, .
,

the leading expo nent of the public relations prof es his inventiveness by publici ing the products of z

sion In that capacity he has served governments Procter Gamble ( Ivory S oap ) in a national soa p
.
‘
,

trade associations and profit and non profi t organ sculpture contest and by organiz ing the Go lden
,
-
,

i z ations H e has the brains and techniques to bring Jubilee of electric light on behalf of Ge neral Electric
.
’

the A merican people or any section of them to be and Westinghouse Bernays helped to explain and in .

lieve anything that the budget will permit The po terp re t th e newer trends in publicity work and in his .
,

lite way to put this is to speak of The Engineering of book Crystall iz ing P ubl ic Opi nion published in 19 23 ‘
, ,

C onsent which is his title p 1 73 T his is followed

”
,
’
he coined the term public re lations counsel p 3 60
, . .
‘
.
’
. .

by a summary of B L B s paper Th e Engineering of Sa vidge A nn e La n e an d H orn G u nnar “H and

’

, , , .

Co nse nt pp 1 73 —1 74
”
book f or H igh S chool J ournal i sm Bos ton : D C
. . .
”
. . .

Getting Us i nto the Wa r B oston : Porter H e a th and C ompany 19 44 133 pp , . .

Bib iographical re fe rences to E L B s b oo ks Crystall iz

.
’

S argent 1 94 1 640p p l
ng P ubl ic Opi nion and P ropaganda p 63
. .
,
i
In chapter notes the author says : The mos t e ff ec ,
. . .

tive propaganda is that of the deed not that of the S e l de s Ge org e Freedom of the P ress Ga rden City
‘
, , . .

word and when events do not serve their p urpose

,
’ ‘
Garden C ity Publishing Company 193 7 380pp , . .

they ( propa gandists ) create them M any of the news The late M r [ Iv y ] Le e s leading compe titors are
’
.
.

events abo ut which we read are deliberately staged Edwar d L Bernays who is credited with getting an .
,

by the governments in the interests of propaganda Edison electric light bulb o n a po stage stamp ,
’
,

E L Bernays the highest paid propagandist ( pub and

. .
, p 13 6
‘ "
. .

lic relations counsel ) in this country pointed out to Lords of the P ress N Y : Julian M essner
’
, . .
,

the Guardia n M idwinter Conference on Propaganda Inc 19 3 8 40 8pp ‘

.
’
. .

( What M ake s Lives p p 13 5 A quotation from D r T V S mith professor of

‘ ’
. . .
, . . .
,

War a nd Education Boston : Porter

philosophy of the University of C hicago practical ,

Sargent 1943 506 pp

politician and author o f many books
"
defini ng
.

A ccording to S mith l utog ogu e is

, “ .

l ut og og ue
.

Th e P sychological B arriers in H ealth Education p p

‘ ’ .
,

the voice of the wealthy when they can no l o nger

which have long prevented the desired result that spea k for themselves H e is not A llah but
‘
Everyone S hould Receive A dequate H ealth Edu A lla h s public relations counsel Y ou will hear his ’
.
,

ca tion were exhaustively repo rted on by Edward L soft spo ken message in the columns of our s o histi
’
.

-
.

Bernays P ublic Relations C ounsel for the New York p

cate d Walter Lipp m a nns and our unctuous Glenn
, ,

Academy of M edicine at its An nua l H ealth Educa Franks Y ou will see or gently feel his gloved h an d
,

tion C onference in New York City Nov 18 194 1 in the eulogistic release s of our late Ivy Le es and our , .
, .
.

( Vita l S peeches Jan 1 p 309 A long quota ever present Edward Bernays p 3 04 The pluto
, , . . ” “
tion from this report by ELB in which he recom gogue of l uto o ue s is Edward L Bernays who
- . .
,

mends that a national council on public health usu lly h ires

“ p g g
himself for the better ca uses the demo
.

should be formed by all health education groups for cratic nations But he is also the best defender of our
a ,

the exchange of idea s and meth ods f or orientation of business civiliz ation ” p 3 12—3 13 ,
.

aims goals themes an d values p 3 10 C hapter

” . . .

footnote : E L Bernays the highest pa id propa S e l de s G il be rt P roclaim Liberty N Y : Th e Grey

, , , . .

“ . . .
,

stone ress
. .
,

g andis t ( public relations counse l ) in this country

P 1 9 42 2 0 2 pp , . .

P ropa ga nda must be i ndependent M r Gorham

,

po inted out to the Harvar d Gua rdia n M id winter . .

C onference on Propa ganda early in 1940 t hat the M unson preceded by M r Edward L Bernays in , . .

most e ff ective propaganda is that of the deed not 19 2 8 has propo sed a Se cretary f or Propaganda in ‘
,

the binet which would make the direct line

,
of
that of the word and when events do not serve C a ’ ‘
,

authority from the E x ecutive to the administrato rs

,

their purpose they ( propagandists ) create them

of policy without interference p 65
.
"
M any of the n ews events which we read are de ,
. . .

libe rately st aged by the governments in the interest S m it h B ru ce Lan n e s ; Las w e ll Har ol d D ; an d , ,

of propa g anda p 359 A chapter footnote quotes Ca se y R a l p h D eds P ropaganda Communi

’
.
. . .
, ,

at lengt h from The R evolution in P ublicity by cation and P u bl ic Opinion Princeton : Princeton
"
.
,

ELB S aturday Review Nov 194 1 p 42 5

, University Press 1946 43 5p p, . . . . , . .
70
Th e long annotated bibliography lists the following S tar c h D a n i l ; S a n n , Ha e l M ;
, er h , e t to z Ko t
work by Edward L Bernays : Crysta l liz i ng P ubl ic
s . e
W il h l m in a Control l i ng H uma n B eha vior . .

Opinion : A U S public relations counse l s early

“
. .
’
N Y : The M . acmillan ompany
C , 193 7 638p p . .

formulation of the techniques of his ca lling with , Under the title W hat is among ,
“

some attention to its social consequences p 129 ; ,

"
. comments by Walte r Lippmann Calvin C oolidge and ,

R ecent Trends in P ublic R elations A ctivities (o f F rederick E Lumley on good and ba d propaganda
“ “
.
,

large corporations and trade associations ) P ublic ”

a formal definition by E L Bernays the publicist “
. .
,

Opi nion Qua rterl y V ol I No I : 14 7 5 1 January , .

,
.
—
, is presented : M odern propaganda is a consistent “
,

19 3 7 : by a U 5 public relations counsel p 1 93 ; enduring policy of creating or shaping events to in

“
. . .
,

S pea k Up f or D emocracy : Wha t You Ca n D o — A fl uence the relations of the public to a given enter
P ractical P la n f or A ction f or E very A merica n Citiz en : prise p 559
.
"
. .

N Y , Viking ress
P .
, 1940 : Noted public relations
“
S t e w ar t D o n a l d Og de n e d F ighting Words N Y
counsel urges a ll U S citi ens to speak up for de
z
‘
. .
,

H arcourt Brace and C ompany 19 40 168 p p

, . . .

m ocracy through every available channel

'
of co m m u
O n the half title from a speech by ELB : In the -
, , .

“
.

nica tion He outlines twenty common ch rges

‘
. a
next war words will be as important as bullets
,

against democracy and answer them

’
s He maps o ut .
, .

a complete public relations program utiliz ing the ,

S t o u t R e x The S il ent S peaker N Y : Th e Viking
, . . .

‘
group leadership approach and a multitude of chan '
P ress 1 946 3 o8 p p , . .

nels such as holiday celebrations press conferences , ,

In a Nero Wolfe novel an incident provo kes the ,

direct mail forums radio movies youth groups , , , , .

comment Wh o you want is not Nero Wolfe
, ,

S ymbols involved include celebrated A merican docu but R us ell Birdwell or Eddie Bernays
s p 82 . .

ments ( emphasis on the Bill of Rights ) patriotic cer , S tr o n g Edw a r d K J r

“
P sychol ogica l A spects of
em o n ies bir thdays of famous A mericans and li sts of
.
,

, , B usi ness N Y and London : McGraw H ill ”

-

appeals to special interest groups Includes extensive

. . .

Book Company Inc 193 8 629 pp

bibliography o n democratic practice dictatorships
. . .
, ,

F ootnote reference : F lynn J T Edward L Ber

, ,
“ ‘

U S customs leadership techniques and public

, . .
, .

. .
,
nays A tlantic M onthl y 19 32 Vol 149 56 7
’

opinion p 2 2 7 Bibliographical reference to a book

.
, , , ,
"
, . .
p 2 71
let by ELB and D oris E F leisc hma n : Universities
. .

S u m m er s R o b e rt E e d Federal I nformation Con

.

P athfi nders i n P ubl ic Opi nion: The A uthors 193 7

. .
, ,

trol s i n P ea cetime The R eference S helf Vo l 20

.
,
“
Lists C our ses in P ublic R elations Public O pin
‘ .
, .
,

ion and R elated S ubjects O ffered by A merican

,
,
No 6 N Y : The H W Wilson C ompany
. . . . .
,

1 94 9 30 1p p
U niversities p 2 9 7 Bibliographical reference to ’ . .

Inaccurate bibliogr aphical reference : Bernays Ed

. . .

ELB in connection with P ubl ic P ol icy Yea rbook ,

of the Gradua te S chool of P ubl ic A dmini stration of

,
ward L S afegua rding Civil Liberties Today Ithaca
. .
"
,

H a rvard University 19 4 2 V ol 3 :
“
Edward L New York : Cornell University Press 1945 referring , ,

t o the Edward L Bernays Lectures published under

, , . .

Bernays presents a hortative discourse on The ‘ .

Integration of p 150 . .
this title p 2 9 1 . . .

S u th er l a n d R o b e r t L a n d W oodwar d J u l ia n L
S mi th Ch a r l es W ir P ubl ic Opi nion i n a D e
. .
, , ,

P hiladelphia N Y:
. .
, ,
I ntroductory S ociology
mocracy N Y : Prentice H all Inc 1 9 3 9 598 pp
.
.
,
. .
-
, .
, . .

J B Lippincott 1 940 8 6 3 pp
E L Bernays describes public opinion as an ill
. .
‘ . .

F ootnote : Th e studies of H arwood L C hilds L W

, . .

de fi ne d and changeable group of individual '

D oob E L Bernays B L P ierce R Ponsonby

.
, . .

j udgments the aggregate result of individual ,

’ ‘ , .

and J D Sq uires all add further information to

.
, . .
, .
,

opinions of the pe ople who make up a society

’ "
,
. .

show that accurate evidence on controversial issues is

,

p 16 Footnote reference to E L B s b ook Crystal li ing

. .
P ubl ic Opi nion p 16
’
z
seldom available to a public p 340 "
In 19 3 8 when public and “ . . .

. . .
,

congressional criticism of radio reached a point Te b b e l J o h n A n A merica n D yna sty Garden C ity
, . .

where it seemed likely to lea d to governmental in D oubleday and C ompany Inc 19 4 7 3 63 p p , .

, . .

v e s tig a tion and perhaps to new tax or regulatory Q uotation from a speech delivered by Edward L
“
.

measures the National Broadcasting C ompany hired

, Bernays the public relations counsel be fore the
,

Edward L Bernays one of the ablest publicity men.

,
National Newspaper Promotion A ssocia tion in 19 44 ,

in the country as public relations consultant p 1 1 6 , .

”
. . and reprinted in the J ournal ism Qua rterl y point ,

Bibliographical references to EL B s books Crystall iz '

ing out the great gap between the platform of the “

i ng P ubl ic Opi nion p 5 6 7 and P rop aga nda p 5 69 n ewspapers and public acceptance of them and
”
. . .
, ,

S o b e l Bern a r d e d The Theatr e H a ndbook N Y

advocating remedial public relations techniques ; the
,

C rown P ublishers 1940 900 pp

, . . .
“
overwhe lming response to the printed version is ”

A t the time of the Great War with the development

, . .

noted including that of those few who scoff ed at

,
“

o f modern business methods press agentry attained

,
the whole business p 33 7 .
”
. .

dignity and beca me one of the first national forces . Th o m p s o n D orot h y I S a w H itl er N Y : Farrar , . . .

B ut the term was straightway changed ; leaders like and Rinehart 19 3 2 3 6pp , . .

Edward Bernays and Ivy Lee calling themselves B ut if you want to gauge the strength of the
publicity directors propagandists and counsellors ,
H itler movement imagine that in A merica an orator , ,

in public relations p 6 3 2 .
”
. . with the tongue of the late M r Bryan and the his .
 71

tr ionic powers of Aimee Mac Pherson combin ed wit h ,

pr oduct s and corporations (as for instan ce when
the publicity gifts of Edward Bernays and I vy Lee Bernays sta ged a Green Ball to po pulariz e the ‘ ’

should ma nage pp 34—35 . . color green in the expectation of creating a de mand

,

Th u r b er J am es The Thurber Ca rnival N Y : H a r

f o r Lucky p 14 ; O f the indepe ndent
“
.

Brothers 1945 305p p

, . . .

counse l the best known are perhaps Edward L

,
-
.

pe r , . .

Bernays Carl Byoir Bernard Lichtenberg and T J

This anthology of Thurbe r s writings conta ins
’ , , . .

R oss of the famous firm of Ivy Le e and T J R oss

the story S omething to S ay which first appeared in ,
These firms advise more than one client and
. . .

The M iddl e A ged M an on the Flyi ng Tra pez e Th e

-

story includes the following passage : Somehow or

“
.

they draw considerable fees For instance according .

,

other we kept him out of trouble unti l the night of to reports filed with the S E C A llied C hemica l .

8L D y e paid Bernays and the American

the sailing when we gave a going away party for
,
-

Tobacco C ompa ny paid Lee and R oss and

him at M arvin D eane s house Everybody was there : ’
.

Bernays p 2 6 Bernays like the

“
Gene T unney S ir H ube rt Wi lkins C oun t v on Luck
. .
,

ner Ed ward Bernays and the literary and artistic

, ,
others knows that it is better to implant an idea in a
,
,

crowd generally p 95"

,
group leader s mind and let him spread it than to
’

. . .

write up an idea and send it to the papers as a t e

V a u gh an Wayl a n d F S ocial P sychol ogy N Y : The
, . . . lease in the old fashioned way ; beca use what an
,
-

Odyssey Press 1948 9 56pp , . . indepe ndent big wig says is news H e has developed
-
.

A discussion with examples from his handling of s pe

, the technique further than anyb ody else H ere f or .
,

cifi c projects of the wo rk of ELB w h o conceives o f example is a recent exa mple of his shrewd use of
“
, , ,

his profession as the conscious and intelligent ma ‘

group leaders I n 19 34 P hi lco a client of Bernays
. , ,
'

nip ul a tion of the organized habits and opinions o f at the time was developing for its radios what it
,

the “
Through his expert control over the called high fidelity reception No public announce
‘
.
’

‘
mass mind the public relations counse lor is said to
,
’
ment was made Instead Bernays had letters sent.
,

function as the invisible govern ment and ELB is ‘

,
’
to a list of well known music critics asking what -

said to act as an adviser to his client ‘

Unlike .
’
they thought o f radio reception Then he pe r .

R eichenbach who did not want to see the article , s uade d P itts Sa nborn to edit and issue under his own
he was to publiciz e for fear he would be disillusioned , name a symposium of opinions on radio reception
‘ '

Bernays insists on knowing what it is he is pushing wherein the answers to Bernays letters appe ared ’
,

and he wil l not co mmit hi mself to its promotion making the point that reception was generally bad .

u ntil he is convinced of its value H e will not featur e Names make news ; the sym po sium got a great deal ‘ '
.

a pr oduct he believes to be fraudulent or a cause he of reception in the press W hen it had been well .

believes to be antis ocia l Bernays says t ha t the chief . publicized Philco was ready to announce high fi de l ‘

asse ts of t h e public relations counsel are honesty ity reception and to hold an exhibit celebrating
,
’

and candor M aybe so b ut Bernays crown ing .

,
’
it as the answer to the currently poor reception .

achievement the handling of Light s Go lden Jubi ,

’
At the same time still under Bernays supe rvision ,
’
,

lee the fiftieth anniversary of Edison s discovery of

,
’
P hilco set up an organi z ation called the Radio Insti
the e l ectric light was put over in a very subtle fash , tute of the A udible Arts which Pitts Sanborn was ,

ion This is fol l owed by quotations from arti pe rsuaded to head The Institute be gan to issue .

cles by W W Parrish in the L iterary D igest . .

, , booklets and surveys on good reception children s ,
’

June 2 1934 by J T Fl ynn : Edward L Ber

“
, . .
‘
. programs etc ; these were sent to schools clubs and
, ,

nays The A tlantic M onthl y May

.
’
and by , , the like where they were well received because each
,
“
J R Dill : Unhappy Days for the Brewer C hris
. .
‘
.
’
o ne was written by an authority Philco s name a p .
’

tian C entury June 30 pp 3 74 78 , , .

-
.
pe are d only briefly as the founder of the Institute .

Thus P hilco and quality radio associated them

‘ ’

Vier e ck Georg e S yl v es ter S preading Germs of

, .

selves firmly in the public mind p 2 6—2 7

"
H ate N Y : H orace Liveright 1930 3 2 7p p
. . .

. . . .
,

In t h is work with a foreword by Colonel Edward M

, .

Wa l k e r S ta n l e y City Editor N Y : F rederick A

H ouse ELB is referred t o as a distinguished expe rt
“ , . . . .

S tokes C o 19 3 4 3 36 pp
,

o n propaga nda ; his definition as to the di ff erence ”

P ress agents m their multifarious wigs and masks

. .

be tween propaganda and education is given p 10 , . .

,

sometimes seem almost as necessary to the modern

,

Wal k er , S H
P a u l B usi ness Fi nds I ts
. .
, a n d S kl ar , . newspaper as a posse of reporters M embers of .

Voice: M anagement s Efi ort to S ell the B u si nes s

’ '

this strange profession range from the frightened ,

I dea to the P ublic N Y and London : H arper . . . somewha t ratty Broa dway hanger on who hope s to -
,

and Brothers , 1938 9 3 pp . . pick up a few dollars f or whistling up any fly by -

o
They (the National Electric Light A ss ciation ) night en terprise to such elegant and philosophical
,

could study the work of public relations counsels practitioners as Ivy Lee and Edward L Bernays .
,

li ke Ivy Le e and Edward L Bernays recalling that .

,
who represe nt large interests and movements di
it was Lee more than anybody else who had , , rected at what is kn own as the M ass M ind and who ,

tran sformed John D R oc kefeller in the public mind . ha ve brains p 13 4 M any newspa permen view
“
,
"
. .
,

from a symbol of greed to a symbol of aged be ne o v ing the ca reers of such men as Bernays Lee Hanne , ,

lence and t hat Bernays and his colleagues had in

, gan and many others are inclined to be envious , ,
"

vented many ingenious ways of publici ing men z , p 13 8 If the young publicist attaches himself to
. .
72
the right interests and studies the methods not only , B LB s
’
book P ro p aga nda listed among R ea dings .

of Bernays and Lee but of lesser masters as well , p 148

. .

he may go far p 143 It has been the custom

“
,
”
. .
an d W il l ey M al co l m M Readi ngs in
to hold up Ivy Lee as the greate st example of what
, .

S ociology N Y: F S C rofts and C ompany

a newspaperman may do when he enters upo n pub
. . . .
,

1930 63 9 pp
l icity work but it is probable that Bernays
. .

EL B book Crystall iz ing P ubl ic Opi nion listed

’
s
is the more important as an Am erican phenomenon .
among R eadings p 3 65
“ ”

H e is more of a psychologist or psychoanalyst tha n

. . .

W a sh b u rn C h a r l e s P ress A gentry N Y : Na
, ,

Lee T hat D aniel Boone of the canebrakes of the , . . .

t iona l Library P ress 1 9 3 7 1 53 pp

.

libido D r S igmund F reud is his uncle Bernays , . .

C hapte r V I I I M olding the M ass M ind Edward

“
. .
, ,

h as ta ken the sideshow barker and given him a ,

philosophy and a new and awesome language : con ‘ L Bernays is devoted entirely to ELB O ne section
.
, .

dit ioned reflexes the creation of events and circum ’ ‘ deals with the inevitable rise of the public relations
stances dramatic high spo tting and continuous
’ ‘
,

-
’ ‘ counsel pp 9 2—9 5 A brief biographical sketch of ELB
, . .
,
,

interpretations H e is no primitive drum beater ’

, “
Bernays is definitely a counsel on public relations ,

molding the mass mind H e is as good as they come

. .
”
H e has written books and lectured at New York .
,

University on the methods and underlying psycho p 95 R eference to Light s Go lden Jubilee p 9 5
. .
’

, . .

Today at the height of his powers he se rves as

“
logical principles of his high art H e devoid of is , ,

adviser to great corporations and to individuals of

.

swank and does not visit newspaper o ffices

p 143 The record of M r Bernays s full of exam
“
i
,
both national and world eminence in the dual task
o f in terpreting the public to them and th em to the
. . .

ples of showmanship which could not be ignored by ,

the newspapers T here was for example Light s ’ public p 9 5 H istory analysis and summary
, . .
,

of article by ELB H ow to R estore C onfidence

“
.
, ,

Go lden Jubilee T he story of Edison s invention was

'
,

in B usiness and F inance E conomic Forum W inter "

.

retold To D earborn went Edison H enry F ord and , ,

Issue 19 3 5 M ain ideas : Business must sell the

.
,

even the President of the United S ta tes as well as a , .

great crowd of other important figures It w as not

,
whole idea of business to the public ; business must
continuously and cumulatively ex plain its func
.

M r F ord s show or Edison s or even the Pres ident s

’ ’ ’

tion to the public ; the value of symbo ls must be

. .
, ,

It w as simply a publicity stunt pulled off by Ber

nays representing powerful and rich interests to stressed ; the public must be pleased not damned ; ,
,

exploit the uses of electric light Newspape r editors

,
leadership today rests on an ability to understand ,

interpret and utili e symbols ; symbols are the

.

who understood this may have felt sad but what z

could they do about it with the President making

,
short cut to understanding and action ; it is not a
a spee ch and all those impo rtant persons there ? p problem today of getting pieces into the papers ; it
is a question of selling an idea that business and
.

144 A gain M r Bernays was employed by Procter

“

finance are essential parts of our system pp 9 6—9 8

. .
,

and Gamble makers of Ivory Soap H e populari z ed , . .

T here you have some pretty sane stu ff the author

, "
.

the nation wide contests for the best examples of

- ,

soap sculpture It is really startling what anyone comments p 9 8 Extensive quotations from Pre
, . .
“

senting A merican Business by ELB Toda y M arch ”

.

with a be nt for sculpture can do with a little soap , , ,

Bernays sums it all up beautifully and

“
.

2 8 19 36 :
For the first few years he gained enormous publicity ,

and then the publishers asked abruptly W ha t the ‘

,
in plain language H e is quite right when he declares .

hell ? and now the publicity is much less pp

’
,
” that present day business sails little known waters
‘
- -

studded with the bars and shoals of adverse public

.
,

144 —14 5 Bernays must receive credit or blame for ,

opinion It is small wonder then tha t the capta ins
.
, ’

an important shift in the meth ods used by the larger .

, ,

a dvertising agencies A few years ago adv er

of industry nee d advice from a pilot — the public
relations counse l p 104 Berna ys has further ” “
.

t is in g agencies devoted their attention to straight

. .
,

advertising Now they have added research contribute d to the study of public opinion in an
article M olding P ublic O pinion which should be
.
‘ ’

workers (which may be a good thing ) and grea t , ,

numbe rs of thinkers behaviorists trend observers -

experts with cha rt and graph child tr ainers students
of sleep and what not
read by every man desirous of following a career
, , ,
that will shape the destinies of men and their move
pp 145 14 6 The Great
— “ "
, ,
ments H e says : O nce a searching study of public
.
‘

atti tudes has been made m any channels that reach

. .
,

M a n racket which consists of the inflation and labe l ,

,

ling of enormous stu ff ed shirts is always with us , .

the public will be found .
’

Bernays defends it on its higher levels on the Wh o Kn o w s a n d W h a t A m o n g A u t h ori t i e s

ground that the public is entitled to know the sort Ex pert s — a n d t h e S pec ia ll y I n f orm e d .

of man his background and pe rsonality who is the

, ,
C hicago : Th e A N M arquis C om pany 1949 . . .
,

brains of an industry which furnishes the public 796 p p .

with its goods p 150 It would do no ha rm for ,

"
. .
“
Entry 716—24 says : Bernays Edward L Public , .

newspapers to point out that a light jubilee is a relations and opinion ; Propaganda b 9 1 BS 12 ’ ’
. .

Bernays project p 15 1 ( C ornell A uthor : C rysta lliz ing P ublic O pinion

"
. .
,

2 4 and o thers S erved with US Com on P ublic

’
.
,

Wa l l is Wil so n D , .
, an d W all i s , G ra c e A l le n . Our Information at P eace Conf 18 19 ; asst commr US ’
-

S ocia l Wor ld N Y and London : McGra w D ept C ommerce Paris Ex p n 2 5 ; counsel on pub
" ’
. . .

H ill Book C ompany 1940 402 pp , . . relations in partnership with D oris E Fleischman .
 74
W oo l f S J H ere A m I
, . . . N Y: . Random H ouse , tion that the interests of the whole nation were
194 1 3 74pp . . greater than thos e of any group all served to em ,

M ost publicity men are incurable some of them p ha iz e according to M r Bernays the need for
s , .
,

are more o less dreamers like Carl B yoir ; others

r , social consciousness and public responsibility To .

like Edward Bernays engage the large st suite in the , continue M r Bernays analysis written in 194 1
.
’
, ,

biggest hotel to give parties f or a few of their intimate
friends p 2 2 8 When I arrived in V ienna I tried
, .
to get in touch with D r S igmund Freud Through
it might be said that the fi fth period was marked by
.
“
, a return to the F irst World War methods of selling
. . the public o n war issues but on a much larger pat ,

friends of his I made e ff orts to meet him but was , , ter n pp 3 8 39 A vigorous criticism of
.
, .

unsuccessful I even cabled Edith to go see Eddie . public opinion polls was registered recently by Ed
Bernays who is the doctor s nephew and Bernays
,
’
,
ward L Bernays public relations counse l In an
.
, .

in turn ca bled him But even this was to no avail ”

. . article in P u bl ic Opinion Qua rterl y M r Bernays , .

p 2 53
. . said : Like vi ta mins and so many other good things
‘
,

attitude polls have been adopted by A merica with

Wri g h t
J Ha n dL v , a n d Ch r is ti an , Byr on H
, . . its customar y unt hinking enthusiasm for new things .

P ubl ic Relations in M a na gement N Y : M cGraw . . Polls are an enormously use ful implement when
H ill Book C ompan y , Inc , 1 949 2 2 9 p p . . . honestly e fficiently and intelligently gathered and
,

Th e magazine Fortune quoted when Beech understood O n the other hand they are potentially
.
,

Nut Packing Company , through Edward L Ber . dangerous weapons in the hands of the unwise the ,

nays got d octors to come out for big breakfasts

, , inept the dishonest or the antisocial M r Bernays
, .
’
.

knowing that the result would be more bacon sold propose d as a solution that license s should be r e
when society leaders also through Bernays , , quired for the practice of polling and secondly that , , ,

came out with statements that a woman should take educationa l activities aimed at the public and their ,

at least three dresses on the most informal weekend , leaders should be carried on to acqua int them with
,

and the lugga ge industry as per plan began to sell , , the significa nce of polls p 70 It is probable that
”
, . .
“

more bags when P resident H oover Thomas , for some time public relations counse l and worke rs in
Edison and H enry Ford again under Bernays guid ,
’
the field must se t their own standards of conduct .

ance gathered at D earborn to celebrate Light s H owever in fairness to his calling counsel should
’
, ,

Go lden Jubilee and the first lamp appeared on a , not accept a client whose standards do not measure
commemorative postage stamp p 5 In his . . up to his own in the opinion o f Edward L Bernays
,
.
,

book Propaganda published in 19 28 Edward L

‘
,
’
, . w ho wr ites : In law the j udges and jury hold the de
‘

Bernays public relations counse l began with this

, ,
ciding balance of power In public opinion the public .

sta tement : The conscious and intell igent manipul a‘

relations counsel is j udge and j ury because through
tion of the organized habits and opinions of th e ma sses his pleading of a case the public is like ly to acce de
is an important element in democratic society Those . to his opinion and j udgment Therefore the public .
,

who ma nipulate this unseen mechanism of socie ty relations counsel must maintain an intense scrutiny
constitute an invisible government that is the true o f his actions avoiding the propagation of un socia l
,

rul ing power of ou r country In view of M r Bernays or otherwise harmful movements or ideas It is in
’ ’
. . .

reputation as the founder of the science of modern the creating of public conscience that the counse l on
public relations the reader ma y be forced t o assume , public relations is destined to fulfill his highest
that such conscious and intelligent manipulation ‘ ’
usefulness to the society in which he lives p 2 2 1 .
’
. .

of the ma ss mind is the chief miss ion o f the p ac

Wri gh t M il to n H ow to Get P ubl icity N Y and
r

t it ione r H owever M r Bernays later o ff ers in his

.
, . . .

book a much more agreeable concept when he states :

, .

London : M cGraw H ill Book Compa ny Inc -

, .
,

193 5 2 2 6pp
Th e counsel o n public relations after he has exa m
‘ . .

ine d all these and other factors endea vors to sha pe the
,
Th e close st approach to a professional sta tus is t hat
actions of his clien t s o that they will gain the interest
,
reached by those publicity men who individually or ,

the approval and the acceptance of the p

,
in partnership maintain organizations where they
,

30
“
Edwar d L Bernays divides the history of pub
.

serve numbe rs of clients in much the same way as a

.

l icit y into four major pe riods Th e first 1900 to 19 14

.

lawyer se rves his clientele on the basis of an annua l

was the pe riod of muckraking versus whitewash
.
, ,
reta ining fee It is through this method that some
.

o f the outstanding figures in publicity men like

—
ing .Th e second major period was during the
Ivy Le e Edward L Bernays and John Price Jones
First World War 19 14 to 19 18 when publicity , ,
,

have accomplished their results pp 2 10—2 1 1

.

was u sed for the first time o n a mass scale to . . .

se ll war aims and ideals The third major period .

,
P ubl ic Rel ations f or B usiness N Y : W hit . .

19 19 to 1929 was ma rked by an era o f rising price , t l e e y H ouse 193 9 346 pp

s , . .

levels new competition f or the consumer s dollar A long these lines Edward L Bernays a leading
’
.
, , , ,

and a new appreciation of the consumer s interests ’

. specialist in public relations says : A public relations ,
‘

Corporations appoint ed vice presidents whose - program or policy must be integr ated into the entire
prime duties were to make friends for the company functioning of the industry It ca nnot be lip worship .

and to interest the m selves in public a ff airs Th e . to an idea It cannot consist merely of releases from
.

fourth period began in 19 2 9 The stock market crash .

-
,
a mimeogr aph machine It must be part and parcel .

the advent of the New D eal the awakening realiz a ,

of the thinking and action of the leaders in the
 75

industry And it may mean that such thinking and understood is really very simple What he does is to , .

action must be decidedly changed in order to con create a demand by molding the public mind H e
.

form to public demand and public objectives Ideas creates a desire f or specified goods or ideas The .
.

that are not generally accepted by the public can first ta sk of the public relations counsel however is , ,

be made acceptable only if they can be shown to be of to see whether his client ofi ers something which the
value to the public and if their appe al can be related public can be brought to accept I t is sometimes ‘ ’
.

pp 4 8 49 wiser to refuse a fee [ but] I t is not often that

,

to acceptable fact opinions or .

, .
.

mass psycholo y fails to find a solution

,

You n g J o h n O rr A dventures in A dvertising uoting .

g
EL B work P ropaga nda and using many
.
’
.

Q
,

N Y : H arper Brothers [ 1948 by Prin ters illustrations of his activities as describe d in that
. , ,
’ s , ,

Ink P ublishing Compa ny 19 49 pp 20 7

book and other writings O nly recently
,
Dr
, . .

I n a list of books o n public relations the author Bernays won the undying gratitude of the luggage ,
, .

sta tes : Edward L Bernays and his wife D oris manufacturers .

S imilarly with bacon M

F leischman produ ce d those interesti ng books Careers
r . . .

Bernays once guided the sa l es psychology of

f or M en and Career s f or Women p 103 ”

the Beechnut Packing C ompa ny O ctober .

28
. .

Yo u n g Kim ba l l S ource B ook f or S ocial P sychol

.

“
be came the Cz ec ho S lovakian F ourth of July
. -

N Y : A lfred A Kn opf 19 2 7 844 pp

,
"
ogy . .
all because Eddie Bernays so decreed
.
R ichard , . .
.

And Bernays illustrates from the case of Lithuania Bennett was attempting to produce Brieu x s ’

what can be done to arouse and to influence public celebrated play D amaged Goods [also ] the ,
‘ ’

opinion on a situation through the clever“ use of fight of the D ieteti c a nd H ygienic Gaz ette and the
publicity and propaganda p 783 Under Propa M edical R eview of R eviews [edited by ELB ] ,
”
. .
.

ganda large sections of Lithuania s publicity cam Soo n the S ociological F und had endorsements galore
,
" ’

pa ig n are reprinted and also so me ca sh

.
O n a historic night in .

N Y : F S Crofts 19 13 D amaged Goods opened H is [ ELB s ]

‘ ’ ’
“
S ocial P sychology . . . . , .

and C ompany 194 7 5 78pp campaign f or the production

, .
was based on th e .

B LB s book P ropaganda is included among sug

’
soundest principles of mass psychology Eddie use d .

gestions for further reading p 5 22 ”

th em knowingly when the War D epartment
. . .

“
.
employed him after th e war
"in k Har o l d Gover nmen t and P ol itics in the such organiz ations as th e Fif th Avenue Ass ociation
The assistance of .

UnitedS ta tes N Y : The M acmillan Company was enlisted

.
”
.

By means o f [ the formula ] Eddie

,
.

19 4 6 1006 p p . .

Bernays has increased

Footnote reference to Edward L Bernays P ropo has persuaded women to swathe themselves in the use of Ivory S oap
.
,

ganda Liveright P ublishing C orporation New York

,
velvets ( S idney Blumenthal —
p 2 2 5 S el ected B ibliograp hy f or C hapter 13 counse led successfully A merica n Tobacco Company Velvets ) [ has , ,

,
]
. .

The Role of P ublic O pinion incl udes Bernays

“ “ ”

Edward L P ropaganda Liveright P ublishing Com W ard Baking C ompany C heney S ilks
, ,

pany New York

.
,

p 238 the Q uee nsborough C orporation

,
V enida
H air Net C ompany P rocte r Gamble com
. .
, ,

pany [also for C risco as well as in organi ing the , z

P rofi l es of Nationa l S mall Sculptural C ommittee giv ing

in prizes annually f or the best sculpture exe
ED WARD L B ERNAYS cu bed in Ivory Soa p with su ch famous artists
.

as Gutz on Borglum Lorado Taft Har vey Wiley , ,

Am e ri ca n M erc u ry M a ss P sychologist C orbett and C harles D ana Gibson o n the j ury

“
V ol . . .

XIX No 74 Feb 1930 pp 155 163

, .
, o f award U ntil 19 2 9 [ when ] Eddie Ber
. .
-
. .
,

P rofile of about words relating highlights in nays could hardly compete in professional standing
the life and career of ELB H enry F Pringle the with Ivy Lee H e had handled large accounts H is . .
, . .

author begins I t is significant that Edward L work had been on the whole satisfactory to his
, ,
“
.
, ,

Bernays who has reduced the once jovial occupation clients

, But Ivy had the R ockefellers . .

of press agent to a science wh o is fra ter i n fac ul ta te at Then the P ioneer A ssociates
, decided to
New York University and now labors in the spirit of stage a celebration to commemorate the fif tieth anni
,
‘

th e laboratory is a nephew of the renowned D r S ig v ersa ry of the invention of the electric light H enry
’
.
, .

mund F reud Eddie knows a very great deal F ord

. also C hristened Light s Golden J u
’

about psychology and cashes in on th at knowledge b il ee P resident H oo ver with his whole entour .
,

O nly poe ts delude themselves with the notion age pa id tr ibute A mbassador D awes C harlie , .
,

that love that is to say sex ca uses the world to t e S chwab John D R ockefeller J r Will H ays Pa t
, , , .
, .
, ,

volve M r Ber nays whose rank as public relations C rowley

. .
, in brief many men who were typical ,

coun sel is at least the equal of Ivy Ledbetter Lee s Ivy Lee clients did what Eddie Bernays to ld ’
,

knows that it is really money th at furnishes the mo them to do [ but] H e modestly denies that
tive power The mass psychologist moreover goes he caused the [ M a da ] lamp to be engraved on the na
.
, , z

much furth er than the psychoana lyst who can tion s postage sta mps Eddie Bernays shakes ’
.

do no more than explain what has already ta ken his head M ass psychology might have had .

place Eddie can foretell the future

.
[with ] no something to do with it Beyond that : P os tma ster .
‘

claims to crysta l gaz ing H is science once General Brown I should say was responsible for the
.
, , ,
76
stamps the article also gives autobiographical
.
discriminating eye and habitually turns down more ,

data on ELB as a member of the Bernays F reud -

jobs tha n he accepts H e insists that his projects be .

fa m ily until the onset of his professional career

, .
valid legitimate and in the publi c interest A bove
,
‘
.
’

A tl an ti c M o n t h l y Edwa rdL B er na ys The S cience

“ all th ey must be projects which the public can be
,
‘

brought to accept He has littl e patience with groups

. .
, ’

Vol 149 No 5 M ay 19 3 2 pp 5 62
”
of B all yhoo
.

or individuals o ff ering panaceas A pragmatist who

, .
, .
, , .

5 71
.

John
.

lyn n says : By no system of honest climi

T F
has long recogniz ed the necessity for improvements
in the functioning of the A merican system he be
.

nation can Edward L Bernays be excluded from a .

liev e s that the best hope for such improvement lies

,

list of representative men in A merica H e has made

in the men with the greatest stake in it the busi
.

an extraordinary success H e has been something of n e ss m e n of A merica The article sums up wi th the
.
”
a pioneer H e numbers among his clients
.

following : A gainst the imponderables of the futur e

.

powerful millionaires great corporations even royal

personages and governments H e ha s made a great
, ,
his voice will have influence not so much because of
dea l of money a mark of importance that no
.

Bernays the man as Bernays the technician Bernays .

A merican will deny and what is more he has done the man believes in democ racy Bernays the tech .

,
mician can persuade people to make it work In th is
it in the field of intellectual activity H e is a .

decade there can be no more pressing a ssignment ”

.

social psychologist engaged in carrying out in actual .

practice and according to newer th eories that branch L i tera r y D ig est H e H el ped M ake P ress A gentry . -

of psychology which A ugust Compte and later a S cience

‘
Jun 2 1 934 p 2 6 ,
’

H erbert S pe ncer recogniz ed as having a definite

, , . .

, Full page story

-
by Wayne W Parrish on ELB
relation to sociology
.
,
”
.
subtitl ed “
S uccess of Wa Time Propaganda
, r-
A s a matter of fact Bernays has both a clear and
“
, O pened the Ey es of Edward L Bernays Nephew of
a very shrewd understanding of his profession A s a
.
,

.
D octor F reud to Invisible Go vernment and M ass
,
‘ ’ ‘

P ublic R ela tions Counsel he is liaison o fficer be M ind Control ’

says : M r Bernays in the event ” “

tween Big Business and the M onster In odd mo

, .
,

.
t hat the reader never has heard of him has beco me
ments he has been a professor in very tru th for until
,

one of the nation s two leading public relations ’ ‘

,

recentl y he lect ured on his system in New York counse lors a post war term attached to the rela
,
’
-

U niversity
”
t iv el y new scien ce of press agentry As a super
‘ ’
. -

Bernays himse lf is perhaps best known f or two ex

.

“
salesman without portfolio working entirely behind
amples of dramatic high spotting which were really
,
-
the scenes his operation of what he calls opinion
,
‘

no more than grandiose glorified publicity stunts , .

management has guided many to buy more lug ’

O ne of these was Light s Golden Jubilee S urely you ’

.
gage eat bacon for breakfast smoke more cigar ettes
,

will not have to be reminded of tha t amaz ing jam

, ,

wear velvet instea d of some other material express

boree w hich took place when the story of Edison s
,

preference f or certain types of automobiles and to

’

invention of the incandescent lamp was reenacted in

,

ask for a certain soap at the corner store H e ha s in

D earborn with Edison himself H enry F ord and the
.

, , , fl uenced opinions of certain governments and of cer

P resident of the U nited S tates playing the leading tain institutions and groups H e has worked to
roles while droves of great industrialists and fi nan
.

, mod ify hundreds of ordinary habits but always by

ciers played the parts of villagers and super s in the
,

the unconsc ious transference of ideas and objects

cast and radios and newspapers fought for the privi
, through created events and circumstances
lege of broadcasting it H enry F ord was supposed to
.

be the manager of t he show but the man who set the Q u e r sch n i t t D e r H umbug B l ufi a nd B all yhoo
'

.
, ,
,

sta ge and pulled the strings attached to all the digu i Von Va rnum bis B ernays D e r Querschnitt , ,

fi ed marionettes was Edward L Bernays . .

13 Jahrgang H eft 4 A pr 193 3 pp 2 55—2 69 , , , . .

H is other outstanding performance was when he A profile of Edward L Bernays by Arthur R undt .
,

spe nt nearly for a single hour s show on the ’

in a leading Ge rman magaz ine subsequently sup
radio to introduce a new D odge car to the market ”
.
pressed by the Naz is .

“
Bernays himself is q uite the newest type of public R e a de r s D ig e s t
’
The S cience of B all yhoo Vo l
relations specialist so intelligent and so free from the
. . .

,
XXI No 122 Jun 19 3 2 pp 5—8
conventional inhibitions that he assumes almost the
.
, , . . .

T his profile of ELB by John T F lynn is a condensa

cha rac ter of a phenomenon " .

tion of one which appeared in A tla ntic M onthl y ,

D e s i gn a n d P a p er M ay
“
Edwa rd L B ernays and the . . , 193 2 , s ee above .

A merica n M ind No 2 3 , D ec 3 , 194 6 14 p p

P K Thomajan outlines E LB s position in public
. .

’
. .

R evi ew of R evie ws M ass P sychol ogist Vol . . .

. .

re lations in the light of his intellectual background LXXXI No 3 Mar 193 0 , .

, .

,
This profile by H enry P ringle about ELB is con
intellect insight conscience and philosophy O ut
, , .

densed from th e article of the same titl e in th e

lines meth ods of procedure in planning action f or a A merica n M ercury Feb 19 3 0 see above
client and touches upo n some of outstanding jobs ,
, , .

i e Beech Nut Packing C ompany and as a member

. .
,
- S c op e M a n of the M on th: Edward L B ernays
. . .

of W oodrow Wilson s C reel Committee on P ublic ’

London : Dec 1949 il l por pp 5 6—69 9 1 , .
,

Information during World War I M r Thomajan . . A 1 5 page profile of ELB by O live M oore
-
A .

st ates Bernays selec ts his clients and causes with a

,
“
handful of words at random from th e pile of notes
 77
taken in a day long interview wi th Bernays when he
- way in th e 400 years since The P ri nce .

was in London recently and [we] see not only what

, We find the P ublic R elations men more powerful
he gives as service when he appraises a fi rm s prob ‘ ’ ’
than any princes f or th e ir followers are the peoples
,

lems but exactly why A merican business is willing

,
of the ea rth their terri to ry the hearts and minds of
,

to pay him such sums as a yea r as retainer everyone The work and opinions of pioneer
” “
.

for appraisal and advice the writer says in , Bernays [who] dissociated Public R elations from
reporting the development of public relations as press agen ting as surgery dissociated itself from the
given by ELB who as he talks ,
“
constantly , ba rber s pole
’
in twenty fi e years of nu .
- v

stres ses the sense of social and mora l responsibility clouded success are analyz ed and discussed com
underlying the work of the Public R elations C oun p re he nsiv e l y and with much de tail in relation to
, ,

sel ELB is further characte riz ed as No 1 U S

.
” ‘
. . . th e field as well as to the personality The intro .

P ublicist highest paid public relations man duc tory note says : By precept and exam ple Ed
’
-
“
,

in the world getting as much as

, for a single ward L Bernays
. has turned public relations
,

a kind from the by ways of press agent trickery to a strict

-

urgent and tongue so fluent that it is hard to , and respected profession on a level with law medi ,

tear onese lf away from his words to his personality cine and teaching To Bernays industrial public re .
,

like all top fl ig h t A mericans

-
[ met in the l a tion s is a top management function not a matter
-
,

course of this job] very friendly very unassuming , , of press hand outs and defending the sta tus quo
-
.

amaz ingly well informed staggeringly energetic

-
, , The final paragraph states :
“
Bernays is neither
immense ly ea ger to know and see [with ] witch doctor ndr medicine man nor wise guy Just a
-
, .

th at tr ait so noticeable in A mericans and so endear man w ho discovered how to hold up all problems ,

ing co mplete candour and with malice towa rd none

,
. industrial or selling to the X ray of common se nse ,
-

The first hour is not wasted in getting ac and solve them by the light of reason In thirty years .

q uain ted it is all th e re in the first hand shake and

,
-
of doing so it has not fail ed him Being a generous
, .

the first smile F earless is the word

.
, . man he has dissecte d for us the technique and science
Beginning with a q uota tion from M achiavelli th e , of his craft hoping that it may help or light a spark
, , ,

account emphasiz es also that We have come a l ong or inspire an action

“
.
82
s ional s expe rt in the use of symbols to convey ideas
— public opinion researchers pollsters advertising
men graphic ar ts directors public relations counsel
,
-
Taking th e public re lations counsel as his theme
ELB says that public relations is concerned bas “
ica l l y with developing understanding The public
relations coun sel must understand the public its
ideas its philosophies its points of view its activities
, ,
and what it means by the words it uses All this he
must communica te to his client The client likewise
must be studied I ts actions attitudes and principles
.
must be analy ed and be made understandable to
z to bring about the objectives all good and honest
the public .
”
T he public relations counsel ELB continues
works on the premise that any group in society must
in tegrate with other groups at the highest possible
level f or the common good This means the public
relations counse l has a strong sense of social t e
sponsibility and must have the kn owledge ability
and judgment to determine what in our society is
likely to be the common good A nything the public
relations man underta kes must not run counter to
the democratic goals of free dom equality and orderly
justi ce These goals are clea rly defined in labor rela
. should have to mee t higher standa rds Every man
tions race relations housing health education
, ,
individual opportunity
D escribing the techniques of the public relations
counsel ELB says he analyz es the public in its re la
, economics huma n relations and the socia l sciences
t io n s hip to his client surveys all contacts betwee n
the two H e also analyz e s his client studies the
.
latte r s objectives to find ou t whether they represent
’
an attainable reality He studies all phases of his
client s activities so that he may compare them with
’
the public s attitudes and the public needs The
’
public relations counsel must then interpret his
findings to the client so the client may understand
his ow n and the public s attitudes O n the basis of
this interpreta tion counsel makes recommendations
to the client and sets forth new ideas and procedures
to meet the public s point of view in such a way that
the highest public good is achieved A cts are more
importa nt than words in any e ffort at pe rsuasion
A n institution or corporation must act correctly in
order to produce a good e fl ect
In conclusion ELB says that though there are
,
still large areas of ignorance about public re lations
knowledge of the importa nce of this field is growing
T hose who depend upon the public are learning to
profit from the professional use of public relations
Learni ng
Symposium onference on Science Philoso
of C
phy and eligion N Y : Harper BrothersR
1 9 48 69 4p p . .
C hapter XXX V I I I , M ass Educa tion , Idea C om
m unica tions and the P roblems of National Sanity
and International C ooperation , is by ELB pp
”
4 11—4 1 7 . purpose is to stimulate promote encourage and
In this chapter ELB di scusses the following :
What trends in mass education and idea com
m unica tion are making for national sa nity and
s study of the science of public relations counseling to
in ternational cooperation ? W hat elements are work
ing in th e opposite direction ? H ow ca n the former
be stimulated and the latter be retarded ? He ”
, , divides the problem of world communica tion into
, . three parts : 1 The ma tter of providing abundant .
,
, chea p rapid communica tions for messages ; physical
,
instruments have a lready provided or ma y soon ,
. provide these means 2 The matter of eliminating
, . .
, barriers to communications political economic ,
, and language barriers ; this is be ing given serious
. consideration by numerous bodies 3 The problem . .
.
, , of improving the quality of ideas of words and ,
, pictures of the symbols th at pa ss over these media
,
men desire ; this la st problem certainly is the longest ,
, , hardest and most complex .
The answer to the last problem ELB goes on to ,
say depends on three forces : the professions and
,
. businesse s involved the law and public opinion , , .
H e then urges that education and training in com
, m un ica tio ns be further stimulated in the universities
, , and schools of journalism and by the awa rd of ,
. priz es and fellowships He also urges that research .
in communica tions be stimulated Those who are in .
, the communications field profess ionally he says , ,
.
“
, , , o r woman who holds a position conveying symbols
. to the public should be prepared to meet that re
sponsibility by having a thorough grounding in
, , ,
, as well "as a knowledge of th e techniques of communi
, cation ELB also urges continued education after
.
people enter the communications field and criticism
. to stimulate progress .
7 B u l let in o f t h e B u s in es s H i st ori ca l S oc i ety
.
.
Boston The Business H istorical Society Inc
.
Vol XIX No 4 Oct 1945 19 5pp
, , .
,
.
In his chapter on S hifts in P ublic R ela tions Prof
“
. .
, .
’
.
N S B Gras of H arvard University lists ELB under
, .
, “
. . .
Some Isolated D evelopments in the H istory of
P ublic Relations C ounse llors : 19 19
“
Edward L ”
’
Bernays began his caree r as counsel on public rela
.
.
tions to governments industries corporations and
.
trade organiz ations Term used was publicity
, ,
‘
.
direction p 12 8 ’
.
. . .
8 C h as e
. S t u ar t ; R u tt e n b e rg
, S t a nl ey H ,
, No u rse Edwi n G ; G iven Wil li a m B J r
, .
, .
, .
The S ocial R es ponsibil ity of M a nagement
“ ”
. .
The Edward L Bernays F oundation Lec tures .
. of 19 50 A Golden A nniversary P ublica tion of
.
the School of Commerce A ccounts and F inance , ,
a nd World P eace . Eighth New York University N Y : New York Uni . .
, versity 19 5 1 83 pp , . .
. .
, In a foreword to this book which corisis ts of lectures ,
delivered at New York University in A pril and May
19 50 by four experts on management rela tions ELB ,
says the Edward L Bernays F oundation which .
. . sponsored the lectures was established in 19 46 I ts , .
, ,
, advance scientific educa tional literary and " or
, ,
charitable causes including without limitation th e , ,
furth er huma n relations intercultural and intergroup ,
relations and to advance a sound public interest
 83

th erein Another purpose of the Foundation is to

.
“
truth And unless everyone of us doe s there may be
.
,

study and conduct research into all pha ses of and no private interest left to worry about .

conditions a ff ecting human cultural and group re la ,

“
O ur nationa l strength is founded on a unified ,

tions and the changes and improvements in the

, powerful morale .

conditions of l ife and work among people This morale is built by o ur common belief in o ur
” “
.

The larger foun dations in this country ELB national goals and united action to achieve them
“
.
,

says sponsor ex tensive research in education The natio nal emergency demands that all of us
“ “
, ,

health and other fields and in that way bring about , o n all fronts work together for the general good .

improved public relationships and better human “

Complete cooperation on the home front is as
rela tions But a foundation whose funds are limi ted
. vital to national survival as it is on the military front .

finds it di ffi cult to decide in what field it can help F or th e sake of his own private inte rest the indi
“

eff ectively . vidual must willingly sacrifice convenience comfort ,

In seeking to spo nsor for the year 19 50 some and profit f or the common good endure hardships ,

activity in a field where the misunderstandings are and suffering .

of major economic and human significance the ,

F or unless we mainta in our continuity as a free ,

Edward L Bernays F oundation decided upon th e

. independent nation we shall have nothing as indi ,

field of management relationships It was felt that . v idua l s .

one way of bringing the best thought in this field to a “

Every A merica n is responsible for our morale .

point of high visibili ty would be to underwrite a O ur national morale is the sum of our individua l
series of lectures on the socia l responsibility of morales This means that all of us men and women
.
, ,

mana gement to be delivered at one of A merica s ol d and young corporation executives and em
’
,

leading universities situa ted in a key industrial p l oy ee s must be willing to serve wherever and
,

center . whenever we are nee ded Any man who acts at the .

“
Wh at the F oundation had in mind ELB con , country s expense helps th e enemy If he injures his
’
.

tinnes was a series of lectures whose purpose

, country s strength he destroys everyth ing he values
’
,

would be not to pre sent one viewpoint or intensify for himself .

p rese nt attitudes but rather to create a forum for A cting at A merica s expense includes p ro fi teer
“ ’

calling to public atte ntion and pa rticularly to the , ing chiseling b lack and grey marke teering or doing
, , ,

attention of the business community various view , anything which places personal profit above th e
points which must be taken into consideration f or a public interest .

rea listic understanding and appraisal of the socia l “

I t also includes slander hate rumor mongering , ,
-

responsibility of management "

. and scapegoating at the expense of public offi cials
F or this purpose the F oundation lectures presented or private citiz ens .

the diverse viewpoints of a social enginee r S tuart “

O ur national welfare in this emergency requires
'

C hase ; a trade union leader S tanley H R utte nberg , .

,
that individuals groups and corporations give th e,

D irector of the C l O s D epartment of Education and most painsta king attention to their public relation
’

R esearch ; a management ex ecutive W illiam B , . ships .

G iven J r C hairman of the Board A merican Brake They must insure in their ow n interest and in
“
.
, , , ,

S hoe C ompa ny ; and an economist Edwin G Nourse , .

,
the public interest that every action and utterance ,

formerly chairman of th e C ouncil of Economic raises morale and does not lower or destroy it .

A dvisers to the President They must make certain t hat their po licies
“
.
,

words and acts are dictated not by narrow immedi

,

9 C o n gr es s io na l R e c or d
. Your P ubl ic R el a tions . ate ex pediency but by the broader interests of self
i n the N ationa l E mergency
”
V ol 9 7, 24, . . No . and country .

Feb ppendix p
7, 19 5 1 , A.
, A 6 7S . . If ever there was a time when such public ”re la
T he H onorable Jacob K Javits New York
of oh . t ions hip s were indispe nsable that time is now , .

ta ine d permi sion on Feb

s from the ous of
7, 1 9 5 1 H e .

R epresentatives to ins rt in the ongressional

e C 10 . Cr w h o t er
Sam u el P ubl ic ,i nion , P rivate . Op
R ecord the following statement
“
Edward L
of . a nd P ubl ic Relations
B usi ness
”
N Y : Liveright . .

Be rnays well known auth ority on public relations of

, ublishing C orporation , 19 3 4 2 6 pp
P . .

New York City which appeared as a public adv er , The author cites ELB as sp kesman f or t e meth ds o h o
The advertise ment headed Your P ublic of legitima te propaganda If there is a case f or
” “ “
tise m e nt .
, .

R e lations in the National Emergency appeared in h

t e existing ba sic order , Crowther says , the case
" “
,

The N ew York Tim es , The N ew York H era ld ought to be tried out in the open by p r pa o

Tribu ne and the N ew York World-Tel egra m The ganda Every great question today has to be settled
.

S un during the week of ec mb r D e e 2 6 , 1 9 50 The . by propaganda There is no oth er way of reaching

.

state ment app ared in the ongressional ecord in e C R one h undred and twenty million peo ple There .

full as follows : should be no other way in a nation that desire s

F or some time now forward l ooking A merica ns -
to govern itse lf W hat are the methods of leg iti.

have recogni ed that private interest must coincide

z mate propaganda ? These have been very well pre
with public interest This is particula rly true in the . sen ted by Edward L Bernays public relations .
,

prese nt national emergency . counsel who has for years worked with the mass
B ut some of us have not yet awakened to this mind
“ "
.
84

C rowther then devotes the last four pages of the present war is one of the day s most formidable ’

book to quoting the A tla ntic M onthl y profile of ELB marketing problems M r Bernays discusses the . .

( see p 76 ) and from various articles and talks by

. problem with new insight in the following paper ,

ELB on public relations and the molding of public which he read before the New York Chapter (of the
opi ni on . A merican M arketing S ociety ) at one of its fall
meetings
1 1 C u rr e n t H i story a n d F oru m S pea k Up f or
.

S peaking before A merica s entrance into World

. . '

V ol LI I No 2 O ct 2 2 1 9 40 pp
”
D emocra cy . .
, .
, , . .

War I I ELB analy es propa ganda in W orld War I

, z .

2 1— 2 4 .
H e cites various scientific authorities and reduces
C aptioned No 1 P ublicist a boxed editorial note .
,
“
all psychological warfare in the first World War ”

says : Edward L Bernays United S ta tes P ublicist

“
.
,
to three main elements : 1 heighten the morale
Numbe r O ne is the logical man to wr ite the a u thori
.

,
unity of your own country ; 2 weaken the morale of
ta tiv e article on how individual A mericans can
.

your enemy ; 3 win over the morale of neutral s He

become propagandists f or democracy In partner
. .

.
then analyz es in some detail psychologica l warfare
ship with his wife D oris E F leischman he conducts , .
,
techniques used by Ge rmany Great Britain and the
the leading Coun sel on P ublic R ela tions organiz ation Un ite d S tates
,

in this country M r Berna ys has se rved the g ov

.

. .
S ince 19 1 7 ELB continues the situation has
ern m e n t many times and was a member of the , ,

,
changed because technical means for spreading ideas
U nite d S tates C ommittee on P ublic Informa tion have been improved ; because the common ma n “ ”

during the World Wa r He is the author of Crys .

plays a greater role in shaping political destinies ;
ta ll iz ing P ublic Opi nion and P ropaganda t wo of the ,
because the rise of C ommunists Naz is and Fascists
outstanding books on this subject and his under ,
has accelerated the e ffectiveness of manipulated
,

sta nding of the mass mind is widely recogniz ed He has .

symbols ; and because knowledge of the human mi nd

lectured at H arvard Yale and other leading universi ,
has been greatly increase d by the social sciences All
ties on the subject of influencing public Opinion ” .

Pointing out that millions of A mericans are o ut

.

these factors and the experience of World War I

, ,

of sympathy with A merican democracy because of " lea d to an enginee ring approa ch to psychological
“ ”

the D epression ELB s article calls upon everyone in ’ warfa re which must henceforth be based on the “

the U nited S tates to mold public opinion for de moc “ engineering of consent in a democracy .
"

racy to the limit of his ow n power ELB lists eight In order that the United S tates — which has
already mobili ed the first peacetime selective serv
.

common accusations against democracy in the z

United S tates and gives extensive replies to them .

ice army in its history to be prepared for what
“

See E LB s book S pea k Up f or D em ocra cy p 4

’
, . .
ever may come ELB suggests the following p sy ,
"

ch ol og ica l warfare prog ram : 1 The Government

1 2 H a rr im an M a r g a ret C a se
.

. The Viciou s Cir

, .

needs to set up a psychological general sta ff to advise

"
cl e: The S tory f the A l gonqui n R ound Ta bl e
o n all major questions o f morale in industry
o .

Illustrated by A l H irschfeld N Y inehart . . : R

civilian life army and navy 2 A program needs to
,

C ompany Inc 19 5 1 pp 3 10
. .
,

This account of the A lgonquin R ound Table and

, .
, . . .

be set in motion to s trengthen faith in democracy .

3 This should be accompanied by a program de

its famous membe rs D orothy P arker H eywood .

Broun A lexander Woollcott R obert Benchley

,
signed to make democracy work better making its
“
,
,

Ge orge S Kaufman R obert E S herwood H arold

, ,
ideals come true .
”
,
Experts including marketing men have la id a
. .
,
"
R oss F ranklin P A dams and others — devotes , ,

sound basis for a scientific approach to the problem

.
,

three pa ges to D oris E F leischman wife of

of psychological warfare in the crisis we face today
.
”
Edward L Bernays as membe r and co founder with
.
" - ,

Jane Grant and R uth H ale of the Lucy S tone League ELB concludes A merica should not cannot wait .
“
,
.

and as the first married woman to obtain a U S . . She must apply today what she already knows
passport in her ow n name The book describes the . toward meeting the problems she faces .
"

enthusiastic coo peration of Broun R oss Bernays “

, ,

and all the other partners in these independent 14 . M acLa t ch y , J osep h in e H .

“
Education on the
ma rriages .
"
A ir hirteenth Yearboo k of the Inst tute for
.
”
T i
“
O ne Lucy S toner D oris Fleischman came out in , , Education by Radio Columbus : O hio S tate .

print in a magaz ine not long ago with the wistful U niversity 1942 3 l opp , , .

reve lation that she would now like to be known as S pea king in the panel discussion ELB said that in ,

M r Edward L Bernays S he is now

s . the book . .
”
his opinion the war e ff ort of the radio industry and
adds an active reorganiz er of the Lucy S tone the Government was inadequate T his conclusion is
League
.

.
confirmed by authorities all over the country many ,

of whom regard radio s war e ff ort as ine ff ectual

'

13 Th e J o u r n a l o f M a r k et in g The M arketi ng of ,

ine fli cie n t duplicating and segmental These people

. .

N ational P olicies : A S tudy of War P ropaga nda

” .
,

do not know where to turn for there is no planned

.

V ol 6 No 3 Jan 1 942 pp 236 —2 44

.
, .
, , . . ,

Editor s note : The problem of using all this coun

’ “
approach to the problem of radio s all ou t conversion ’
-

try s resources to disse minate e ff ectively the ideas

’
in total war and no over all strategy of psychologica l -

for which the democracies are conte nding in the warfare Every program — commercial sustaining
. , ,
 85

governmental should fit into a ba lanced pattern . 16 . b c

Pu l i t
U i l i ti e s F o r n i h l Wha t Ca n t g ty .

A ttempts are made by networks and individual

”
Util ities D o abou t P ublic Rela tions Toda y?
sta tions to d o this ELB said but th e main basis of , ,
Jun 6 , 19 40 , 1 2 8p p .

judg ment is still the ca sh register . Editor al note ELB

i on scientific
: The engineer
or
‘

ELB th en urged that the radio broadca sting indus ing approach to the problem
’
public rel tions
of a ,

try volunta rily organize f or e fficient handling of its according to this noted specialist in that field is to ,

total war eff ort It should name a board of experts . dig into it and determine the respective areas of
in psychology public opinion radio programming , ,
agreement and disagreement O nly then can a sound .

and co mmunications to set up blueprints for ac ,

and sure program for improving public relations be
complishing the purpo se — a balance of ente rta in formulated "
.

ment escapism information and criticism and a

, , , ELB says in this article that th e principal t rouble
l ine to follow as to con tent theme emotion and , , see ms to have bee n not that the public utilities
rea son The boar d ELB said should be in touc h
.
, , neglecte d its public re l ations but th at it tried
“
,

with government o ffi cials informed about th e war , too hard to cultivate them on false grounds by mak
and the demands of the national interest Not . ing use of spurious methods and generally going
r egimentation he added but intelligent planning about it the wrong way These actions led to agita
”
.
, , .

This will not mean the elimi nation of the commercia l tion for the Federa l Trade Co mmission probe in
system of A merican broadcasting and enterta inment . 19 2 8 ELB then gives results o f poll he took among
.

Ente rtainment is basic to morale It will mean that . leaders of industry finance and the public on what
,

radio s e ff ectiveness will be measured like education

'
, , the problems and solutions of public re lations are .

by its whole e ff ect on the mind and character of an The replies showed group leaders think in terms of
individual . their relationship to government ; th e pub lic ; bankers
O nly by such an approach ELB concluded can , , and stockholders ; th e community where their cus
radio s real pote ntialities in the war e ff ort be realiz ed
'
tome rs are ; the industry ; and their workers .

-
victory through another and equally po tent air A pplying this to public utilities ELB says since ,

power pp 3 3—34 . . . government represents the people th e only modifica ,

1 5 N e w Y o r k S t a t e P h a rm a c i st The B ernays
tion of government attitudes and activities must be
.

D rug a nd P harmaceutical S urv ey O ct 1943

.

through modifying the people s attitudes through ’

, ,
the engineering of consent Industry leaders agree
pp 9 12 28—30
.

that government should go out of competitive

-
.
.
,

An editorial note preceding B LB s talk before the

’

business and should have no plants of its own ; and

P harmaceutica l A ssociation says : In the opinion of
“
that more consideration must be given to public
the writer the paper which we are printing here is one attitudes policies and practices adopted by the
of the most impo rtant ones tha t has been published
,

industry Key executives see good employee relations

.

within a deca de Be sure to read this paper .

as a solution rather than as a problem .

from beginning to end ; it may not be all pleasant F or the public utilities industry ELB suggests a
reading but we might as well know what t he survey
, four point program : 1 that some industrial commit
-
.

of an expe rt fir m f ound We are printing the paper as
it was presented before the A merican Pharmaceutical
Association at its recent meeting in Columbus
. tee should be entrusted with th e study of the prob
lems and suggesting solutions for finding area s of
,
agreement ; 2 that this committee develop a program
.

O hio p 9 In his talk ELB says : Pha rmacy of broad principles and practices f or public utili ty
” “
. .
,

has a choice It can submit to pressur es of public

.
companies then get the companies to accept them ;
,

opinion when they exert themselves or it can 3 that competent technicians be engaged to make a
.

study of the public mind to find out what present

, ,

fulfill its vital role as the custodian of public wel

fare at the same time gaining good will strengthen public attitudes are toward principles practices and ,
,

ing itself and moving into its rightful place in our

,
goa ls upon which the industry will decide ; this sur
,

society A unified public relations e ff ort is the means vey will attempt to find out the extent to which it is
possible to modify public attitudes and actions ; 4
.

by which all of you can aid in bringing about this that the industry undertake a campaign of education
.

objective It is difl icu l t to devise f or immediate

.
‘

to win the support of the public

acceptance a uniformly acceptable course of action .

regarding all the trends and situations you face but , 1 7 R o u t z ah n Eva rt C
. a n d R o u tza h n
, M ary .
, ,

that factor in itse lf is one of the reasons why I be S w a in P ubl icity M ethods R eadi ng List S e
.
“
.

lieve the immediate problems I presented are a f

l ected R e erences on P ubl icity i n S ocial Work a nd
common ground upon which all interested groups K indred Fields
”
N Y : D epartment of S urveys
. .

can carry on action Th e propo sed p l an for public . and Exh ibits , R ussell Sage F oundation 19 24 . .

relations aimed at strengthening rela tions within the Under the heading Th e Technique of P ublici ty ,
“

industry between the industry the pharma ceutical

, , this bibliography lists Edward L Bernays book .
’
,

profession and the government and between the , Crysta ll iz i ng P u bl ic Opi nion with the following
indus try and public is that type of common ground . comment : The author discusses th e scope and
I hope in your own interest that you wi l l study it function of a new profession that of public relations ,

further and act on it ”

. counse l ”
.
86

18 . . . XX
S a tu r da y R ev i ew of Lit era t u r e Vol V, fie l d of pub l ic opinion as public relations co un sel
No 10 , M ar 7, 1942
. . for more than twenty years H is partner is D oris
.

o h
ELB was guest edi t r of t is issue of Saturday Re Fleischman In th e last war he served on the
.

h
view of Literature , whic is entitled Censorship
“
C ommit tee of P ublic I nformation H e is
.

and P ropaga nda Numbe r An editoria l note in

”
. thor of P ropaganda and S peak Up f or D emocracy .

“
Contri butors and C ontents ,
"
says : Edward L
“
. M r Be rnays reviews James R M ock s Censors hip
. .
’

o h
Bernays , guest edit r of t is issue , whom Time calls 19 1 7 on page 4 and wri tes the editorial on page
,

U S P ublicist No ha s been working in the

‘
. . . 10 .