Crystallizing Public Opinion by Edward Bernays, published in 1923, is one of the earliest books to set out the practice and principles of public relations. The author sees the public relations practitioner as someone who creates a useful symbolic linkage among the masses. He or she crafts appropriate messages based on a study of group psychology and disseminated as an act of creating news.
Quoting theorists like Walter Lippmann and Wilfred Trotter, Bernays provides numerous examples from his own career. He states that individuals rarely keep logical order among the judgments and opinions in their mind, and that they ought to be approached by a means beyond the rational.
The book’s four chapters are titled "Scope & Functions", "The Group & Herd", "Techniques & Methods", and "Ethical Relations".
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