Public-Relationse-by-bernrich<\/a><\/p>\n^Annotated bibliography of and
\nInference (juide to writings by
\nand about DWARD
\nPublic relations is today a key
\nactivity in the United States. It
\nhas an extensive literature. It is
\ntaught in the universities. But
\nbibliography of the field is ex
\ntremely limited. Yet bibliogra
\nphy is an essential tool for an
\norganized approach, through re
\nsearch and study, to basic knowl
\nedge and viewpoints in any field.
\nA reference guide to published
\nmaterial by and about the prac
\ntitioner is vital today in order
\nto provide data for those who are
\nstudying public relations. Hence
\nthis book, the first of its kind.
\nIt was decided to do a bibliog
\nraphy of published material by
\nand about Edward L. Bernays,
\npublic relations counsel, because
\nof his outstanding position in the
\nfield a position which has
\nprompted Time magazine and
\nother authorities to call him
\n\"U.S. Publicist No. 1.\"
\nThis book is an indispensable
\nsource of information and guid
\nance to published material for
\nall those concerned with the
\npractice, theory and dynamics
\nof public opinion and public
\nrelations.
\nFully annotated, it presents a
\npanorama of the growth of pub
\nlic relations in the United States
\nin the past three and a half dec
\nades. Its nearly 400 references
\nshow the development of the
\nprofession of public relations
\ncounsel, changing attitudes to
\nward it, the public's growing
\nunderstanding. Graphically, it il
\nlustrates how the creative pi
\noneering viewpoint of one man
\nhas penetrated various fields of
\nAmerican thought and activity.
\nAbstracts of books, articles and
\ntalks by Mr. Bernays deal with
\nthe public relations problems of
\nindustry, education, the social
\nsciences, labor, government, the<\/p>\n
Public Relations, Edward L. Bernays
\nand the American Scene
\nAnnotated Bibliography of and
\nReference Guide to Writings By
\nand About Edward L. Bernays
\nfrom 1917 to 1951
\nCopyright 1951
\nTHE F. W. FAXON COMPANY
\nPrinted in the United States of America, by
\nthe Rumford Press, Concord, New Hampshire
\nTABLE OF CONTENTS
\nTart One
\nWRITINGS BY EDWARD L. BERNAYS
\n1. In Books 3
\n2. In Periodicals 9
\n3. Published Talks 31
\nTart Two
\nWRITINGS ABOUT EDWARD L. BERNAYS
\n1. Mention in Books 53
\n2. Profiles 75
\nTart Three
\nADDENDA. . 79
\nk, A
\nCopyright 1951
\nTHE F. W. FAXON COMPANY
\nPrinted in the United States of America, by
\nthe Rumford Press, Concord, New Hampshire
\nTABLE OF CONTENTS
\nTart One
\nWRITINGS BY EDWARD L. BERNAYS
\n1. In Books 3
\n2. In Periodicals 9
\n3. Published Talks 31
\nTart Two
\nWRITINGS ABOUT EDWARD L. BERNAYS
\n1. Mention in Books 53
\n2. Profiles 75
\nTart Three
\nADDENDA. . 79
\nk, A<\/p>\n
^Preface
\nBy any test, public relations is today a recognized profession ; it has its re
\nsponsible practitioners; it has a growing number of university courses; it has a
\ngrowing sense of social responsibility. It has its own training courses and it can
\npoint to a steady growth of conscious public relations activity by profit and non
\nprofit institutions and by government agencies with professional public relations
\ncounsel in charge.
\nMost important for our purposes, public relations has its own field of litera
\nture and this book will deal with a vital segment of that field.
\nLiterature on public relations is extensive, but a check of public libraries
\nreveals that much of this literature is scattered in books on related subjects and
\nin magazines. Bibliography of the field is extremely limited.
\nYet bibliography is recognized as a vital tool in providing an organized ap
\nproach to basic knowledge and points of view in any subject. To individuals
\nworking in any field of research or study, bibliography is indispensable. Unfor
\ntunately, there has been little bibliography in public relations, principally be
\ncause it is a new subject. There are, to be sure, journals which cover the liter
\nature in related fields, such as The Public Opinion Quarterly, but these concern
\nthemselves chiefly with books, and do not as a rule cover even important material
\nappearing in magazines and other publications.
\nThere are two important bibliographies in the general field Propaganda
\nand Promotional Activities\\ edited by Lasswell, Casey and Smith and published
\nby the University of Minnesota Press in 1935; and a comparable volume pub
\nlished by the Princeton University Press in 1946. But even these standard works
\ndo not include all the available material on public relations, particularly pam
\nphlets, booklets, quotations from books and so on.
\nSince there is today widespread interest in public relations, and a growing
\nliterature about it, it was believed that a bibliography of published material by
\nand about the leading practitioner would provide important data for those who
\nare studying the field both in the universities and outside them.
\nAmong other things, such a bibliography would show the scope and ad
\nvance of the profession of public relations counsel, changing attitudes toward
\nthe profession, the public's growing understanding of it, and how a point of view
\nhas extended and penetrated into many fields of learning. To achieve this pur
\npose, the items in the bibliography would of necessity have to be abstracts of
\nthe original material, in some cases fairly long, in order to give a clear picture of
\nthe movement of ideas.
\nThis work, then, is concerned with published material by and about Edward
\nL. Bernays, public relations counsel. This choice appeared to be ideal for a bibli
\nography because of Mr. Bernays' outstanding position as a founding-father,
\npractitioner and theoretician.
\nTime magazine has called him U. S. Publicist No. 1 ; and William H. Bald
\nwin of Baldwin and Mermey, in Two-Way Street by Eric Goldman, has said of
\nhim: \"Bernays had more to do with developing acceptance of PR and public
\nrelations counsel than any half dozen other persons.\"
\nMr. Bernays coined the term \"public relations counsel.\" In Crystallizing
\nPublic Opinion (1923), the first full length book on public relations, he defined
\nthe principles and techniques of the field. He also broke ground when he gave a
\ncourse in public relations at New York University in 1923, the first course in
\nthat subject ever given at any university.
\nWhile successfully practicing his profession for over thirty years as counsel
\nfor leading American organizations and individuals in partnership with his wife,
\nDoris E. Fleischman, he has written and lectured on public relations, and allied
\nsubjects, greatly advancing understanding of these fields.
\nIn 1948-50, he was Adjunct Professor of Public Relations at New York
\nUniversity; and in 1950, he conducted classes and seminars as Visiting Professor
\nof Public Relations at the University of Hawaii.
\nBecause of the great amount of material by and about him in books, maga
\nzines and published speeches, it was felt that a bibliography based on this ma
\nterial could shed considerable light on the development of public relations in the
\nUnited States and serve as an invaluable guide for thosewhowish to study the field.
\nSince a complete bibliography on this subject would have been too large
\nand cumbersome, we have omitted newspaper comment or mention, all un
\npublished talks by Mr. Bernays and magazine material about him.
\nThe bibliography covers the period from 1917 to 1951, and is divided into
\nthree parts, consisting of five sections plus an addenda. The first section covers
\nwritings by Mr. Bernays appearing in books; the second, writings by Mr. Ber
\nnays in periodicals; the third, published talks by Mr. Bernays; the fourth, books
\nmentioning Mr. Bernays; and the fifth, profiles of Mr. Bernays.
\nAmong other things, this bibliography shows how an idea spreads and gains
\nacceptance through the slow absorptive power of society. Listings of Mr. Ber
\nnays' writings and footnote references to them in various books have been
\nincluded here to indicate how his pioneer thinking in the field has influenced the
\nthinking of others, thereby becoming an integral part of contemporary thought.
\nTogether the items in this book show how public relations grew from the
\ndays when it affected a relatively small area of American life to the present,
\nwhen it involves every major aspect of our society. The writings by and about
\nMr. Bernays summarized in these pages present the impact of public relations
\non industry, education, the social sciences, labor, the press, book publishing,
\nradio, motion pictures, art, medicine, nursing, banking, trade, management-em
\nployee relations, women, politics, public opinion, attitude polls, democracy, the
\narmed forces, government and so on.
\nThus, in covering writings by and about America's leading public relations
\ncounsel, this bibliography gives us a history of a key field as it has developed in
\nthe United States during the past three decades.
\nMr. Bernays is now at work on a book about public relations in the United
\nStates, which will be published by the University of Oklahoma Press.
\nTHE EDITOR
\nTart One
\nWRITINGS BY EDWARD L. BERNAYS<\/p>\n
Writings by
\nEDWARD L. BERNAYS
\nAppearing in Books
\nBooks by Edward L. Bernays
\nCrystallizing Public Opinion. N. Y: Boni and
\nLiveright, Inc., 1923. 218pp.
\nThe pioneer study in the field of public relations.
\nNow a standard textbook widely used in universities
\nand widely quoted.
\nDedicated \"To My Wife, Doris E. Fleischman,\"
\nthe work is described as follows in the Foreword by
\nELB: \"In writing this book I have tried to set down
\nthe broad principles that govern the new profession
\nof public relations counsel. These principles I have
\non the one hand substantiated by the findings of
\npsychologists, sociologists, and newspapermen
\nRay Stannard Baker, W. G. Bleyer, Richard Wash-
\nburn Child, Elmer Davis, John L. Given, Will Irwin,
\nFrancis E. Leupp, Walter Lippmann, William Mac-
\nDougall, Everett Dean Martin, H. L. Mencken,
\nRollo Ogden, Charles J. Rosebault, William Trotter,
\nOswald Garrison Villard, and others to whom I owe
\na debt of gratitude for their clear analyses of the
\npublic's mind and habits; and on the other hand, I
\nhave illustrated these principles by a number of
\nspecific examples which serve to bear them out. I
\nhave quoted from the men listed here, because the
\nground covered by them is part of the field of activity
\nof the public relations counsel. The actual cases
\nwhich I have cited were selected because they explain
\nthe application of the theories to practice. Most of
\nthe illustrative material is drawn from my personal
\nexperience; a few examples from my observation of
\nevents. I have preferred to cite facts known to the
\ngeneral public, in order that I might explain graphi
\ncally a profession that has little precedent, and whose
\nfew formulated rules have necessarily a limitless
\nnumber and variety of applications. This profession
\nin a few years has developed from the status of circus
\nagent stunts to what is obviously an important posi
\ntion in the conduct of the world's affairs. If I shall,
\nby this survey of the field, stimulate a scientific atti
\ntude towards the study of public relations, I shall
\nfeel that this book has fulfilled my purpose in writing
\nit.\" Part I, Scope and Functions, discusses \"The
\nScope of the Public Relations Counsel,\" \"The Public
\nRelations Counsel; The Increased and Increasing
\nImportance of the Profession,\" and \"The Function
\nof a Special Pleader.\" Part II, The Group and
\nHerd \"What Constitutes Public Opinion?\", \"Is
\nPublic Opinion Stubborn or Malleable?\", \"The
\nInteraction of Public Opinion with the Forces That
\nHelp to Make It,\" \"The Power of Interacting Forces
\nThat Go to Make up Public Opinion,\" \"An Under
\nstanding of the Fundamentals of Public Motivation
\nIs Necessary to the Work of the Public Relations
\nCounsel,\" \"The Group and Herd Are the Basic
\nMechanisms of Public Change,\" and \"The Applica
\ntion of These Principles.\" Part III, Technique and
\nMethod, \"The Public Can Be Reached Only
\nThrough Established Mediums of Communication,\"
\n\"The Interlapping Group Formations of Society,
\nThe Continuous Shifting of Groups, Changing Con
\nditions and the Flexibility of Human Nature Are
\nAll Aids to the Counsel on Public Relations,\" and
\n\"An Outline of Methods Practicable in Modifying
\nthe Point of View of a Group.\" Part IV, Ethical
\nRelations, analyzes the press and other media of
\ncommunication in reference to the public relations
\ncounsel, and the obligations of the public relations
\ncounsel to the public as a special pleader.
\nBeginning with the statement, \"A new phrase has
\ncome into the language counsel on public rela
\ntions, what does it mean?\", Crystallizing Public
\nOpinion ends with the paragraph, \"It is in the crea
\ntion of a public conscience that the counsel on public
\nrelations is destined, I believe, to fulfill his highest
\nusefulness to the society in which he lives.\" In the
\npreface to the new edition, ELB also says: \"In the
\nten years that have elapsed since this book was
\nwritten, events of profound importance have taken
\nplace. During this period, many of the principles set
\nforth in the book have been put to the test and have
\nbeen proven true. The book, for instance, empha
\nsized ten years ago that industrial organizations
\ndealing with the public must take public opinion
\ninto consideration in the conduct of their affairs.
\nWe have seen cases in the past decade where the pub
\nlic has actually stepped in and publicly supervised
\nindustries which refused to recognize this truth. The
\nfield of public relations counsel has developed tre
\nmendously in this period. But the broad basic prin
\nciples, as originally set forth are as valid today as
\nthey were then, when the profession was . . . com
\nparatively new. ... It seems appropriate that this
\nnew edition . . . should appear at a time when the
\nnew partnership of government, labor and industry
\nhas brought public relations and its problems to the
\nfore. The old group relationships that make up our
\nsociety have undergone and are undergoing marked
\nchanges. The peaceful harmonizing of all the new
\nconflicting points of view will be dependent, to a
\ngreat extent, upon an understanding and application
\nby leaders of public relations and its technique. In
\nthe future, each industry will have to act with in
\ncreasing understanding of its relationship to govern
\nment, to other industries, to labor, to stockholders
\nand to the public. Each industry must be cognizant
\nof new conditions and modify its conduct to conform
\nto them if it is to maintain the good-will of those
\nupon whom it depends for its very life. This principle
\napplies not only to industry; it applies to every kind
\nof organization and institution that uses special
\npleading, whether it be for profit or for any other
\ncause. The new social and economic structure in
\nwhich we live today demands this new approach to
\nthe public. Public relations has come to play an
\nimportant part in our life. It is hoped that this book
\nmay lead to a greater recognition and application of
\nsound public relations principles.\"
\nPropaganda. N. Y: Horace Liveright, Inc., 1928.
\n159pp.
\nAn original study of the \"new propaganda\" in busi
\nness, politics, education, social service, art, and
\nscience; a standard textbook on university lists of
\nrecommended or required reading.
\nSub-titled \"The Public Mind in the Making,\" and
\ndedicated \"To My Wife, Doris E. Fleischman,\"
\npublisher's comment appears on jacket: \"When Mr.
\nBernays' Crystallizing Public Opinion was published
\nfive years ago, H. L. Mencken said: 'I only hope that
\nhe returns to it anon, and writes a bigger and more
\nexhaustive book.' This . . . is, in a sense, the answer
\nto Mr. Mencken's suggestion. Propaganda has be
\ncome so necessary a part of every idea and organiza
\ntion striving for public acceptance that its possibili
\nties and . . . limits need to be defined. In this book
\nMr. Bernays analyzes the relation of this new force
\nto the unprecedented conditions which have called
\nit into being. He discusses the reasons for propa
\nganda, the new type of propaganda, the new propa
\ngandist, and especially the new media the radio,
\ntelephoto, and other epoch-making mechanisms for
\nthe transmission of ideas. He approaches the ques
\ntion of public relations from the standpoint of the
\nnew psychology, and of the old. Finally he discusses
\nthe new trends in big business, social service, educa
\ntion, art, politics, and other forces of present-day
\nlife. The book is the first contribution to the subject
\nof propaganda from the standpoint of theory and
\npractice, by one who has followed both phases. Mr.
\nBernays has been instrumental in developing the new
\nprofession of public relations counsel. Out of an
\nexperience drawn from fifteen years of activity with
\nall kinds of individuals and movements seeking
\npublic good will, he sets forth the ideas which his
\ncreative mind has developed in the course of practical
\nexperience.\" ELB begins Chapter I, \"Organizing
\nChaos,\" with: \"From our leaders and the media they
\nuse to reach the public, we accept the evidence and
\nthe demarcation of issues bearing upon public ques
\ntions; from some ethical teacher, be it a minister, a
\nfavorite essayist, or merely prevailing opinion, we
\naccept a standardized code of social conduct to which
\nwe conform most of the time. . . .\" Quoting H. G.
\nWells, other authors, college professors, businessmen,
\nthe New York Times; stating numerous statistics; re
\nferring to Walter Lippmann, Trotter, LeBon, Gra
\nham Wallas, as well as J. P. Morgan and George Ol-
\nvany while giving numerous detailed illustrations
\nfrom ELB's own experience the ten subsequent
\nchapters analyze and discuss \"The New Progaganda,\"
\n\"The New Propagandists,\" \"The Psychology of
\nPublic Relations,\" \"Business and the Public,\"
\n\"Propaganda and Political Leadership,\" \"Women's
\nActivities and Propaganda,\" \"Propaganda for Educa
\ntion,\" \"Propaganda in Social Service,\" \"Art and
\nScience,\" and \"The Mechanics of Propaganda.\" The
\nlast chapter contains the statement, \"If the public
\nrelations counsel can breathe the breath of life into
\nan idea and make it take its place among other ideas
\nand events, it will receive the public attention it
\nmerits. There can be no question of his 'contami
\nnating news at its source' \" and ends, \". . . Un
\ndoubtedly the public is becoming aware of the meth
\nods which are being used to mold its opinions and
\nhabits. If the public is better informed about the
\nprocesses of its own life, it will be so much the more
\nreceptive to reasonable appeals to its own interests.
\nNo matter how sophisticated, how cynical the public
\nmay become about publicity methods, it must re
\nspond to the basic appeals, because it will always
\nneed food, crave amusement, long for beauty, re
\nspond to leadership. If the public becomes more
\nintelligent in its commercial demands, commercial
\nfirms will meet the new standards. If it becomes
\nweary of the old methods used to persuade it to accept
\na given idea or commodity, its leaders will present
\ntheir appeals more intelligently. Propaganda will
\nnever die. . . . Intelligent men must realize that
\npropaganda is the modern instrument by which they
\ncan fight for productive ends and help to bring order
\nout of chaos.\"
\nPublic Relations. Vocational and Professional
\nMonographs. Boston: Bellman Publishing Com
\npany, Inc., 1945. 23pp.
\nA history and analysis of the growing profession of
\npublic relations; the personal qualifications and ap
\ntitudes required for it; the necessary scholastic
\nbackground; employment opportunities; possibilities
\nfor women; professional competition; advancement;
\nethics of the profession and remuneration. The book
\nopens with a biographical sketch of ELB and closes
\nwith a bibliography.
\nSpeak Up for Democracy: \"What You Can Do
\nA Practical Plan of Action for Every American
\nCitizen.\" N. Y: The Viking Press, 1940. 127pp.
\nIn his foreword, ELB says: \"American men and
\nwomen want to contribute something vital to the
\nfight for Democracy. And you can. This book out
\nlines methods for furthering the acceptance and
\nsupport of Democracy by you. Whoever and wher
\never you may be, you can play your part effectively
\nas a fighter for Democracy, using ideas as weapons.\"
\nThe theme, aim and scope of the book are outlined in
\ngreat detail in the \"Contents.\" The book explains De
\nmocracy and maps out a practical program of public
\nrelations and community activity on \"how to speak
\nup for Democracy.\" The Appendix contains The
\nDeclaration of Independence, Jefferson's first in
\naugural address and Lincoln's Gettysburg Address.
\nThe section headed \"Statements\" contains The
\nAmerican Flag, The American Creed, Because I Am
\nAn American, A Call to America issued by the Citi
\nzenship Educational Service; a Statement of Purpose
\nby the Common Council for American Unity; a
\nStatement of Purpose by the Council for Democracy;
\nand a Statement of morale issued by \"an all-day
\nconference on national morale . . . held in New
\nYork on September 17, 1940\" by \"outstanding edu
\ncators and publicists\" under the chairmanship of
\nELB. The \"Education for Democracy\" section lists
\n\"correspondence courses in colleges and universities
\non aspects of Democracy.\" \"References, Bibliogra
\nphies\" lists \"books dealing with Democracy.\" There
\nis a list of books on \"Holidays and Celebrations\" and
\n\"Leadership.\" A separate bibliography lists motion
\npictures for children; there are other bibliographies
\non promotional methods, public opinion and public
\nrelations, public speaking, putting on a show, radio,
\nbooks for children, a reading list for teachers and edu
\ncators. Other sections deal with forums, channels of
\ncommunication, how to write to public officials, a
\nlist of associations and societies; special occasions,
\nplaces and symbols; special days and weeks; national
\nshrines and monuments; national symbols; docu
\nments, institutions and ideas; and events and actions.
\nThere is also a glossary of Democratic Terms.
\nTake Your Place At the Peace Table: \"What
\nYou Can Do to Win a Lasting United Nations
\nPeace.\" N. Y: International Press, 1945. 60pp.
\n\"This book is aimed at the millions of sincere Ameri
\ncans and the hundreds of American organizations
\nwho are realistic about winning a United Nations
\npeace. ... If only thousands learn to carry on for
\npeace by using the tested skills and practices of the
\nprofessional public relations expert, the result will be
\nworth while.\" This book outlines public relations
\ntechniques by which American citizens and organi
\nzations can help in \"winning the peace.\"
\nIntroduction.
\n\"A practical and realistic guide book to action
\n. . . [on] how to mold public opinion in support of
\na World Security Organization.\" Contents: \"Chapter
\nI How You Can Work For the Peace (The indi
\nvidual is all-powerful; The common man speaks;
\nEconomics and peace; What you can do; Strategy
\nand planning are needed); Chapter II Dumbarton
\nOaks: The First Step (What are the Dumbarton
\nOaks proposals? Yalta and San Francisco; Unified
\nactivity is needed); Chapter III How to Make
\nYour Plans (Objectives; Assets and Liabilities;
\nStrategy; Appeals; Organization; Timing); Chapter
\nIV How to Use Your Tools, Publications, Radio,
\nMotion Pictures (Publications; News coverage ; How
\nto prepare material; Angling material; Interviews;
\nWriting techniques; Mechanical presentation; Pho
\ntographs and other graphic presentations; Distribu
\ntion of material; Radio; Motion pictures); Chapter
\nV How to Use Your Tools, Good Talk, Mail
\nEvents (Talk, a psychological tool; Lecture and study
\ncourses; Parliamentary procedure; Public meetings;
\nBuilding up an audience; Audience participation;
\nSpeeches; Telephone; Telegrams; Advertising; Bill
\nboards, car cards and posters; Buttons, stickers,
\nmovieslides; Direct-by-mail; Mailing lists; Leaflets
\nand pamphlets; News letters, bulletins; Planned
\nevents; Aim at perfection; Cooperation with press;
\nSmall display items); Chapter VI Organizing
\nYour Community for the Peace (Composition of
\nsteering committee; Plan; Formation of permanent
\ncommittee; Card lists; Announcement luncheon;
\nAdditional suggestions; Planned events; Summing
\nup) Chapter VII Speak Your Peace. Contents of
\nAppendix: Historical Background (History of Amer
\nican Peace Making; The Revolutionary War, 1776-
\n1783; The War of 1812; The Mexican War, 1846-
\n1848; The Civil War, 1861-1865; The Spanish-
\nAmerican War, 1898; World War I, 1917-1918);
\nBooks and Pamphlets (Books available from trade
\npublishers; Books and pamphlets available from
\norganizations); Directories (Directories of direc
\ntories; General directories; Motion pictures; Press;
\nRadio; Government; U. S. Government Manual;
\nPublicity); Exhibits (Bibliography); Motion Pic
\ntures (Bibliography; Films available from organiza
\ntions; Newsreel companies); Periodicals, Books and
\nManuals of Possible Interest (Advertising; Publish
\ning; Motion Pictures; Public opinion and public
\nrelations; Public meetings; Public speaking); Radio
\n(Broadcasts; Bibliography; Broadcasting systems;
\nRecordings); Press (Newspaper feature syndicates;
\nNews services; Photographic syndicates; Foreign
\nlanguage newspapers); Lecture Bureaus; Speakers;
\nLibrary Services; House Foreign Affairs Committee;
\nSenate Foreign Relations Committee; World Or
\nganization Lists; Writing to Public Officials.\"
\nPortrait of ELB, as well as characteristic opinions
\nabout his work, are on the back cover, \"As Others
\nSee Him . . .\"
\nBooks to Which Edward L. Ber-
\nnays Has Contributed
\nAmerican Academy of Political and Social
\nScience: Annals. Philadelphia, The Academy.
\nVol. 179, May 1935. 287pp.
\nThis volume, devoted to a discussion with the overall
\ntitle \"Pressure Groups and Propaganda,\" contains
\nan article by ELB on \"Molding Public Opinion\"
\nwhich considers \"some of the high spots in the back
\nground of public opinion, the field in which the coun
\nsel on public relations works.\" After analyzing the
\nmeaning of such terms as \"the public,\" and \"group
\nleadership,\" and such factors as symbols and human
\nmotivations, he discusses four \"specific steps that
\nhave to be taken in formulating a public relations
\nprogram.\" These are: (1) formulation of objectives;
\n(2) analysis of the public's attitude towards the in
\ndustry and the services it renders; (3) a study of this
\nanalysis with a view to keynoting the approach to
\nthe public in terms of action by the industry; this
\nis to be followed by the formulation of policy and a
\nprogram for educating the public; (4) the carrying
\nout of this program by dramatizing it through the
\nvarious media of communication, pp. 82-87.
\nAnnals: \"Public Education for Democ
\nracy,\" Vol. 198, Jul 1938. 253pp.
\nAn analysis of public relations techniques and media
\nwhich can be used for the propagation and strength
\nening of democracy.
\n\"Today, democracy is challenged on all sides. It
\nis the obligation of all those who are interested in
\ndemocracy to do all in their power to strengthen it
\nin order to preserve it. This demands the building
\nup of an inner bulwark of dynamic belief and con
\nfidence in our democracy by all the people.\"
\nELB continues: \"Freedom of self-expression is the
\nessence of democracy. This freedom has been guaran
\nteed by our American Constitution, in the Bill of
\nRights. It includes freedom of speech, of assembly,
\nof the press, of petition, of religion. These freedoms
\nin themselves create conflicts of opinion. Freedom
\nof opinion is, therefore, an important element in
\ndemocracy.\" Pointing out that \"not until recently
\nhas our democracy been assailed from within and
\nfrom without by opinions contrary to it,\" ELB also
\nsays that since \"it is part of our democratic Amer
\nican heritage to abhor censorship, . . . the wall
\nagainst which the anti-democratic missiles are hurled
\n[must be made] . . . strong and impregnable, capa
\nble of standing firm against any onslaught. If we are
\nto maintain the democracy upon which our system
\nrests, we must depend upon the acceptance and de
\nfense of democracy by all the people. ... Of course,
\nthe very processes of democracy work toward these
\nends through universal education, through our po
\nlitical institutions, and through the exercise of civil
\nliberties. . . . But, in these critical times, we must,
\nin addition, make use of all the available socially
\nsound methods to help in the upholding of our de
\nmocracy. . . . To engage in this task of public
\neducation, we must understand how to reach the
\npeople with democracy's message, how to tell them
\nwhat democracy means, so that they will understand
\nit and appreciate it. Lip service to democracy is not
\nenough. It must be implemented by the will and
\naction of the people to preserve democracy at all
\ncosts.\"
\nSubsequently, the analysis includes a discussion
\nof the \"Means of Communication,\" \"Importance of
\nPrivate Enterprise,\" \"Linking Private Enterprise
\nwith Democracy,\" and [the necessity of] \"Presenting
\nDemocracy's Values\": \"It is thus our duty,\" ELB
\nconcludes, \"to strengthen the program of public
\neducation and public information to the end that
\neveryone in America may understand the social
\nsignificance of democracy, and its value for every
\nman, woman, and child. What we must strive for is
\nthe achievement of that inner faith and devotion to
\ndemocracy within our people which will make them
\nactive against encroachments on the essential liber
\nties which are the basis of democracy.\" pp. 124-
\n127.
\n. Annals: \"The Engineering of Consent,\"
\nVol. 250, Mar 1947. 183pp.
\nELB urges recognition of \"the significance of mod
\nern communications not only as a highly organized
\nmechanical web but as a potent force for social good
\nor possible evil\"; declares that \"leaders ... of
\nmajor organized groups such as industry, labor, or
\nunits of government, . . . with the aid of techni
\ncians . . . who have specialized in utilizing the
\nchannels of communication, have been able to ac
\ncomplish purposefully and scientifically what we
\nhave termed 'the engineering of consent'\"; explains
\nthat \"this phrase quite simply means the use of an
\nengineering approach ... action based only on
\nthorough knowledge of the situation and on the ap
\nplication of scientific principles and tried practices
\nto the task of getting people to support ideas and
\nprograms. Any person or organization depends ulti
\nmately on public approval, and is therefore faced
\nwith the problem of engineering the public's consent
\nto a program or goal. ...\" Among other sugges
\ntions, he \"outlines basic principles and techniques
\nof engineering consent . . . based on four prerequi
\nsites: 1. Calculation of resources, both human and
\nphysical; i.e., the manpower, the money, and the
\ntime available for the purpose; 2. As thorough
\nknowledge of the subject as possible; 3. Determina
\ntion of objectives, subject to possible change after
\nresearch; specifically, what is to be accomplished,
\nwith whom and through whom; 4. Research of the
\npublic to learn why and how it acts, both individu
\nally and as a group. Only after this preliminary
\ngroundwork has been firmly laid is it possible to
\nknow whether the objectives are realistically at
\ntainable. . . . Strategy, organization and activities
\nwill be geared to the realities of the situation.\"
\npp. 113, 120.
\nAmerican Nurses' Association. \"ANA Public
\nRelations Workshop: A Manual of Practical
\nPublic Relations Techniques Prepared for the
\nGuidance of the National Membership of the
\nAmerican Nurses' Association.\" 1948. 32pp.
\nDiscussing \"What Public Relations Is,\" ELB says:
\n\"Good public relations for the nursing profession
\ndepends upon two distinct conditions: the first is
\nthat you understand the public and that the public
\nunderstands you; the second is that you meet the
\nneeds of the public for nursing service.\" ELB then
\noutlines strategy and tactics by which nurses can
\ncarry out a successful public relations campaign.
\npp. 3-7.
\nBernays, Edward L., ed. \"An Outline of Careers:
\nA Practical Guide to Achievement by Thirty-Eight
\nEminent Americans.\" N. Y: George H. Doran
\nCompany, 1927. 431pp.
\nIn his introduction, ELB says: \"This volume is the
\nwork of men and women who appreciate the im
\nportance of placing in the hands of the youth of this
\ncountry information concerning all phases of pro
\nfessional and industrial life, so that they may choose
\ntheir careers with a broad as well as a detailed under
\nstanding of what any branch of activity may hold in
\nstore for them.\" Among the 38 contributors are
\nReeve Schley, Vice President, Chase National Bank,
\non banking; Ray Long, Editor-in-Chief, Interna
\ntional Magazine Corporation, on editing; John Hays
\nHammond, on engineering; J. Butler Wright, Assist
\nant Secretary of State, on the foreign service ; Roy W.
\nHoward, Chairman of the Board, Scripps-Howard
\nNewspapers, on journalism ; Dr. William Allen Pusey,
\nEx-President of the American Medical Association,
\non medicine; Dwight F. Davis, Secretary of War, on
\nthe Army; Jesse L. Lasky, Vice President, Famous
\nPlayers-Lasky Corporation, on motion pictures;
\nHenry Sloane Coffin, President, Union Theological
\nSeminary, on the ministry; Joseph P. Day, on real
\nestate; David Belasco, the stage. The chapter on
\n\"Public Relations\" by Edward L. Bernays, pp.
\n285-96, is preceded by the following biographical
\nsketch :
\n\"Bernays, Edward L., b. Vienna, Austria,
\nNov. 22, 1891; s. Ely and Anna (Freud) B;
\nprep. edn. De Witt Clinton High Sen., N. Y.;
\nB. S. Cornell U., 1912; m. Doris E. Fleisch-
\nman, of New York City, Sept. 16, 1922. News
\npaper work, New York, 1913-15; planned
\nfirst performance of 'Damaged Goods,' 1913;
\npublicity rep. of theatrical managers and
\nstars; mgr. Russian Ballet Tour in U. S. for
\nMet. Opera Co., 1915-16; pub. mgr. Met.
\nMusical Bureau, 191617; mgr. Caruso and
\nother musical stars, 1917-18; served as mem.
\nU. S. Com. on Public Information at Peace
\nConf., Paris, 1918-19; reemployment ex-
\nservicemen, U. S. War Dept., 1919; counsel on
\npublic relations to governments, industries,
\ncorpns. and trade orgsn. since 1919; asst.
\nCommr. U. S. Dept. of Commerce, Paris
\nExpn., 1925. Lecturer, New York U. on pub
\nlic relations. Clubs: Newspaper, Cornell (New
\nYork); Author: Crystallizing Public Opinion,
\n1924; (with others) Broadway Anthology,
\n1917.\"
\nBijur, George, ed. \"Choosing a Career\" N. Y:
\nFarrar & Rinehart, Inc., 1934. 274pp.
\nCollection of speeches delivered at the First Choos-
\ning-A-Career Conference for College Men and
\nWomen. Contains an address by ELB on the career
\nof \"Public Relations.\" Mr. Bernays is described as
\n\"Public Relations Counsellor to Governments, In
\ndustries, Organizations and Individuals.\" pp. 143-
\n161.
\nBoston Conference on Distribution. Proceedings
\nof Twenty-Second Annual Boston Conference on
\nDistribution held in Boston October 16 and 17,
\n1950, auspices Retail Trade Association of the
\nBoston Chamber of Commerce in cooperation
\nwith Harvard University Graduate School of
\nBusiness Administration, Boston University
\nCollege of Business Administration, Massachu
\nsetts Institute of Technology and others. 1950.
\n124pp.
\nThe section of the proceedings devoted to \"De
\nveloping Executive Leadership: A Survey of Opin
\nion among 70 Leading American Executives Con
\nducted by the Boston Conference on Distribution,\"
\ncontains a contribution by ELB. He says that \"we
\nhere in America are in a worldwide movement toward
\nrecognition that the promises made in documents
\nlike the Declaration of Independence and our Fed
\neral Constitution the promises of American life
\nmust be increasingly fulfilled. This program of ful
\nfillment includes for all the people, proper education
\nand training, stable employment, adequate reward,
\nshelter, clothing and leisure pursuits, advancement
\non merit, the opportunity to exercise deserved leader
\nship, freedom, equality and orderly justice and com
\nplete integration of the individual with the com
\nmunity and with society as a whole.\"
\nThe obligation to fulfill this program, according
\nto ELB, \"rests in great part on the men who control
\nthe economic aspects of our society as managers,
\ntrustees or proprietors of American businesses
\nlarge and small. These men must have an intellectual
\ngrasp of the world in which they live and operate.
\n. . . Accordingly, business has to recruit its leaders
\nfrom a group that has been trained to deal with prob
\nlems of business and of leadership and has been
\nsteeped in the knowledge of the society in which we
\nlive and in the American tradition.\" p. 1 19.
\nThe Broadway Anthology. Bernays, Edward L.;
\nHoffenstein, Samuel; Kingsley, Walter J., and
\nPemberton, Murdock. N. Y.: DufHeld & Com
\npany, 1917, 60pp.
\nThis collection of verse by leading press agents of the
\ntheatre and music contains ten poems in free verse
\nby ELB: Accidents Will Happen satirizes a. tenor's
\npassion for publicity; The Baritone describes how a
\nfamous Metropolitan singer wanted to ride on the
\ncheapest train; Patriotism pokes fun at a wartime
\norchestra; The Pillow Cases tells of a singer who
\ntransported his own baggage on a concert tour;
\nBetter Industrial Relations describes the adventures
\nof a publicity man; The Prima Donna tells how an
\nopera star refuses to talk to her press agent because
\na great international disturbance kept her photos out
\nof the papers; Press Stories, Tears and Photographs
\nalso deal with the relations of press agent and star.
\nExample :
\n\"Though bandsmen's notes from the street
\nbelow resound,
\nAnd the voices of jubilant masses proclaim a
\nglorious holiday,
\nI painstakingly pick out words on the type
\nwriter,
\nBy fits and starts, thinking up a story about
\nthe great Metropolitan tenor.\"
\nBryson, Lyman; Finkelstein, Louis; and Mac-
\nIver, R. M., ed. \"Approaches to Group Under
\nstanding\": Sixth Symposium of the Conference
\non Science, Philosophy and Religion. N. Y:
\nHarper & Brothers, 1947. 858pp.
\nChapter X, \"The Public Relations Counsel and
\nGroup Understanding,\" is by ELB. pp. 100-106.
\nSee Addenda, Item 5.
\n\"Learning and World Peace\" Eighth Sym
\nposium of the Conference on Science, Philosophy
\nand Religion. N. Y: Harper & Brothers, 1948.
\n694pp.
\nChapter XXXVIII, \"Mass Education, Idea Com
\nmunications, and the Problems of National Sanity
\nand International Cooperation,\" is by ELB. pp.
\n411-417. See Addenda, Item 6.
\nChase, Stuart; Ruttenberg, Stanley H. ; Nourse,
\nEdwin G. ; Given, William B. Jr. \"The Social
\nResponsibility of Management. See Addenda,
\nItem 8.
\nGhilds, Professor Harwood L., comp. \"A Refer
\nence Guide to the Study of Public Opinion.\" With
\na Preface by Edward L. Bernays. Princeton,
\nN. J: Princeton University Press, 1934. 105pp.
\nELB says that \"today public opinion plays so im
\nportant a role that few people can say justly that
\nthey are not concerned with the subject.\" p. iii.
\nCousins, Norman, ed. \"A Treasury of Democracy.\"
\nN. Y: Coward-McCann, Inc., 1942. 306pp.
\nThe chapter entitled \"Living Affirmations\" contains
\na section by ELB in which he says: \"Democracy
\nvalues individual dignity and worth; guarantees the
\nfive freedoms of religion, speech, press, assembly and
\npetition; safeguards private property; practices or
\nderly and open justice; functions by majority rule;
\nmakes security, social and economic, its ideal; as
\nsures the education of all; and places on the indi
\nvidual the obligation to serve the state. . . . Though
\ndemocracy has not been completely achieved in this
\ncountry or anywhere else, it is a way of life, an ideal,
\ntoward which we have been moving and will move.
\n. . . America has today the strongest force in the
\nworld the free human will and a free people.
\n. . . We are careful in making laws to prevent one
\ngroup from hurting the interests of other groups,
\nwhich is the essence of democracy.\" pp. 168-169.
\nDryer, Sherman H. \"Radio in Wartime.\" N. Y:
\nGreenberg, 1942. 384pp.
\nChapter II, \"The Secret Weapon,\" contains a \"Com
\nmentary by Edward L. Bernays, Counsel on Public
\nRelations and author, associated with the United
\nStates Committee on Public Information in World
\nWar I,\" pp. 71-77. Here ELB suggests that to meet
\nthe needs of World War II, radio should act as a unit
\n\"and of its own volition,\" name \"a board of strategy
\nwhich will include experts in psychology, public
\nopinion, radio programming and communications to
\nset up blueprints for a balance of entertainment and
\nescapism, of war information and, of course, criti
\ncism, and a line to follow as to timing, proportion,
\ncontent, theme, emotion and reason.\" p. 77.
\nEttinger, Karl E., ed. \"Public Relations Directory
\nand Yearbook.\" Vol. I, 1945. N. Y: Public Rela
\ntions Directory and Yearbook, Inc. 855pp.
\nIn the \"Editorial Section,\" ELB contributes a
\nchapter entitled: \"Public Relations Counsel
\nEvolution of a Profession.\" This is an historical
\nsurvey and analysis of the profession.
\n\"Since 1900,\" ELB says, \"there have been four
\nperiods of evolution in public relations as a profession
\nin the United States. The first 1900-1914 was
\na battle between muckraking on the one hand and
\nwhite-washing publicity efforts on the other. The
\nsecond 1914-1918 was marked by an effort by
\nour government to sell the American people our war
\naims and war ideals in World War I. The third
\n1919-1929 saw public relations activities in the
\nindustrial field developing, in part, from principles
\nand practices successfully tested in the Great War.
\nSince 1929, American public relations activities have
\nbeen devoted mainly to efforts in commerce and
\nindustry, to bring about adjustment between private
\ninterest and public responsibility. These last two
\nperiods 1919 to date have brought forth public
\nrelations literature and periodicals, a strengthening
\nof ethical standards, a broadening of scientific prac
\ntice, a spread of academic study and research, and a
\ngeneral recognition of the importance of the new
\nprofession by the great social forces of our country.\"
\nELB then traces the history of definitions of the
\nterm \"profession.\" He quotes Crystallizing Public
\nOpinion, which he published in 1923, and in which he
\ndefined the term \"public relations counsel,\" which he
\nhad coined.
\n\"The literature has expanded,\" he continues. \"In
\n1928, our analysis, 'Propaganda The Public Mind
\nin the Making' was published. Our organization for
\nten years issued 'Contact,' a four-page leaflet on
\npublic relations. In 1934, we were successful in in
\nstigating at Princeton University the publication of
\na bibliography, 'A Reference Guide to Public Opin
\nion.' We assisted Princeton in the inauguration of
\nthe Public Opinion Quarterly. . . . In 1937, we
\nsurveyed public relations training at American uni
\nversities and found that throughout the country
\nthere were many courses preparing men and women
\nfor this new profession. The findings were published
\nin a pamphlet 'Universities Pathfinders of Public
\nOpinion.' \" [See page 9 of this bibliography].
\nAfter surveying the courses in public relations and
\nrelated subjects given at American universities,
\nELB quotes the definitions of \"public relations\" and
\n\"public relations counsellor\" given in the Dictionary
\nof Sociology, published in 1943. \"Thus,\" ELB con
\ntinues, \"we see the principles set in 'Crystallizing
\nPublic Opinion' twenty years previously, and in
\n'Propaganda' five years thereafter continually
\nbeing validated: groups and leaders are the basic
\nmechanisms of public change ; groups and leaders can
\nbe reached through established media of communica
\ntion, with the application of insight and method; and
\nthere is a definite ethical standard to guide the work.
\nPublic relations, engineering of consent, opinion
\nmanagement, the techniques of leadership, or what
\never it may be called, has exerted a powerful influ
\nence on the world in every phase of activity. . . .
\nThe counsel on public relations continues to play
\nan increasingly growing role in bringing about better
\nadjustment of all the constituent groups of our
\nsociety.\"
\nIn his historical survey of public relations, ELB
\ndiscusses the role of the muckrakers, Theodore
\nRoosevelt, General Motors, General Electric, Amer
\nican Telephone & Telegraph, Light's Golden Jubilee
\nwhich ELB handled and other high points in the
\ndevelopment of the profession.
\nThe chapter concludes with a list of books by ELB.
\nFriedrich, C. J., and Mason, Edward S., eds.
\n\"Public Policy. A Yearbook of the Graduate
\nSchool of Public Administration, Harvard Uni
\nversity.\" Cambridge, Mass: Graduate School of
\nPublic Administration, 1942. 275pp.
\nPart I, \"War Morale and Civil Liberties,\" contains a
\nchapter by ELB on \"The Integration of Morale,\"
\npp. 18-32; \"To achieve a continuously strong mo
\nrale, we need physical and emotional well-being, a
\ncommon goal, common leaders we can trust, and a
\nbelief in one another.\" Footnote reference in David
\nRiesman's chapter on \"Civil Liberties in Transition\"
\nto ELB's books Crystallizing Public Opinion and
\nPropaganda, p. 82.
\nIn this discussion of wartime morale, ELB calls for
\na threefold approach to make \"America's morale
\n. . . impregnable. . . . First, activities aimed at
\nspeaking up for democracy, defining, explaining, ex
\npounding what democracy is and is not; second,
\nactivities aimed at strengthening democracy, making
\nit work better, so that all may know what we are
\nfighting for; third, a morale commission appointed
\nby the government to give counsel and advice to
\nmen in the government so that they may function
\nmore democratically and more efficiently. . . . Our
\nfirst real line of defense is in our minds. They can
\nensure that our arms shall defend what they were
\ncreated to defend. ... A strong national morale is
\nbehavior which affects our national interest. . . .
\nGroup morale is the fusion of individual morales.
\n. . . Certain basic premises underlie the building of
\na strong morale: (1) The American people have
\nalready committed themselves, their money and
\ntheir manpower to the war effort. They have pro
\nvided for the physical defenses. (2) Democratic
\nleadership in government is called for to provide the
\npsychological defenses that will fill the need for
\npsychological and physical security.\" To build mo
\nrale, ELB recommends democratic activities per
\nsuasion, suggestion, education, above all, truth.
\nSpecifically ELB recommends: (1) The education
\nof the public in the meanings and importance of
\ndemocracy; (2) one centralized government author
\nity to give out facts, to correlate and coordinate the
\nactivities of the many scattered information agencies
\nthis body to be headed by a technician in mass
\ncommunications; (3) make democracy work better;
\n(4) a master plan for public relations in morale
\nbuilding to be worked out \"by technicians drawn
\nfrom the fields of the social sciences, sociology, psy
\nchology, ethnology, adult education, economics, the
\narmy, the navy, public opinion, communications,
\npublic relations.\" ELB concludes: \"To achieve a
\ncontinuously strong morale, we need physical and
\nemotional well-being, a common goal, common lead
\ners we can trust, and a belief in one another.\"
\nGaige, Crosby. \"Dining with My Friends: Adven
\ntures with Epicures.\" N. Y: Crown Publishers,
\n1949. 292pp.
\nIn a section \"Edward L. Bernays\" the author says:
\n\"On a buttered papyrus scroll from the Bernays
\nkitchen come suggestions for a luncheon and a dinner
\nwith the recipes for cooking that great delicacy
\nCrab Almondine, and for a rich and satisfying Dutch
\nApple Cake,\" p. 11. This is followed by two Bernays
\nmenus, one for luncheon, the other for dinner, with a
\nrecipe for each dish, pp. 12-13.
\nMaclver, R. M. ed. \"Unity and Difference in
\nAmerican Life: A Publication of the Institute for
\nReligious and Social Studies.\" N. Y: Harper and
\nBrothers, 1947. 168pp.
\n\"Series of addresses and discussions\" at the Institute
\ndeals with Group Relations and what can be done to
\nachieve better relations in America. Chapter X is
\nELB's address What Business Can Do, pp. 131-141.
\nThis is followed by a discussion in which ELB par
\nticipates, pp. 141-142.
\nMacLatchy, Josephine H. \"Education on the Air.\"
\nThirteenth Yearbook of the Institute for Edu
\ncation by Radio. Columbus, Ohio State Uni
\nversity, 1942. 310pp.
\nPanel Discussion on \"Radio in Wartime-Radio and
\nWartime Morale\" conducted by ELB as presiding
\nofficer.
\n.. \"Education on the Air.\" See Addenda,
\nItem 14.
\nUniversities Pathfinders in Public Opinion.
\nIn Collaboration with Doris E. Fleischman.
\nN. Y: Edward L. Bernays, 1937. 38pp.
\nA survey conducted by ELB and Doris E. Fleisch
\nman among university leaders \"to ascertain broadly
\nthe scope of academic attention given to the subjects
\nof public relations and opinion management.\" Com
\nments are included from Harold D. Lasswell, Associ
\nate Professor of Political Science, Chicago University;
\nMarjorie Nicholson, Dean of Smith College; Louis C.
\nBoochever, Director, Department of Public Informa
\ntion, Cornell University and 31 other university
\nleaders.
\n10 Eventful Years. Chicago: Encyclopedia Bri-
\ntannica, Inc., 1947. 4 vols.
\nA record of events of the years preceding, including
\nand following World War II 1937 through 1946
\nprepared under the editorial direction of Walter
\nYust, editor of the Encyclopedia Britannica. Article
\nby ELB on \"Public Relations\" with bibliography,
\nVol. Ill, pp. 672-673. Article gives general descrip
\ntion of public relations of the period, diversity of
\nusers, rise of publicists and publications. Acknowl
\nedgment under \"Contributors with principal articles
\nwritten by them\":
\n\"E.L.B's., Public Relations. Edward L. Ber
\nnays, Counsel on Public Relations, New York,
\nN. Y. Author of Crystallizing Public Opinion
\nand Propaganda,\" Vol. I, p. viii
\nWritings by
\nEDWARD L. BERNAYS
\nIn Periodicals
\nAdvertising and Selling. \"A Public Relations
\nCounsel States His Views.\" Vol. 8, No. 7, Jan 26,
\n1927, pp. 31, 76.
\nELB discusses the modern public relations counsel
\nand \/or propagandist, showing that he is not merely
\nthe old-time press agent who fed stories to the news
\npapers, but a man whose work is related to that of
\nevery institution which communicates ideas to the
\npublic. The modern propagandist is more concerned
\nwith what his client is and does than with what he
\nsays; he sets ideas in motion and makes events which
\nwill move public thought. ELB differentiates be
\ntween advertising and news, maintaining that news
\nis news whether or not it advertises some product.
\nHe urges that all material submitted for publication
\nshould bear a mark of origin.
\n\"The public relations counsel is continually cre
\nating events, changing and modifying acts, now
\nadding some actualities to life, now subtracting
\nothers, to accomplish his ends and make the pub
\nlic receptive to his cause. In this work he must be
\n10
\nkeenly alive to public consciousness.\" In discussing
\nthe relationship of news to advertising, Mr. Bernays
\nsays: \"Most men who have discussed this whole
\nquestion have treated only of the press. . . . But
\nin a sense the same relationship is true of all methods
\nof reaching the public. . . . The acid test applied
\nto it [news material] is its value to the reader of the
\nparticular journal as understood by the editor, who
\nknows the policy, the aim, the ideals of his particular
\njournal. On this test only must it ride or fall.\"
\n\"What Future for Radio Advertising?\"
\nFeb 8, 1928.
\nELB says: \"Advertising revenues have made the
\npress powerful and economical, and have made it
\nable to present the news without bias or prejudice.
\nAside from any other consideration, the press should
\nallow nothing to interfere with the advertising rev
\nenue that it gets as a safeguard in protecting its
\nindependence. Is not the surest way to insure this
\nfreedom the linking up with the ever-growing and
\nspreading radio by harnessing it to the press and
\nmaking it a source of revenue to itself as well as a
\nsource of news and advertising to the public?\"
\n_. \"Molding Public Opinion.\" See Ad
\ndenda, Item 1.
\nAmerican City. \"Better Government Through P.R.\"
\nVol. LXII, No. 3, Mar 1947, pp. 79-80.
\nELB says: \"The American city today is a complex
\nsocial-economic pattern for achieving the aims of a
\ndemocratic society. It strives to increase the general
\nwelfare of its citizens through public health, safety,
\nlegal security, education and the other factors of
\nwholesome, efficient living. Not so long ago munici
\npal government was largely a system of politics,
\nspoils, and patronage. Today the city is the com
\nbined progress of all its citizens\" ELB discusses
\nthe need for New Concepts of Democratic Leader
\nship, Determining Objectives, Importance of Tim
\ning, and Planned Events and Research, in reference
\nto the city's \"important public-relations responsi
\nbility.\" He says: \"A public relations program for a
\ncity has a triple function. It must throw a clear light
\non the government's activities in order to be of value
\nto the government itself. It must interpret the gov
\nernment's aims to the people to secure their interest
\nand action. And, lastly, it must interpret the public
\nneeds and desires to the government . . . [but]
\nwhatever the goals, the public relations program
\nmust base its efforts on favorable actions of govern
\nment itself. What the government does, not what it
\nsays, is the important factor in success. . . . Iso
\nlated events and sporadic publicity are of little value.
\nA good public relations program for city government
\ndemands continuous effort to keep in contact with
\nthe public. Underlying this public relations program
\nmust be continuous and careful research of the actual
\nfunctioning of the city. If the leaders do not keep
\ntheir house in order, no public relations program will
\nprotect them from the possibility of unfavorable
\nnotice and attack. Any municipal public relations
\nprogram must be based on activities that are in the
\npublic interest. . . .\" As \"helpful . . . guides to
\neffective public relations planning, strategy, and
\ntechniques,\" ELB also recommends \"two bibliog
\nraphies ... one published by the University of
\nMinnesota Press, the other by ... Princeton
\nUniversity Press. ...\"
\nAmerican Journal of Nursing. \"The Nursing
\nProfession A Public Relations Viewpoint.\"
\nVol. 45, No. 5, May 1945. pp. 351-353.
\nEditorial note: \"Mr. Bernays is a very well known
\npublic relations specialist, described by Time maga
\nzine as U. S. Publicist No. 1, who has solved public
\nrelations problems for corporations, philanthropists,
\ninstitutions, industrial organizations, and individu
\nals. He is on the National Public Relations Com
\nmittee of the American Red Cross and worked with
\nthe Committee on the Cost of Medical Care.\"
\nELB says: \"I can think of no better advice to give
\nthan to suggest that you look at yourselves and
\napply your own scientific attitude to a consideration
\nof your problem of adjustment with the public, then
\nto find out why the public reacts to you as it does,
\nand then to take the action required on your own
\nreorientation, and a reorientation of your public.\"
\n\"The Medical Profession and Nursing.\"
\nVol. 45, No. 11, Nov 1945, pp. 907-914.
\nAfter describing the effects of World War II on the
\nhealth field and the professions of nursing and med
\nicine, ELB reports on a survey he made among ci
\nvilian doctors and leading medical authorities based
\non a questionnaire which included the following:
\n(1) What effect do doctors think the war has had on
\nmedical-nursing relationships and on nursing skills?
\n(2) What maladjustments exist between these two
\nprofessions? (3) What do doctors favor as regards
\nuse of practical nurses; and more extensive use of
\nprofessional nurses through the Social Security Act
\nor other federal legislation, and through voluntary
\npayment plans? ELB gives in considerable detail the
\nreplies, comments and recommendations of physi
\ncians regarding the nursing profession and the rela
\ntions between doctors and nurses. He concludes:
\n\"(1) Evidently physicians think well of nurses when
\nthey think of them at all. But the unfortunate fact
\nis that the medical profession takes the nursing pro
\nfession too much for granted. The nurses must act
\nto correct this. They must tell the medical profession
\nwhat they are doing, how they are doing it, and why.
\nThe nursing profession must carry on educational
\nactivities aimed at the physician, as an individual
\nand in groups. (2) Maladjustments between the pro
\nfessions seem to be due to misunderstanding as well
\nas to the basic situation. There is much nurses can
\naccomplish by being co-operative and understanding.
\nMost important, of course, is the economic factor.
\nNurses' salaries are too small for their needs. . . .
\nYet they are too great for the public to stand. Nurses,
\ndoctors and public must agree on the best way to
\nhandle medical care in the United States. Nurses, as
\nindividuals and through their organizations, should
\nstudy all proposals, legislative or otherwise, which
\naffect the medical care of the American people, and
\nact vigorously to support those in the public interest.
\n11
\n. . . Good health for the American people is the aim
\nof both medical and nursing professions and the pro
\nfessions must cooperate effectively toward this end.\"
\n\"Opinion Holders Appraise Nursing\"
\nVol. 45, No. 12, Dec 1945. pp. 1005-1011.
\nIn this article, ELB reports the results of a survey he
\nconducted among \"newspaper and magazine editors,
\nradio commentators, news photographers, cartoon
\nists, columnists, authors, radio script writers, book
\npublishers, lecturers, artists and illustrators, out
\nstanding opinion molders in other fields,\" to deter
\nmine what they think of the nursing profession. Sum
\nmarizing their opinions, ELB says: (1) A great
\nmajority of Americans have a very high regard for
\nthe women performing nursing services; they pay
\ngreat tribute to the war effort of the nursing pro
\nfession; most of the opinion molders believe there is
\ngreat room for improvement in the performance of
\nnurses in present-day hospitals and private practice,
\nparticularly in public health and industrial nursing.
\n(2) In the economic sphere the public opinion mold
\ners believe the cost of nursing is too high; most of
\nthem have not thought out the problem of how it is
\nto be lowered ; a minority is aware the answer lies in
\na change of the present methods of distributing and
\npaying for nursing services. (3) The largest group of
\ncriticisms of the nursing profession is that aimed at
\nthe high cost of nursing services; a smaller number
\nare directed at the personality faults of some nurses,
\nsuch as lack of human sympathy, laziness, etc.;
\nnursing education is also criticized. (4) Recommenda
\ntions of the opinion leaders strongly emphasize the
\nneed of a public relations program for professional
\nnurses and of greater psychological understanding of
\npatients by nurses; many public opinion molders
\nstress the need for economic adjustments in sal
\naries, nursing costs and system of payment and
\ndistribution.
\nELB describes the method of survey, gives line of
\nquestions asked, quotes typical replies in various
\ncategories and breaks down the replies by per
\ncentages.
\n\"What Government Officials Think about
\nNursing. 1 '
\nVol. 46, No. 1, Jan 1946. pp. 22-26.
\nELB reports on the survey he conducted \"to learn
\nthe attitudes of public officials toward the nursing
\nprofession, past, present and future.\" His question
\nnaire was sent to \"a cross-section of the men and
\nwomen in federal, state and city administrations
\nthroughout the country.\" Results of the nationwide
\nstudy \"were checked against personal interviews
\nwith government officials.\" Summarizing his findings,
\nELB says that federal, state and city officials think:
\n(1) Nurses made an excellent contribution to the war
\neffort; (2) the quality of work performed by profes
\nsional nurses is good in public health work, private
\nhospitals and other institutions, and in private prac
\ntice, but somewhat less desirable in public hospitals;
\n(3) through public relations activities the nursing
\nprofession should educate the public and government
\nofficials about nurse training, the services nurses are
\nperforming, etc. ; (4) nursing salaries should be raised,
\nnursing education improved, nursing costs lowered;
\n(5) government should provide more funds toward
\nnursing education and for training practical nurses;
\n(6) the Social Security Act should apply to wider
\ngroups of professional and practical nurses, partic
\nularly to nurses engaged in public health and hospital
\npractice; (7) nursing service provision should be in
\ncluded in voluntary prepayment plans for hospital
\nand medical care.
\n\"Hospitals and the Nursing Professions.\"
\nVol. 46, No. 2, Feb 1946, pp. 110-113.
\nELB reports on the nationwide survey he conducted
\namong hospital administrators of all kinds in an
\neffort to \"measure present and future relations be
\ntween the nursing profession and hospital adminis
\ntrators.\" The survey revealed the following major
\nopinions of hospital administrators: (1) World War
\nII tended to make worse the quality of civilian hospi
\ntal nursing service, nursing education, and nursing
\nskills and methods; (2) good personnel is scarce in
\nstaff nursing, administrators of nursing services,
\nnursing teachers; (3) student nurses are often ex
\nploited by hospitals; (4) private duty nurses are a
\n''luxury\" commodity which costs too much and
\nneeds too much supervision; (5) the nurse's economic
\nposition should be improved by salary increases, but
\nnursing trade unions should be discouraged; (6)
\nNegro nurses should be used mainly in Negro insti
\ntutions; (7) hospital personnel policies need drastic
\nrevision, since they cause difficulty between hospital
\nheads and staff nurses; (8) nursing leaders should do
\nmore on behalf of their membership; (9) nurse place
\nment services work fairly well on the whole; (10)
\nthe patient's welfare should be the first consideration
\nin all decisions made on hospital administration.
\nELB gives the questions he asked hospital ad
\nministrators and breaks down their replies on a per
\ncentage basis. He suggests that \"public relations
\nactivities devoted frankly to this end would go a
\nlong way to remove barriers which now prevent the
\nnursing profession and hospital administrations from
\nworking together in the best interests of themselves
\nand the public they serve.\"
\n\"The Armed Services and the Nursing Pro
\nfession\" Vol. 46, No. 3, Mar 1946. pp. 166-169.
\nELB reports on a survey he made to ascertain what
\nWorld War II veterans from all services thought of
\nthe nursing profession. The questionnaire was sent
\nto a cross section of Army and Navy officers and
\nenlisted men, both in service and already returned
\nto civilian life; to officials of the Veterans Adminis
\ntration; to veterans of the Army and Navy Nurse
\nCorps. Giving the replies which the survey elicited,
\nELB breaks them down by percentages, and sums
\nthem up as follows: (1) Overwhelmingly America's
\nfighting men and women believe the nursing profes
\nsion made a great contribution to victory in World
\nWar II, and the average war nurse performed her
\nduties well; (2) among problems between professional
\nnurses and other members of the armed forces the
\nreplies cited rank, personality faults, complaints
\nagainst army regulations restricting nurses, etc.;
\n12
\n(3) suggestions for improvements in nursing educa
\ntion included better training in psychology and psy
\nchosomatic medicine; greater emphasis on cultural
\nsubjects in nurse training; higher standards in the
\nprofessional nursing skills, etc; (4) a wider use of men
\nnurses was favored; ELB also quotes a number of
\nsuggestions made by respondents for improving rela
\ntions between nurses and various groups with which
\nthey come in contact, as well as comments on
\nwhether the Army and Navy Nurse Corps should
\nbe reconstituted so as to include enlisted personnel
\nand non-commissioned officers.
\nIn conclusion, ELB recommends that nurses \"in
\ntensify and utilize\" the \"huge reservoir of good will
\ntoward the norsing profession which has been built
\nup among millions of war veterans. . . . Nurses
\nshould, individually and through their organizations,
\nparticipate in activities to promote the welfare of
\nneedy, unfortunate, disabled and sick veterans. The
\nnursing profession can take a leading position in
\nstrengthening and improving the operation of the
\nVeterans Administration, in seeing that it meets the
\nneeds of the many millions of Americans who will
\nbe dependent on it in one way or another, for finan
\ncial, vocational or other assistance. In doing this,
\nthe nursing profession will be advancing its own
\ninterest and performing a valuable public service.\"
\n\" Nurses and Their Professional Organiza
\ntions\" Vol. 46, No. 4, Apr 1946. pp. 229-233.
\nTo ascertain how nurses feel about professional or
\nganizations as to scope, efficiency and policies, past,
\npresent and future, ELB conducted a survey of the
\nnursing profession. In this article he gives his ques
\ntionnaire and breaks down the replies by percentages.
\nSurvey revealed that nurses are \"joiners,\" that most
\nof them are active in their professional organizations
\nand read nursing publications. Most of them said
\nrelations between nurses and their professional or
\nganizations could be improved, suggesting ways of
\ndoing this. ELB also quotes replies on trade unions,
\neconomic improvement, Negro nurses, men nurses,
\npractical nurses, etc.
\nFrom the survey, ELB concludes that \"serious
\ngaps exist in the relationships of nurses with their
\nprofessional organizations.\" To bridge this gap, he
\nsuggests \"reorienting member nurses from the con
\ncept of 'belonging' to the concept of leadership.\" To
\nward this end he recommends \"that (1) national
\ngroups should re-examine their structures and
\nachieve greater coordination between and within
\nmajor groups; (2) as individuals, nurses can train
\nthemselves for leadership as they trained themselves
\nfor their profession.\"
\n\" Nursing and Community Groups.\" Vol.
\n46, No. 5. May 1946. pp. 297-300.
\nTo learn community group opinions about nursing,
\nELB sent out questionnaires to a cross section of
\ngroup leaders throughout the country. Responses
\ncame from officers of youth groups; school, college
\nand educational groups; patriotic, political, social
\nand civic groups; women's groups; religious groups;
\nand foreign language groups. Analyzing these replies,
\nELB reports their \"composite answer\"; e.g., nurs
\ning's contribution to victory in World War II was
\nimpressive and exemplary; public health nursing
\nagencies are the most \"liberal\" branch of the pro
\nfession; most graduate nurses work cooperatively
\nwith other community groups; nursing costs are too
\nhigh; nurses could use a better general education; etc.
\nAfter giving replies in detail and breaking them
\ndown by percentages, ELB concludes: \"The volun
\ntary membership organizations of the United States,
\nlarge and small, can become powerful lay supporters
\nof the nursing profession's desire for more effective
\nintegration into the broad pattern of social action
\nin the United States. . . . The good will that exists
\nin this group has little depth, and little foundation
\nin knowledge upon which to rest. . . . The only
\nsafeguard is to keep this public and other publics
\ninformed of what nursing is doing, what it intends
\nto do, and what are its reasons. This, too, indicates
\nthe importance of supplying facts and points of view
\nfor whatever changes the nursing profession believes
\nare essential to the public welfare and its own pro
\ngress. Certainly these important groups of the public
\ncan help to further sound, common goals in the
\npublic interest but only if public relations activ
\nities are aimed to intensify and broaden the existing
\ngood will.\"
\n\"Educators Appraise Nursing.\" Vol. 46,
\nNo. 6, Jun 1946, pp. 372-375.
\nELB discusses the problem of recruiting of nurses
\nand the influence of educators in grade schools, high
\nschools and colleges on decisions regarding careers,
\nbased on a survey of a nationwide cross-section of
\nthe teaching profession.
\n\" Nurses and Business.\" Vol. 46, No. 7,
\nJul 1946. pp. 475-477.
\nELB reports the findings of his nationwide survey
\namong American business leaders to ascertain their
\nopinions about nursing. Breaking down replies by
\npercentages, he says the survey shows that \"leaders
\nof commerce and industry respect nursing as a pro
\nfession in theory; in practice, they don't.\" The
\nmajority of businessmen thought hospitals and other
\ninstitutions caring for the public's health should deal
\nwith nurses the way a business firm deals with its
\nemployees; that nurses receive sufficient pay now;
\nthat the costs of nursing are not too high. However,
\nthey urged action for bettering nurses' conditions
\nthrough professional nursing organizations, and in
\ncreased voluntary support of hospitals.
\nMost businessmen also thought relations between
\nthe business community and the nursing profession
\ncould be improved. Suggestions: (1) Educate the
\nbusinessman through hard-hitting, more extensive
\npublic relations programs on every professional
\nlevel; (2) educate the nurse to participate in com
\nmunity affairs; (3) raise educational and professional
\nstandards of nurses. \"What we must do,\" ELB con
\ncludes, \"is to make the businessman realize that he
\nwill not get the type of service that he desires unless
\nhe helps to improve the status of the entire pro
\nfession.\"
\n13
\n\"Social Scientists Look at the Nursing Pro
\nfession.\" Vol. 46, No. 8, Aug 1946. pp. 518-520.
\nELB here reports on a survey he made among social
\nscientists at Yale, Wisconsin, Columbia, Chicago
\nand other colleges and universities on the question:
\n\"What can the nursing profession do to reconcile
\nthe contradictions which now prevent fulfillment of
\nits goal of service to American society?\"
\n\"Summed up,\" ELB says, \"(1) They stress the
\nvital need for professional recognition; (2) almost
\nunanimously, they urge that the nurse's economic
\nstatus be improved; (3) they want standards of edu
\ncation and research in nursing raised; (4) they advo
\ncate that particular care be used in selecting the type
\nof individuals for the nursing profession, stressing
\nthe factor of personality with emphasis on the need
\nof warm, sympathetic characteristics and a more
\nspiritual outlook; (5) they recommend to the nursing
\nprofession that it organize for broad public health
\nactivities, to win the support of the public; (6) they
\nwould like to see the relationship between doctors
\nand nurses denned and improved, with the aim of
\noffering the very best health service for the American
\npeople. To accomplish these goals, they urge the
\nnursing profession to educate the American people
\non what nursing can do, and what the public must do
\nto get the service it wants. A public relations program
\nis their answer.\"
\n\"America Looks at Nursing A Summa
\ntion.\" Vol. 46, No. 9, Sept 1946. pp. 590-592.
\nEditorial note: \"About a year ago Mr. Bernays,
\npublic relations consultant, undertook to make a
\nseries of investigations into what different groups of
\npeople think about nursing. Results of his studies
\nhave been presented each month in the Journal since
\nNovember 1945. The present article summarizes the
\nseries.\" ELB concludes this article by urging nurses
\nto appraise their profession, and to inform the public
\nabout their services, problems, etc.
\n\"What Patients Say about Nurses.\" Vol.
\n47, No. 2, Feb 1947. pp. 93-96.
\nELB reports on a survey he made among ex-patients
\nto determine what they think about nurses and nurs
\ning. His questionnaire was sent to a group selected
\nfrom Who's Who in America and to members of the
\nBlue Cross hospitalization plan in Boston, St. Louis,
\nPhiladelphia, Allentown, Pennsylvania and Rock-
\nford, 111. Most patients were pleased with their nurses
\nand the nursing service they received, but there were
\nalso complaints and \"intelligent criticism.\" Most pa
\ntients also thought nurses should receive better pay.
\nAfter breaking down all the replies by percentage,
\nELB concludes: \"The majority of laymen, ex-
\npatients, the general public . . . just don't have
\nvery much understanding of the crux of the nursing
\nproblem. The problem ... is the satisfactory ad
\njustment of the conflict between her (the nurse's) tra
\nditional role as a self-sacrificing servant of mankind,
\nand her need for professional status and adequate
\npay.\" He urges that nurses undertake \"a public rela
\ntions campaign to educate the public ... to a clearer
\nunderstanding of the nursing profession's dilemma.\"
\n.. \"A Better Deal for Nurses.\" Nov 1947.
\nELB says the nursing profession can achieve its
\naims \"through enlisting the understanding and
\nsupport of social groups.\"
\nELB advises the nursing profession that in order to
\nestablish recognition for their services and in order
\nto maintain better economic security, they must be
\nmade aware of the influence of public opinion and
\n\"of broader social forces than the nursing profession
\nitself.\" They must be aware of the interrelation
\nbetween many social groups working together and
\nthe need to arouse these groups to an understanding
\nof the problems of the nursing profession. \"In our
\nhighly complicated society, no one special interest or
\ngroup, whether teachers, preachers, doctors, lawyers,
\nor nurses, dictates or governs its own destiny. Every
\nsection of our population depends upon other groups,
\nand no individual group is sufficiently powerful or
\ninfluential to bring about its desires independently
\nand without the support of others.\"
\nThe nursing profession surely has problems. They
\nmust not be seen as a whole in themselves but in
\nrelation to the larger problems of society, problems
\nthat can be understood and resolved by \"cooperation,
\nadjustment, of a meeting of minds, of reaching a
\ncommon understanding and recognition of the prob
\nlems of others . . .\"
\nSince change and growth is based upon a sense of
\nthe need for development, and since change never
\nmoves at the same pace for every phase or for every
\norganization, the nursing profession must learn \"to
\nenlist the aid of other social forces in society
\nforces that are more potent, that have more status
\nthan nursing to work with them toward the com
\nmon over-all goal of better nursing care for the
\nAmerican public with concomitantly better condi
\ntions for herself.\"
\nThe nurse must be more scientific in her approach
\nto other professional groups for support; she must
\nexercise less emotion, and must utilize public opinion
\nmore skillfully in behalf of an improvement in pro
\nfessional status and economic stability.
\nAmerican Journal of Sociology. \"Manipulating
\nPublic Opinion: The Why and the How.\" Vol.
\nXXXIII, No. 6, May 1928. pp. 958-971.
\nAn editorial abstract preceding this article by ELB
\noutlines its main ideas as follows: \"Public opinion,
\nnarrowly defined, is the thought of a society at a
\ngiven time toward a given object; broadly conceived,
\nit is the power of the group to sway the larger public
\nin its attitude. Public opinion can be manipulated,
\nbut in teaching the public how to ask for what it
\nwants the manipulator is safeguarding the public
\nagainst its own possible aggressiveness. The
\nmethod of the experimental psychologist is not as
\neffective in the study of public opinion in the broad
\nsense as is that of introspective psychology. To
\ncreate and to change public opinion it is necessary
\nto understand human motives, to know what special
\ninterests are represented by a given population, and
\nto realize the function and limitations of the physical
\norgans of approach to the public, such as the radio,
\n14
\nthe platform, the movie, the letter, the newspaper,
\netc. If the general principles of swaying public opin
\nion are understood, a technique can be developed
\nwhich, with the correct appraisal of the specific prob
\nlem and the specific audience, can and has been used
\neffectively in such widely different situations as
\nchanging the attitude of whites toward Negroes in
\nAmerica, changing the buying habits of American
\nwomen from felt hats to velvet, silk, and straw hats,
\nchanging the impression which the American
\nelectorate has of its President, introducing new
\nmusical instruments, and a variety of others. Group
\nadherence is essential in changing the attitudes of the
\npublic. Authoritative and influential groups may be
\ncome important channels of reaching the larger
\npublic. Ideas and situations must be made impres
\nsive and dramatic in order to overcome the inertia
\nof established traditions and prejudices.\" p. 958.
\nAmerican Mercury. \"Group Leaders of Democracy.''
\nVol. XLIV, No. 176, Aug 1938, pp. 437, 444.
\nDiscussion of the importance of winning over the
\nleaders who play an important part in determining
\nthe attitudes and actions of the masses in democracy,
\nto the task of awakening in the people an under
\nstanding of the values of political and industrial
\ndemocracy.
\nAfter pointing out the threats to democracy from
\nall over the world, and showing how American inter
\nest in democracy has increased in the last ten years,
\nELB continues: \"How, then, can we attempt to
\npreserve Democracy? How can we safeguard both
\nour basic political and social system and the private
\nenterprise tied up with it? We shall attempt to lay
\nout the approach. ... In a Democracy, you must
\nhave the voluntary support of the people in order to
\nsucceed. . . . How can we develop and maintain
\namong the people a true recognition of the values of
\nDemocracy, combined with a dynamic will to defend
\nand preserve it? The people will be ready to value
\nand defend Democracy, or any other sound ideas,
\nif those whom they follow and look up to have first
\nbeen brought to recognize its validity. ... If you
\ncan demonstrate to the men and women in the van
\nguard of our society that your product or your idea
\nis sound and serves the public interest, your battle
\nis more than half won. There are two ways to gain
\npublic support. On the one hand, facts or ideas or a
\nviewpoint can be presented to the masses directly,
\nas is done daily on billboards, over the radio, through
\nadvertisements in the daily press, or even by means
\nof sky writing. Another way is to take your message
\nto the group leaders, win their support, and let them
\ncarry the message to the mass of the people to prepare
\nthem for the mass-appeal which may follow this
\ngroup-leader acceptance. . . . The importance of
\ngroup leaders as a channel for ideas in the Democracy
\nhas not been generally recognized. But group-pat
\nterns do exist, and should be utilized for drawing
\nsociety closer together for common ends. . . . Dem
\nocratic society is made up of an almost infinite
\nnumber of interest groups, whose leaders command
\nthe respect of the group, whose opinions and actions
\ncarry weight and influence. . . . Men turn for
\nguidance to the leaders of groups of which they are
\nmembers. This sound principle of group leadership
\nholds in advertising as it does in every other special-
\npleading activity. . . . The preservation of our
\npolitical and industrial Democracy depends on our
\nability to awaken in our people an understanding of
\nthe values of political as well as industrial Democ
\nracy. This task must be met by finding and winning
\nover the leaders who play such an important part in
\ndetermining the attitudes and actions of the masses
\nin the Democracy.\"
\n\"Preview of American Public Opinion.\"
\nVol. LVIII, No. 243, Mar 1944. pp. 340-345.
\nBased on a nationwide survey conducted by ELB
\nwhich attempted to \"estimate what American public
\nopinion and American action will be in the next six
\nmonths or so.\" The survey \"indicates clearly that
\nwe shall be in agreement as to what are the main
\nissues facing the country, and almost unanimous in
\nthe determination to solve them along democratic
\nlines.\"
\nThis survey is a departure in opinion polls in that
\nit is a serious attempt to determine public opinion
\non the immediate future instead of tracing trends in
\nmass opinion and mass preference by comparing
\nexisting popular attitudes with past attitudes. The
\nsurvey was conducted keeping two points in mind:
\n\"(1) What would be likely to emerge as the chief
\nissues of popular interest in the near future, and
\n(2) what would be the prevailing view and action
\non each of these subjects.\" Instead of addressing
\nthe attitudes of a cross section of the entire popula
\ntion, this survey was directed at a cross section of
\ngroup leaders. \"By ascertaining what those who mold
\npublic opinion believe now, we have a reliable pre
\nview of what public opinion and action will be later.\"
\nThe poll reached the men and women who in turn
\ncontact millions of minds with direct or indirect
\ninfluence daily. The survey disclosed five major
\nissues prevalent in the public mind in the order of
\ntheir importance:
\n\"1. Winning the war;
\n2. The cost of living;
\n3. International cooperation;
\n4. Race relations; and
\n5. Labor relations.\"
\nThe people were also concerned with three other
\nissues:
\n\"1. The 1944 elections;
\n2. The trend of the Federal government; and
\n3. Demobilization.\"
\nThrough this survey it was determined what coming
\npublic opinion would be.
\n\"A Mercury Survey of Opinion Leaders\"
\nVol. LX, No. 254, Feb 1945, pp. 198, 203.
\nA survey by ELB of public opinion on major current
\nissues and post-war problems. \"In a preview of
\nAmerican public opinion, published in the March
\n1944 American Mercury, I attempted by querying
\nrepresentative group leaders and opinion-molders
\nthroughout the country to evaluate the trends of
\npublic opinion and action in the following six months;
\nand to interpret and project them into the future.
\n. . . The results of our survey proved to be remark
\nably accurate. Public opinion and events took place
\naccording to expectation. I have completed a new
\nsurvey to try to forecast public opinion on major
\nissues, arising out of present events and in some cases
\nto forecast events themselves. This article give in
\nbroad outline the results of our latest survey.
\n\"Here are the conclusions to be drawn from this
\nstudy: The American people will join a postwar
\nunion of nations; with victory, America and her
\nAllies will occupy a conquered Germany and Japan
\nuntil they become economically sound and politically
\ndemocratic; America believes it will not enter an
\nother war until at least twenty- five years from now;
\nAmericans think that Presidential tenure should be
\nlimited by law; postwar taxes should be levied on
\nall income groups, and distributed proportionately;
\nwartime controls should be continued in the postwar
\nperiod, primarily on necessary goods, through mini
\nmum wage laws, and wage ceilings; reconversion
\nshould be handled by both government and private
\nindustry, and not by government alone. In the light
\nof current political, economic, and social trends, the
\nUnited States will move in the next ten years to
\nwards a mixed economy, increasing cooperative in
\nterest and control by both government and private
\nindustry. The people will demand a law requiring
\nconfirmation of treaties by a majority vote of both
\nhouses of Congress. We will have compulsory mili
\ntary training for young men after the war but
\non the question of a national service of men and
\nwomen a forecast is difficult because we are di
\nvided.\"
\nApparel Arts. \"Prophets and Profits ...\" Vol.
\nVII, No. 4, Apr-May 1937. pp. 138-139.
\nEditorial note: \"Edward L. Bernays, whose appraisal
\nof the apparel industry's problems is presented here,
\nhas very aptly been termed one of the nation's lead
\ning publicists. He has acted as counsel on public re
\nlations to many of the nation's outstanding industries
\nand industrial organizations and has helped to shape
\npolicies which have brought them into the forefront
\nof favorable public attention. His services have been
\nretained not only by important groups in America
\nand Europe, but also by our own government and
\nother public bodies. Mr. Bernays' books on the sub
\nject of public relations, 'Crystallizing Public Opin
\nion' and 'Propaganda,' are textbooks in various uni
\nversities and he is in demand by colleges and eco
\nnomic organizations to discuss his profession, which
\nhe was instrumental in founding.\"
\nIn this article, ELB says that the development of
\nthe men's apparel business in America will depend
\nupon an adherence to the principle that \"the public
\ninterest and the private interest must coincide.\" He
\nadds: \"The more the public knows about its interest
\nin the business, the better for the business. The rec
\nognition in action of this principle by all should be a
\ndynamic factor in creating more good will and
\nmore profit.\"
\n15
\nAssociation News: \"Publicity in International
\nTrade. How Public Opinion Was Influenced by
\nthe United States during the War.\" Published by
\nthe American Manufacturers Export Associa
\ntion. Vol. 1, No. 24, Apr 1920. pp. 1-5.
\nEditor's Note: \"Edward L. Bernays has a record of
\nachievement in domestic and international publicity
\nwhich makes his statements on this subject authori
\ntative. As head of the Export Section of the Com
\nmittee on Public Information, a department which
\nhe created and organized personally, he established
\nwide contacts with foreign merchants and the for
\neign press in every important country in South
\nAmerica, Europe and the East. The methods which
\nhe discusses in this article are those which he applied
\nwith notable success during the war to selling po
\nlitical and commercial good-will for America through
\nout the world. He has had uniquely varied experi
\nence in the field of publicity, his activities ranging
\nfrom American advisor to foreign governments to
\nspecial advisor in various capacities to departments
\nof our own government.\"
\nIn this article, ELB describes the techniques he
\nused as chief of the Export Section of the Committee
\non Public Information. These consisted of (1) organ
\nizing the American exporters into \"such a medium
\nof distribution for political information that no field
\nof approach to the foreign markets and to foreign
\nopinion was left untouched by the ideas we wished
\nto sell them\"; (2) the use on all printed matter that
\nleft an American firm for a foreign country of some
\nslogan illustrating America's purpose; (3) supplying
\ntravelling salesmen with photos and other material
\ngraphically illustrating America's advance develop
\nments; (4) commercial advertisements in foreign
\ndailies containing educational matter as well; (5) the
\ndistribution with every bit of mail which left the
\nUnited States for foreign countries of short fillers in
\na number of languages; these fillers explained Amer
\nica's purposes in entering the war, the ends it hoped
\nto attain, the methods for attaining them: leading
\nmanufacturers and exporters enclosed this material
\nin their foreign correspondence ; (6) cooperation with
\nFilm Division of the Committee in the preparation
\nand distribution of motion pictures in allied and
\nneutral countries; (7) insertion of editorial matter
\nin catalogues; etc., etc.
\nELB points out that no part of this \"great experi
\nment\" of selling America to the world has survived.
\n\"No effort is being made either by the government,
\nby associations of manufacturers and exporters, or
\nby individual business men to take advantage of a
\ngolden opportunity for obtaining a position of proud
\npre-eminence in almost every export market.\" ELB
\nsuggests \"the building up of a background of public
\ninterest in the particular venture here in the United
\nStates\"; the expansion of this campaign abroad \"by
\nexperts who are competent to see to it that it is
\nproperly prepared in the different languages and that
\nit reaches the proper media of distribution abroad\"
\nvia foreign correspondents, news services, syndi
\ncates, photo agencies and important foreign news
\npapers.
\n16
\nBest Magazine Articles of the Year. \"Why We
\nBehave Like Inhuman Beings.\" Selected by the
\nLeading Editors of the Nation. 1949. pp. 70-73.
\nCondensation of Household article. See Household,
\nbelow.
\nBookman. \"The Minority Rules.\" Apr 1927.
\nELB said: \"In the active proselytizing minorities in
\nwhom personal and public interests necessarily coin
\ncide lie in the progress and development of America.
\nOnly through the active energy of the intelligent few
\ncan the public at large become aware of and act upon
\nnew ideas, usually good, occasionally bad.\"
\nCongressional Record. \"Why We Behave Like
\nInhuman Beings.\" Vol. 95, No. 60, Apr 8, 1949,
\npp. A2222-A2224.
\nThis article originally published by Household, is
\nreprinted in Congressional Record as extension of
\nremarks of Hon. Albert M. Cole, of Kansas in the
\nHouse of Representatives. See Household, below.
\n.
\n\" Your Public Relations in the National
\nEmergency.\" Vol. 97, No. 24, Feb. 7, 1951.
\nAppendix, p. A678. See Addenda, Item 9.
\nConnecting Link. From the Office of Edward L.
\nBernays. No. 4. Jul 29, 1922. 4pp.
\nBrochure: \"Issued occasionally by the office of the
\nPublic Relations Counsel of the Hotel Association of
\nNew York City in the interests of furthering the
\ncommon cause of better public relations. . . . Each
\nrecipient of this number of 'The Connecting Link'
\nis receiving with it a page of the 'New York Tribune'
\nof July 2nd. This article reflects in a humorous way
\nsome of the activities the Welcome Stranger Com
\nmittee has set for itself. ... The activities of the
\nWelcome Stranger Committee are well under way.
\nSteps are being taken to reflect New York as it really
\nis to the country and to build up good will and busi
\nness for this city. . . . Editorials and editorial com
\nments on the Welcome Stranger Movement were
\nprinted in newspapers throughout the country.\"
\nContact. \"Putting Politics on the Market.\" No. 31.
\nThis article by ELB, which appeared in The Inde
\npendent see below is reprinted in Contact, a
\nfour-page magazine \"published periodically\" in
\nNew York by \"Edward L. Bernays, Counsel on
\nPublic Relations,\" who was also its editor. Contact
\nwas published from 1922 to 1934 in numbers 1
\nthrough 43, but was undated, and carried no volume
\nnumber. Devoted to the field of public relations, the
\nmagazine was mailed free to group leaders and
\nopinion moulders throughout the United States.
\nCoronet. \"Why We Behave Like Inhuman Beings.\"
\nVol. 27, No. 4, Whole No. 160. Feb 1950, pp.
\n126-130.
\nFor contents of this article see Household.
\nCurrent Controversy. \"The Public Mouthpiece: A
\nNew Cabinet Officer, Secretary of Public Rela
\ntions, Is Suggested as a Safeguard of Democracy\"
\nNov 1935, pp. 28, 40.
\nELB says: \"The safeguarding of democracy in
\nAmerica today and for the future demands that there
\nbe in the Cabinet of the United States a Secretary
\nof Public Relations whose duty it would be to serve
\nthe American people as a liaison officer between them
\nand their government. The proposal is made to meet
\nthe need of the American people for some unbiased
\nchannel through which the President of the United
\nStates would learn of the changing wishes of the
\npeople, and of the actual effect of his government
\npolicies in the factories, mills, offices and homes of
\nthe land. In this way, there would be in the cabinet,
\nserving the public interest, a responsible executive
\nofficer to interpret the people to the Administration,
\nand the Administration to the great mass of the
\npeople.\"
\nELB emphasizes that the proposed Secretary of
\nPublic Relations would function solely with the
\nexecutive branch of the government the Presi
\ndent, Cabinet members, departments, and would in
\nno way be connected with Congress or the judiciary.
\nHe would be neither a propagandist nor a censor;
\nhis function would be solely that of \"explanation and
\ninterpretation.\" He would direct the various public
\nrelations activities of the executive branch of the
\ngovernment and would \"examine all statements of
\npolicy before they were made public to guard against
\npossible contradictions or inconsistencies.\"
\nCurrent History and Forum. See Addenda,
\nItem 11.
\nDelineator. \"A Challenge to Women's Clubs.\" Nov
\n1928, pp. 14, 83-84, 86.
\nEditorial note: \"Here is a clear and forceful plan of
\nbattle for all who desire to better their own com
\nmunities.\"
\nIn this article ELB tells how women, organized in
\ngroups, are using the new tool of propaganda to mold
\npublic opinion on questions of education, better gov
\nernment, and many industries. Showing how public
\nopinion is crystallized into desired action, ELB says
\nthat women's clubs must be effectively organized,
\nthat they must have clear objectives, that they
\nshould consult experts in public opinion who will
\nmake opinion surveys for them, that the cooperation
\nof national and local societies can and should be
\nobtained. After the objective has been clearly de
\ntermined, the women's clubs must know, classify and
\nanalyze \"the public through whose cooperation the
\nbattle is to be won.\" The problem is \"to discover
\nexactly what the dominant groups in the community
\nfeel towards the proposed change, and on what basis
\na realignment of these groups can be brought about
\nin favor of the proposed measure. . . . Our next
\nproblem is to find a series of common denominators
\nof interest between ourselves and these groups we
\nare trying to align with us.\" Once the strategy of
\nattack is decided upon and the basic motivations
\nto be played upon are clear, the battle begins. Here
\naction is guided by specific conditions; if the enemy
\nis the local legislature, one method is required, if
\nan official, another method. The leaders of the
\nwomen's clubs rouse the community to action
\nthrough mass media of communication the news-
\npaper, the picture, the movies, etc. Events are or
\nganized to create news. Appeals are made to reason
\nand the emotions. ELB then discusses techniques of
\nmobilizing public opinion, including the role of a
\nsponsoring committee of community leaders, press
\nreleases, letter campaigns, meetings, parades, etc.
\nEastern Underwriter. \"The Great American Attack
\nRacket.\" Fortieth Year, No. 40, Oct 6, 1939,
\np. 50.
\nELB indicates the public relations counter-offensive
\nby which the insurance business can meet attacks.
\n\"This counter-offensive should define for insurance
\nand for the people what the private interest and
\npublic responsibility of insurance companies are and
\nshould be. These definitions should become the guide
\nposts of policy and action for the insurance compa
\nnies. And with these as a basis, insurance should be
\nable to build up for itself an impregnable position in
\nthe American economic pattern.\"
\nEconomic Forum. \"How to Restore Public Confi
\ndence in Business and Finance.\" Winter 1936,
\npp. 273-283.
\nA four-point program of action \"to teach the public
\nthat it needs modern business and financial institu
\ntions, and cannot get along without them, in what
\never set-up there is.\"
\nThe four steps are: (1) The public will accept the
\nneed for modern business and financial institutions
\nif men they believe in as symbols \"become spokes
\nmen for business and finance\"; these spokesmen
\nshould be people \"who have no personal axe to
\ngrind, who have no private profit to gain, who are
\ninterested in attempting to solve the problems that
\nconfront our American system. . . . Publicists,
\neconomists, leaders in research, the heads of great
\neducational institutions can and should be made
\nhuman symbols to bring new faith and new strength
\nto business and finance\"; (2) \"The second approach
\nis one of public education. . . . Words expressing
\nthe entire function and nature of business and
\nfinancial institutions must be re-defined and re-
\nclarified so that every member of the public will
\nhave a clear idea of the value of the word symbols
\nthat go to make up business and finance. . . . Every
\nmedium that reaches the public must carry these
\nideas to the public. Such public education cannot
\nbe accused of self-interest, for the public interest
\nand an intelligent knowledge and understanding of
\nbusiness and finance, and their place in our society,
\nare one . . . \"; (3) \"The third approach to the
\nproblem is to re-establish business men and financiers
\nin the public mind by the very activities in which
\nthey engage. This can be done by letting them,
\nthrough their deeds, again assume the position in
\nthe community which they used to occupy. The busi
\nnessman and the banker must again become the
\npublic-spirited citizen, symbol of pro bono publico\";
\n(4) \". . . financial institutions and business gen
\nerally must offer a fair and honest service to the
\npublic. They must recognize that their most vital
\nrelationship is with the public, and that the service
\nor product which they offer to the public must con-
\n17
\ntinuously be able to meet the scrutiny of public
\nopinion.\"
\n\"Growth of a Sound Idea; Public Relations
\nand American Industry.\" N. Y. 1936. 42pp.
\nEditorial note: \"The reaction of national leaders in
\nmany walks of life to an article which appeared in a
\nrecent issue of 'Economic Forum' . . . proved to
\nbe so interesting that the Editor decided to prepare
\nthis brochure as a significant indication of the growth
\nand development of a sound idea.\"
\nIn the section entitled \"The Idea,\" an editorial note
\nsays: \"Realizing the necessity of rebuilding confi
\ndence as the fundamental first step in a program that
\nwill explain that it is by the business of abundant
\nproduction of goods and services, and not by recrim
\nination, that America achieved its economic great
\nness, the Editors of 'Economic Forum,\" ever alert to
\ninterpret the ideas upon which America's economic
\nprogress depends, decided to devote the major at
\ntention of a recent issue of 'Economic Forum' to an
\nexamination of the public relations of business and
\nfinance. To present this subject accurately, com
\npletely, and authoritatively, the Editors elicited the
\nopinions of business leaders, attended conventions
\nof industry and finance, sought out the best authori
\nties on the subject, published their findings and
\neditorial opinions in a special public relations issue.
\nFor a feature article on this subject they requested
\nAmerica's leading expert on public relations, Mr.
\nEdward L. Bernays, to tell 'How to Restore Public
\nConfidence in Business and Finance.' \"
\nIn the section entitled \"The Author,\" an editorial
\nnote says: \"In asking Mr. Edward L. Bernays to
\nwrite for 'Economic Forum' on this important sub
\nject, the Editors selected America's foremost counsel
\non public relations. . . . We find Mr. Bernays'
\ncomments important because the application of his
\nideas to business situations is intensely practical.
\nHe has proved the importance of public relations
\ncounsel in industries as diverse as textile, soap, auto
\nmobile, piano, radio, luggage, oil, and refrigerator
\nmanufacturing, in educational movements, in politi
\ncal, governmental and scientific problems. Readers
\nwill remember his handling of Light's Golden Jubi
\nlee, in which Thomas A. Edison, Henry Ford and
\nother leaders participated. Because of this wealth of
\nexperience the Editors of 'Economic Forum' feel that
\nMr. Bernays' ideas, applied to the present situation,
\nare extremely practical, valuable and important.\"
\nEnglish Quarterly. \"language ofLive Men,\" Vol. I,
\nNo. 3. Oscar H. Fedell, Ed., Theodore Roosevelt
\nHigh School, 500 East Fordham Road, N. Y.
\n58, N. Y: pp. 11-13.
\nEditorial note preceding article says: \"Edward L.
\nBernays is one of America's outstanding counsellors
\non public relations, TIME magazine once having
\ncalled him 'U. S. Publicist No. 1'. . . , He has been
\nadviser to Presidents and has represented our gov
\nernment in numerous activities. In between times he
\nhas become the author of 'Propaganda,' 'Crystalliz
\ning Public Opinion,' 'Speak Up for Democracy,' and
\n'Take Your Place at the Peace Table.' \"
\n18
\nELB's article discusses the need of an understand
\ning of language in a democracy and stresses impor
\ntance of the teaching of English in our schools. He
\nsays: \"At this point in the twentieth century crisis,
\nlanguage assumes a primary role. If the great mass
\nof the global public is to understand what is really
\ngoing on, then the experts who undertake to explain
\nit all, and the millions who eagerly listen for guid
\nance, must both be trained in the precise use of
\nwords. Everywhere, however, the power of stimulat
\ning a desired attitude or course of action is closely
\nconnected with the power to use words precisely.
\nSince in this country the words are English, great
\nresponsibility, opportunity and privilege rest upon
\nour English teachers.\"
\nFinancial Diary. \"Public Relations in Business,\"
\nVol. II, No. 3. Apr 1930, pp. 4-6.
\nELB says: \"Since every corporation engaged in
\nbusiness must depend upon the public for its support
\nand its success, it is important that every public
\ncontact be consistent with company policy and that
\ncompany policy be based on sound understanding
\nof the public. Need for skill and experience in direct
\ning and supervising these public contacts has de
\nveloped a new profession public relations counsel.
\n. . . The new profession provides new help for or
\nganizations trying to solve the ever more perplexing
\nand complicated problems of reaching company
\nobjectives more good will, more business, more
\nprofits. Its techniques, intelligently handled, is ap
\nplicable to every company which deals with and
\ndepends upon others for its corporate existence.\"
\nELB then reviews various factors which condi
\ntion the behavior of the buying public and how
\npublic relations can influence that behavior. \"Let us
\ninquire how a public relations policy is formulated
\nand developed in the case of a railroad, for instance.
\nWhat are the points of contact of a railroad with
\nthe public and how can they best be directed to
\nproduce the best result? What is the product a rail
\nroad sells and how can it be presented to the public
\nso that the greatest receptivity will be produced
\nfor that product? What channels are available, in
\naddition, to those normally used, such as advertising,
\nto convey the railroad and what it stands for, to the
\npublic? . . . How can business hear what the
\npublic has to say? How can it modify its actions to
\nconform to the public's desires? How can it speak to
\nthe public in a language the public understands
\nand appreciates? The modern way is through the
\nservices of an expert in public opinion. . . . It is
\nthe function of the public relations man to help two
\npartners business and the public to understand
\neach other and to supplement each other so that the
\nbusiness may develop to the advantage of both.\"
\nFinancial World. \"A Challenge to Business Busi
\nness Must Sell Itself to the Public.\" Vol. LXVI,
\nNo. 19, Nov 4, 1936. pp. 453-454.
\nEditorial note: \"An expert in 'selling ideas to the
\npublic,' the author sees that the big job for business
\ntoday is to make the American people realize the part
\nbusiness plays in the American system.\"
\nFor business to sell itself to the public, to preserve
\nthe American system and to preserve itself, ELB
\nsays, three steps are indicated: 1. The leaders in
\nAmerica's economic fields must recognize that the
\nproblem exists; 2. they must get together; 3. a pro
\ngram of public education must be decided upon
\nwhich should reach the public through every chan
\nnel of communication and in terms of the public's
\ninterest and understanding.
\nForbes. \" Your Business Has Many Publics.\" Vol.
\n57, No. 2, Jan 15, 1946, pp. 32-33.
\nIn this article ELB discusses the opportunity of
\nbusiness executives to build a sound structure of
\npublic relations. Presenting briefly the steps to be
\nfollowed in such a campaign, the article emphasizes
\nthe identification of the publics of a business and
\nwhat they think. \"The first step of the business
\nexecutive, in determining his relationship toward all
\nthese facets, is to study each public on which he
\nimpinges and find out what each group thinks of the
\nattitudes and practices of his company. Next, he
\nshould study himself, his attitudes, his practices,
\nhis products and stack up his findings against
\nthe opinions of his various publics. He will then be
\nable to isolate points of irritation and to develop
\nfurther the existing areas of agreement. . . . When
\nall points of dissatisfaction have been determined,
\nthe wise executive will then use all possible ingenuity
\nto correct solutions that can be changed practicably.
\n. . . Only after such changes are made is it possible
\nto re-educate the public and create a new under
\nstanding of the goals and services of the company.
\n. . . And indirectly, in many ways, the company
\ncan assume leadership in community or national
\naffairs and dramatize its interest in the general
\npublic welfare.\"
\nForeign Service. \"Here's How to Speak Up for
\nDemocracy,\" Vol. 28, No. 4, Dec 1940, pp. 6-7,
\n46-48.
\nCondensation of ELB's book Speak Up for Democ
\nracy. See above.
\nForum. \"Are We Victims of Propaganda? A Debate
\nby Everett Dean Martin and Edward L. Bernays.\"
\nVol. LXXXI, No. 3, Mar 1929. pp. 142-149.
\nTo the question implied in the title, \"Are we victims
\nof propaganda?\", the editorial note answers: \" Yes,
\nsays Mr. Martin. Propaganda is making puppets of
\nus. We are moved by hidden springs which the
\npropagandist manipulates. No, says Mr. Edward
\nL. Bernays. The propagandist has developed a tech
\nnique which minorities can employ equally well to
\nbreak up majorities. Thus employed, propaganda
\nbecomes a powerful weapon against intolerance and
\nthe tyranny of the herd.\" This is in briefest summary
\nof Mr. Martin's extended affirmative argument,
\n\"Our Invisible Masters,\" Mr. Bernays' negative,
\n\"Our Debt to Propaganda,\" and Mr. Martin's re
\nbuttal. To Mr. Martin's position \"Propaganda is
\nnot the same as public instruction. It is never disin
\nterested information. . . . Even good ends may not
\njustify the means commonly employed. . . . Fur
\nthermore, the identity of (propagandists) ... is
\nseldom disclosed and they are responsible to no one\"
\nMr. Bernays replies, \"Mr. Martin . . . voices
\nthe opinion of a section of the intelligent public
\nwhich knows a little about propaganda, but . . .
\nmore about what propagandists against propaganda
\nbelieve it to be. . . . Mr. Martin looks at the whole
\nsubject of propaganda much as a man who asked to
\nwrite on the question, 'Are we victims of medicine?'
\nwould discuss only the fakers and quacks. ... It
\nis my belief that propaganda serves a useful purpose.
\n... It tends to keep open an arena in public life in
\nwhich the battle of truth may be fairly fought. . . .\"
\nForum and Century. \"Does Propaganda Menace
\nDemocracy?\" Vol. XCIX, No. 6, Jun 1938,
\npp. 341-342.
\nIn this magazine debate with Ferdinand Lundberg,
\nEdward L. Bernays upholds the worth of a \"melting
\npot of ideas.\" He states: \"The presentation of facts
\nand points of view offers everyone a choice as to the
\ncourse of action he may pursue. Here in America,
\nfreedom of opinion of propaganda exists. Un
\nder authoritarian regimes this is not true. Here
\nmany points of view are freely expressed. In authori
\ntarian countries there is only one point of view per
\nmitted. And force and coercion implement this.
\nThrough the interplay, in a democracy, of discussion,
\nargument, and persuasion, we are safeguarded. All
\ngroups and opinions thus have an opportunity to be
\nheard. The public acceptance of new ideas, in medi
\ncine, in social service, in business, in political
\nprocesses, has been brought about by public educa
\ntion, by propaganda. Propaganda is also an im
\nportant tool in social change. Minority ideas become
\neffective more quickly as a result of it.\"
\nFreedom & Union. \"Put Your Idea into Action,\"
\nVol. 2, No. 9, Oct 1947, pp. 20-21.
\nEditorial note says: \"Termed 'U. S. Publicist No. 1*
\nby \"Time,\" the author led in creating the profession
\nof public relations which he still leads. No one is so
\nqualified to tackle the problem of mass persuasion
\nwhich Mr. Bernays discusses here.\"
\nELB discusses the practical approaches to the
\nproblems of peace and tells how individuals can be
\neffective in their efforts. He says: \"America's vast sys
\ntem of communication is a powerful instrument for
\npersuasion to action on behalf of democratic ideals.
\n. . . The public can be convinced of the soundness of
\nan idea, and it can be stimulated to act on its convic
\ntions. If we are to achieve any sort of world amity, it
\nwill have to be based on an effective democracy in
\nAmerica a democracy in which the entire country
\nparticipates.\"
\nThe article begins, \"The freedom to persuade and
\nsuggest is the essence of the democratic process.
\nCommunication is the instrument with which to
\nengineer consent for social action.\" Here interpreting
\n\"engineering of consent\" to mean \"getting people to
\nsupport ideas and programs through the application
\nof scientific principles and methods . . . (which)
\ncan be learned by anyone who will make the effort
\nto study them ...\" ELB also points out that
\nwhile \"scientific persuasion . . . has contributed to
\n19
\nthe efficient functioning of society . . . demagogues
\nhave misused the techniques for anti-democratic
\npurposes (so that) . . . public education must help
\nus discriminate between subversive and constructive
\npersuasion. . . . Basic principles,\" he says, \"in
\nclude knowledge and careful planning, courage and
\nconviction . . . (with) four preliminary steps nec
\nessary to any program of effective action: 1. Ap
\npraise all resources . . . ; 2. Understand the sub
\nject thoroughly . . . ; 3. Determine your . objec
\ntive . . . ; 4. Study the public . . . group and group
\nalignments. . . . The matter of organization,\" he
\ncontinues, \"depends on two things: 1. Your own
\nenergy and effectiveness; 2. Your initial budget;\"
\nand, finally, \"Events must be planned ... in such
\na way that they will accomplish two purposes: 1.
\nThey must symbolize the idea for which you stand;
\n2. They must be handled so dramatically that they
\nwill successfully compete for attention. . . . The
\nsuccess of a program depends on the effectiveness
\nwith which it is communicated, and more than this,
\non the logic with which the entire program has been
\nthought out and developed. . .\"
\nHouse Furnishing Review. \"How to Overcome
\nDepression Fears,\" Jun 1947, pp. 2-4.
\nELB discusses the role of fear in inducing business
\nfluctuations and presents a formula for preventing
\n\"economic jitters\": \"Whatever our theory may
\nbe regarding business cycles and their cause, fear
\nplays some part in them, for men and women who
\nhave fears are an integral part of them. . . . We are
\nafraid today not only of a possible depression or
\nrecession. We are probably more afraid of the de
\npressing effects of fear itself . . . obviously fears of
\nsome groups are more powerful, influential, more
\nexplosive than fears of other groups. . . . We can
\neliminate many of the fear-makers from our social
\nand economic system. We can do this, and we should,
\nvoluntarily, as businessmen. If we rely mainly on
\ngovernment to accomplish this freedom from fear, we
\nmay well lose much of our freedom. America wants
\nboth freedom and security. But we can achieve a bal
\nance between freedom and security if every group
\nvoluntarily approaches the task so as to forestall gov
\nernment control over both security and liberty.\"
\nHousehold. \"Why We Behave Like Inhuman Be
\nings\" Feb 1949, pp. 7, 69-76.
\nThis article analyzes the 20th Century crisis in terms
\nof human behavior and shows how the social sciences
\ncan help us overcome this crisis. The article con
\ncludes: \"Thus science, with its modern equipment
\nof experiment and method, is seeking to solve the
\nproblem of inhuman behavior through greater and
\ngreater knowledge of man and the world in which he
\nlives. The key to our liberation from our jungle
\nheritage of force and fraud lies in accelerated self-
\nunderstanding. The truth shall indeed make us free
\nwhen we learn with the same control we exercise over
\nthe physical nature, that it must now be the truth
\nabout ourselves.\"
\nIndependent. \"Putting Politics on the Market,\"
\nVol. 120, No. 4068, May 19, 1928, pp.47(M72.
\n20
\nELB urges politics to employ the public relations
\ntechniques of big business in order \"to do away with
\ninefficiency in campaigning.\"
\nAfter suggesting that politics has failed to keep up
\nwith business methods in mass distribution of ideas
\nand products, ELB recommends a program for
\nremedying this defect. \"Politicians who know po
\nlitical strategy and who can develop campaign issues,
\nwho can devise strong planks for platforms and en
\nvisage broad policies cannot be given the responsi
\nbility of selling ideas to a public of more than 100,-
\n000,000. The politician understands the public. He
\nknows what the public wants and what the public
\nwill accept. But the politician is not necessarily a
\ngeneral sales manager, a public relations counsel, or
\na man who knows how to secure a mass distribution
\nof ideas. . . . The political campaign today is all
\nside shows, all honors, all bombast, glitter, and
\nspeeches. . . . Big business is conducted on the
\nprinciple that it must prepare its policies carefully
\nand that, in selling an idea to the large buying public
\nof America, it must proceed according to broad plans.
\nThe political strategist must do likewise. The entire
\ncampaign should be worked out according to broad
\nbasic plans. Platforms, planks, pledges, budgets, ac
\ntivities, and personalities must be as carefully
\nstudied, apportioned, and used as they are when a
\nbusiness desires to get what it wants from the public.
\nThe first step in a political campaign is to determine
\non the objectives, and to express them exceedingly
\nwell in the current form that is, as a platform.
\n. . . To aid in the preparation of the platform there
\nshould be made as scientifically as possible an
\nanalysis of the public, in order to determine just
\nwhat the platform should contain. . . . The ex
\npenses of a political campaign should be budgeted.
\n. . . The first question which should be decided is
\nthe amount of money to be raised for the campaign.
\nThis decision can be reached by a careful analysis of
\ncampaign costs. . . . Then the second question of
\nimportance is the manner in which money should
\nbe raised. It is obvious that politics would gain
\nmuch in prestige if the money-raising campaign
\nwere conducted candidly and publicly, just as the
\nwar campaign funds were raised. . . . The third
\nstep is to decide how the money is to be spent. This
\nshould be done according to the most careful and
\nexact budgeting, wherein every step in the campaign
\nis given its proportionate importance, and the funds
\nallotted accordingly. ... In the same way the
\nemotions by which the public is appealed to may
\nbe made part of the broad plan of the campaign.
\nUnrelated emotions become maudlin and senti
\nmental too easily, are often costly, and too often
\nwaste effort because the idea is not part of the con
\nscious and coherent whole. . . . The emotional
\ncontent must, first, coincide in every way with the
\nbroad basic plans of the campaign and all its minor
\ndetails; second, it must be adapted to the many
\ngroups of the public at which it is to be aimed; and
\nthird, it must conform to the media of the distribu
\ntion of ideas. . . . It is essential for the campaign
\nmanager to educate emotions in terms of groups.
\n. . . The political campaign having denned its broad
\nobjects and its basic plans, having denned the group
\nappeal which it must use and the groups which it
\nmust reach, must now define the various channels
\nthrough which it can appeal to the public as a whole.
\n. . . But whatever is done must be synchronized
\naccurately with all other forms of appeal to the
\npublic. Many events can be planned, events which
\nmust dramatize the ideas for which the candidate or
\nthe party or the platform stands. Activities must be
\ncoordinated, the platform itself must be so pre
\nsented that every plank of it may be as understanda
\nble, as graphic, as concise as the slogan of a soap
\nmanufacturer or a motor company. . . . When this
\nis achieved it is possible that political supply and
\ndemand can be brought closer together. Scientific
\nmethods and sales charts will supercede the guesses
\nand the betting that form so large a part of the
\ncampaigning today.\"
\n. \"This Business of Propaganda.\" Vol. 121,
\nNo. 4083, Sept 1928, pp. 198-199.
\nEditorial note: \"Propaganda is an ancient art, but it
\nrequired the war to develop a new profession skilled
\nin its uses. Governments, prominent persons, bank
\ning, industry have all called upon the public relations
\ncounsel to smooth out their contacts with the world.
\nSomewhat recently the investigation of power pub
\nlicity has focused attention upon the legitimate use
\nof propaganda. THE INDEPENDENT has invited
\nMr. Bernays, one of the most prominent public rela
\ntions counsels and author of 'Crystallizing Public
\nOpinion,' to explain in this article the rules of his
\nprofession and the limitations of propaganda.\"
\nIn the article, ELB says the ethics of a propagan
\ndist or public relations counsel should be: (1) never
\nto represent or plead in the court of public opinion
\na cause he believes is socially unsound; (2) never to
\ntake the cases of conflicting clients; (3) \"when he
\ndeals with any of the media of disseminating ideas to
\nthe public press, radio, lecture platform or motion
\npictures he will do so as the representative of his
\nclient, 'maintaining the same standards of truth with
\nthem as govern the morals and habits of the world he
\nlives in.' The social value of the public relations
\ncounsel,\" ELB concludes, \"lies in the fact that he
\nbrings to the public facts and ideas of social value
\nwhich would not so readily gain acceptance other
\nwise. While he, of course, may represent men and
\nindividuals who have already gained great accept
\nance in the public mind, he may represent new ideas
\nof value not yet accepted.\"
\nIndustrial and Labor Relations Review. \"An
\nEducational Program for Unions,\" Vol. 1, No. 1.
\nOct 1947, pp. 103-109.
\nELB discusses industrial relations from the public
\nrelations standpoint. \"It appears to me that unions
\nstill have an important job of work to do; namely,
\nto carry on an intensified factual educational cam
\npaign, to instruct not only the general public and
\nmanagement, but their own union members as well,
\non the bedrock facts of the struggle for industrial
\ndemocracy. . . . Organized labor can help educate
\n21
\nboth management and workers to a realization of this
\nobligation. Such education has one basic purpose: to
\ncreate understanding, so that management and labor
\nmay work together effectively and prevent clashes.
\nAnd this cooperation must come, for our system
\ncannot stand continuous warfare.\" After examining
\nthe educational program of one progressive union,
\nwhich consisted of: educating members to enter into
\nthe union's work; to strengthen democracy; and to
\nsell itself to its own rank and file, ELB suggests addi
\ntional programs: \"(1) Make the public understand
\nthe value to the country of sound unions and ma
\nture union leadership. (2) Make the employer un
\nderstand the value of unions to him, and make him
\nrealize that he needs to apply the science of hu-
\nmanics, the study of human relations. (3) Make the
\nworker understand our industrial system and his
\nrole in it. This type of education will lay the founda
\ntions for a broader understanding of controversial
\neconomic issues, and build toward increased coopera
\ntion between labor and other major sectors of our
\nsociety.\"
\nInfantry Journal. \"War against Words.\" Vol.
\nXLVII, No. 5. Sept-Oct 1940, pp. 482^85.
\nIn discussing the importance of modern propaganda
\ntechniques in psychological warfare today, ELB
\nsays: \"The Army of the United States must make full
\nuse of this art and this science if it is to have the
\nhighest potential morale within its own forces, and
\nthe highest efficiency in attack and counter-attack
\non the enemy in the psychological warfare of today.\"
\nAfter pointing up the increased role played by
\npropaganda activities in the first World War and
\nits even greater prospects for the second World War,
\nELB outlines a program for effective counter-propa
\nganda. \"The most effective method, of course, is to
\ndevelop in one's own adherents an overwhelming will
\nto victory, a belief in strength, a certainty of suc
\ncess, a forceful morale. Morale is dependent on
\nmany factors. Counter-propaganda can meet the
\nstrategy of terror aimed to break it down by
\n(1) Emphasis by reiteration of the weaknesses of the
\nenemy, using facts, figures and dramatization of
\nstrong spots. (2) Deflation of the attack of words be
\nfore it is launched by calling attention to it, exposing
\nthe method, and thus taking the wind out of its sails.\"
\n. \"Morale: First Line of Defense.\" Vol.
\nXLVIII, No. 5, May 1941. pp. 32-35, 69.
\nEditorial note in \"Meet Our Authors\": \"Edward L.
\nBernays is the well-known public relations counsel.
\nDuring the World War he served as a member of
\nthe staff of the United States Committee on Public
\nInformation the 'Creel Committee' and he
\nwas later also on duty in Paris at the Peace Confer
\nence. He wrote Crystallizing Public Opinion and
\nPropaganda. This issue carries his second contribu
\ntion to The Infantry Journal; the first, 'War Against
\nWords,' appeared in the September-October, 1940
\nnumber.\" p. 69.
\nEmphasizing that in modern warfare \"psychologi
\ncal ramparts are as important as physical ramparts,\"
\nELB urges that \"our morale is our true first line of
\ndefense.\" While national unity and morale must
\ncome from all, \"it cannot be imposed from any cen
\ntral authority or control.\" The Army can help build
\nmorale by 1 . exerting itself to make democracy work
\nbetter by cherishing democratic standards both in
\nits own inner workings and its relations with those
\nnot in the Army; to defend democracy, our Army
\nmust be a democratic army; 2. leaders of the Army
\ncan aid in making democracy work better by their
\npublic expression in favor of those causes that, make
\nfor a more closely knit democracy; Army leaders can
\nstrengthen America's psychological front by becom
\ning articulate, dynamic proponents of democracy,
\npp. 32-33.
\nCommenting on the importance of the Army's
\nnewly established Public Relations Bureau and Mo
\nrale Branch, ELB recommends the following.
\nFor the Bureau: 1. a broader survey than has yet
\nbeen made of Army customs and practices; 2. a study
\nof what the public expects of its democratic army;
\n3. a study to ascertain what words, pictures and ac
\ntions, and what type of presentation will best con
\nvey the facts about the Army to the public; 4.
\nthrough the Bureau of Public Relations, Army lead
\ners should express themselves to a greater extent
\nthan at present upon matters affecting democracy;
\nthe educational system of the country can be urged
\nto study and teach the varied fields of learning that
\nenter into the new political and psychological war
\nfare; 5. the Bureau should speak up for democracy
\nwithin the Army itself; 6. it should avail itself more
\nand more of the intellectual resources of the scientific
\nand .trained personnel available in this country.
\nFor the Morale Branch: 1. the fullest use of spe
\ncialized scientific personnel to serve on a Morale
\nCommission that will advise the Army's public rela
\ntions and morale agencies on policies and methods;
\n2. to harness civilian intellectual capacities to the
\nproblems the country and the Army face, both
\nwithin the Army and in the relation of the Army to
\ncivilians; experts in the social sciences sociologists,
\npsychologists, psychiatrists, social psychologists,
\nadult educators, experts in public relations and com
\nmunications are likewise willing to place them
\nselves at the disposal of the government and should
\nbe called upon as freely, p. 34.
\nJournalism Quarterly. \"The Press Must Act to
\nMeet Postwar Responsibility,\" Vol. 21, No. 2.
\nJun 1944, pp. 122-129.
\nEditorial note: \"Mr. Bernays, the well-known public
\nrelations counselor, here analyzes newspaper 'plat
\nforms' and public acceptance of the press, and sug
\ngests steps it must take to maintain its position in
\nthe world of tomorrow.\"
\nELB's analysis is based on the premise that
\n\"communications today and in the postwar world
\nconstitute a problem of vital concern. The press,
\nradio, motion pictures and magazines are our four
\ngreatest media of communication. They bear tre
\nmendous social responsibility . . . which will de
\ntermine what the future shall be. ... The daily
\npress has made enormous strides in the last few
\n22
\nyears. . . . But the press . . . has failed to gain the
\nbroad public acceptance it should, either as a dis
\nseminator of news or as an instrument of social
\nleadership, the two functions of a free and inde
\npendent press in a democracy. There is danger to
\nour democratic well-being in this condition, for unless
\nthe public regards the press as a free and independent
\nmedium and an instrument of leadership . . .
\nthere may be a tendency . . . toward restriction
\nand control, despite the First Amendment.\"
\nELB says his conclusions are based upon \"a study
\nof authoritative surveys . . . and from personal
\ncorrespondence with publishers all over the nation.
\n. . . One hundred sixty-nine publishers of American
\ndaily newspapers in 161 cities, in 43 states where
\n96 per cent of the dailies are located, cooperated.
\n. . . The newspapers I studied were approximately
\nnine per cent of the entire daily press of America
\n... a cross-section of the entire press.\"
\nIn the study, problems \"vitally affecting both the
\npublic and the press\" were involved: \"First, what are
\nthe public relations policies and practices that gov
\nern American daily newspapers today? Second, what
\nare the attitudes of the American people toward
\nthe . . . press. . . ? Third, what are the issues
\nand goals the American people are interested in now
\nand for the post-war period? . . . We shall appraise
\nnewspapers and their platforms from two stand
\npoints,\" ELB also pointed out, \"first, as a profes
\nsional service purveying news, an informant of public
\nopinion, independent and free; second, as a social in
\nstrument of leadership expressing itself in interest in
\nthe local community in improvements, projects,
\ncooperation; and in interest in the national govern
\nment in patriotism, in war and postwar interests.\"
\nELB concludes: \"If the newspaper effectively
\nserves the public as a news disseminator and a social
\ninstrument, we do not need to be concerned about
\nthe newspaper as a successful private enterprise.
\n. . . Newspapers may have much advertising and
\ncirculation brought about by many different causes
\ntoday, but if they do not act on these basic consider
\nations they will not be able to maintain their position
\nin our society.\" ELB gives \"recommendations for
\nplatforms of leadership character\" leading to the
\nhigh point that the press \"must 'sell' to the public
\nconstantly that it is truthful and accurate. ... It
\nmust stress to the public in every way its inde
\npendence from domination by newspaper owners,
\npoliticians, capitalists, government or advertisers.
\n. . . This can be done through what is known as the
\n'engineering of consent,' using public relations pro
\ncedures . . . [covering] a knowledge of maladjust
\nments with the public, and their elimination; of ob
\njectives, themes, strategy, timing, planning, or
\nganization and the use of tactics, through every
\nchannel of approach. . .\"
\n. \"Views on Postwar Responsibility of the
\nAmerican Press.\" Vol. 22, No. 3, Sept 1945,
\npp. 255-262.
\nEditor's note: \"Mr. Bernays, the well-known public
\nrelations counselor, presents a representative collec
\ntion of frank and enlightening comments on his
\narticle in the June 1944 Journalism Quarterly, which
\nhas provoked wide discussion.\"
\nELB says: \"In the June 1944 Journalism Quar
\nterly was published my article entitled 'The Press
\nMust Act to Meet Postwar Responsibility!' . . .
\nThe article dealt with stated policies of American
\nnewspapers and how they practice them; the atti
\ntudes of the public toward the press; the issues that
\nthe public considers to be important; and recom
\nmendations on public relations for the daily press.
\nIt pointed out that danger signals existed for the
\nAmerican press. From an interpretation of authorita
\ntive surveys, it suggested that the press has failed to
\ngain the broad public acceptance which its function
\nin a democracy demands the function of a dissemi
\nnator of accurate, complete and unbiased news and an
\ninstrument of social leadership. It concluded that,
\nunless steps were taken to remedy this condition,
\nnot only does the press stand to suffer but the
\nprogress of the nation itself might be impeded. . . .
\nThe London's World's Press News, on September 7,
\n1944, devoted a page to it and commented: 'His
\nanalysis must give thinking leaders of the press . . .
\nconcern. His article deserves serious consideration.'
\n... In this country reprints of the article were sent
\nfor comment to a number of leading publishers and
\neditors of daily newspapers and to educators, busi
\nness men and professional men. Some 500 responses
\nwere received from these key figures in American
\nlife. With one exception, the respondents supported
\nthe position taken in the article. The observations
\nranged from alarm at the existing problem to con
\nfidence in a satisfactory solution.\" ELB then ab
\nstracts some of the responses he received, concluding:
\n\"Certainly, these responses indicate an awareness of
\nthe problem by leaders of newspapers and other
\nsectors of our society. A recognition of the necessity
\nfor change is a healthy sign in a democracy.\"
\nLabor and Nation. \"The Public Can Be Brought to
\nLabor by Bringing Labor to the Public.\" Vol. I,
\nNo. 2, Oct 1945. pp. 33-47.
\nELB contributes to the magazine's symposium on
\n\"Public Attitudes Toward Labor Unions: An Analysis
\nof Popular Reactions toward Labor Unionism as
\nReflected in the Public Polls by Leading Public Re
\nlations Experts and National Union Officials.\" Other
\ncontributors are Philip Murray, Walter P. Reuther,
\nElmo Roper, J.B.S. Hardman, Julius Hochman.
\nELB says: \"At the present time, the only data
\nthat is available relative to public attitudes on labor
\npractices and labor leaders is that of the opinion
\npolls. If I were asked to draw my conclusions from
\nthe opinion polls, certainly I would say that the
\npublic is sharply critical of labor union practices and
\nof many labor leaders. That does not mean, how
\never, that this conclusion is necessarily a correct one.
\nFor the polls, while they show that the general
\npublic is sharply critical, do not show the depth or
\nthe intensity of these critical opinions. . . . There
\nare means of ascertaining the state of the public
\nmind which may, from the broad standpoint, prove
\n23
\nthe contrary of the polls. . . . We call our question
\ntechnique the 'depth interview' method. . . . The
\nmethod attempts to find the basic motivations that
\nhave prompted whatever the surface attitude may
\nbe, and to indicate the extent to which an indi
\nvidual is tied to whatever opinion he may have and
\nthe reasons why. Such a method applied to ...
\nlabor union practices and labor leaders would, it
\nseems to me, permit an individual to give a con
\nsidered judgment . . .\"
\nPublic regulation of certain phases of union ac
\ntivity, ELB continues, might allay certain anti-
\nunion sentiment for the time being but would not
\nnecessarily be a permanent cure. To make effective
\nheadway, cooperation between labor and the public
\nmust be treated from an integrated, unified approach
\nto the problem. \"Such a unified approach might well
\nbe borrowed from what industries have done in meet
\ning comparable problems of public relationships.
\nThey have banded together for purposes of working
\nout adjustments, . . . have modified their own
\nattitudes and actions to conform to society's de
\nmands and in turn, attempted to modify public
\nattitudes and actions to bring about integration.\"
\n. \"Labor Education as a Problem in Public
\nRelations.\" Vol. II, No. 2, Mar-Apr 1947,
\npp. 19-21.
\nELB presents a program for acquainting the public
\nwith the aims, functions and operations of labor
\nunions. The editorial note says: \"Edward L. Bernays
\nis a nationally recognized public relations expert.
\nThe statement on these pages is taken from an ad
\ndress by Mr. Bernays before a UAW-CIO Educa
\ntional Conference held at Cleveland, Ohio, January
\n24-27, 1947.\"
\nThe statement is one of three presented in the
\n\"How-to-Do-it Department\" of this issue, with the
\neditor's comment: \"In response to frequent requests
\nfrom union workers in the field, LABOR and NA
\nTION will print under the above heading competent
\nstatements describing, in necessary and sufficient
\ndetail, the way 'things are being done' in various
\nbranches of union activity. . . . LABOR and NA
\nTION invites the widest possible reporting on the
\n'know-how' of all that relates to union activity, in
\ndustrial and public relations, political activity, edu
\ncation, democracy.\"
\nIn his discussion ELB stresses four great needs in
\nlabor education as a public relations problem
\n(1) for labor educational programs based on essen
\ntials; he outlines immediate and long-range steps to
\ntake; (2) for specific kinds of information about
\nunions to be supplied to the public with proper plan
\nning; (3) for employer-education programs; (4) for
\neconomics education of union members. He gives
\nexplicit guides as to the \"several broad lines of
\neffort\" along which \"labor education needs to be
\ndirected\" first, in the education of members on
\nunion objectives; second, in strengthening democ
\nracy; third [\"and this is not often announced but
\nwell understood\"] in \"selling\" the union to its own
\nrank and file suggesting, also, \"three additional
\nprograms of education to make all segments of your
\npublic [general, employer and worker] understand
\nwhat you want and why, and be more willing to
\naccept your goals,\" with planning \"on a broad but
\ndetailed scale, over an extended period.\" He gives an
\nextensive schedule to be used in planning \"to cover
\nthe following kinds of information about unions:
\n1. What is a union? How does it function? 2. What
\nare the educational and welfare activities of unions?
\n3. What are the facts about collective bargaining?
\n4. What are the facts about labor disputes in general?
\n5. What do the words mean? [. . . to do this job
\n. . . simply to apply the techniques . . . [of] mass
\neducation.]\" For educational directors \"of a great
\nunion\" he provides an 8-point educational program
\nto \"help reach general union goals . . . aimed at the
\nemployer: 1. Educate your employer to the place of
\nthe union in our system, ... to study and use the
\nknowledge of human relations that has been gathered
\nby universities, labor unions, foundations. 2. Point
\nout [the] many groups of progressive men and or
\nganizations . . . interested in studying and fur
\nthering human relations . . . [which] deserve sup
\nport from businessmen and labor unions . . . [such
\nas] the Society for the Psychological Study of Social
\nIssues, the Society for the Advancement of Manage
\nment, the American Academy of Political and Social
\nScience. ... 3. Persuade them to stimulate further
\nresearch by industrial relations schools like those at
\nCornell, Princeton. 4. Encourage [them] to carry on
\ntechnological research to improve working condi
\ntions. 5. Help management to develop new ap
\nproaches to the industrial relations problem . . .
\n[for instance, stabilized employment . . .]. 6. Point
\nup the importance of intelligent, honest, unbiased
\nindustrial relations personnel. 7. Urge management
\nto encourage responsible leadership among the
\nunions. 8. Urge them to support housing programs,
\ncivil liberties, sound international relations and
\nother programs to strengthen democracy.\" Warning
\nthat \"efforts cannot succeed overnight,\" ELB
\nstresses the point further that \"The educational
\nprocess builds new points of view by planned con
\ntinuous and repeated efforts. Different times, condi
\ntions and methods yield different results.\" Indi
\ncating finally the need, proved by \"reliable polls,\"
\nfor education of union members in economics, he
\nsays, \"Most of us know little about technical finance
\nin business. This leaves the worker without the
\nknowledge on which bargaining must be based. If
\nhe understands management's problems, he can deal
\nwith management on a realistic basis. . .\"
\nLeader Magazine. How Can the British and the
\nAmericans Understand Each Other?\" London:
\nSept 10, 1949, pp. 5-7, ill.
\nEditorial note: \"What is wrong with Anglo-Ameri
\ncan relations? Is the present outburst of misunder
\nstanding and resentment a passing mood or a deep-
\nseated problem? Here America's leading expert on
\npublic relations, now visiting Britain to study tech
\nniques in this country, puts forward a plan to meet
\nthe most serious issue of the year.\"
\n24
\nELB asserts, \"There is no doubt that the people of
\nBritain and ... of America are farther apart than
\nat any time since before the first World War. . . .
\nThe dangerous fact is that the people of the two
\ngreat democracies are today emphasising their dis
\nagreements rather than their areas of agreement,\"
\nELB stresses the fact that \"we must look for a solu
\ntion that is lasting, based on the understanding
\namong both our peoples that we have a belief in a
\ncommon past, a common present and a common fu
\nture that our goals are the same.\"
\nHe continues the three-page discussion and
\nanalysis under the sub-heads, \"Understanding
\nComes First,\" \"The Mistakes We Make,\" \"Public
\nPolicy and Public Relations,\" and \"A Joint Com
\nmittee on Understanding.\" He proposes resolution
\nof the problems he sees \"in terms of the enlightened
\nself-interest of the two parties concerned ... on the
\nlevel of real, long-term issues, not short-term irrita
\ntions. . . . First, . . . that a joint solution be
\nfound, not merely of the dollar-pound question, but
\nof the entire problem of Anglo-American cooperation
\n[which must depend on an enlightened public opin
\nion, a public on both sides of the Atlantic which
\nknows all the facts . . . and makes its decisions in
\nthe knowledge of these facts. ..].... From an
\neconomic standpoint, . . . Britain must, if it wants
\nto export, lower its cost of production through in
\ncreased efficiency in production; second, it must re
\nduce costs based on cartel and trade association price-
\nfixing. . . . At the same time, it is necessary for us
\nin the United States to appreciate the special handi
\ncaps under which Britain labours in a post-war
\nperiod. . . . [Many] irritations could be eliminated
\nby a campaign of education of the American who
\ncomes to Great Britain, telling him what he may ex
\npect, and of the Britisher, telling him how to deal
\nwith the tourist when he comes. . . . There is the
\nquestion of what to tell the Americans about Great
\nBritain in their home country. . . . What is the
\nremedy? I believe it is that at top-level policy-mak
\ning, the British Cabinet, there be present always an
\nexpert public relations man who can interpret to
\nthe . . . Cabinet the impact of policy before it is
\ntranslated into action or law. A good statesman is
\nnot necessarily a good public relations man. Too
\nmany public relations officers in government are
\ngiven the policy to disseminate after it has been de
\ncided upon. . . . This is perhaps not the place to
\ndiscuss personalities. But I would suggest emphat
\nically that [in regard to] the man who acts as Ambas
\nsador of Great Britain to the United States . . . this
\nis the time for forthright and frequent utterance by
\nall Anglo-American spokesmen. The whole problem
\nof British information to America should be treated
\nfrom the standpoint of the engineering of consent
\nof the American people to their common heritage,
\ntheir common present, their common future. . . .
\nAny activity carried out should be part of a broad
\nintegrated programme covering effective research,
\nstrategy, themes, organisation, planning, timing and
\ntactics. Call this propaganda if you will, it is aimed
\nat accomplishing the end we all want. . . . America
\nmust do her part, too, from an economic angle. She
\nmust lower tariffs if they keep out British goods that
\nBritain produces better and cheaper. America must
\nencourage rather than discourage British insurance
\ncompanies . . . , should encourage the tourist
\ntraffic more than we do, . . . must realize that ship
\nping is a British forte . . . rather than subsidize our
\nmerchant marine to the extent we do. . . . The sug
\ngestion has been made that as a first line of defence
\nof democracy Britain and the United States form a
\nJoint Committee on Furthering Common Under
\nstanding of joint problems confronting them. We
\nhave a joint military staff, discussing and preparing
\nproblems of defending democracy's physical bound
\naries. But we know that military preparations are
\nuseless unless they are backed by the people of the
\ndemocracies. ... If we had both, through such a
\njoint board, done what our military people are doing,
\nbuilt up our common goals on common understand
\ning, we would not now be in a position in which there
\nis fear that we may be divided not only in two worlds,
\nbut in three.\"
\nMcCall's Magazine. ''The Two Lives of Women,\"
\nJun, Jul 1946.
\nEditorial note calls ELB \"the foremost public
\nrelations counsel.\"
\nThe first of these two articles examines woman's
\nideal life as contrasted with her actual existence; the
\nsecond provides a blueprint for action by women.
\nThe articles contain factual information, opinions
\nobtained from 260 leading physicians, playwrights,
\neducators, clergymen, social scientists, labor leaders,
\nphilosophers, historians, Congressmen, journalists,
\npediatricians, artists, poets, writers, movie produc
\ners, statesmen, columnists, lawyers, economists,
\nbusinessmen, counsel, etc. In the first article, ELB
\ndescribes his \"approach to the subject\": . . . \"We
\ndid not set up shop as experts on women ourselves.
\nInstead, we sought out the experts and got their
\nopinions and then . . . evaluated the mass of
\nopinions . . . received. Our operating premise was
\nthat we must first know . . . the physical and
\npsychological differences between men and women.
\nThen we determine what thoughtful men and
\nwomen consider the ideal relationship between the
\ntwo sexes. . . . We must determine how far the
\nactual falls short of that ideal in woman's role as
\nsweetheart and wife and mother, her part in indus
\ntry and the professions, her legal and political stand
\ning in the society. Finally, we must produce, as the
\nsifted and considered body of opinion from the ex
\nperts who guided us, recommendations leading to
\nward a more satisfying and more rewarding place
\nfor women in American life. There was nothing in
\nthe technique we employed which we have not em
\nployed frequently in other fields of inquiry: 1. Au
\nthoritative books were read and abstracted. 2. Con
\ntemporary magazines and newspapers were studied.
\n3. The attitudes of women in recent public opinion
\npolls were compared with the attitudes of men. 4.
\nThe leading organizations concerned with the ac
\ntivities of women were asked to furnish material.
\n25
\n5. Thousands of letters were mailed to leading men
\nand women of the country anthropologists and
\nteachers, doctors and clergymen and social workers,
\nwriters and scientists asking for the full discussion
\nof a series of questions. Their replies, which came in
\nunprecedented number and frankness, form the
\nbasic core of this report.\" In the second article,
\nwhen he undertakes \"to interpret these opinions and
\nto prepare a blueprint of action by which the actual
\nmay be brought somewhat closer to the ideal\"
\nELB says that \"a fair cross section of the leaders of
\nthought in this country, told us ... that because
\nof her intelligence and natural abilities, woman
\nis the equal of man in nearly every field of human
\nendeavor.\" The blueprint as to the organization of
\na campaign around a need felt by women includes
\nspecific steps \"1) The preparation of informative
\nmaterial for members of the group or committee,
\nfor the press, and for local radio station. 2) The
\ndrafting of letters and pamphlets ... to all lead
\ners of thought in the community. 3) ... An out
\nline giving a specific job to each member of the
\ncommittee.\" In addition, there are suggestions as to
\nthe building of themes and appeals, \"a set of tactical
\nplans\" for \"the lifting of woman to equal status with
\nman, [in], i.e., the matter of recognition in the prac
\ntice of medicine, and in general public relations pro
\ncedure.\" ELB then summarizes, \"... society needs
\nwoman as a mind and an active force, rather than as
\nsomething locked to the kitchen and the vacuum
\ncleaner. Woman has not emerged into her full
\nusefulness. The way she can emerge is by her own
\nefforts. Nobody will help her. What do you say?
\nWhat is more important? What will you do?\" As a
\npart of \"these expert instructions prepared ... at
\nMcCall's request, by America's foremost public
\nrelations counselor,\" the magazine also presents
\n\"a case history (illustrated) of women in action . . .
\nhypothetical only as to names and dates. In thou
\nsands of actual cases prople have used these tech
\nniques to change the course of events and other
\npeoples' minds.\"
\nMademoiselle. \"We Hitch Our Wagons,\" Aug
\n1947, p. 252.
\nOne of twenty guest editors at Mademoiselle's first
\nJobs and Futures Conference, ELB, advised Elaine
\nDiamond, U.C.L.A. '47, about a promotion career.
\n\"You'll need the broadest possible general knowl
\nedge, the ability to deal with everything from fashion
\nto highways plus imagination and analytical
\nlogic.\"
\n\"Blowing the Other Fellow's Horn.\" May
\n1949, pp. 172-73, 256-259.
\nEditor's note: \"Mr. Bernays' advice to young
\nwomen on careers in public relations is backed by
\ntwenty-five years' experience as counsel for corpora
\ntions and philanthropies, radio chains and univer
\nsities, factories and art galleries. In fact, he has been
\ncalled America's No. 1 Publicist.\"
\nDiscussing careers for young women in public rela
\ntions, ELB divides the field into non-profit groups
\npublic service, government, education, foundations,
\nsocial service organizations, political parties, religion,
\nrecreation and profit groups where public rela
\ntions counsel handle \"everything from trade associa
\ntions and insurance companies to the motion picture
\nindustry.\" In public relations \"the quality of your
\nbrains is more important than your profile.\"
\nAmong qualities desirable in public relations,
\nELB says, are the ability to induce other people to
\ndo what you want them to; travel on your own
\nsteam; be alert, tactful; have an analytical mind, a
\nflair for research, a talent for writing, be articulate
\nand above all accurate; be a good mixer; remember
\nnames and faces; be persuasive; be able to stand a
\nfast pace; have good judgment, objectivity, discre
\ntion, honesty, sincerity, vision, imagination and
\n\"good old common horse sense.\" For success in the
\nfield, you have to know the strategy and techniques
\nof public relations; you also have to know the cause
\nyou would espouse fashion, food, finance, etc.
\n\"The social sciences make good basic equipment
\nfor all aspirants. . . . Many universities throughout
\nthe country offer courses. ... A college education
\nis not a prerequisite but it helps. You can get ahead
\nby starting at the bottom . . . and learning while
\nyou work as a stenographer. ... A seasoned PR
\nwoman knows how to do research, conduct surveys,
\nwrite articles, news releases, speeches, pamphlets,
\nannual reports, . . . conduct a house organ, direct
\na mailing campaign, stage exhibits and shows, ar
\nrange press conferences and speak in public.\"
\nDefining the field, ELB says: \"In its correct sense,
\npublic relations is advising on policy-making matters.
\nPublicity is not. It is one of the most important tools
\nof public relations, but it is not public relations. . . .
\nThe general determines the strategy, the colonel
\ncarries out the strategy planned by the general. Public
\nrelations is usually associated with consultant, insti
\ntutional, and big business functions. Publicity con
\ncerns itself with newsmaking and the psychology of
\nselling products and ideas.\"
\nMusical America. \"Letter to the Editor,\" Jun 12,
\n1916.
\nLetter to the Editor of Musical America written
\nfor the Music League of America in protest against
\nthe article, \"When New York Sits in Judgement\"
\nby P. J. Grant, which appeared in the magazine on
\nJune 10, 1916. ELB says: \"It (the Music League of
\nAmerica) is called to task for having such men and
\nwomen as Pasquale Amato, Giovanni Martinelli,
\nMme. Kurt and Johannes Sembach, 'foreigners', on
\nits Park Music Committee. ... As regards the
\nmake-up of the committee, we feel that this is as it
\nshould be. It is thoroughly cosmopolitan in make-up;
\na representative committee that can well choose
\nmusic for New York's conglomerate population. . . .
\nAs to the public press allowing its formation without
\neven a protest, that, to our minds, shows that the
\npublic press here is not as narrow as it might be in
\nParis or Berlin, the cities to which your writer refers.
\nThe lack of this narrowness is shown, too, by the
\nmembership of the committee and by the artists
\nwho have offered their services.\"
\n26
\nThe New Leader. \"Is Broadway Disappearing?\"
\nVol. XXXIII, No. 20. May 20, 1950. 32pp.
\nEditorial Note: \"Edward L. Bernays is one of Amer
\nica's leading public relations counsels.\" This article
\nis based on the theatre survey made by ELB for
\nThe League of New York Theatres in 1949, and cov
\ners more or less the same ground as the article on the
\nsame subject in Theatre Arts Magazine. See below.
\n. \"Hawaii the Almost Perfect State?\"
\nVol. XXXIII, No. 46, Nov 20, 1950. 32 pp.
\nEditorial note: \"Edward L. Bernays, U. S. Publicist
\nNumber 1, studied island conditions first-hand as
\nvisiting professor in Public Relations at the Uni
\nversity of Hawaii last summer.\"
\nAt this time, says ELB, when the United States
\nis so deeply concerned with problems in the Far East,
\nHawaii has a fourfold significance for us: 1. she is our
\nisland bastion in the Pacific; 2. she disproves Soviet
\naccusations that imperialism and racism are our na
\ntional policy; 3. she dramatizes to the Mainland that
\nAmericans of most diverse backgrounds can live to
\ngether in harmony; 4. she demonstrates that 500,000
\nAmericans, 2,500 miles distant in the Pacific, can
\nsuccessfully work out their destiny democratically.
\nHawaii has reached many of her goals political
\nself-sufficiency, high standards of democratic living,
\neconomic self-containment; she clearly deserves
\nstatehood. But some gaps still need to be bridged.
\nOutlining Hawaii's history in economic and ethnic
\nterms, ELB says: \"Such disharmony as exists can be
\nblamed for the most part on the little group of
\nmyopic men who constitute an expanded Big Five,
\nwho are outmoded and outdated in their attitudes
\nand policies, and who are still trying to run the
\nIslands.\"
\nHe then lists two types of rumors in Hawaii which
\nexpress aggression: 1. ethnic rumors that deal with
\nrelationships between Caucasian and other ethnic
\ngroups, and 2. economic rumors that play up the
\nmiddleman, and the man in the street, as victims of
\nthe Interests, the Big Five, Big Business. He also
\nlists fourteen sources of friction pointed out by
\nHawaiians of Oriental background. \"Improvement
\nin intergroup relations is all the more important,\"
\nsays ELB, \"because today the situation is so excel
\nlent on the whole. Nothing I have said here is in
\ntended to give the impression that cataclysmic re
\nform is needed in the Islands. On the contrary,
\nHawaii is possibly as nearly democratic as any
\ncommunity in the world. Hawaii comes close to
\nmeeting the four goals projected above. For Hawaii
\nto meet these goals fully, it would need only a very
\nslight change of attitude on the part of a very small
\nnumber of people toward the residual problems dis
\ncussed here.\" pp. 10-13.
\nNew York State Pharmacist, See Addenda, Item
\n15.
\nOccupations. \"Public Relations as a Career,\" Vol.
\nXVI, No. 2, Nov 1937, pp. 131-133.
\nThis article by ELB and Doris E. Fleischman
\nanalyzes the continued substantial growth of public
\nrelations activities in recent years and outlines the
\noccupational opportunities existing in their field.
\nThe function of the public relations counsel, this
\narticle says, is to appraise and deal with the group,
\nand individual mind and action. The public relations
\ncounsel approaches a particular problem as follows:
\n1. He analyzes the relationship of the public to his
\nclient. 2. He analyzes his client and his client's
\nobjectives. 3. He formulates policies to govern his
\nclient's practices toward the public. 4. He interprets
\nthe client, his product or his services to the public.
\nThe young man or woman entering this profession
\nhas before him possibilities for influence that are
\nlimited only by his own ability. The ideal of the
\nprofession is a pragmatic one. It is to make the
\nproducer understand what the public wants, and to
\nmake the public understand the objectives of the
\nproducer; it is to make the producer, in the widest
\nsense of the term, and the consumer meet on the
\nhighest possible point between them for the greatest
\ngood.
\nDiscussing the ethics of the profession, ELB and
\nDEF say that the public relations counsel maintains
\nfaith with his public, his client and his media of dis
\ntribution to the public. He cannot accept clients
\nwhose cases are mutually antagonistic or a case
\nwhich is anti-social.
\nThe most effective way to start in this profession
\nis to join someone practicing it. This covers a wide
\nrange, from banks to farm bureau federations. Salary
\nof beginner varies with demand for his services, his
\nability, his power to sell himself, the budget of the
\ngroup or individual for whom he works. Women have
\nachieved comparable standing with men in this field.
\nPrinters' Ink. \"The Press Agent Has His Day.\"
\nFeb 26, 1920, pp. 107-108.
\nIn this article, ELB replies to an editorial in Printers'
\nInk of Feb 19, 1920 which implied that \"all free
\npublicity is necessarily surreptitious and that it can
\nfunction only through back alley approaches to the
\neditors of second-rate publications.\" He calls atten
\ntion to two facts of outstanding importance. \"Lead
\ning papers throughout the country, including the
\nbest New York publications, depend to a consider
\nable extent upon publicity organizations for news
\nwhich would not otherwise come to their attention,
\nand are keenly appreciative of the assistance which
\nthe publicity man gives them, either in the contribu
\ntion of immediate news or in the providing of leads,
\nthe investigation of which results in news and feature
\nmaterial. . . . The most successful American cor
\nporations and individuals have for a long time been
\nemploying publicity experts to present their point of
\nview to the public, and are now represented either
\nby a personal publicity man on the staff or by a
\npublicity organization.\"
\nELB attributed both these facts to \"the highly
\ntechnical and specialized character of American
\njournalism.\" He also points out that \"an efficient
\npublicity man must believe firmly in the value of
\nadvertising,\" and that \"no honest publicity man
\nundertakes under any circumstances to promise the
\nprinting or appearance of his material.\"
\n27
\nELB concludes: \"What the lawyer does for his
\nclient in the court of law, we do for our clients in the
\ncourt of public opinion through the daily and periodi
\ncal press. There are shady practitioners among us for
\nwhom we unfortunately have no machinery for dis
\nbarment such as advertising men and lawyers pos
\nsess. Nevertheless, it is distinctly a pity for large
\nindustrial interests to refrain from accomplishing
\nmany useful purposes which a publicity organization
\nfulfills because they are misinformed as to the general
\nreliability and utility of publicity services.\"
\nPublic Opinion Quarterly. \"Recent Trends in
\nPublic Relations Activities,\" Vol. I, No. 1, Jan
\n1937, pp. 147-151.
\nELB says: \"The public relations profession enlarged
\nits activities throughout the depression, because
\nbusiness realized that in addition to selling its
\nproducts under unfavorable conditions it needed also
\nto sell itself to the public, to explain its contribution
\nto the entire economic system.\"
\nIn this article, ELB outlines the development of
\npublic relations from pre-Depression days to the
\nDepression era. Prior to the Depression, he says, the
\npublic relations activities of industry were, to a
\nlarge extent, confined to trade associations and the
\nlarger corporations. Trade associations which had
\nspecific problems of public relations competition,
\ntaxes, sales difficulties called in the expert on
\npublic opinion. When the depression and deflation
\nfirst came, there was little change, little attempt to
\ngrapple with the new conditions. But a change did
\ncome when corporations and leaders lost prestige
\nsimultaneously. The public was now keenly sensitive,
\nbecause of its feeling of insecurity, to everything
\nabout a corporation that it did not understand.
\nCompanies were exposed to attacks on all sides from
\nunexpected quarters. False rumors hurt business.
\nThen \"the public relations counsel was called in at
\nall hours of the day or night to rush to the fire and
\nput out what might well have spread into a disastrous
\nconflagration.\"
\nAdvising and aiding in the rebuilding of established
\nreputations which had been blasted, and attempting
\nto build new reputations, were prime public rela
\ntions tasks of the Depression period. The day of the
\nstraw man and the stuffed shirt were over. America
\nno longer wanted clay idols. It wanted real heroes,
\nwho kept pace with the changed times and antici
\npated changed conditions by changing policies and
\nactions in advance of public pressure and law men
\nwho recognized that private business is a public trust.
\nCompanies began to realize they had neglected the
\nfollowing important phases of their own existence:
\n1. The importance of always adhering to the princi
\nple that, to survive, private business must always
\nbe in the public interest. 2. That the public interest
\nis a changing concept and business must change
\nwith it. 3. That the place of business in the American
\nsystem must be sold to the public. 4. That public
\nrelations techniques can help to do this. Once this
\nwas recognized, trade associations and corporations
\ndeveloped new campaigns to rationalize and in
\ntegrate business into the thinking of the American
\npeople.
\n. \"Attitude Polls Servants or Masters?\"
\nVol. 9, No. 3, Fall, 1945, pp. 264-268.
\nEditorial note: \" 'We are no longer led by men. We
\nare led by the polls,' says this vigorous criticism of
\nopinion polls by a man whose career has been spec
\ntacular with success in studying and making public
\nopinion. Edward L. Bernays goes on to recommend
\ntwo steps to check what he considers a possible
\nmenace to the democratic process. Of course, some
\nof the POQ editors dissent with equal vigor, and the
\nnext issue of the Quarterly will discuss the question
\nfurther.\"
\nIn this article, ELB says: \"Polls are an enormously
\nuseful implement when honestly, efficiently and in
\ntelligently gathered and understood. On the other
\nhand, they are potentially dangerous weapons in the
\nhands of the unwise, the inept, the dishonest or the
\nanti-social. . . . Inaccurate polls and interpreta
\ntions are a danger to society: (1) Because inac
\ncurate polls have as strong an influence on the public
\nas true polls; (2) Because misuse of polls for biased
\nor venal purposes by pollsters or by those who hire
\npollsters, can be extremely harmful; (3) Because
\nleaders who misinterpret and distort polls in dealing
\nwith the public are a menace to society. . . . There
\nis too literal an acceptance of the validity of atti
\ntude polls. . . . Attitude polls often lull legislators
\nand business men into the belief that they are safe
\nfrom public disapproval when quantitative per
\ncentage corroborates their own point of view. . . .
\nThere is, too, the danger in the new kind of leader
\nship which polls have produced in the United
\nStates leadership of obedience to polls. Correct
\npolls must be carefully used: (1) Because attitude
\npolls exercise so strong an influence upon the public
\nas often to discourage use of sound democratic meth
\nods of reaching important decisions; (2) Because
\nsociety suffers when polls inhibit leaders from inde
\npendent thinking, from anticipating change or from
\npreparing the public for change; (3) Because polls
\nexert pressure that may place society under what
\nJefferson called the tyranny of the majority and
\nthrottle progressive minority ideas. . . . But while
\nthe attitude polls carry these dangers with them,
\nscientifically planned polls, carried out within the
\nlimits of present-day knowledge, may be accurate as
\nto future actions. . .\"
\nTo prevent some of the misuse and misinterpreta
\ntions of polls, ELB recommends: 1. pollsters should
\nbe licensed, just as doctors, lawyers, accountants and
\narchitects are licensed ; the people, as represented by
\ntheir state or national government, should set up
\n\"standards of character and educational qualifica
\ntions before an individual is permitted to practice\";
\n2. the public and its leaders should be educated in
\nthe \"significance of polls in our society.\" They should
\nbe given \"facts and points of view about polls, so
\nthat they can appraise polls correctly and in that way
\nprevent dangers to society.\" ELB concludes: \"Polls
\nthen will fill a sound democratic purpose of helping
\n28
\nmake decisions represent the accommodation of
\nmany viewpoints, rather than a majority opinion
\noverwhelming all other points of view.\"
\nPublic Utilities Fortnightly. \"The Public Utility
\nThat Is '
\nMisunderstood',\" Vol. VI, No. 11, Nov
\n27, 1930, pp. 664-666.
\nAnalyzes the role of the public relations counsel in
\nguiding corporations' policies for the attainment of
\nits objectives.
\nELB says: \"Public relations is not a mystery. It
\nembraces every contact a utility (or any other or
\nganization or individual for that matter) has with
\nthe public or any part of it. ... Since a utility is
\nconcerned with the public's attitude, it needs to
\nknow and act on important principles: 1. There are
\npsychological principles behind all behavior. He who
\nwould influence or attempt to control behavior needs
\nto understand these principles. 2. Behavior is re
\nciprocal. The public attitude towards an organiza
\ntion reflects the organization's attitude toward it,
\nand that attitude must be expressed in acts, riot
\nmerely words. The public must be definitely guided
\nand influenced toward the desired actions. 3. The
\npublic is not a mass; it is a series of interlocking
\ngroups with varying motivations of moulding dif
\nferent groups toward an end. . . . The need for
\nskilled shaping of such a policy, and the necessity
\nfor guidance of specific actions to make the policy
\neffective, have created the profession of public rela
\ntions counsel.
\n\"The public relations counsel must know the
\ngroups of which the public is composed. ... If the
\npublic utility has been misunderstood in whole or in
\npart by its public or parts of it, he starts the work of
\neducation or re-education. If the client has been at
\nfault in old avoidable practices he points the way
\nfirst, to modification, and second, to reflection of that
\nmodification to the public. Again, if the client wishes
\nto embark on new practices, he sets about gaining
\nawareness of and acceptance for these.\"
\n.
\n\" What Can Utilities Do about Public Re
\nlations Today?\" See Addenda, Item 16.
\nPublicity Director. \"Propaganda: A Vital Social
\nForce,\" May 1933, pp. 6-8.
\nELB says: \"It seems to me that the future historian
\nwill ascribe to propaganda a very large share of
\nresponsibility for America's progress, and that he
\nwill point to us, not as victims of propaganda, but as
\nits beneficiaries.\"
\nReader's Scope. \"Are We Slaves to Attitude Polls?\"
\nVol. 1, No. 8, Jan 1947, pp. 91-94.
\nReprint of ELB's article from Public Opinion Quar
\nterly, Fall 1945, Vol. 9, No. 3, pp. 264, 268, see above.
\nReporter of Direct Mail Advertising. \"Direct
\nMail A Challenge to Research in Humanics,\"
\nVol. 10, No. 2, May 1947, pp. 6-8.
\nELB urges a more fundamental approach to the
\nproblems of direct mail advertising. \"The science
\nand art of communication as a whole is one of the
\nmajor problems facing the world. The most recent
\nnumber of the Annals of The Academy of Political
\nand Social Science is devoted to the subject 'Com
\nmunication and Social Action.\" It warns in the fore
\nword that our civilization is in a race between com
\nmunication and that includes Direct Mail and
\nchaos. We know that what we call society is only a
\nnetwork of partial understanding held together by
\ncommunication, in which the mails play an impor
\ntant part. Every act of a buyer involves some form of
\ncommunication from buyer to seller and seller to
\nbuyer.\"
\nRotarian Magazine. \"License the Poll Takers?\"
\nOct 1946.
\nIn this debate with Claude Robinson, ELB uphold
\ning the affirmative, says: \"Attitude polls, scientif
\nically taken and intelligently interpreted, serve a
\nuseful purpose as tools for leadership in a democracy,
\nbut they are misused today by some of the pollsters
\nwho make them, and misinterpreted by the public
\nand leaders of the public who are influenced by them.
\nPollsters should be licensed by the Government just
\nas are doctors and lawyers.\"
\nHis premise is that licensing would \"safeguard the
\npublic,\" in opposition to the negative position, \"It
\nwould end freedom of press,\" taken by Claude
\nRobinson, president, Opinion Research Corporation,
\nPrinceton, N. J.
\nSaturday Review of Literature. \"The Revolution
\nin Publicity,\" Vol. XXIV, No. 28, Nov 1, 1941,
\npp. 3, 4, 18.
\nIn this short history of public relations, ELB says:
\n\"Invention, transportation, fashion, diet, diplomacy,
\neven public relations all have been rocked by
\nrevolution. Since 1900 there have been four revolu
\ntions in the field of publicity. The first, 1900-1914,
\nwas the period of muck-raking versus whitewashing
\npublicity; the second was marked by the mass scale
\neffort to sell war aims and ideals, 1914-1918; the
\nthird, 1919-1920 saw large-scale industrial publicity;
\nand, since 1929, publicity in the fields linking private
\ninterest and public responsibility has been in the
\nforefront.
\nAfter describing these revolutions, the article con
\ntinues: \"Public relations is no longer a white-wash
\ning; it no longer pulls the wool over anybody's eyes.
\nStudies of public attitudes indicate public demand.
\nPsychological motives, psychoanalytical techniques,
\npsychology, ethnology, statistics, serve as a new
\nfoundation for the activity. Added methods, tools
\nall these have helped to integrate the work of the
\npublic relations counsel, and have aided in solving
\nhis problems, which, to say the least, had been
\nheightened by world chaos and tragedy. . . . With
\nthis background, the responsible counsel on public
\nrelations goes about his work as does the indus
\ntrialist. Whether industry can move fast enough
\nto keep pace with the new demands made upon it by
\na world torn with economic and psychological in
\nsecurity is a question. Certainly the realities of the
\nsituation indicate that there is an awakening which
\nif encouraged will keep for us the democratic pat
\ntern, enterprise, civil liberties, the 'four freedoms,'
\n29
\nsafe from the rigidity of state capitalism of the left
\nor the right.\"
\n\" Needed: A Grand Strategy,\" Vol. XXV,
\nNo. 10, Mar 7, 1942, p. 10.
\nIn this guest editorial, ELB discusses the relation
\nship of censorship and propaganda to the war effort.
\n\"Total warfare has three fronts: military, economic
\nand psychological. In order to achieve total warfare
\nthey must be integrated. It is my thesis that the
\npsychological front with which censorship and
\npropaganda are so directly concerned is an agent
\nof integration, which will strengthen the other two
\nfronts and weld all three into the necessary, effective
\nwhole.\" ELB suggests that \"censorship should be
\na function of the broad psychological front con
\ncerned with public morale in the widest sense. Today
\nit is only military and leaves the public in the
\nmiddle.\"
\nAs to propaganda, \"a variety of propaganda
\nagencies are at work, only loosely tied together, each
\ncalling vague signals to the other when there
\nshould be grand strategy and the grand approach.
\n. . . The use of ideas as weapons must go hand in
\nhand with our military planning and economic
\nstrategy.\" See Addenda, Item 18.
\n\"Our Own Worst Enemy,\" Vol. XXXI,
\nNo. 22, May 29, 1948, p. 13.
\nA review by ELB of \"The Man in the Street,\" by
\nThomas A. Bailey. N. Y: The Macmillan Co., 1948.
\nELB is described in the editorial note as \"author of
\n'Crystallized Public Opinion' (sic), 'Speak Up for
\nDemocracy,' and other books on similar subjects,\"
\nThis is a review of \"The Man in the Street\" by
\nThomas A. Bailey. ELB's full-page discussion
\nanalyzes the book's positive and negative points,
\nincluding: \"A work such as Bailey's is long overdue
\n. . . [for] little investigation has been made of the
\nimpact of public opinion on history. Mr. Bailey care
\nfully examines indices of public opinion available to
\nhim . . . presents his facts and interpretations in
\n318 pages, most of them interesting, well-docu
\nmented, and studded with a wealth of quotations.
\n. . . To support his theory that public opinion en
\ndangers national security, Mr. Bailey selects opinion
\nand fact . . . proposes an antidote . . . makes
\nevery effort to maintain objective aloofness, and
\ngenerally succeeds. . . . He [also] builds an ad
\nmirable platform of pleasant fantasies, which
\nand we admit deep disappointment in the lack of
\nconstructive imagination of this excellent historian
\nit is apparent are not likely to be substantiated
\nin the perceptible future. . . . Occasionally, . . .
\n[moreover] his interpretations betray a chauvinism
\nthat is surprising ... [as in] his discussion of the
\nhyphenated Americans who took so large a part in
\nthis country's history . . . [and] we regret that
\nmore space was not devoted to his discussions of
\npropaganda and pressure groups, and the printing
\npress and airways.\" ELB also strongly advises that
\n\"the chapter on polls should be read carefully by all
\nwho help direct public affairs\" commenting,
\n\"Our own studies verify the instability of individual
\nopinions on such matters as foreign affairs and inter
\nnational relations. Polls are reliable only as a current
\nindex. . .\"
\nSchool and Society, \"Looking toward Reforms in
\nthe New York City School System: Shorter Pa
\npers,\" Vol.63, No. 1627, Mar 2, 1946, pp. 154-155.
\nThis article deals with the resignation of twenty men
\nand women from the Advisory Committee on Hu
\nman Relations of the Board of Education as a direct
\nmeans of expressing protest against New York City's
\npublic schools. Through the recognition -of the
\nstrength of public opinion these protesters were able
\nto institute encouraging changes in public-school
\neducation. An Emergency Committee for Better
\nSchools for New York's Children was established
\n\"as moral support in the fight to arouse the broadest
\npublic opinion\" and a real attempt was made to
\nstimulate the interest and aid of parents and educa
\ntors. The purpose of this organization was to stimu
\nlate public opinion; once the public was roused, defi
\nnite action could be expected. Through investiga
\ntion comes change; through change orientation
\nand a more effective, working school administration.
\nSinging. \"Can Publicity 'Make' a Musical Career?\"
\nApr 1926, pp. 16, 40.
\nA debate in article form between Robert A. Simon
\nand ELB on the role of publicity in the making of
\ncareers for musical artists. ELB says: \"Thus an
\nartist and the music itself, to maintain its hold
\non the public interest, must be able to let the
\npublic know exactly what it stands for and let the
\npublic know exactly what is to be gained by attend
\ning a concert,\" p. 40. Editorial Note: \"Edward L.
\nBernays is one of the foremost men in the select
\ncircle of public relations counsellors, the new profes
\nsion which demands of its practitioners a practicable
\nknowledge of psychology, publicity, modern journal
\nism, world affairs, and some subjects not described
\nin the text-books. . . . Mr. Bernays is frequently
\ncalled on for advice by various governments, in
\ncluding Lithuania, Rumania, Czechoslovakia and
\nArabia.\"
\nSouthern Lumberman. \"Lumber's Post-war Prob
\nlems Demand New Public Relations Policies,\"
\nFeb 15, 1946, pp. 44, 46, 48, 50.
\nELB applies public relations principles to problems
\nof lumber industry.
\nTheatre Arts. \"Theatre Survey,\" Vol. XXXIII, No.
\n11, Dec 1949, pp. 17, 20, 93.
\nA report by ELB on the \"objective, disinterested
\naudit of its public relations\" requested by the League
\nof New York Theatres \"to meet . . . three objec
\ntives. . . . To broaden and strengthen the role of
\nthe theatre in the social and cultural life of America
\nso that the theatre may enjoy the high status in the
\npublic mind to which it is entitled ; to improve rela
\ntions between the public and the legitimate theatre;
\nand to increase theatre attendance by intensifying
\nfavorable attitudes of regular and occasional theatre
\ngoers, and by recruiting new theatre-goers.\" Declar
\ning at the outset that \"It is no news to anybody that
\n30
\nthe theatre is passing through a crisis which did not
\nbegin today, yesterday, or even last year. . . . An
\nupheaval which affects the whole of mankind is
\nbound to create crisis in every field of thought and
\nart. . . . The man who says there is nothing wrong
\nwith the theatre that a hit won't cure is naive. . . .
\nWhat would cure the theatre at its foundation would
\nbe a theatre movement deeply rooted in the modern
\nworld and capable of creating the new theatre forms
\nit requires.\"
\nELB discusses his application of \"the techniques
\nof the social sciences ... to do for . . . most
\nof New York's theatre producers and owners
\nwhat we have done in the past quarter of a century
\nfor corporations, trade unions, governments, educa
\ntional institutions, scientific groups and individual
\ntheatres.\" He described five studies undertaken
\n\"to give the League the kind of [comprehensive]
\nsurvey it required\" by attempting \"to discover the
\nsocial dynamics of the theatre situation\":
\n[1] \"We collated and analyzed existing literature
\nabout the American theatre, including the books on
\nthe theatre and innumerable magazine articles.
\n[2] We conducted personal interviews with thirty
\nselected theatrical leaders, including producers,
\ncritics, editors, box office treasurers, brokers, theatre
\nowners, actors, actresses, officers of theatrical un
\nions, and playwrights. [3] We had depth interviews
\nwith 400 men and women in middle and upper in
\ncome groups, representative of the theatregoing
\npublic in nine cities throughout the United States.
\n[4] By mail questionnaires we obtained opinions from
\n2,500 leaders in various professions and occupations,
\nselected from Who's Who; and 2,500 people in middle
\nand upper income groups in twenty-seven cities.
\nThese people were asked thirty-five questions about
\ntheir likes and dislikes in the theatre, and their ad
\njustments and maladjustments with it. [5] In addi
\ntion, while I was in London this summer studying
\nthe British Government's public relations policies
\nand techniques, I directed a survey of West End
\nmethods of ticket sale and distribution in order to
\nsee if there was anything for Broadway to learn.\"
\nAdding that \"the data gathered in these studies fill
\nfour volumes totaling 850 pages. We analyzed and
\ninterpreted this material and, on this basis, outlined
\nrecommendations for an action-program designed to
\nachieve the League's three goals.\"
\nELB gives a point-by-point summary of the major
\nfindings and recommendations, before concluding:
\n\"No one in his right mind would think of these re
\ncommendations as a cure-all for the theatre crisis, or
\nimagine that anyone would propose them as a cure-
\nall. But it is an action-program by which members
\nof the League of New York Theatres can effectively
\nchange their attitudes and action, while educating
\nthe public and enlisting its support for the theatre.
\nBy presenting the public with the facts, by explaining
\nthe reasons for every situation, by reviving the great
\ntradition of the theatre and by meeting the public's
\nneeds, the theatre can, I think, take a long step for
\nward toward becoming the great creative force in
\nAmerican life which it can and ought to be.\"
\nThis Week Magazine. \"Do People Like You?\"
\nApr 8, 1950. 24 pp.
\nIn the department \"Everybody's Etiquette,\" ELB
\nanswers the question: \"As a public relations expert,
\nwhat is your advice on how to get along with peo
\nple?\" Individuals, he says, should study the methods
\nbusiness is now using to woo the public. If they ap
\nplied them so their own relationships with others,
\nthey would be agreeably surprised. Some pointers:
\n1. be open-minded, sympathetic to the viewpoint of
\nother fellow; 2. don't sound off with your own views
\nor announce that you won't listen to any argument
\nor show impatience with views of others; 3. be tact
\nful, objective; 4. do not let a cold, a late party the
\nnight before or any other personal matter affect your
\nattitudes; 5. be diplomatic; if you disagree with
\nsomeone let him know you respect his intelligence
\nand intentions. ELB lists several ways of making a
\npoint without being disagreeable or injuring the
\nother person's ego; you can: 1. build him up while
\nyou talk; 2. appeal to his sense of fair play; 3. quote
\nauthority for what you say; 4. present factual evi
\ndence; 5. show your reasoning; 6. appeal to his emo
\ntions or his acceptance of tradition. These methods,
\nELB says, widen areas of agreement, narrow areas of
\ndisagreement, make it possible to turn a heated ar
\ngument into a quiet discussion, build your own repu
\ntation as a person who gets along with others, p. 20.
\nToday. \"Presenting American Business.\" Mar 28,
\n1936, pp. 10-11.
\nThis article by ELB traces the development of
\nAmerican business in a \"world changed with the
\ngreat war,\" in a rapidly growing economy and its
\nmany problems. He defends it against the critics who
\ncondemn it for its \"inability ... to deal with poli
\ntics as politicians do, for its diffidence in assuming
\npublic leadership, for its failure to treat with the
\npublic on its own subject.\" He asserts: \"Critics and
\ncommentators on American business condemn busi
\nness for its poor sense of public relations as if a
\nsense of public relations were an instinct. A sense of
\npublic relations is not an instinct. It is not a taste
\nnor an intuitive understanding. A sense of public
\nrelations is the product of strenuous and thorough
\ngoing training in theory and practice. It is based on
\nthe same technical and professional work as most
\nother fields of professional knowledge.\"
\nWatch Word, \"What Can I Do to Help Win the
\nPeace?\" Jun 1945.
\nELB discusses the role of the individual in achieving
\nworld peace.
\n\"Here are some of the things you can do, in
\ndividually or in groups,\" he says. \"Organize your
\ncommunity to express itself to Congressmen, Sena
\ntors, the President and Cabinet, and also to the local
\npress and radio. Get the social forces in your com
\nmunity to take up the battle for a sound peace
\nchurch, commerce and industry, educators, the pro
\nfessions, social service, religion. Talk to leaders in
\nthese groups, get them to act. Dramatize your meet
\nings and other events so that they will be interesting
\nenough to the radio and the press associations to
\n31
\ncarry and, in turn, influence people in other parts
\nof the country.\"
\nWellesley College News. \"Bernays Urges College
\nStudents to Help Create Peaceful World,\" Nov
\n11, 1946.
\nELB discusses the role of college students in world
\naffairs. \"The most impressive and important task
\nthat lies before college students today is to assume
\nactive responsibility immediately in the affairs of
\nthe world. To help create and maintain world peace
\nis the main job of every college student. Either you
\nwill succeed in making peace and live in a good world
\nor you will sit back with your textbooks and watch
\nthe world crumble. If you refuse to work at this most
\nimportant of all assignments you may inherit chaos.\"
\nWilson Library Bulletin. \"The Library as a Leader
\nin Modern Democracy.\" Vol. 23, No. 6, Feb 1949.
\nIn this article, ELB highlights historical develop
\nments emphasizing the importance of books to
\ncivilization; stresses the \"great responsibility and
\nprivilege ... of American librarians [who], as
\ncustodians of the intellectual arsenals of democracy,
\n. . . must and can assume a role of leadership in
\nsafeguarding and advancing our democratic herit
\nage.\" He declares: \"Libraries are no longer mau
\nsoleums or static collections of books. They are today
\na major social force with a mandate from society to
\ncondition the attitudes and actions of its members,
\nand to maintain, strengthen, and advance our
\ndemocracy. The antiquated idea that the library is
\nnothing more than a repository of books must take
\nits place with the antiquated notion that medicine is
\nonly for curing disease rather than preventing it. . .\"
\nELB suggests three ways by which \"the library
\ncan take this leadership\" by (a) exercising \"edi
\ntorial judgment in selecting its books,\" taking \"into
\nconsideration not only the past but the living issues
\nof the present\"; by (b) \"issuing lists of books
\n[which are] creative and critical guides in the major
\nfields of modern thought\"; and by (c) librarians'
\n\"study [of] the available manuals on the many dif
\nferent kinds of adult education in America, and
\n[application] ... to the library as a social force
\n. . . [which can become] a dynamic activator for
\nmaintaining and developing democracy in the
\nUnited States . . . since librarians are in a strategic
\nposition to develop effective forms of preventive and
\ncreative education. . .\"
\n. \"The Library Inquiry Is Not Over.\" Vol.
\n25, No. 3, Nov 1950.
\nEditor's Note says: \"At the A.L.A. Regional Confer
\nence in Atlantic City in October 1949, Edward L.
\nBernays made some suggestions on 'How to Make
\nthe Library a Dynamic Force for Social Action,'
\nwhich later appeared in the March 1950 Wilson
\nLibrary Bulletin. So we asked Mr. Bernays, whom
\nTime has called 'U. S. Publicist Number One,' to be
\nmore specific. 'Now that we have the findings of the
\nPublic Library Inquiry,\" we asked him, 'what is to
\nbe done next?' Here is recipe for a blueprint of ac
\ntion.\" A footnote describes ELB as \"Counsel on
\nPublic Relations; Adjunct Professor of Public Re
\nlations, New York University; Author, Crystallizing
\nPublic Opinion.\"
\nELB's article analyzes the $200,000 seven-volume
\nsurvey of the library field the Public Library In
\nquiry made with funds granted by the Carnegie
\nCorporation of New York to the Social Science Re
\nsearch Council. This library inquiry, ELB says,
\n\"has created awareness both among librarians and
\nlaymen that the library occupies an extremely im
\nportant place in the American pattern; and that its
\nfuture is fraught with the uncertainties which most
\ninstitutions in American life face today unless some
\nbody does something about them.\" The survey also
\nmakes us realize \"that the library is in a position
\nwhere its future is dependent upon public trends,
\nattitudes and actions.\"
\nELB urges that more needs to be done about this
\nsurvey. He suggests a four-point program of action
\nto be carried out under the leadership of the Ameri
\ncan Library Association: 1. a clearcut outline of the
\nobjectives to be accomplished; 2. the strategy where
\nby they would be accomplished; 3. themes to be used
\nwith the various publics to accomplish the objec
\ntives; 4. the organizations necessary to accomplish
\nthem, whether it be a subdivision of the A.L.A. or an
\noutside group. \"Only a broad planned social engineer
\ning approach to the problem will safeguard and
\ndevelop libraries for America.\"
\nWoman's Press. \"A Publicist Says the Y Is
\nNeeded More than Ever.\" Nov 1946.
\nELB sets forth the need to raise $2,000,000 and ex
\nplains how to raise it by enlightening group leaders
\nand the public, pp. 7-8.
\nYale Review. \"A Symbolic Career.\" Vol. XXX, No.
\n2, Winter 1941, pp. 400-402.
\nIn his review of \"John D. Rockefeller\" by Allan
\nNevins, ELB discusses changes in popular attitudes
\ntoward Rockefeller. \"The change in the popular
\nattitude towards Mr. Rockefeller came after his
\nretirement in 1899. His son John D., Jr., who had
\nbroad ideas and understanding of what public re
\nsponsibility meant, brought a new influence into the
\ncorporation. It was through his influence, according
\nto Mr. Nevins, that many of the old practices were
\nchanged and that publicity and public relations men
\nwere effectively employed. Basic alterations in com
\npany practices and policies as well as in the public
\nattitude resulted.\"
\nPublished Talks by
\nEDWARD L. BERNAYS
\nAdvanced Management. \"How to Build Industrial
\nPeace and Prevent Strife.\" A Talk Delivered as
\na Public Service at the Third Annual Educa
\ntional Conference of the United Automobile-
\nAircraft-Agricultural Implement Workers of
\nAmerica in Cleveland. Vol. XII, No. 4, Dec
\n1947, pp. 154-158.
\nAn editorial footnote says this talk \"expresses Mr.
\nBernays' belief that industrial relations would profit
\n32
\nif labor unions carried out effective public relations
\npolicies and practices.\"
\nELB says: \"Management, workers and the general
\npublic must understand the workings of our economic
\nsystem. They must apply the new science of hu-
\nmanics. This science attempts to learn the cause of
\nindustrial conflict and to discover ways to cure the
\ndisease. Labor should assume part of this educa
\ntional responsibility.\" ELB suggests that the UAW
\nfollow three additional programs with this in view.
\n\"(1) Make the public understand the value to the
\ncountry of sound unions and mature union leader
\nship. (2) Make the employer understand the value
\nof unions to him, and make him realize that he needs
\nto apply the science of humanics. This will benefit
\nemployer, public and worker alike. (3) Make the
\nworker understand our industrial system and his
\nrelationship to it.\" The American public, according
\nto ELB, ought to have a great deal more factual
\ninformation on union activity than it now has.
\nHe suggests that the UAW can plan the following
\nfive-point program to inform the public about unions:
\n\"(1) What is a union? How does it function? This
\nshould give the basic story of union organization, its
\nhistory and development, structure and internal
\ngovernment of unions, etc.; (2) the educational and
\nwelfare activities of unions, including the labor press,
\nunion educational activities, vocational training,
\nlabor banking and insurance, etc.; (3) the facts about
\ncollective bargaining; (4) the facts about labor dis
\nputes, how they arise and what are the mechanisms
\nby which disputes are adjusted under union-employer
\nagreements; (5) a campaign to define terms com
\nmonly used in labor-management discussions, such
\nas wage awards, work load, work sharing, etc.\"
\nELB also suggests an eight-point program for
\neducating employers: \"(1) to the place of the union
\nin our system; (2) to the existence of groups like the
\nSociety for the Psychological Study of Social Issues,
\nthe Society for the Advancement of Management
\nand the American Academy of Political and Social
\nScience which are interested in studying and further
\ning human relations; (3) to stimulate further research
\nby industrial relations schools like those at Cornell,
\nPrinceton and Harvard; (4) to carry on technological
\nresearch to improve working conditions; (5) to de
\nvelop new approaches to the industrial relations
\nproblem; (6) to the importance of intelligent, honest,
\nunbiased industrial relations personnel; (7) to en
\ncourage responsible leadership among the unions;
\n(8) to support housing programs, civil liberties, sound
\ninternational relations and other programs to
\nstrengthen democracy.\"
\nAmerican College Public Relations Association,
\n\"Public Relations for Higher Education: A Chal
\nlenge to Our Colleges and Universities.\" A talk
\nbefore the District II Winter Conference, Hotel
\nBiltmore, N. Y.: Jan 9, 1948. Published by
\nAmerican College Public Relations Association.
\n10pp.
\nAnalysis of public relations for colleges and universi
\nties with recommendations: \"Once institutions of
\nhigher learning have, as a group and as individual
\nunits, determined their goals it seems to me that
\nevery other action involving public relationships will
\nflow naturally and logically therefrom. The public
\nrelations strategy of higher education, its themes,
\nits organization, its planning, timing and tactics
\nwill be more realistic, and it will be able to achieve
\nthose goals much more effectively.\"
\nTo determine goals, college presidents were ques
\ntioned and their answers analyzed. After analyzing
\ntheir replies, ELB recommended a program of
\naction. First, \"Administrators of colleges and uni
\nversities should gather together in a conference to
\nagree on a definition of public relations in its broad
\nest terms.\" Second, \"Individual universities should
\ndefine clear-cut goals for themselves and put them
\nin writing.\" Third, \"University associations and
\nthe individual institution should undertake research
\nto appraise public understanding of their goals.
\nFurther than this, universities and colleges may
\nhave to revise some of their attitudes and actions
\nso as to reach the goals of higher education. . . .
\nAn approach of this kind to the problem of inte
\ngrating the university's relations with its various
\npublics considers both the general and the specific
\nsituation in which higher education finds itself. It
\nshould enable educational institutions not only to
\ncarry on successfully, but to forge ahead boldly and
\nassert the intelligent leadership that is so necessary
\nto our democracy today and in the future.\"
\nAmerican College Publicity Association,
\n\" Higher Education A Public Relations Prob
\nlem.\" An address June 1936, in Boston, and
\npublished by the Association in the interests of
\nhigher education, llpp.
\nIn this address, ELB discusses the public relations
\nproblems of colleges and universities. \"Before we can
\ntackle this problem of public relations and higher
\neducation, we must know what the objectives of
\nhigher education are, for it is a fundamental in deal
\ning with public relations, that we must have clearly
\ndefined, just what it is we are projecting to the pub
\nlic and yet, how often do we really get a formula
\ntion of policy and of objectives as expressed by uni
\nversity presidents:\" ELB says: \"Before higher educa
\ntion can undertake its program of public relations it
\nmust satisfy itself regarding its own objectives. . . .
\nThe public relations counsel of a college or university
\nneeds an entirely new orientation about himself and
\nhis place in the scheme of things. . . . After you
\nknow your objectives, analyze public attitudes
\nabout your educational institution. The public rela
\ntions officer of a university must understand this
\nproblem thoroughly and formulate a plan for action
\nbased on a knowledge of public opinion towards
\nhigher education and specifically, his kind of higher
\neducation. . . . The next step is to educate the
\npublic regarding the function of his university in
\nhigher education.\" To do this effectively, the use of
\nsymbols is suggested. \"The symbols are short cuts
\nto thinking to understanding. Leadership rests on
\nthe ability to understand, to interpret and to utilize
\n33
\nsymbols. . . . Political strategists understand these
\nrealities. The most powerful national leaders of to
\nday Hitler in Germany, Mussolini in Italy, Stalin
\nin Russia know the value of symbols. . . . These
\nmen realize that their struggle for the public's in
\nterest, the public's attention, and the public's
\nsupport, is in essence a struggle for response to sym
\nbols. ... In the last analysis, an intelligent under
\nstanding of symbols, their meanings, and their
\nproper utilization is vital to the continued success of
\neducation and educational institutions, as regards
\ntheir relations with the public. . . . This use of
\nsymbols is an important matter to all of you. . . .
\nYour higher education must be placed before the
\npublic using symbols the public understands.\"
\nAmerican Hatter. \"800 Hatmen Dine.\" Jan 1935.
\np. 25.
\nIn addition to his suggestions as to public relations
\nmethods and techniques at the Ninth Annual Hat
\nTrade Dinner ... at the Commodore Hotel, New
\nYork, ELB is quoted at length as having stressed
\n\"the need for the industry's adapting itself to new
\nconditions. . . . Mr. Bernays also said that \"This
\nmeans that as a primary consideration, you, as an
\nindustry, must study your relation to the world you
\nlive in. You must know what the public's attitude is
\ntoward you and your product, why the attitude is
\nwhat it is, what the motives are of the public to
\nact as it does, what those motives can lead to in
\nterms of your business and your future. The first
\nstep ... is to see and study the motives of your
\npublic in relationship to your industry. The second
\nstep is to take the results of that study and research
\nand develop recommendations for action. ... I
\nthink you all recognize that within this world and
\nwithin this country today, unless your every cause
\nis definitely part of the public interest, there is little
\nopportunity of its surviving.\"
\nAmerican Petroleum Institute, \"Public Rela
\ntions and the Oil Industry.\" Paper presented at
\nFourteenth Annual Meeting, at Chicago, 111.
\nOct 26, 1933.
\nELB said: \"The oil industry has considerable to live
\ndown. . . . New methods must be adopted to meet
\nchanging conditions of our new epoch ... to coun
\nteract ill will from the past; the oil industry must
\ndevise extraordinary means of informing the public
\nabout its actual constructive policies and actions in
\nthe present and future.\"
\nAmerican Town Meeting of the Air. \"Propa
\nganda Asset or Liability in Democracy.\"
\nAmerican Town Meeting of the Air, Series 2,
\nNo. 22, N. Y: American Book Company. Apr
\n15, 1937, 31pp.
\nParticipants in this broadcast from the Town Hall,
\nNew York, over the NBC Blue Network, under the
\nauspices of The League for Political Education, Inc.
\nand the National Broadcasting Company, were
\nELB, Anne O'Hare McCormick and Harwood L.
\nChilds.
\nELB said: \"Propaganda, like medicine or law, can
\nbe socially used or abused. Under present day condi
\ntions, the usefulness of propaganda makes it a vital
\nasset to the democracy. Propaganda is the voice of
\nthe people in the democracy of today because it
\ngives everyone an opportunity to present his point
\nof view. Fascist or Communist societies have no
\nalternate propagandas; they must accept the official
\npropaganda of those in power. Freedom of propa
\nganda is as important to our democracy as our other
\ncivil liberties freedom of religion, press, speech
\nand assembly. Propaganda provides an open forum
\nfor the people in which opposing ideas are presented
\nfor the judgment of the public. Propaganda enables
\nsocial development to take place more reasonably
\nthan it otherwise would in a democracy. . . . Wom
\nen's suffrage, the effective battles against tubercu
\nlosis and diabetes, were hastened by propaganda.
\n. . . There is no secret about sound propaganda.
\nThe propagandist pleads his case before the court
\nof public opinion, as does the lawyer before the court
\nof law. Public and social service institutions as well
\nas private industrialists must use propaganda to
\nachieve their purpose.\"
\nELB then points out that propaganda is used by
\nsocial movements, great foundations, industry,
\nminority groups, food growers and distributors.
\nBabson Institute of Business Administration.
\n\" How American Business Can Sell the American
\nWay of Life to the American People\" Address
\ndelivered at the Fourth Annual Conference of
\nBusinessmen and Educators, Babson Institute
\nof Business Administration. Babson Park,
\nMass: Babson Institute Press, 1950. 15pp.
\nAn editorial note explains that ELB's talk was the
\nmain address at the evening session of the Fourth
\nAnnual Conference of Businessmen and Educators,
\nattended by 1,000 members. The talk was followed
\nby a panel discussion participated in by ELB; U. S.
\nSenator Owen Brewster from Maine; Carl A. Gray,
\nmanufacturer; William Green, president, A. F. of L. ;
\nProf. Joseph O. Hirschfelder, chemist and physicist,
\nUniversity of Wisconsin; Clyde K. M. Kluckhorn,
\nProfessor of Anthropology, Harvard University;
\nKenneth E. Oberholtzer, Superintendent of Schools,
\nDenver, Colorado; and William G. Saltonstall, Prin
\ncipal, Phillips Exeter Academy.
\nELB's talk, the editorial note adds, was broadcast
\nby the NBC network and by WNYC, New York.
\nThe panel discussion was broadcast by the Yankee
\nnetwork, WNYC and the Mutual network.
\nIn his talk, ELB says that American business has
\nspent fabulous sums of money since 1935 to sell \"the
\nAmerican way of life\" to the American people. Has
\nbusiness succeeded? And if not, how can it succeed in
\ndoing so? Quoting business leaders who have recently
\ncomplained of industry's failure to sell itself to the
\npublic despite vast expenditures for that purpose,
\nELB says the trouble is that business is following an
\nantiquated pattern in identifying the American way
\nof life solely with machinery and products, instead
\nof primarily with the human and social needs of the
\nAmerican people. \"Business,\" he says, \"has identi
\nfied the American way of life principally with tech-
\n34
\nnology, machinery and living standards\" to the ex
\nclusion of other factors and has therefore been selling
\nit \"like soap, toothpaste or breakfast food.\"
\nWhile business has equated the American way
\nwith tools, technology and production, ELB con
\ntinues, large sections of the American people have
\nequated it with \"the social aspects of living, eco
\nnomic security, psychological security, status,
\nself assertion.\" The present situation \"requires a
\ncomplete reorientation of business thought and ac
\ntion to an emphasis not alone on factories, machin
\nery, markets and products, but also on the worker,\"
\nhe adds. \"When our business structure, our produc
\ning machinery satisfies the social needs of workers
\nand citizens, our problem of selling will be solved.\"
\nELB quotes Standard Oil of New Jersey, General
\nElectric and Bank of Manhattan executives, and
\nthe report of The Ford Foundation trustees to show
\nthat this attitude is spreading and that \"many busi
\nness leaders are developing a new dynamic concept
\nof their role in American society.\" This, he adds, may
\nlead to a change in the public relations of business
\n\"based on the acceptance by business of all its social
\nresponsibilities.
\n' '
\nIn conclusion ELB urges business to attempt sell
\ning the American way of life to the American people
\nby concentrating on: 1. the extension of employee
\neconomic security; 2. the extension of employee
\npsychological security; 3. the extension of activities
\ngiving self-respect and status to the employee;
\n4. activities aimed at giving employees and their
\nchildren opportunities for advancement; and 5.
\nactive participation by the corporation in the life
\nand growth of the community.
\nThe Bankers Magazine. \"A Program for Public
\nRelations.\" N. Y: Oct 1936, pp. 349-350.
\nEditorial Note: \"In an address before the Massa
\nchusetts Bankers Association, Mr. Bernays who
\nspecializes in public relations, offered this five point
\nprogram as a means of restoring favorable public
\nopinion of the banks:
\n\"First, the old conception of public relations must
\ngive to the new conception. . . . The banks must
\nrecognize that their interest is also the public's inter
\nest, that everything they do is a public function as
\nwell as being part of private business. . . . The
\nsecond step is analysis self-analysis and analysis
\nof public thoughts and desires about banks. . . .
\nThe banks must know not only economic and finan
\ncial conditions, but also public attitudes. A survey
\nof public opinion toward banks should be made
\nbefore any plan is developed. . . . The third step
\nis organization of the banks for the economic educa
\ntion of the public. ... In this process of public
\neducation the banker can well take a lesson from
\nthe statesman and politician. . . . He must use the
\nsound methods of public education that other groups
\neducational, social, political have used effec
\ntively. His program must be in the public interest.
\nThe fourth step is a definition and redefinition, in
\nyour public education, of the simple, common sym
\nbols of banking that have lost their old meanings in
\nthe last six years. . . . The public has listened to
\nall kind of wild and extravagant ideas about banking.
\n. . . Sound ideas about banking should now be
\nplaced before the public in symbols which the public
\nunderstands. . . . Lastly, the banker himself must
\nassume in the community the place of leadership that
\nhe deserves and that the American system demands
\nof him. . . . He must assert his leadership in pro
\njects not associated with banking, as well as in bank
\ning. His public will respond to him and to banking
\nif he becomes a leader.\"
\nBoston Conference on Retail Distribution.
\n1930, 1936, 1942. See Addenda, Items 2, 3,
\n4.
\nCooper Union Forum. \"Private Interest and Public
\nResponsibility.\" Delivered in the 1938-1939
\nForum Series of Cooper Union for the Advance
\nment of Science and Art, Department of Social
\nPhilosophy, N. Y: Broadcast over WQXR.
\n12pp.
\nIn this talk, ELB discusses private interest and pub
\nlic responsibility of the groups that make up Amer
\nica's economic and social life. He points out that
\nprivate interest and public responsibility are chang
\ning concepts in a rapidly changing world; indicates
\nthe various elements, historical and contemporary,
\nwhich have brought this country to the present
\ncrisis; urges first, reconsideration of old attitudes,
\nthen altered actions toward these concepts of private
\ninterest and public responsibility.
\n\"Interdependence and converging of the private
\ninterest and public responsibility are recognized to
\nday as an integral part of our democratic system,\"
\nsays ELB. \"The public today asks the groups of our
\nsociety to examine their consciences, their attitudes
\nand their actions to find out whether they really
\nconform to the new demands made upon them by a
\nsociety in which democratization of our institutions
\nis taking place. Those desires reflect a world-wide
\nmovement towards what Alvin Johnson has called
\n'equalitarianism* in all countries where might,
\ncoercion, censorship and removal of civil liberties
\nhave not suppressed the desires of the people. The
\nmovement which has found expression in the secret
\nballot, in general suffrage and in representative
\nparliaments, demands a lessening of the insistence
\non private rights, interests and prerogatives and a
\ngreater insistence on the rights of the common
\nman,\" always within the framework of the free, com
\npetitive system, civil liberties and our democratic
\nform of government. ELB also warns against \"selling
\nour liberties in exchange for our desire for security.\"
\nELB then outlines activities in which groups and
\nindividuals can participate in order to create con
\nverging lines of private interest and public responsi
\nbility. These are: 1. Codes of ethics and practice
\nvoluntarily entered into and accepted by indus
\ntries and trades through their associations. 2. Similar
\ncodes carried out by the professions. 3. The public
\nrelations profession. 4. Pressure groups of various
\nkinds which function within democracy to bring
\nabout greater public responsibility of private in-
\n35
\nterests. 5. Enforcement of public responsibility
\nwithin an industry by heads of that industry. 6.
\nLaws denning private and public responsibility.
\nFashion Group. \"Fashion Propaganda.\" Reprint,
\nN. Y: Mar 1936. 10pp.
\nELB said: \"I have tried, in this talk, to indicate to
\nyou five things. First, you must look on fashion as
\nsomething which we can affect and modify. Second,
\nyou must consider fashion just as you would consider
\nany other industrial phenomenon in which competi
\ntion plays a major and a vital part. Third, you must
\nsee that the success of any fashion, within limits, is
\nto be reduced to a battle of symbols for that fashion's
\nsupremacy. Fourth, you must be prepared to fight
\nfashion's battles on a hundred fronts. And last of
\nall, you must arm yourselves for the waging of those
\nbattles, with every weapon and with strategy that
\nmodern propaganda stands ready to thrust into
\nyour hands,\" p. 10. This talk was given October 30,
\n1935.
\nFinancial Advertisers Association. \"Proceedings
\n. . . Twentieth Annual Convention.\" Atlantic
\nCity, N. J. Sept 9-10-11, 1935. 339pp.
\nAddress by ELB to the convention on the theme of
\n\"Molding Public Opinion,\" pp. 56-65.
\nAn analysis of the public relations problems of
\nfinancial institutions with a three-point public re
\nlations action program: (1) The public must learn
\nthat it needs the banks and cannot do without them
\nin whatever setup there is; (2) The public must be
\neducated in the meaning and importance of banks;
\nwords expressing the entire function and nature of
\nfinancial institutions, must be re-defined and re-
\nclarified so that every member of the public will have
\na clear idea of the value of the word symbols that
\ngo to make up the bank; (3) Activities must be un
\ndertaken to re-establish banks and bankers in the
\npublic mind through their own deeds as community
\nleaders.
\n\"How to Remove the Public's Antagonism
\ntoward Financial Institutions.\" A talk delivered
\nat the Convention, Atlantic City, N. J: Sept
\n11, 1935. 14pp.
\nReprint of above.
\nHouse Magazine Institute. \"Fifty Million Read
\ners Can't Be Wrong: The Truth about House
\nMagazines.\" A talk given before the Institute,
\nan editorial association of industrial publication
\neditors of the eastern United States. 1949. 8pp.
\nA quantitative and qualitative analysis of company
\nmagazines with suggestions for their improvement.
\n\"If the company magazine is to accomplish its pur
\npose; if it is really going to be a means of communica
\ntion between the company and its employees; if it is
\nto be a morale builder which creates better under
\nstanding between management and men; above all,
\nif it is to be an effective instrument in advancing
\nthe American way it can only do so by speaking
\nto its readers about the essential, paramount things
\nwhich concern them.\"
\nELB reaches this conclusion after the study for
\nwhich he \"wrote the presidents of 100 leading Amer
\nican corporations picked at random and listed in the
\nBusiness Executives and Corporation Encyclopedia.
\nAmong them were: General Foods Corporation,
\nBurlington Mills, National Cash Register, . . .
\nBausch & Lomb Optical Co., Armour and Company,
\nPillsbury Mills, Inc., Allegheny Ludlum Steel Cor
\nporation, Rexall Drug Company, Chrysler Corpora
\ntion, The Celotex Corporation, Transcontinental &
\nWestern Air, Inc., Pacific Telephone & Telegraph
\nCompany, and Ford Motor Company. A wide range
\nof products was covered by [the] correspondents
\nfoods, textiles, drugs, machinery, steel, aircraft,
\noptical supplies, tobacco, finance, utilities, con
\nstruction materials, rubber, glass, and other fields
\nof industrial action in 21 states.\" ELB says, \"I told
\nthem I was studying house organs and their relation
\nship to management, ... a new field which re
\nquired thorough analysis in order to be of greater
\nuse to management. Would they tell me about their
\nexperience with their own house organs? Would they
\nevaluate the impact of these magazines on the pub
\nlics for which they are intended? I added that I
\nwould try to chart a course for the future which
\nmight be of practical use to management, provided
\nmanagement told me (1) the purpose which the
\nhouse organ was designed to fulfill in their organiza
\ntion; (2) whether the house organ met that purpose;
\n(3) what its present achievements and shortcomings
\nwere. My letter of inquiry received an almost 50 per
\ncent response. Of the 100 companies, I heard from
\n49. Seventy per cent of the 49 had house organs.
\nThirty-two firms answered our questionnaire in
\ndetail. It is significant that 14 of these letters, or 44
\nper cent were signed by top management presi
\ndent, vice president, chairman of the Board, or other
\nofficer. This indicates a genuine interest in house
\norgans by top management. Eighteen of the replies,
\nor 56 per cent, came from public relations directors
\nand editors.\" In order \"to evaluate the replies
\nagainst a broader background,\" ELB presents se
\nlected \"facts and figures on the development of house
\norgans in the U.S.\" He discusses the replies given
\nby the corporations to each question in an itemized
\nsummary of high points in attitudes and facts re
\nvealed, synthesizes these findings as to the broad
\npicture, before offering his particular suggestions for
\nimprovement, bolstered from specific examples.
\nIndustrial College of the Armed Forces. \"Pub
\nlic Relations.\" The Washington, D. C. Short
\nCourse, No. 2. Jun 24, 1941. 16pp.
\nIn this address, delivered six months before Pearl
\nHarbor, ELB discusses \"public relations during the
\nGreat War in Germany, England and the United
\nStates, the changes in psychological approach and
\ntechnical developments since 1917, and such activi
\nties today in the three countries.\"
\nThe talk analyzes in detail propaganda techniques
\nduring and after World War I and suggests a public
\nrelations program for the United States designed to
\nmaintain high morale.
\n\"Our people have already provided billions of dol-
\n36
\nlars for physical armies and armaments. Through
\ntheir elected representatives they have voted for the
\nfirst peacetime selective service army in the life of
\nthe nation. If we are to be fully prepared for what
\never may come, the people must become equally
\nconvinced that psychological ramparts in this coun
\ntry must be as strong as our physical ramparts. Such
\nbeliefs must be founded on greater economic and
\npsychological security for the individual on a
\nstrengthening of democracy and of faith in it. Such
\nbelief based on an understanding of our aims will
\nexpress itself in a will to victory and in sacrifice.
\nSuch belief will insure an even flow of supplies to the
\narmy from the industrial plants of the nation.\"
\nUrging \"a balanced public relations effort\" to
\nachieve this goal, ELB suggests: \"The Government
\nneeds a psychological general staff to advise on all
\nmajor questions of morale in industry, civilian
\nlife, army and navy. This staff would provide the
\nsoundest available knowledge for building morale
\nand for psychological warfare and by having on
\ntop the ablest technicians, would speed up the entire
\nmorale building processes. Such a Morale Commis
\nsion in its field of psychological defenses can take its
\nplace on a parity with the General Staff in physical
\ndefenses.\"
\nELB sums up his proposed public relations pro
\ngram for the Government as follows: \"First, a
\nMorale Commission of experts, advisers, to draw up
\na master plan for morale and psychological warfare;
\nsecond, a program to strengthen faith in democracy;
\nthird, a program to strengthen democracy; and
\nfourth, a program to sell the army to the people and
\nthe people to the army.\"
\n. \"The Mobilization of Public Opinion.\"
\nTalk before the Industrial College of the Armed
\nForces, Washington, D. C.: Publication Num
\nber L48-164, The Industrial College of the
\nArmed Forces, Jun 14, 1948. 13pp.
\nA survey and analysis of the techniques and media
\nfor mobilizing public opinion in a national emergency
\nwith a three point suggested action program: \"(1)
\n... A central organization [for mobilizing public
\nopinion], manned by personnel skilled in the tech
\nniques of mass communication, and headed by a
\ndirector appointed by the President. This director
\nmust, of course, be an expert in the field of mass
\npersuasion . . . [and] would function in coordina
\ntion with a committee of Cabinet officers. (2) Suffi
\ncient authority must be vested in the director to
\nenable him to avoid duplication and even com
\npetition in the spheres of policy, strategy and
\nmethods. Just as a commanding general runs his
\narmies subject to the authority of the General Staff,
\nso must this director guide his centralized activity,
\naimed at engineering the consent of the public . . .
\n[not through] control or coercion, not thought con
\ntrol . . . [but through] . . . persuasion and in
\nformation. (3) The director will naturally coordinate
\nhis strategy and methods with those of the Armed
\nForces and of all other civilian governmental agen
\ncies. . . . Ideas in news and pictures would be put
\nbefore the public continually through press associa
\ntions, radio, motion pictures, news syndicates, maga
\nzines, books, television. The truth would be used;
\nlies, distortion, twisted ideas are unsound and dan
\ngerous. Limiting factors on the effectiveness of ...
\nactivity would be of course events beyond . . .
\ncontrol, . . . the extent to which the communica
\ntions network can penetrate into the minds of the
\npeople, the expertness with which the work is carried
\n\"General structure of the organization . . . would
\nfollow [that] ... of the Committee of Public In
\nformation in World War I and the Office of War
\nInformation in World War II. But with this differ
\nence, that the organization would not be regarded
\nby government leaders as a nuisance or a sop to
\npublic curiosity but as a vital part of our defense and
\nthat it would receive the support and expert guidance
\nthat it requires. A wide variety of activities would be
\ncovered. ... It might be divided into three sec
\ntions: administrative, domestic and foreign. In the
\ndomestic section many subordinate agencies would
\nbe at work. There would be a foreign language news
\npaper division, a picture division, a film division, a
\npictorial publicity division, a speaking division, a
\nsyndicate feature division, a women's war work divi
\nsion and supervisory censorship division. Tomorrow,
\nsuch an operation might be of necessity more com
\nplex, cover a wider variety of efforts.\"
\nBasic to the suggestion of this action program is
\nELB's premise that \"an effectively mobilized public
\nopinion is our most important strength in war . . .
\n[during which, for mobilization] . . . resources are
\nfour-fold: men, money, materiel and public opinion.
\nThe first three can be stockpiled in advance. . . .
\nPublic opinion can be stockpiled on a long time ap
\nproach, but not by warehousing or training, since it
\nis an intangible. The long-time approach is to change
\nthe objective surroundings of our people . . . con
\ntinuously to strengthen democracy, through govern
\nment and private groups, furthering constructive
\nsocial programs that will ensure psychological and
\neconomic security of the people. The short-time
\napproach to be used only after a fighting war has
\nstarted, is by presenting significant symbols, words
\nand pictures to our people, through a government
\ncontrolled bureau, using the campaign drive method
\nof persuasion and information. . .\"
\nIn this 5000-word lecture, considerations and
\nmethods necessary to the development of both short-
\ntime and long-time approaches are discussed and
\ndefined including, for instance, an examination of
\nthe nature of public opinion, morale and patriotism
\nthe psychological factors involved in \"static\" as
\nwell as \"dynamic\" public opinion, ascertainable
\nthrough research-information and knowledge.
\nIn these connections, among other things, ELB
\nsays: \". . . it is impossible to give more than the
\nbriefest suggestion of the psychological factors that
\ngo into the making of public opinion. A great deal of
\ninformation is available, and more knowledge must
\nbe gained. However, these factors should never be
\noverlooked in forming policies or programs, or in
\ncarrying them out. . . . It is necessary to appraise
\n[as an example] the mechanism and force of ra
\ntionalization, that familiar process by which people
\nsuppress, even to themselves, the real reasons that
\nlead them to make decisions, and invent instead
\nplausible reasons that satisfy them. We have to know
\nthe difference between rationalizations and the un
\nderlying motivations, if we are successfully to appeal
\nto the public for support. Identification with group
\naims is another factor that needs constructive con
\nsideration. Conformity to mass pressure is powerful
\nin making public opinion. So is compensation for the
\nmany economic, social and cultural frustrations of
\npresent day life. . . . We know that a man's morale
\nis good when he acts on his belief that he has some
\nthing worth fighting for, when he merges his interests
\nwith those of the group. ... It may result from
\nrecognition that society is functioning in his behalf.
\nHe will feel this is true if he has psychological and
\neconomic security. . . . The ego satisfaction that
\nmen derive from active identification with a group
\nis so powerful as a morale factor that it should be
\ncarefully studied and fostered. . . . We must ensure
\nthat what we fight for will survive a war. Our war
\naims must not endanger our national traditions of
\nfreedom, equality and orderly justice. These aims
\nmust take the interests of the people into account;
\n. . . must recognize the kind of world Americans
\nwant. For example, . . . expanding freedom, eco
\nnomic, educational and social opportunities and full
\ncivil rights, loosely, what we call a better life for all.
\n. . . Public opinion should be based solidly on facts
\nand emotions, on truth honorably presented, on
\njustice of the cause, on an understanding of a real
\nand immediate danger and faith of the people in one
\nanother. These facts must ... be backed by the
\nrealities of the good life in this country. . . . Re
\nsearch should precede any approach to a problem of
\nthis kind, . . . should tell us whose attitudes need
\nto be intensified, whose need to be converted to our
\npoint of view, whose point of view should be negated.
\nSuch a research discloses the relative public aware
\nness of the situation at the time, agreement or dis
\nagreement with our war objectives, the extent of the
\npublic's determination to achieve these objectives,
\nits belief in our achievements thus far, its awareness
\nof the size of the task. It tells us its confidence in
\nvarious leaders, in the armed forces, in the allies, in
\nthe veracity and completeness of the news, its satis
\nfaction with the progress and unity of the country
\nas far as farmers, Negroes, foreign born, Protestants,
\nCatholics, Jews, labor, business and other sections
\nof the public are concerned. . . . [Also,] research
\nin the widely differing educational levels of our
\npopulation. . . . The problem of presenting the
\nbasic underlying facts on which understanding is to
\nbe based is a most difficult one therefore. . . . We
\nmust know the extent of the network of communica
\ntions available to us at the specific time [If we are
\neffectively to deal with the people through symbols
\nthat penetrate all the media]. . . . We cannot de
\npend on intuition or inspiration for ideas. The ideas
\nwe use as themes must be based on a thorough-going
\n37
\nresearch on what people respond to at the time. . . .
\nThe American people are loyal to certain basic be
\nliefs . . . [which] act as rallying points for our
\nloyalty [around which] public opinion may ... be
\nrallied. . . . Semantics, the science of words, and
\nreadability, the levels of reading acceptance, are
\nother research matters of primary consideration.
\n. . . [But] as words are used to express ideas, so
\ndeeds are developed to dramatize ideas . . . [al
\nthough] one more job of research is finding in ad
\nvance what cooperation may be secured from the
\ncommunications channels, and this includes adver
\ntising of course. . . . [From] a number of serious
\nstudies . . . made of the machinery set up ... [in]
\nWorld Wars I and II, ... the main lesson to be
\nderived ... is this: that psychological warfare at
\nhome is an integral and vital part of any total war
\neffort [and] . . . must not be underestimated.\"
\n. \"Public Information by the Government.\"
\nWashington, D. C: Publication No. L49-47.
\nThe Industrial College of the Armed Forces,
\nWashington, D. C. Nov 19, 1948.
\nOutlines the \"public relations or information and
\nmorale program ... as a way of insuring that,
\nwhen and if a war emergency arises in the United
\nStates, the people will be as well prepared in morale
\nas the armed forces are in manpower and materiel.\"
\nELB lists three \"indispensable basic factors\"
\nwhich must be taken into account in \"any basic
\nplan for building the morale of the people\" and \"pre
\nparing the people of this country for an emergency.\"
\nThe basic assumptions are: \"it is necessary to de
\nvelop and maintain maximum security with maxi
\nmum liberty; the government and the people are
\none; the loyalties of all sections of the government
\nand the nation must be focused on a common goal.\"
\nELB then outlines the following seven-point pub
\nlic relations program: \"(1) make full use of research
\nas a basis of policy and practices of government in
\ndealing with the public; (2) develop a well-organized
\npeacetime public information bureau; (3) let the
\ngovernment deliberately and overtly encourage free
\npublic discussion in peace time; (4) in its whole
\npublic relations and informational policy, the gov
\nernment should emphasize not words alone, but
\ndeeds; (5) institute a continuing series of conferences
\nand discussions between government and leaders of
\nthe important groups in our society, including farm
\ners, labor, commerce, industry and the armed forces;
\n(6) add higher formal education to the training pro
\ngram of the armed forces in peace time; (7) develop
\na more democratic army in order to give men and
\nofficers greater community of interest in working
\ntoward a common goal.\"
\nELB concludes: \"The program I am suggesting is
\npredicated on our history, on our experience as a
\nnation and on the science of human relations as
\ndeveloped by the various social sciences; and it pre
\nserves our fundamental principles of security and
\nindividual liberty. Besides, it is based on the military
\nlaw that he fights best who most deeply believes in
\nhis faith. History has shown that armies built and
\n38
\nsupported by the faith of the people are the most
\neffective.\"
\n\"The Importance of Public Opinion in
\nEconomic Mobilization. 1 '
\nTalk before the In
\ndustrial College of the Armed Forces, Washing
\nton, D. C. Oct 11, 1949.
\nELB says: \"Because national action in a democracy
\ndepends on public opinion, we need a new approach
\nto economic and military mobilization, and to con
\nduct warfare. This requires expert knowledge of mass
\nand individual psychology, as well as expert knowl
\nedge of the techniques of communication. You are
\ngiving serious attention to this vital matter. This
\nshows the Armed Forces no longer believe, as they
\noften did in the past, that technology is everything
\nand that public opinion can be handled casually
\nthrough handouts and headlines which glamorize
\nthis or that general, this or that army in the public
\nmind. . . .
\n\"Mobilization, then, must be divided into two
\nmajor areas of action. One is the mobilization of men,
\nmoney and materiels for the creation of physical
\narmies and resources in case of war. . . . The second
\nform of mobilization is ideological. ... I believe
\nit is possible to stockpile public opinion for economic
\nmobilization for victory as it is to stockpile things
\nif we go at it in the right way and on a planned basis.
\n. . . But we must realize at the outset that public
\nopinion cannot be expected to depend on words
\nalone; it depends upon deeds as well. The building
\npublic opinion for economic mobilization must be
\nbased, to be sure, on facts, on truth, on the justice
\nof our cause, on an understanding by the people of
\nthe danger our country faces, and on the faith of
\nthe people in one another. But it must also be backed
\nby realities, by the achievement of a good life within
\nthe country. Efforts directed to giving the people the
\npsychological and economic security they desire in
\nthe United States, if successful, should eventuate in
\na vast reserve of favorable public opinion. . . . This
\nlong-range approach, by improving the mental and
\nphysical health, the economic security and education
\nof the American people, and by eliminating discrimi
\nnation, promotes high morale. . . . Now as to the
\nsecond approach, the wartime approach ... In
\nsuch an approach, a central government-controlled
\nbureau presents significant word and picture symbols
\nto our people. Such a bureau would use the methods
\npracticed successfully in two world wars to mobilize
\npublic opinion. . . . Only experts in the field of
\npublic opinion, men who are deeply versed in its
\nskills and deeply rooted in our democratic tradition
\ncan give us the kind of organization and techniques
\nwhich will educate and mobilize the public for a
\nnational emergency while maintaining our demo
\ncratic pattern intact.\"
\nInstitute on World Control of Atomic Energy.\" National Committee on Atomic Information.\"
\nReport on the Institute on Atomic Information.
\nVol. 1, No. 8, Aug 19, 1946, pp. 1-11.
\nThe Institute on World Control of Atomic Energy,
\nconvoked by the National Committee on Atomic
\nInformation and its seventy sponsoring organiza
\ntions, was held in Washington on July 15-16.
\nSpeakers were: Hon. Henry A. Wallace, John Han
\ncock, Clark Eichelberger, ELB and others. ELB said
\nin part: \"The way to dispel fear is to supply the
\npeople with the knowledge and facts the experts
\nhave. This must be done in terms the people will
\nboth understand, and be willing to act upon. The
\npeople will become articulate when they know the
\nfacts. They will then squarely support one of the
\nplans proposed for internationalizing the atomic
\nbomb. That is the people's role. The tremendous
\nexpansion of communications in the United States
\nhas given America the world's most highly organized
\nnetwork for spreading ideas.\" ELB recommended
\nplanned action for disseminating information about
\nthe atomic bomb so that they could \"be sure your
\nmaterial fits the public you are interested in reaching.\"
\nInternational Association of Milk Dealers.
\n\"Better Public Understanding for the Fluid
\nMilk Industry.\" Proceedings, 27th Annual
\nConvention, Oct 15-17, 1934. pp. 215-230.
\nAn analysis of the public relations problems of the
\nfluid milk industry. \"Public relations must be con
\nsidered, first, from the standpoint of the industry;
\nand, second, from the standpoint of the unit within
\nthe industry.\"
\nAnalyzing public attitudes toward the milk indus
\ntry, ELB says the public thinks \"the spread between
\nthe price the farmer gets and the price the distributor
\ngets is too great\" and that \"the farmer and the buyer
\nof milk are unjustly treated.\"
\nThe milk industry can do what other industries
\nhave done \"carry on public relations activities
\nand create better understanding for the fluid milk
\nindustry.\"
\nFor this purpose, \"new methods must be adopted
\nto meet changed and changing conditions of our new
\nepoch\" and \"to counteract ill-will from the past,
\nindustry must devise extraordinary means of in
\nforming the public about its actual constructive
\npolicies and actions in the present and future.\"
\nELB then recommends a four-point public rela
\ntions program for the fluid milk industry: \"(1) A
\nformulation of the objectives. (2) A scientific analysis
\nof the public, including not only an estimate of what
\nthe public thinks and expects of you, but attention
\nto where public opinion is veering. (3) A study of
\nthis analysis with a view to making necessary
\nchanges in your policies, products or service to con
\nform to public desires and making whatever
\nchanges are advisable. (4) A continuous projection
\nand interpretation of your industry through all pos
\nsible media in terms of what the public is thinking
\nand demanding.\"
\nThe Journal of Marketing. See Addenda, Item
\n13.
\nMail Advertising Service Association. \"Direct
\nMail: A Challenge to Research in Humanics.\"
\nAn address delivered before the Association,
\nTwenty-Eighth Annual Luncheon, New York,
\nN.Y: Raymond Service, Inc., May 6, 1947.
\n39
\nELB reports on survey about direct mail he con
\nducted among leaders like Nicholas Samstag and
\nFrank Pratt of Time, Boyce Morgan of Kiplinger's,
\nSimon & Schuster, McGraw-Hill, Penn Mutual Life
\nInsurance, etc. Quoting these on method and for
\nmula, ELB cites their suggestions for making direct
\nmail more effective: lower costs in production and
\npostage; greater accuracy, more careful selection of
\nlists; improved letter content; improved government
\nservice lower postage, greater speed in handling
\n; ELB himself suggests users of direct mail \"must
\nundertake research in two highly important fields of
\nhuman knowledge: first, the art and science of com
\nmunication by mail; second, research into the nature
\nof human beings.\" Under first head, he urges re
\nsearch, aided by colleges, universities and founda
\ntions, in language, semantics and symbols; under
\nsecond head, research in social sciences.
\nELB pointed out that \"directed mail covers many
\naspects of communications and of human behavior.
\nIt involves the whole process of engineering the
\nconsent of those whom it is trying to influence in a
\nhighly competitive civilization. It should receive
\nthe benefits of the most scientific methods in order
\nto carry out its social function most effectively.\"
\nCondensed in Advertiser's Digest, Vol. 12, No. 12,
\nDec 1949, pp. 20-23.
\nMarket Research. \"Public Opinion and Public
\nRelations,\" Vol. 8, No. 2, Feb 1938, pp. 11-14.
\nTalk before the American Statistical Associa
\ntion, Atlantic City, NJ: Dec 28, 1937.
\nELB defines public relations as \"interpreting the
\npublic to the individual and the individual to the
\npublic ... a process of altering existing alignments,
\n... of effecting a change for the better integration
\nof the two elements concerned.\" The public relations
\nworker must \"find out the present status of the in
\ndividual attempting to effect change\" and \"the
\npresent configuration of his public.\" He needs
\nscientific charting by statistics, economic measure
\nments, individual and mass psychology and other
\nsocial sciences.
\nDiscussing use of statistical methods in public
\nrelations, ELB says statistics can in certain cases lay
\ndown the pattern for public relations activities in ad
\nvance, gauge trend lines, indicate the amount of ef
\nfort to be applied, determine the effectiveness of a
\npublic relations effort, strengthen the ideas advanced
\nin propaganda, employ the \"tyranny of numbers\"
\nfor socially useful purposes.
\nMerchants' Association of New York. \"The
\nNew York World's Fair A Symbol for De
\nmocracy.\" Address of Edward L. Bernays, mem
\nber of World's Fair Committee of The Merchants'
\nAssociation of New York at Luncheon under
\nAuspices of The Association's Members' Coun
\ncil at Hotel Pennsylvania. Issued by The
\nMerchants' Association of New York. Apr 7,
\n1937. 9pp.
\nIn this talk, ELB discusses the basic theme of the
\nWorld's Fair of 1939 and how to develop and expand
\nit. After Grover Whalen's statement that the Fair
\nwould look forward to the task of \" 'Building the
\nworld of tomorrow,' \" ELB says: \"In the last seven
\nyears, many of our old values, through economic
\nforces, have been deflated. The world is in a chaotic
\nstate. It needs leadership. To revitalize the relation
\nship of our system to the common man is a contribu
\ntion the Fair must make. The Fair must be made to
\nshow how our democracy works, how it can be main
\ntained. . . . Let us sell America to Americans. . . .
\nHow can this be carried out effectively? . . . The
\nFair must relate the things which are shown, to
\nwhat they have done for us as individuals, and as a
\nsystem in the last 150 years; to what they will con
\ntinue to do for us. Let us by all means picture the
\nactivities of America with concrete examples coal
\nmines, copper mines, assembly lines, shoe factories
\nall these. I am all for the concrete, the vivid, the
\nactual reality. But this is not enough. . . . Such a
\nFair must show graphically the interrelationship of
\nthe various groups that make up our life the
\nrelationship of private industry and private enter
\nprise to government and to the people; the relation
\nship of farm and industry; the relationship of men
\nand management. . . . Give them these facts at
\nthe Fair, graphically displayed in words, actions, dis
\nplays, through every form of thought conveyor, and
\nwe can depend upon the people to make the soundest
\nchoice possible. . . . Not to strike, throughout all
\nthese great efforts, one dominant and responsive key
\nnote of vital interest to everyone early in the Fair,
\nthat will identify the coming Fair with the hopes and
\naspirations of every man, is to lose one of the most
\npotent effects that the Fair can produce, and to lose,
\nat the same time, the highest potential of interest and
\nsuccess the Fair can achieve. Not only will such a
\npoint of view modify the attitudes and actions of
\nthose who come to the Fair, but in its development,
\nit will tend to crystallize the attitudes and actions of
\nall those associated with the Fair exhibitors, key
\nparticipants. All New York will be ready to con
\ntribute to such an end. New York represents the very
\ndemocracy that is America.\"
\nMuseum News. \"The Museum's Job in Wartime,\"
\nVol. XX, No. 20, Apr 15, 1943, pp. 11-12.
\nReprint of an address delivered at Annual
\nMeeting of the American Association of Mus
\neums at Williamsburg, May 18-19, 1942.
\nELB says: \"The exigencies of total warfare demand
\nthat every institution in the democracy re-examine,
\nre-evaluate itself to find its place in the democracy
\nunder these wartime conditions, and to fit itself more
\neffectively into the peace that will follow the war.
\nTotal warfare today has three fronts the eco
\nnomic, the military, and the psychological. . . . The
\nmuseums of the country, whether they are art, or
\nhistorical or natural history museums, can be used as
\na stirring background for emotion, factual evidence,
\nand tradition in shaping men's and women's atti
\ntudes. That is one way in which the museum can be
\ncome a dynamic and forceful contributor to the war
\neffort and to the peace that is to come. . .\"
\nELB reports that survey he made among museum
\n40
\ndirectors reveals museums face four major problems:
\n(1) organization the problem of personnel to head
\nmuseums; (2) support for museums inadequate
\ncontributions and the problem to get people to at
\ntend and use museums; (3) the problem of satisfying
\nneeds of various groups which use museums
\nchildren, adults, soldiers; (4) the public relations
\nproblem of \"utilizing all avenues of approach to the
\npublic to meet your problems of financial support
\nand attendance.\" ELB then outlines three out
\nstanding functions of the museum in wartime: (1)
\nthe strengthening of morale through increasing the
\npeople's belief in the future and themselves by show
\ning them the past and the present; (2) providing
\nescape for a population made tense by wartime
\nstress; (3) providing and maintaining the creative
\nspirit so important to our democratic pattern and its
\nfuture. ELB adds: \"These three important objectives
\nare newsworthy. . . . Public relations with deeds is
\nmore effective than public relations with words. . . .
\nFirst, define your objectives specifically in terms of
\nyour own museum. Second, make a study of your
\ncommunity to find out what the prevailing attitudes
\nand interests are, find out the channels of communi
\ncation and their interests. At this point, work out
\nplans of activities translate your program into
\naction.\"
\nNational Alumni Council. \"Mass Psychology -in
\nCollege Fund Raising.\" An address delivered at
\nthe Regional Conference of the National Alumni
\nCouncil, Atlantic City, N.J., Feb 13, 1932. 8pp.
\nELB says: \"Given these two ideas, first, that the
\nworld looks today for leadership to the university
\nscientist, teacher; second, that the world is recog
\nnizing the validity of the mental equipment the col
\nlege gives a man to cope with this disrupted eco
\nnomic world, how can they be turned into channels
\nto create greater opportunities for you to use in
\nraising funds to keep the college going?\"
\nTo achieve this goal, ELB recommends a public
\nrelations program based on following steps: (1)
\nThrough mass media of communication, group lead
\ners and publicists, appeal to public's identification
\nwith colleges as institutions which educate our chil
\ndren and give us our leaders of today and tomorrow;
\n(2) issue a round robin signed by 100 captains of
\nindustry \"calling upon America to give a thought
\nto its colleges and to the things of the spirit, in this
\ntime when the fleshpots have proved of so little
\navail\"; (3) A pronouncement by 600 college presi
\ndents \"calling upon America to bethink itself of the
\nuniversity as the means of training the youth to be
\nable to meet whatever future it has with strength
\nand fortitude\"; (4) saturate individuals in all walks
\nof life with this viewpoint, so that they reflect it in
\ntheir spoken and written utterances; (5) appeal to
\nthe desire for immortality by listing all donors to
\nuniversity funds on tablets; (6) fire the imagination
\nof millions by a simple, direct symbol; (7) ask for a
\ngiven sum for a given purpose on a given date; (8) let
\neach university define its ideals so that these are
\nknown to groups who believe in the same ideal;
\n(9) let fund-raising committees be thoroughly repre
\nsentative of the community; (10) a successful fund-
\nraising campaign requires overt acts which make the
\nnews luncheons, mass meetings, parades, broad
\ncasts, resolutions, dedication exercises.
\nNational Association of Manufacturers. \"Panel
\nof Public Relations Counsel on the Big Problem
\nFacing Industry and What to Do about It.\"
\nProceedings Third Annual Public Relations
\nConference sponsored by the NAM, N.Y.: Dec
\n4, 1945. 89pp.
\nAn Editorial note: \"The members of the panel were:
\nEdward L. Bernays, Carl Byoir, Pendleton Dudley,
\nFred Eldean, James W. Irwin, G. Edward Pendray,
\nT. J. Ross.\"
\nNational Municipal League, [etc.] \"Crystallizing
\nPublic Opinion for Good Government.\" Address
\nbefore the Thirty-First Annual Meeting of the
\nNational Municipal League and the Twenty-
\nFirst Annual Meeting of the American Civic
\nAssociation in Joint Session. Pittsburgh, Nov
\n1925. 8pp.
\nA discussion of the techniques of public relations as
\napplied to government.
\nAfter emphasizing the need to \"sell\" good govern
\nment to a community, ELB outlines the techniques.
\n\"You may perhaps wonder at the use of the term
\n'selling good government.' Yet good government can
\nbe sold to a community just as any other commodity
\ncan be sold to a community. . . . Any intelligent
\nhandling of a problem in selling good government to
\na community must take into consideration the exist
\ning status of public opinion in the community where
\nthe 'sale' is going to be made. . . . The basic reason
\nunderlying such an analysis is the fact that men's
\nopinions are most often changed by their acceptance
\nof the opinions of those whom they regard as leaders.
\nRemember, then, that this analysis should try as
\nclosely as possible to gauge the importance of the
\nrelative values of different leaders in the political
\nthought of the community. . . . Now that the
\ntechnician has mastered the first step in his 'sales
\ncampaign,' he proceeds to the second . . . and
\nanalyzes the appeals of his good government project
\nto the community. He realizes that the individual
\nand the group are swayed by only a very small num
\nber of fundamental desires and emotions and in
\nstincts. . . . The protagonist of good government,
\nthen, selects such appeals as will best serve to reach
\nthe groups he desires to influence. . . . The basic
\nappeal or keynote of the campaign having been
\ndeveloped, the good government special pleader next
\nhas to consider the physical approaches to his public.
\n. . . The platform, the motion picture (from a news-
\nreel standpoint), the radio, the magazines, the direct
\nmailing piece, the word-of-mouth '
\nspoken thought,
\nthe parade, the mass meeting every method of
\napproach to the public through the senses must be
\nmade. . . . The special pleader has a simple matter
\nwhen it comes to the utilization of these media,
\nwhich I shall group together, with the exception of
\nthe daily press. He must simply study their con-
\n41
\nstituent organism as it exists at the time he is waging
\nhis campaign and find the greatest common denomi
\nnator of interest between the medium and the appeal
\nhe has decided upon for his public, keeping in mind
\nthe group formation of society referred to previously.
\n. . . Your group leaders, induced on some essential
\nand basic interest to further your cause, and selected
\nto fit into the media, will influence their constituents
\nand larger interlapping groups. Given a cause that
\nneeds the whole community's support, it is a possi
\nbility to secure the interest of any number of differ
\nent group leaders on varied appeals to sponsor the
\ncause, and reflect them through the channels men
\ntioned, to publics that will eventually include the
\nwhole community in terms of their own interests.
\n... I have left the newspaper to the last because it
\nis a problem in itself and to it as an influence in
\nmolding public opinion could be devoted a special
\ncourse of lectures. . . . Your special pleader, there
\nfore, who cannot, because of physical and monetary
\nlimitations, publish his own newspapers to present
\nhis point of view, must continually think of his prob
\nlem in terms of creating circumstances that will
\ncause the desired expression in the minds of the
\npublic he is trying to reach, and which will at the
\nsame time compare in the market place for news of
\nthat given day with other news which the given
\nnewspaper is printing. The circumstances which he
\ncreates must embody the basic appeal he has de
\nveloped as the one to which his public will respond,
\nand it must embody this appeal in the form of a
\nhappening which will be as important, or more im
\nportant, than other happenings in that particular
\nplace on that particular day. . . . The technique of
\ninfluencing public opinion is then a problem to be
\ngone at step by step. It demands a survey of the
\nmarket the public, an analysis of the thought-
\nbuying habits of the 'buying' group, a study of the
\nphysical media of approach and a harmonizing of
\nappeal to the media and to the public.\"
\nNational Newspaper Promotion Association.
\n\"Public Relations for the American Daily
\nNewspaper.\" A talk delivered by Edward L.
\nBernays, counselor in public relations, April 25,
\n1944. Reproduced and distributed by the Asso
\nciation as a service to the cause of American
\nnewspapers. 14pp.
\nDiscussing the public relations of America's daily
\nnewspapers, ELB says: \"If my talk to you today
\non the public relations of America's daily newspapers
\nis to be of any practical value to you, your newspaper
\nand to the public, it must be based on an objective
\nweighing of all the facts available. That is the only
\nway to deal with any situation realistically look
\nat the facts, interpret them, and let recommenda
\ntions stem from analysis and synthesis. . . . To deal
\nwith the problem realistically then, we must examine
\nthree sets of facts and state the assumption on which
\nwe shall interpret facts that a democracy needs a
\nfree and independent press, as a purveyor of news
\nand as a social instrument of leadership. First, what
\nare the policies and practices that govern the public
\nrelations of American daily newspapers today? Sec
\nond, what are the attitudes of the American people
\ntoward the daily press today? Third, what are the
\nissues and goals the American people are interested
\nin now and for the postwar period?\"
\nAfter discussing his survey answers to these ques
\ntions, ELB continues: \"We have examined the three
\nsets of facts we started out to. Now what are the
\nconclusions and recommendations? If the newspaper
\neffectively serves the public as a news purveyor and
\na social instrument, we do not need to be concerned
\nwith the newspaper as a private enterprise. . . .
\nOur recommendations obviously apply to the daily
\nnewspaper field as a whole. . . . Newspapers must
\nact on the basic consideration that a democracy
\nneeds a free and independent press which purveys
\naccurate complete news, and is also a social instru
\nment of leadership for constructive improvement.
\n. . . Large circulations and advertising are not
\nnecessarily an index to the social value of a news
\npaper. If social values are not maintained, in the
\nlong run newspapers may lose their status as public
\nservice institutions and encounter a tendency by the
\npublic towards restriction, control and regulation
\neven despite the first amendment. It is not incon
\nceivable that pressures may be brought to bear
\nagainst the press, that is not considered by the public
\nto be living up to its privileged status. ... As to
\nplatforms of a leadership character, here are our
\nrecommendations: Greater emphasis should be
\nplaced on national and international social goals in
\nthe platforms of American newspapers. Planks of
\nlocal character, emphasizing physical improvements
\nin a community, now so generally used, might well
\nbe reconsidered. Greater emphasis might be placed
\non promoting local social goals, consistent, of course,
\nwith national and international social goals. The
\nAmerican people are vitally interested in postwar
\njobs, social reforms, social security, educational and
\nother aid for returning soldiers, a chance to advance
\nthemselves, a recognition of their personal contribu
\ntion to America and to the next generation. Planks
\nof this kind, it seems to me, might be given emphasis
\non a local as well as national basis. As to planks of
\na news purveying character, these are well stated by
\nthe newspapers of the country. It is apparent that
\nwhat they stand for is not as acceptable to the public
\nas they ought to be. Newspapers to maintain their
\nstatus must not only adhere to these planks, they
\nmust make a vigorous avowal of them to the public.
\nPlatforms must be continually 'sold' to the public
\nin every possible way. The press must consciously
\nmake the public recognize its values in both the field
\nof social leadership and news purveying. . . . The
\npress must not only have sound leadership platforms
\nand sound news policies and practices, it must 'sell'
\nboth to the public. In the leadership field, it can devel
\nop vigorous campaigns for action. In the news purvey
\ning field, it must stand not only for freedom from
\nprejudice but 'sell' this freedom from prejudice to
\nthe public. It must 'sell' to the public constantly
\nthat it is truthful and accurate, particularly in those
\nareas in which the public appears to doubt its fair-
\n42
\nness, its treatment of politicians and politics, labor
\nand labor leaders, business and businessmen, foreign
\naffairs, religious and racial problems.\"
\nNational Society for Crippled Children and
\nAdults. \" Achieving Goals for the Handicapped.\"
\nProceedings 1949 Annual Convention. Hotel
\nCommodore, N. Y: Nov 6-10, 1949. 231pp.
\nIntroducing ELB at the November 8 session of the
\nSociety's convention, the chairman said: \"He is not
\na stranger to the work we are engaged in nor to the
\nactivities of the people present, because he has been
\na member of the National Public Relations Com
\nmittee of the American Red Cross, and is a director
\nof the National Committee on Mental Hygiene, and
\nof the Arthritis and Rheumatism Foundation. He is
\nEdward L. Bernays, a graduate of Cornell Univer
\nsity. Time magazine has called him 'the United States
\nPublicist No. 1.' He is a lecturer on public relations
\nat New York University. Next summer, he will be
\nVisiting Professor on Public Relations at the Uni
\nversity of Hawaii. He has served the United States
\ngovernment in various capacities such as the Paris
\nPeace Conference, the United States Committee on
\nPublic Information, the War Department and the
\nDepartment of Commerce. He is an author and a
\nfrequent contributor to leading magazines, and news
\npapers and social science journals.\"
\nSpeaking on \"Achieving Goals Through Educa
\ntion,\" ELB said: \". . . the visibility today of your
\ncause is not as great as it might be not because
\nthe problem of crippled children and adults is not as
\nimportant and vital as you might think it is, but
\nbecause thousands of other ideas and interests are
\ncompeting with yours for public attention. You may
\nhave the best cause in the world, but the public must
\nbe convinced that it is important before it will sup
\nport it. The public importance of a cause is in direct
\nratio to its visibility, to its being on the front page,
\nso to speak, of communications that reach and make
\npublic opinion. . . . You must then create visibility
\nfor your movement high visibility on a national,
\nstatewide and local basis. This is your first problem
\nin any attempt to educate the public for the achieve
\nment of your stated goal.
\n\"... the problem of educating the public is a
\nmuch broader problem. We might call it a problem
\nof social engineering, or a problem of engineering the
\nconsent of the public for your goals.
\n\"The first step ... is to insure that your goals
\nare realistic, that they are attainable and that they
\nare effectively refined and defined. . . . Research
\nof the public will tell you whether the manpower,
\nthe money and the organizational facilities available
\nto you now can meet your hoped-for goal. . . . You
\nwill also find out by research of the public what the
\nsocial forces in the community are that may work
\nwith you, . . . what your publics are, what they
\nare made up of, what they are motivated by, what
\nthe special fields of activity that appeal to these
\npublics are. . . . Research of this kind will help you
\nto define goals that will appeal to the public.
\n\"While selling your words to editors, publishers,
\nradio commentators, writers and other opinion mold-
\ners, you must also integrate yourself with the com
\nmunity where you function, with the key social
\ngroups that make up the community and its social
\npattern on a local level, a statewide level, a national
\nlevel.
\n\". . . possibly one way to cope with the problems
\nof educating the American public to understand the
\nneeds of crippled children and adults and to support
\nyour cause, is for you to set up a central board of
\nstrategy consisting of representatives of your Na
\ntional Society and of other groups. . . . This central
\nboard of strategy . . . could work out both an im
\nmediate and a long range plan of educating the public
\nin the light of whatever the research of your publics
\nindicates is the necessary blueprint of action.\" pp.
\n81-87.
\nNew England News Letter. \"Building Goodwill
\nfor New England Industry.\" Supplement, Aug
\n1938, pp. 4-12.
\nAddressing the Conference of leading New England
\nManufacturers, ELB said: \"The importance of pub
\nlic relations today, it seems to me, is that the busi
\nness man must regard it as more than articulation;
\nhe must regard it as a basic and underlying part of
\nhis responsibility to the world he lives in. He must
\nrecognize that only if the public interest and the
\nprivate profit coincide can he maintain and develop
\nhis own business and the broader system of which
\nit is a part.\"
\nELB reports on the \"Goodwill Survey\" which he
\nmade for the Industrial Committee of the New Eng
\nland Council. This survey was sent to 2500 New Eng
\nland manufacturers, of whom 263 or 10.5% replied.
\nOf this survey, ELB said: \"It aimed to find out
\nwhether your community realized the contribution
\nmade to its economic life by your company, inquired
\nas to whether your community was friendly to your
\ncompany, and whether your company was friendly
\nto the community; asked as to the appearance of
\nyour company's officers before local groups in the
\ncommunity; inquired, specifically, as to the par
\nticipation of your company in community affairs.
\nThen it queried whether certain different kinds of
\ninformation were made available to local newspapers
\nand other agencies in the community; whether you
\nencouraged visits to your plants; what employee in
\nformation relationships you carried on; what plant
\nidentification you had; what plant exhibits you pro
\nvided, what local activities you participated in to
\nwards a furtherance of your business, and what
\nyou considered the chief barriers or obstacles
\nto good relations between industry and your com
\nmunity.
\n\"... business must retain the system of private
\nenterprise, of private profit and of free competition
\nwhich made America. These are part and parcel of
\nour democracy. The drift towards state capitalism
\nthat is going on in many parts of the world is fraught
\nwith danger for the democracy. That is why it is so
\nimportant that the people should not be permitted
\nto lose faith in business. ... If our democracy is to
\n43
\nremain, business must regain the good will of the
\npublic. It must reestablish itself with the public.
\nBut it must depend for its public understanding on
\ndeeds as well as words. . . . Public relations is no
\nlonger a matter of a mimeograph machine, manu
\nfacturing releases for newspapers. It is no longer a
\nmatter of appearing before local groups, partici
\npating in community affairs, contributing towards
\ncommunity charities, sending out information.
\nConstructive public relations must permeate your
\nevery attitude and action. What you think and do
\nmust be in accord with public opinion, public desire,
\npublic demand and public interest as well as with
\nyour private profit. ...\"
\nNewspaper Advertising Executives Association,
\nInc. \"Symbols The Currency of Propaganda.\"
\nAddress at the 28th Annual Convention, N. Y.
\n1935. p. 9.
\nAn action-related analysis of the use of symbols in
\npropaganda, publicity, and public relations.
\nELB said: \"There are so few leaders today because
\nthere is so little understanding of the science of
\nballyhoo by those who should be leaders. ... In
\ninfluencing and motivating the group to action, sym
\nbols and cliches play a most significant role. . . .
\nLeaders must devise symbols that will interpret the
\ndisappointed and the latent beliefs of the public
\nand that will stand again for the public's desires. A
\nnew symbol-maker will be a new leader, if his sym
\nbols are valid. . . . Propaganda the science of
\nballyhoo can give direction to the shifting tastes
\nand wants of the consumer through the use of sym
\nbols, whether it be applied in newspaper advertising
\nor some other form of propaganda. . . . The mod
\nern propagandist studies systematically and objec
\ntively the material with which he is working, in the
\nspirit of the laboratory. If the matter in hand is a
\nnationwide sales campaign, he studies the field by
\nmeans of a clipping service, or of a corps of scouts,
\nor by personal study at crucial spots. . . . This
\ntechnique is daily being applied to every field of
\nhuman activity. . . . The world of industry par
\nticularly must recognize that it is not only dealing
\nwith three dimensional objects and methods through
\nwhich to move them to the public. It must recognize
\nthat in addition to objects, it is dealing with symbols
\nthat are competing with all other kinds of abstrac
\ntions, and that the only way to do this effectively is to
\nhave fundamentally in mind the science of ballyhoo.\"
\nNew York Academy of Medicine. \"A Venture
\nin Public Health Integration:' The 1941 Health
\nEducation Conference of the New York Acad
\nemy of Medicine. N. Y: Morningside Heights,
\nColumbia University Press. 1942. 56pp.
\nChapter II, \"Barriers to Health Education,\" by
\nELB, analyzes public health services, the cost of
\nmedical care, and the barriers to health education.
\nIt contains a public relations program for educating
\nthe American people on health matters, pp. 24-45.
\nReprinted as \"Psychological Barriers in Health
\nEducation.\" Vital Speeches of the Day, Vol.
\nVIII, No. 6, Jan 1, 1942. pp. 188-192.
\nNew York Herald Tribune. Fifth Annual Forum
\non Current Problems. \"America Faces a
\nChanging World\" The New York Tribune, Inc.
\n1935. 318pp.
\nThe Fifth Session of this Herald-Tribune Forum,
\nheld October 17, 1935, was devoted to \"Propaganda:
\nA Force for Good or Evil.\" ELB spoke on \"Mould
\ning Public Opinion,\" pp. 234-238. Introducing him,
\nMrs. William Brown Maloney, Chairman of the
\nForum and editor of This Week, said: \"The next
\nspeaker on this program is by way of being a sort
\nof institution. A nephew of that famous psycholo
\ngist, Dr. Sigmund Freud, his training and environ
\nment made him a student of human nature, and
\nin his early life he became interested in the psychol
\nogy of the crowd. He read a play called 'Damaged
\nGoods,' believed it should be given to the public
\nfor the public's own good, and undertook to put
\nit over. Doing this was not just a press agent's
\njob selling that play to the public meant con
\nverting the legal profession, the medical profession,
\nthe educators and the press to acceptance of a more
\nopen discussion of social problems than they had
\never known before. That was Mr. Bernays' first
\nexperience as a public counsellor. Today he is one of
\nthe foremost men in that profession; has, in fact,
\nbeen largely instrumental in creating the profession
\nas such. I want to quote something he said about it
\nseveral years ago. 'Propaganda is simply special
\npleading projected in terms of the public interest.
\nThis can be used to antisocial purpose.' Ida Tarbell
\nasked him what was the difference in the propaganda
\nmethods of a statesman and a demagogue. He an
\nswered that the difference was that one man had a
\nsocial purpose and the other didn't. It is the differ-
\nference between the honest lawyer and a shyster
\nlawyer; between a reputable doctor and a quack;
\nbetween humanism and egotism. Mr. Bernays has
\nbeen the adviser of presidents, of high government
\nofficials, of big business. He is the author of two well-
\nknown books Propaganda and Crystallizing Pub
\nlic Opinion\" In his speech ELB said: \"Americans
\nmust recognize that in the science of propaganda
\nthey have at their command a real weapon with
\nwhich to consolidate and make effective the work
\nand contributions of past and present generations
\nthat have built up our present-day system an
\neconomic and governmental system which we do
\nnot desire to exchange for any other.\"
\nNew York State Title Association. \" Mr. Bernays'
\nAddress 'Private Interest and Public Respon
\nsibility.'
\n\" May 5-6, 1939, pp. 59-66.
\nMinutes of New York State Title Association meet
\ning, beginning with the president's introductory re
\nmarks. \"The Association this year is going a little
\nfurther afield in its program. The next speaker is a
\npublicist not directly associated with the title busi
\nness. Mr. Bernays has been identified with many of
\nthe large corporations in business, advising them on
\ntheir public relations. TIME has called him U. S.
\nPublicist No. 1 ...\" The text beginning, \"Title
\ninsurance and its related field of real estate invest-
\n44
\nment today face the same problems of public rela
\ntions many other great fields of financial activity are
\nfacing. The need these businesses serve is greater
\nthan public knowledge and appreciation of this
\nneed.\" Speech given by ELB covers sub-topics,
\n\"How to Develop a Better Understanding,\" \"Public
\nInterest Values,\" \"Private Interests and Public Re
\nsponsibility,\" \"Business Dependent on Goodwill,\"
\n\"Public Relations a Definite Objective.\" Question
\nand answer period including one member's com
\nment, \"We have had a million dollars' worth of ad
\nvice from Mr. Bernays for the price of a good lunch
\neon\" also reported.
\nPennsylvania State College. \"Human Relations
\nThe Way to Labor-Management Adjustments\"
\nBulletin. Vol. XLI, No. 7. Feb 14, 1947. pp. 15-
\n22. A paper presented at the 23rd Annual In
\ndustrial Conference of the College, State Col
\nlege, Pa.
\nELB said: \"The attempt of either management or
\nlabor to win public opinion to its side alone is in itself
\nno solution. The job of management, as it is of labor,
\nis to put its own house in order so that it can begin
\nto develop a public opinion that will itself look be
\nyond the conflicting claims of group interest. There
\nis no short-cut to this goal.\"
\nELB discusses the basic problems of labor-manage
\nment maladjustments and appeals to management
\nto \"bring its thinking up to date. . . .
\n\"How can management build a real case that both
\nthe public and labor will accept? In dealing with
\nlabor-management problems, management suffers
\nfrom a cultural time lag. This phrase succinctly de
\nscribes the gap which exists between what people
\nactually do and what they could do in the light of the
\nknowledge available. . . . The question resolves
\nitself into management's attitudes and actions to
\nwards the worker and the representatives of manage
\nment, from pay to ventilation. . . . Today indus
\ntrial management must apply to its industrial rela
\ntions the theories of human behavior developed in
\nthe social science laboratories. To use this knowledge
\nis not visionary. It is the highest type of practical,
\nself-interest, enlightened reality. . . . An orderly
\nsolution to management's responsibilities is necessary
\nbefore management can present a visible case for
\nitself.\" In the hopes of stimulating such a solution,
\nELB offered a seven-point program: (1) study and
\ncodifying of study materials on human relations
\nfrom all over the country; (2) management should
\ncontribute financial and personnel aid to organiza
\ntions studying and publishing in the field; (3)
\nmanagement should actively support universities
\nthrough scholarships and endowments; (4) tech
\nnological research should be applied to increasing
\nindustrial productivity through more efficient ma
\nchinery; (5) all plans for improving labor relations
\nshould be studied thoroughly; (6) more widespread
\nand intelligent use should be made of specialized in
\ndustrial relations personnel; (7) the public must be
\neducated to an understanding of what the American
\nsystem means to them.
\n\"Management must do its part as labor to see
\nthat it conforms to the new conditions, that change
\nis kept within a working evolutionary framework.
\nAbout the only guarantee of industrial peace is for
\nmanagement to apply the science of human rela
\ntionships to this problem. If management accepts its
\nresponsibility to achieve co-partnership with work
\ners, public opinion will support management's share
\nin this accomplishment.\"
\nPhilco Distributors' & Dealers' Convention.
\n\"Leadership.\" An address by Edward L. Ber
\nnays, Counsel on Public Relations to the Philco
\nRadio & Television Corporation. Delivered to
\nPhilco Distributors and Dealers on the 1936
\nConvention Cruise Aboard the Q.T.E.M. Mon
\narch of Bermuda. Copyright 1936, Philco Radio
\nand Television Corporation. 16pp.
\nELB analyzes the nature and the characteristics of
\nleadership in American society and applies it practi
\ncally to Philco.
\nPrinting and Advertising Clinics. \"Public Rela
\ntions A Challenge to the Graphic Arts.\" Talk
\nat the Second of the Clinics, sponsored by the
\nGeneral Printing Ink Corporation, N. Y: Apr
\n16, 1940. 23pp.
\nELB discusses the problems of the graphic arts in
\ndustry \"those engaged in the three processes of
\nreproduction, letterpress, lithography and gravure,
\nand the allied trades, the suppliers.\"
\nHe found out what the problems were by a na
\ntionwide survey, among leaders of the industry
\nprinters, lithographers, engravers, professors in
\nprinting universities, editors and publishers of trade
\nnewspapers, type founders, labor leaders; manufac
\nturers of presses, paper and other materials.
\nThe industry faces: (1) internal problems; (2)
\nproblems of relations with the broad public; (3) rela
\ntions with its customers [pp. 6-7]. Industry leaders,
\nELB says, have six major complaints: (1) \"there are
\ntoo many printers in the field and not enough crafts
\nmen . . . the lack of public appreciation of the
\ngraphic arts industry is due to the fact that there is
\ntoo little appreciation within the industry itself as
\nto what constitutes quality work; (2) the lack of
\nrealization of artistic potentialities by the indus
\ntry; (3) poor salesmanship; (4) poor promotion;
\n(5) lack of cooperation in the industry; (6) the
\nneed for a coordinated and well-planned promotional
\ncampaign using every form of promotional media.\"
\nELB recommends the following public relations
\nprogram for the graphic arts industry: \". . . call
\ntogether . . . leaders from the various divisions of
\nthe industry to study the problems and suggest solu
\ntions. ... I recommend that your Committee de
\nvelop a program of broad principles and practices
\nfor the graphic arts industry to follow. ... I sug
\ngest that competent technicians be engaged to make
\na study of the public mind to find out just what the
\nattitudes of your publics are . . . toward the prin
\nciples and goals you have decided upon ... a
\ncampaign of public education . . . using what we
\nmight call the engineering of consent, organized
\n45
\npersuasion, from advertising to mailing pieces, from
\npersonal suasion to industry resolutions, to win sup
\nport both of your industry and public to the princi
\nples and practices you have decided upon.\"
\nELB says: \"Certainly, the graphic arts and the
\nprosperity of this country are interdependent.
\nThe graphic arts are the fourth largest industry of
\nthe country. Every sound attempt should be made
\nto solve the problem of their mutual interrelations
\nand public relations.\"
\nProgressive Education Association. Gulp, W. M.
\n\"Progressive Education Conference.\" The West
\nern Journal of Education. March 1938, pp. 5-7.
\nSpeaking as a member of the panel on educational
\nfreedom and propaganda at the Twentieth National
\nConference of the Progressive Education Associa
\ntion, held from February 23rd to the 26th, ELB said:
\n\"Freedom of using propaganda takes its place with
\nthe other freedoms guaranteed by the Constitution.\"
\nTo Professor Leonard Doob's challenge that propa
\ngandists try to influence public opinion in a con
\ncealed manner, Mr. Bernays answered that there are
\nethics and standards for men in public relations as
\nwell as other professions.
\nRobert Morris Associates. \"Public Good Witt
\nas a Credit Factor.\" Address before New York
\nChapter. The Robert Morris Associates Monthly
\nBulletin, Vol. 18, No. 3, Aug 1935. pp. 49-52.
\nELB said: \"As far as the credit system is con
\ncerned, . . . there may be periods in which people
\nneither borrow nor lend. In such periods as these, it
\nis vitally important for credit organizations to keep
\nalive public belief in the institution of borrowing
\nand lending, because should the habit of not utilizing
\nthe credit system become too firmly fixed, it would
\nbe extremely difficult to build up a new faith,
\nwithout which the credit system must needs fail,\"
\np. 52.
\nSchool Administration and Supervisors Con
\nference. \"Public Relations for Public Edu
\ncation: How to Create Greater Public Under
\nstanding of the Public Schools: by Edward L.
\nBernays.\" An address delivered at The Second
\nAnnual Conference held at New York Univer
\nsity on April 30, 1949. 8pp.
\nELB analyzes the current crisis in American educa
\ntion, emphasizing educational needs and expendi
\ntures, the prevalence of obsolete school buildings and
\ncrowded class rooms, the shortage of teachers, etc.
\nHe gives findings of attitude polls, showing what
\nthe public thinks about public education and sug
\ngests techniques for educating the public to a greater
\nunderstanding of the problem.
\nELB says: \"The facts about the crisis in education
\nmust be integrated with realizable social goals and
\nthey must be acted upon if the crisis is to be re
\nsolved. In order to achieve the necessary action, the
\nconsent of the public must be engineered in the de
\nsired direction. In a world where thousands of facts
\ncompete daily for our attention, we must somehow
\nfocus public attention on the educational crisis in a
\nway that will bring about social change in favor of a
\nbetter educational system. . . . Public education
\nhas a particularly low visibility. This calls for even
\ngreater effort in making the public aware of what is
\ninvolved and what must be done in the current edu
\ncational crisis. . . . What we need today are volun
\ntary groups which will educate the public about edu
\ncation and so create the necessary public demand for
\nlaws that will save and improve our school system.
\n. . . What is needed is that all the groups working
\nfor better education should speak with one voice,
\nwhile each group retains its own freedom and re
\nsponsibility to work for better education on its own
\nlevel. Such a unification of effort would avoid the
\nduplication and distortion which are bound to con
\nfuse, instead of enlightening, the public.\"
\nELB then suggests the creation of a central board
\nof strategy, consisting of leading lay groups and
\neducators who would set policies and goals for
\nAmerican schools as a necessary step toward solving
\nthe crisis in education. This board would direct re
\nsearch in the educational crisis and public attitudes,
\nreorient objectives; work out a clear-cut plan of or
\nganization, strategy and tactics \"to engineer public
\nconsent in relation to this issue\"; use school buildings
\nfor public meetings, adult education, consumer train
\ning, recreational purposes; influence the public
\nthrough the press, the radio, television, posters,
\npamphlets and motion pictures; achieve more ef
\nfective cooperation between schools and parents,
\nand between schools and the community. ELB con
\ncludes: \"Coordinated effort alone will help us over
\ncome the present chaos in our educational system.
\nAnd we must act quickly, for that chaos is very
\ndangerous to our children and to our future, a deadly
\nmenace to the generations to come, the level of whose
\nintelligence and character will determine what kind
\nof America we shall have.\"
\nTalks. \"Should Public Opinion Polls Be Licensed?\"
\nQuarterly Digest of Addresses Presented in the
\nPublic Interest by the Columbia Network.
\nVol. 12, No. 2. Apr 1947. N.Y: Columbia Broad
\ncasting System, Inc. pp. 54-56.
\nEditorial note: \"Archibald M. Crossley, market
\nanalyst and pioneer in the development of opinion
\npolls, and Edward L. Bernays, eminent publicist and
\nauthor of 'Crystallizing Public Opinion,' stated their
\ndivergent views over CBS, January 6. ELB said:
\n'We are no longer led by men. We are led around by
\npolls. . . . Actually, public opinion is much more
\nchangeable than is indicated by the polls. . . . The
\ngovernment must protect the public against mal
\npractices in polling. We license doctors, lawyers, ac
\ncountants and architects to protect the public. We
\nset up standards of character and education which
\nthey must meet, and everyone favors this. By the
\nsame token we should license poll-takers.\"
\nToronto Advertisers. \"A Psychological Blueprint
\nfor the Peace Canada, U.S.A.\" Address before
\nthe Joint Annual Meeting of the Association of
\nCanadian Advertisers and the Advertising and
\nSales Club of Toronto, Toronto, Canada. Oct
\n28, 1943. 14pp.
\n46
\nELB said: \"We must learn to translate our divisive
\npowerful war publicity into equally powerful peace
\npublicity for mutual understanding. This must be
\nbased on a knowledge and understanding by the
\npeople of both countries of their common post-war
\nproblems and goals of defense, offense and economic
\nrelationship. Only on such common understanding
\ncan we both be assured that we shall best be serving
\nour national destinies, which by tradition, economics
\nand a common background are so closely bound
\ntogether,\" p. 14.
\nThis plea was made in reference to ELB's proposal
\nof \"an organization following the pattern of already
\nexisting boards ... a joint Canadian-United States
\nBoard for Mutual Understanding. ... A Joint
\nBoard for Mutual Understanding,\" he explained,
\n\"provides a body which carries on a common pub
\nlicity activity to serve the interests of both coun
\ntries, in that it gives the people of both countries
\nthe facts on which they may base their attitudes
\nand . . . actions. Such a permanent Joint Board
\nfor Mutual Understanding should consist of an
\nequal number of men representing both countries.
\nThese men should be appointed for life as are the
\njudges of our highest tribunals . . . should have
\na deep love and understanding of the common
\ninterests of both countries and a knowledge of their
\ncommon needs. . . . Such a Board should include
\nfrom each country, one or two elder statesmen, a
\nsocial psychologist, a newspaper publisher or radio
\nexecutive, an adult educator, an expert in the field of
\npublic relations, and an advertising man. ... As
\ndemocracies, each country must work on the premise
\nthat if the people of both countries are given sound
\ninformation, the countries themselves through their
\nrepresentative and executive officers will determine
\nsound policies. A budget will be provided . . . pub
\nlicly to be accounted for as is that of the Canadian
\nW.I.B. or our own O.W.I. It will learn just what the
\npublic of one country knows about the other, what
\npre-conceived notions or ignorances prevent com
\nplete understanding . . . will not mix into the
\npolitics of the moment . . . will plan and work for a
\nlong time rapprochement. . . . The board should
\nconsistently stimulate relations between the two
\ncountries through facilitating exchange of informa
\ntion and viewpoint of key people in great social forces
\nthat make up both countries education, com
\nmerce and industry, agriculture, labor, the profes
\nsions. The flow of ideas will not be a fortuitous one
\nway flow . . . but rather . . . two-way . . . [in]
\nfact and point of view.\" In presenting this \"psy
\nchological blueprint for the peace between my
\ncountry and yours,\" ELB bases his \"analysis and
\ninterpretation\" on \"present-day facts and condi
\ntions . . . [on] present war relationships [which]
\npoint the way to such a study\" \"mutual regard\"
\nbetween the peoples of both countries, as shown by
\npublic opinion polls; the sense of being \"natural
\nallies\" in regard to international relations; coopera
\ntive activities, by agreement, of Canadian and
\nU. S. War Information Services ('Under the urgency
\nof common need in war, the groundwork for our blue
\nprint has been laid.'). In the Foreword, Lee Tren-
\nholm, president, The Advertising and Sales Club of
\nToronto, comments, \"Rare indeed is the important
\nproposal embodied in [this] distinguished dis
\ncourse. . .
\n\"
\nU. S. Army Adjutant General's School. \"Public
\nRelations.\" Speech delivered before Recruiting
\nClass No. 21, Jan 20, 1947.
\nIn this talk, at Carlisle Barracks, Penna., ELB urges
\nthat the President, the Congressional Armed Servi
\nces Committees and military authorities should issue
\na joint statement of national policy explaining to the
\npeople of the country the purpose and need for the
\ncontemplated peace-time army of 1,070,000 troops
\nwhich demands 40,000 volunteers a month.
\nUniversity of Chicago Round Table. \"Morale
\nFirst Line of Defense?\" A Radio Discussion.
\nJan 18, 1941. 28pp.
\nParticipating in this radio discussion were ELB,
\ndescribed as \"Public Relations Counsel, New York
\nCity\"; Prof. Harold Lasswell, \"political scientist,
\nWashington, D. C.\"; and Norman Thomas, \"Na
\ntional Chairman of the Socialist Party, Candidate
\nfor President, 1928, 1932, 1936, 1940.\"
\nThe introductory note explains that \"The Round
\nTable, oldest educational program continuously
\non the air, is broadcast entirely without a script.
\nSubjects are chosen because of their social, political,
\nor economic significance. The program has no 'ax to
\ngrind.' In the selection of speakers, the effort is to
\nprovide a balanced discussion by participants who
\nhave special competence and knowledge. The opinion
\nof each speaker is his own. ...\"
\nELB is asked by Lasswell to define \"morale\":
\n\"Morale is behavior,\" he says, \"behavior judged by
\nsomeone on the outside in relationship to our goal.
\nUnder strong morale we have energy, enthusiasm,
\nbelief in our goals, and ideals. Under weak morale
\nwe have apathy, frustration, and breakdown. A
\nstrong morale means that we of the United States
\nmust have a common goal, a belief in our leaders,
\nand a belief in ourselves.\"
\nSubsequently, under \"Objective Questions for
\nExamination,\" Round Table listeners are asked to
\n\"Give Mr. Bernays' definition of 'morale.' \" Under
\n\"Questions [. . . of wider scope . . .] For Analysis
\nand Discussion,\" listeners are asked to \"Define your
\nconcept of what is meant by the term 'morale.' . . .
\nDoes your viewpoint coincide with that of either Mr.
\nBernays or Mr. Thomas [who questioned the sig
\nnificance of, and relation of, 'common morale' to,
\nand as against 'a right goal in democracy itself'].
\n... If not, how does it differ?\"
\nELB agrees with Thomas \"that the test of de
\nmocracy in the next few years is going to be our suc
\ncess in meeting unemployment and poverty. But,\"
\nhe adds, \"the success of our present democracy is
\ngoing to depend upon this: Are we going to be able
\nto meet the warfares against democracy that are
\ntaking place today . . . are we going to have
\nmorale?\"; he disagrees with Lasswell on the point
\n\"that people in this country want democracy, but
\n47
\n. . . have no agreement on ways and means toward
\ndemocracy.\" ELB says: \". . . by the best statis
\ntical count, there are ten million people in this coun
\ntry who are more sympathetic to other types of sys
\ntems than they are to democracy. What I fear is
\nthat we are so interested in discussing the future
\nthat we don't pay the attention we should to realiz
\ning the same type of active, dynamic force for
\ndemocracy as that developed by those who are op
\nposed. . .
\n\"
\nELB and Lasswell agree that \"it is perfectly pos
\nsible for a democracy to fight a war,\" in contradic
\ntion to Thomas who \"won't say that it is wholly im
\npossible [but] it is extremely difficult . . . doubly
\n... at long range\"; after lively interchange, at
\ntempting to clarify the implications, all speakers
\nconcede that, for morale, it is important to \"speak
\nup and ACT for democracy. . .
\n\"
\nDeclaring further that \"what this country needs is
\na common goal,\" but in reference to Thomas
\nwith \"men like you talking,\" ELB insists: \"I believe
\nthat ideas are weapons in a democracy; that public
\nopinion is the sum of individual opinions; that you
\nare helping to make individual opinions; that the
\npublic makes national morale, national unity, and
\nnational wealth; and that everyone can help share
\npublic opinion and public action. I remember that
\ntwenty years ago there wasn't anything like public
\nrelations. Today we know that leadership is largely
\nthe result of effective planning of techniques and
\nmethods, and we can all be leaders in a democratic
\nway. Totalitarian systems and enemies within our
\ncountry are waging a propaganda war to break down
\ndemocracy.\"
\nIn reference to ELB's question, \"What do you
\nthink of the idea of getting experts in the field of
\nmorale psychologists, neurologists, communica
\ntion experts, men like Thomas who know and love
\ntheir country to work on a commission to give
\ncounsel and advice where it is needed on problems
\nof morale having to do with everything from frus
\ntration and prejudice and social behavior to the
\nproblems that the army or ... navy ... or the
\ndraft meets with men\" Lasswell finally says, \"I
\nthink we need lots of service agencies for national
\ndefense to help people to understand just how they
\ncan serve democracy in this crisis. To that extent I
\nagree with the general conception of a morale com
\nmission. Then I think that represents our consensus
\ntoday on our question: Is morale our first line of de
\nfense? We have said: 'Yes, without it we cannot suc
\nceed.' We have also said: 'No, morale is not our first
\nline of defense because it is a result and not the
\ncause of a successful defense effort.' One thing has
\nemerged clearly. We agree that we must have clarity
\nabout the ends and means of the achievement of a
\ndemocratic society.\"
\nUnder \"Suggested Readings\" for Round Table
\nlisteners, six works are listed, including \"Bernays,
\nEdward L., Speak Up for Democracy. . . . The
\nmethods and strategies of modern public relations
\nsalesmanship applied to the job of 'selling' demo
\ncracy.\"
\nUniversity of Cincinnati. \"Tomorrow's Public
\nRelations: A Blueprint for American Business.\"
\nText of a talk delivered before the Business
\nand Professional Men's Group, Cincinnati, Ohio,
\nMar 10, 1944. 31pp.
\nThis address surveys the problems of post war plan
\nning and readjustment and how public relations fits
\ninto the attempts to realize the goals set by various
\nleaders and groups for a better world. After pointing
\nout the extent to which planning was being used in
\nother fields, ELB urges comparable efforts in the
\npublic relations field. Quoting from three different
\nsources, the Atlantic City conference of business,
\nlabor and farm groups, the Baruch-Hancock report
\non reconversion, and an address by Henry Wallace,
\na synthesis of goals for public relations planning is
\nreached. After pointing out the necessity of studying
\nsocial facts and realities, and therefore the need for
\nstudying them, recent polls are discussed which back
\nup the delineation of public relations goals.
\nELB says: \"Polls show our people want demo
\ncratic justice in its broadest sense. . . . Polls prove
\nthat a great deal of ordinary living goes on outside
\nof working and that society must provide for the
\nhappy pursuit of this kind of living. . . . Polls
\nshow too that if we practice sound public relations
\nin one of the vitally important segments of our life-
\nbusiness, we shall avoid revolution. . . . The ac
\nceptance of all these realities the pronouncement
\nof American leaders, the social facts, the polls
\nmust govern the American businessman. ... In
\npracticing effective public relations . . . you will
\nfind that what you are really doing is practicing good
\nleadership. Leaders in a democracy are men or
\nwomen who win friends and influence people by
\nword and deed. ... As forceful, socially minded,
\nforward-looking leaders, businessmen can practice
\nand publicize socially sound policies and practices
\nnot only in business but in other fields as well. . . .
\nAmerican business men interested in preserving
\ndemocracy and predominantly free enterprise must
\nexert this kind of leadership effectively. . . . Nor
\ncan business men permit reactionaries to be their
\nspokesmen and official leaders.\"
\nUniversity of Virginia. \"Freedom of Propaganda:
\nThe Constructive Forming of Public Opinion.\"
\nTalk delivered at the Institute of Public Affairs,
\nJuly 16, 1936. Reprinted in \"Vital Speeches of
\nthe Day.\" Vol. II, No. 24, Sept 1, 1936, pp. 744-
\n746.
\nELB said: \"Americans must recognize that in the
\nscience of propaganda they have at their command
\na real weapon with which to consolidate and make
\neffective the work and contributions of past and
\npresent generations that have built up our present-
\nday system an economic and governmental sys
\ntem which we do not desire to change for any
\nother.\"
\nDiscussing the role of propaganda, ELB said:
\n\"Propaganda is the voice of the people in the de
\nmocracy of today. Freedom of propaganda is as im
\nportant as the other civil liberties freedom of
\n48
\nworship, freedom of the press, freedom of speech,
\nfreedom of radio, and freedom of assembly. . . .
\nPropaganda is an important tool of sound social
\nevolution and change. Propaganda makes it possible
\nfor minority ideas to become effective more quickly.
\n. . . What is this propaganda that takes ideas and
\nfacts, and gains quicker acceptance for them that
\nmodifies the motives, the thoughts, and the actions of
\nmillions? Propaganda is applied psychology. Propa
\nganda is an attempt to give currency to an idea by
\nfinding the common denominator between the idea
\nand the public interest, and stating it. It is bringing
\nan old or a new idea to acceptance by the public.
\n. . . The methods of propaganda are readily avail
\nable to all forces in society that wish to effect change
\nor to maintain the status quo. . . . From the broad
\nsocial standpoint, propaganda can be used in in
\ndustry for a variety of purposes. It can be utilized
\nto hasten or slow up the normal time lag in the public
\nacceptance of a product. . . . Propagandas for the
\nconsumer's favor carry broad consequences in their
\nwake, and serve a useful purpose in the economic
\nsystem. They serve to stabilize life for the producing
\nas well as the consuming elements. They tend to
\neliminate the shocks and sudden changes which it is
\nclear our system cannot stand. . . . Propaganda
\nmakes public interest the deciding factor, for the
\nmore propagandas there are vying for public interest
\nand public attention, the freer is the public to choose
\non the basis of its real wants.
\n\"What, you may ask, can be the rationalization of
\nthese propagandas? namely this that as interest
\nand attention are focused on these battles, disin
\nterested authority will align itself on the basis of
\nmerit with one side or another, and the presumption
\nis that that side will win in public favor which is in
\nthe public interest and at the same time satisfies the
\nprivate-profit motive that is at the basis of our
\npresent system. . . . Individuals, industries, and
\norganizations have not heretofore regarded them
\nselves as part of a larger whole that must present a
\nunified front to the public. The capitalistic system
\nhas entirely neglected the larger implications of sell
\ning itself against competitive systems to the public.
\n... If we are to safeguard the principles of de
\nmocracy on which our country was founded, if we
\nare to safeguard democracy itself, we must first un
\nderstand and then utilize effectively the science of
\npropaganda in its behalf. . . . The task of the
\npropagandist is, in essence, the effective manage
\nment of the symbols at his command to bring about
\ndesired responses from the public in order to achieve
\nthe desired end. . .
\n\"
\nWestern Reserve University. \"Democratic Leader
\nship in Total War\" Address at Cleveland Col
\nlege, Western Reserve University. 1943. 8pp.
\nIn this address \"presented at Cleveland College of
\nWestern Reserve University, under the auspices of
\nthe Journalism Department,\" ELB said: \"The re
\nliance of democracy on its leaders is one of the great
\nsafeguards in psychological warfare within and
\noutside the country. We must recognize that the
\nrelationship between the leader and his followers is
\nbasic to victory, and that our many leaders must
\nassume the responsibility of guiding their followers
\nnot only in peacetime pursuits, as they already do,
\nbut for victory as well.\"
\nThe Foreword states in part: \"Edward L. Bernays,
\nwho has long enjoyed the reputation of being the
\nnation's number one publicist, speaks, in this timely
\naddress, with the authority of one who has made
\n'people' his life work. The demonstration contained
\nin this paper should give comfort to those who be
\nlieve that there is no mass mind, but there are mo
\nbile groups of educatable people who think in
\ndividually and often act as a unit. His thesis makes
\nstimulating reading.\"
\nELB said, \"The first step in forging psychological
\nunity in the United States is to discover how many
\npotential war leaders there are in America who can
\nstrengthen uncompromising determination for demo
\ncratic victory. According to the latest available fig
\nures, there are 788,257 such leaders. . . . Leaders,
\nfor their part, have access to the minds and wills of
\ntheir followers. They must assume their responsibil
\nities and mobilize the psychological front for victory
\nin this war of ideas. . . . We must not expect words
\nalone, no matter how true or pointed, to build up our
\nnational will to victory. . . . Government is ex
\npressed by acts and words. But the Government in
\nour democracy depends upon the people, on what
\nthey want, on what they are willing to accept. The
\npeople depend to a great extent on thousands of lead
\ners for guidance as to their attitudes and actions. We
\nalways get back to the leaders no matter where we
\nstart.\" The address continues with an identification
\nof the 25 most influential leaders of the day, and of
\nthe leaders included in the figure quoted above of
\n788,257 leaders, and concludes with an appeal for
\nmore effective harnessing of this leadership to the
\npurposes of total war.
\nWOR Forum Book. Granik, Theodore S., ed.
\nWith a Foreword by Robert F. Wagner, U. S.
\nSenator from New York. N. Y: Falcon Press,
\nInc., 1933. 273pp.
\nThis series of debates under the auspices of the WOR
\nForum Hour contains one between ELB and Silas
\nBent. A Who's Who of Contributors to this book
\ndescribes ELB as follows: \"A leader in the field of
\ncounsel on public relations. Has acted in that field
\nfor foreign governments, industrial and public wel
\nfare organizations, national associations, and individ
\nuals. Author of 'Propaganda' and 'Crystallizing
\nPublic Opinion.' Maintains an office in New York.\"
\nArguing the affirmative of the question, \"Is Propa
\nganda a Constructive Force in American Life To
\nday?\", ELB says: \"The instruments by which public
\nopinion are organized and focused may be misused
\njust as other instruments in law and medicine are
\nbeing misused; but such organization and focusing
\nare necessary to orderly life. As civilization and the
\ntechnique of spreading ideas have become more com
\nplex, the technician has arisen whose function it is
\nto help in presenting a point of view and a product.
\n49
\n\"Today, every idea and every product is compet
\ning with every other idea and every product for
\nfavorable public opinion.
\n\"... The practice of propaganda since the war
\nhas assumed very different forms from those preva
\nlent twenty years ago. This new technique may
\nfairly be called the new propaganda. The new propa
\ngandist utilizes mass psychology and the technical
\nmeans of approach to the masses in order to give his
\nidea or object a greater value in the eyes of the
\npublic.
\n\"The problems of business offer great opportunity
\nfor the propagandist, for everyone is competing
\nagainst everyone else for the consumer's dollar. . . .
\nThose businessmen . . . who have propagandized
\nsuccessfully for basically sound products, have not
\nonly added to the economic stability of their com
\nmunities, but by doing so, also have contributed,
\nindirectly, but nonetheless surely, to the happiness
\nof people generally. . . . During the last twenty
\nyears there has hardly been a single new idea, new
\ninvention, or new product accepted by the public
\nwhich was not made available for the public's benefit
\nthrough the use of propaganda in one form or an
\nother. Schools, colleges, churches, the theatre, litera
\nture, art, music, charities and other forms of social
\nservice all have used propaganda effectively. . . .
\n'The cure for propaganda is more propaganda.' It
\nenables minorities to break up dominant groups. It is
\nthe advance agent of new ideas and new products.
\nSince it is available to all, it is an insurance against
\nautocracy in government and against standardiza
\ntion and stagnation.
\n\"It seems to me that the future historian will
\nascribe to propaganda a very large share or respon
\nsibility for America's progress . . .\" pp. 93-100.<\/p>\n
Tart Two
\nWRITINGS ABOUT EDWARD L. BERNAYS
\ny4sC-i>V<\/p>\n
53
\nMention of
\nEDWARD L. BERNAYS
\nin Books
\nAbdullah, Achmed, and Baldwin, Faith. Broad
\nway Interlude. N. Y: Payson & Clarke, Ltd.,
\n1929. 306pp.
\nThis novel of New York life contains the following
\npassage about a fictional character said to be mod
\neled on the late Otto Kahn: \"Julius Beck had a
\nstrong passion for things of enduring beauty; fancied
\nhimself as Art's self-elected patron; had subsidized
\nmany a publicity expert and public relations counsel,
\nfrom Ed Bernays to Oliver Tayler, so that his fame
\nas a Maecenas might spread from New York to
\nLondon, and from the Atlantic to the Pacific.\" p. 118.
\nAgnew, Hugh F., and Houghton, Dale. Market
\ning Policies. N. Y: McGraw-Hill Book Com
\npany, Inc., 1941. 615pp.
\nBibliographical reference to \"Bernays, E. L: 'Crys
\ntallizing Public Opinion,' N. Y: Boni and Liveright,
\n1923.\" p. 460.
\nAlbig, William. Public Opinion. N. Y. and London:
\nMcGraw-Hill Book Company, Inc., 1939.
\n486pp.
\nBibliographical reference to ELB's book, Crys
\ntallizing Public Opinion, Chapts. I, II, \"The Nature
\nand Development of Public Opinion,\" p. 433; to
\nhis book, Propaganda Chapts. XVII, XVIII, \"The
\nNature and Art of Propaganda,\" p. 456; to his
\narticle, \"Manipulating Public Opinion,\" American
\nJournal of Sociology, 33:958-971, Chapter XIII,
\n\"Opinion Change,\" p. 451.
\nAmerican Academy of Political and Social
\nScience: Annals. Philadelphia, The Academy.
\nVol. 179, May 1935, 287pp.
\nIn his article on \"Party Campaign Propaganda,\"
\nRalph D. Casey says: \"Edward L. Bernays has com
\nplained of the great waste in the distribution of cam
\npaign propaganda and the failure to work out the
\nentire campaign according to broad plans, with as
\nscientific an analysis of the public to be reached as
\npossible.\" Footnote reference to ELB's book \"Propa
\nganda.\" p. 82.
\nIn his article on \"Official Publicity Under the New
\nDeal,\" E. Pendleton Herring quotes the suggestion
\nin ELB's book \"Propaganda\" that the \"United
\nStates Government should create a Secretary of
\nPublic Relations as (a) member of the President's
\nCabinet. The function of this official should be to
\ninterpret America's aims and ideals throughout the
\nworld, and to keep the citizens of this country in
\ntouch with governmental activities and the reasons
\nwhich prompt them. He would, in short, interpret
\nthe people to the Government and the Government
\nto the people.\" Footnote reference to ELB's book
\n\"Propaganda.\" p. 172.
\nThe editors of this volume of the Annals, devoted
\nto \"Pressure Groups and Propaganda,\" follow ELB's
\narticle on \"Molding Public Opinion\" with a bio
\ngraphical sketch of ELB. p. 87.
\nPhiladelphia, The Academy. Vol. 250,
\nMar 1947. 183pp.
\nThis volume, devoted to the overall topic \"Com
\nmunication and Social Action\", contains an article
\nby Arleigh B. Williamson on \"Safeguarding Chan
\nnels of Communication\" which refers to ELB's ar
\nticle on the \"Engineering of Consent,\" appearing in
\nthe same volume, p. 5. Also: \"Some large industries
\nand their advertisers, it has been said by Dudley and
\nBernays, have become conscious that their ultimate
\nwelfare depends on public confidence.\" p. 8.
\nAmerican Association of School Administra
\ntors. \"Public Relations For America's Schools:
\nTwenty-Eighth Yearbook.\" Published by the
\nAmerican Association of School Administrators,
\na department of the National Education Asso
\nciation of the United States. 1950. 497pp.
\nDiscussing The Superintendent's Leadership in Pub
\nlic Relations this article says: \"The public relations
\npoint of view on leadership has been well expressed
\nby Bernays: Leadership is the 'engineering of con
\nsent.' It is getting people to follow you because they
\nwant to, not because you want them to.\" Footnote
\nreference to ELB in \"Tomorrow's Public Relations,\"
\np. 128. Listing of ELB's \"Crystallizing Public Opin
\nion\" in Selected References, Chapter I, p. 308.
\nAmerican Library Association, American Red
\nCross, United Service Organizations. Final
\nReports, Victory Book Campaign, 1942-43.
\n26pp.
\n\". . . as Co-chairmen of the Campaign Commit
\ntee [for public relations, publicity and collections],
\nthree well known men were selected, appointed and
\nconsented to serve: Franklin P. Adams, author,
\ncolumnist and 'Information Please' expert; Edward
\nL. Bernays, noted Public Relations Counsel; Nor
\nman Cousins, author, and editor of the 'Saturday
\nReview of Literature'.\" p. 14.
\nAmerican Merchant Marine Conference. Pro
\nceedings, Volume 12. N. Y: The Propeller Club
\nof the United States, 1946. 335pp.
\nAs co-chairman, ELB, Counsel on Public Relations,
\npresided over the panel on Waterway Improvement
\nheld at the Waldorf Astoria during the Propeller
\nClub's Twentieth Annual Convention, October
\n18, 1946. Before introducing the first speaker,
\nBrigadier General Albert L. Cox, \"in command of
\nthe Military District of Washington during the
\nwar,\" ELB emphasized the importance of waterway
\nimprovements in \"maintaining and increasing our
\nstandards of living in this country by reducing costs\"
\nto the advantage of individual consumers, p. 174.
\nArt Directors Club of New York. 26th Annual of
\nAdvertising Art. N. Y: Watson-Guptill Publica
\ntions, Inc., 1947. 316pp.
\nExcerpt from ELB's talk before the Art Directors
\nClub, \"More Power to Art Directors A Challenge
\nto the Profession,\" is featured as introduction in a
\ndouble-page spread, pp. viii-ix.
\n54
\nAuthor's and Writer's Who's Who & Reference
\nGuide. London: Shaw Publishing Co., Ltd.,
\n1948-49. 799pp.
\nBiographical sketch: \"Bernays, Edward L. B. S:
\nVienna 1891. e: DeWitt Clinton High Sch., Cornell
\nUniv. m: Doris E. Fleischman. d: 2. Mem. Nat.
\nPubl. Rel. Cttee. Publ: Crystallizing Public Opinion;
\nBroadway Anthology; Propaganda; Speak Up for
\nDemocracy; Take Your Place at the Peace Table;
\nPublic Relations: A Growing Profession; (Ed)
\nOutline of Careers, 1927. Ctr: Various, c: Century
\nCountry, Harmonic (N. Y.). a: 163 East 63rd St.,
\nOffice Bernays Buildmg, 26 E. 64th St., New York
\n21, N. Y., U. S. A.\" p. 54.
\nBarnes, Harry Elmer. Social Institutions. N. Y:
\nPrentice-Hall, Inc., 1946. 927pp.
\n\"Skillful advertising, suggested by E. L. Bernays
\nand others, has popularized the use of the telegraph.\"
\np. 478. A footnote on the same page says erro
\nneously: \"Bernays invented the slogan, 'Don't
\nwrite, telegraph.' \" Also: \"The institution of the
\nPublic Relations Counsel represents the most
\nsophisticated and subtle development of business
\npropaganda. The two most distinguished masters of
\nthis type of propaganda have been Ivy Lee and
\nEdward L. Bernays.\" p. 568.
\n\"Society in Transition: Problems of a
\nChanging Age.\" N. Y: Prentice-Hall, Inc., 1939.
\n999pp.
\nIn the chapter on \"Mass Information and Mass
\nPropaganda,\" the author says: \"The use of the
\npublic relations counsel represents the most sophisti
\ncated and subtle development of business propa
\nganda. The two most distinguished masters of this
\ntype of propaganda have been Ivy Lee and Edward
\nL. Bernays. In promoting particular products or
\nmovements, these men have found that direct and
\nblatant propaganda is very often harmful rather
\nthan helpful. It only serves to increase the preju
\ndices already in the minds of those to be converted.
\nTherefore, an indirect line of attack is formulated.
\nSo-called institutes or foundations are created to
\nserve as the ostensible voice of, or spokesmen for,
\nthe interests served. This gives a sense of research,
\nauthority, and dignity to the propaganda which is
\nissued. Even reputable scholars are employed to
\nmake studies which seem to support the contentions
\nadvanced in the propaganda.\" pp. 636-637.
\nAlso the section \"Selected References\" includes
\nreference to \"Bernays, E. L., Propaganda, Liveright,
\n1928,\" p. 988.
\nBarton, Roger, ed. \"Advertising Handbook.\" N. Y:
\nPrentice-Hall, Inc.
\nFootnote reference to ELB under \"General Subjects.
\nBernays, Edward L., Edward L. Bernays Collection on
\nPublic Relations, New York. New York Public
\nLibrary, 1947.\" p. 802.
\nBastian, George C. Editing the Ray's News. Re
\nvised by Leland D. Case. N. Y: The Macmillan
\nCompany, 1933. 309pp.
\nUnder \"Newspaper Problems, Policies, and Ethics;
\nThe Radio,\" bibliographical references to two
\nstandard Bernays books, Crystallizing Public Opin
\nion, and Propaganda, p. 293.
\nBecker, Carl L; Lerner, Max; Fly, James Law
\nrence; Cushman, Robert; Biddle, Francis;
\nand Day, Edmund Ezra. Safeguarding Civil
\nLiberties Today. The Edward L. Bernays Lec
\ntures of 1944. Ithaca: Cornell University Press,
\n1945. 158pp.
\nPreface by George H. Sabine, Vice-president of
\nCornell University, records the contribution of the
\ngift to Cornell University by ELB, an alumnus of
\nthe Class of 1912, which made these Lectures possi
\nble; refers to his belief on the importance of under
\nstanding civil liberties in America's social and politi
\ncal life; the volume has been planned \"in the hope
\nthat . . . our heritage [of civil liberties] might be
\nstrengthened.\" pp. vi-vii.
\nBenedict, Agnes E. Progress to Freedom. N. Y:
\nG. P. Putnam's Sons, 1942. 309pp.
\nIn the Foreword of this \"Story of American Educa
\ntion,\" \"very special thanks\" are given by the author
\nto ... \"Mr. Edward L. Bernays, for his masterly
\ncriticism and practical guidance.\" p. vii.
\nBent, Silas. Machine Made Man. N. Y: Farrar and
\nRinehart, 1930. 341pp.
\nELB is quoted indirectly as saying that the modern
\npublicity man is a special pleader before the court of
\npublic opinion, p. 139.
\nBercovici, Rion. For Immediate Release. N. Y:
\nSheridan House, 1937. 317pp.
\nA publicity man, chief character of this novel, makes
\nnumerous references to ELB: \"What has Bernays
\ngot that I haven't got? A smoother patter, psy
\nchological aura, better contacts. . . . But there's
\nno reason why I can't make the grade!\" p. 82;
\n\". . . he looked at the Bernays book with respect.
\nAnd envy . . .\" p. 92; \". . . I'm creeping up on
\nBernays and the Lee Boys, and they're getting
\nworried.\" p. 203; a copy of the \"Bernays book\" is
\nmentioned, p. 93 along with his name among
\nthose to whom authorship of \"all the stuff written
\nabout publicity\" is attributed \"Bernays . . .
\nDoob . . . Walker . . . Creel . . .\" p. 167.
\nBickel, Karl A. New Empires. Phila: J. B. Lippin-
\ncott, 1930. 112pp.
\nELB is quoted at length from his \"recent book,
\nPropaganda,\" as to the importance of radio
\namong the propagandist's tools; its uncertain future
\ndevelopment as a competitor of the newspaper as an
\nadvertising medium; and as a controlled channel for
\nthe publicity of large political, racial, sectarian,
\neconomic, or professional groups, pp. 74-76.
\nBiddle, William W. Propaganda and Education.
\nN. Y: Teachers College, Columbia University,
\nBureau of Publications, 1932. 84pp.
\nWith a footnote reference to his book, Propaganda,
\nELB [\"Himself a successful propagandist\"] is
\nquoted: \" '. . . The minority has discovered a
\npowerful help in influencing majorities. It has been
\nfound possible to so mold the mind of the masses
\nthat they will throw their newly gained strength
\n55
\nin the desired direction. . . . Propaganda is the
\nexecutive arm of the invisible government.' Or
\nagain, 'But instead of a mind, universal literacy has
\ngiven him [the common man] rubber stamps, . . .
\ninked with advertising slogans, . . . editorials, . . .
\npublished scientific data, . . . trivialities of the
\ntabloids, and the platitudes of history, but quite
\ninnocent of original thought . . .' The result is 'to
\ncontrol and regiment the masses according to our
\nwill without their knowing it'.\" p. 2.
\nBingham, Alfred M., and Rodman, Selden, eds.
\nChallenge to the New Deal. N. Y: Falcon Press,
\n1934. 284pp.
\n\"... They seem to have learned nothing from the
\ntechnique of propaganda, as it was carried to per
\nfection by the Lord Northcliffes in wartime Eng
\nland, the Edward Bernays in industrial Amer
\nica, . . .\" p. 212.
\nBinkley, Wilfred ., and Moos, Malcolm C. A
\nGrammar of Politics: The National Government.
\nN. Y: Alfred A. Knopf, 1949. 760pp.
\nFootnote reference to ELB's \"Attitude Polls Serv
\nants or Masters.\" p. 171. Footnote: \"Certainly
\nnot all of the electorate is familiar with the findings
\nof the polls. In 1946 it was estimated that only 38
\nper cent of the people knew the results of the Gallup
\nand Fortune polls. See Harry Field, Paul Lazarsfeld,
\nClaude Robinson and Edward Bernays: 'The Dis
\ncussion Goes On.' Public Opinion Quarterly (1945-6),
\n9:404,\" p. 172.
\nBird, Charles. Social Psychology. N. Y. and Lon
\ndon: D. Appleton Company, Inc., 1940. 564pp.
\nBibliographical references, Chapter IX, Propaganda,
\nto ELB's Crystallizing Public Opinion, and, p. 341,
\nhis article in the American Journal of Sociology, 1928,
\nVol. 33, 958-971, Manipulating Public Opinion: The
\nWhy and the How.
\nBird, George L., and Merwin: Frederic E., eds.
\nThe Newspaper and Society. N. Y: Prentice-
\nHall, Inc., 1942. 627pp.
\nThis book is a compilation of statements on news
\npaper influence. A section entitled \"Edward L.
\nBernays\" is taken from \"Edward L. Bernays, the
\nScience of Ballyhoo,\" by John T. Flynn, The Atlantic
\nMonthly, Vol. 149, May 1932, pp. 563-565, 569-570.
\nFlynn says in part: \"By no system of honest elim
\nination can Edward L. Bernays be excluded from a
\nlist of representative men in America. He has made
\nan extraordinary success. He has been something of a
\npioneer. ... He numbers among his clients power
\nful millionaires, great corporations, even royal per
\nsonages and governments. He has made a great deal
\nof money a mark of importance that no American
\nwill deny and, what is more, he has done it in the
\nfield of intellectual activity. For, after all, Bernays is
\na philosopher, not a mere businessman. He is a
\nnephew of that other great philosopher, Dr. Sigmund
\nFreud. Unlike his distinguished uncle, he is not
\nknown as a practicing psychoanalyst, but he is a
\npsychoanalyst just the same, for he deals with the
\nscience of unconscious mental processes. . . . Ber
\nnays has both a clear and a very shrewd understand
\ning of his profession. . . . Bernays himself is quite
\nthe newest type of public relations specialist, so in
\ntelligent and so free from the conventional inhibi
\ntions that he assumes almost the character of a
\nphenomenon.\" The extract describes Bernays' key
\nrole in dramatizing Light's Golden Jubilee and the
\nintroduction on the market of a new Dodge car,
\npp. 517-20. Another section of this book, \"The
\nStruggle Between Press and Radio,\" says: \"It took
\nthe spectacular broadcast of the Dodge Motor Car
\ncompany on January 4, 1928, an announcement of its
\nnew Victory Six, to awaken publishers to the fact
\nthat a rival for the advertising dollar had sprung
\ninto being. Edward L. Bernays . . . had charge of
\nthis event,\" pp. 540-541. This section is an extract
\nfrom \"20,000,000 Hear Dodge Broadcast,\" by John
\nR. Lee, Sales Management, Vol. XIV, Apr 14, 1928,
\np. 591.
\nBlock, Marine, ed. Current Biography. N. Y: H. W.
\nWilson, 1942. 940pp.
\nSection on ELB with portrait photograph. This
\nbiographical sketch says: \"If the United States
\nGovernment had in its cabinet a Secretary of Public
\nRelations a trained psychologist whose business
\nit would be to control the mass mind the logical
\nman for that position would be Edward L. Bernays,
\nUnited States Publicist No. 1, head of a profession
\nwhich he built up, publicized, and named: counsel on
\npublic relations . . .\" pp. 76-79.
\nBogardus, Emory S. Fundamentals of Social Psy
\nchology. N. Y. and London: D. Appleton-
\nCentury Co., Inc., 1942. 538pp.
\nBibliographical reference, Chapt. XXX, \"Public
\nOpinion,\" to ELB's article in the American Journal
\nof Sociology, Vol. XXXIII: 957-71, \"Manipulating
\nPublic Opinion,\" p. 463.
\nBone, Hugh A. \"American Politics and the Party
\nSystem.\" N. Y: McGraw-Hill Book Company,
\nInc., 1949, pp. 777.
\nAmong the selected references for the chapter on
\n\"The Foundations of Opinion\" is Crystallizing Public
\nOpinion, by ELB. p. 39. Among the selected refer
\nences for the chapter on \"Propaganda and Campaign
\nLiterature\" is Propaganda, by ELB. p. 620.
\nBoomer, Lucius. Hotel Managment. N. Y: Harper
\nand Brothers, 1938. 341pp.
\n\"... Everyone responsible for hotel administra
\ntion should study such books as Propaganda, and
\nCrystallizing Public Opinion, by Edward L. Bernays,
\nwho helped to develop this new profession,\" p. 189.
\nBower, Robert. The Annals, American Academy of
\nPolitical and Social Science. \"Public Opinion
\nPolls and the Politician,\" Phila: The Academy,
\nSept 1948. 207pp.
\nIn the section, \"Political Implications,\" there is the
\nstatement: \"We are no longer led by men, we are led
\naround by the polls,\" with footnote credit to \"E. L.
\nBernays, 'Attitude Polls Servants or Masters,'
\nPublic Opinion Quarterly, Fall, 1945, pp. 264-68.\"
\np. 106.
\n56
\nBrown, Francis James: Hodges, Charles and
\nRoucek, Joseph Slabey, (ed.) \"Contemporary
\nWorld Politics: An Introduction to the Problems
\nof International Relations.\" N. Y: John Wiley &
\nSons, Inc., London: Chapman & Hall, Limited,
\n1940, 780pp.
\nThe chapter on \"Moral Disarmament\" lists in its
\nSelected References \"Bernays, E. L., Propaganda.
\nNew York: Liveright Publishing Corporation, 1928.\"
\nBrock, H. I. Meddlers: Uplifting Moral Uplifters.
\nN. Y: Ives Washburn, 1930. 307pp.
\nIn the chapter entitled, \"Saving the Profiteers'
\nBacon,\" describing the meeting of Ford and Edison
\nat Edisonford, on the edge of the Ford airport, the
\nauthor says: \"The super press agent was on the job
\ngiving the gesture maximum visibility. It was not
\nIvy Lee this time, but Edward Bernays. Bernays is a
\nlater recruit to this branch of professional wizardry.\"
\nBrucker, Herbert. Freedom of Information. N. Y:
\nThe Macmillan Company, 1949. 307pp.
\n\". . . The World War I example of what propaganda
\ncould do ... was not lost upon those interested in
\nthe business of manipulating public opinion. As one
\nof them, Edward L. Bernays, said later: 'It was only
\nnatural, after the war ended, that intelligent persons
\nshould ask themselves whether it was not possible to
\napply a similar technique to the problems of peace.'
\nIt was. And the great discovery that the more cap
\nable ones like Bernays made was this: that effective
\npolicy makes effective propaganda . . .\" p. 145.
\nChapt. XI, \"American Ministers of Popular En
\nlightenment,\" makes footnote reference to ELB's
\nbook, Propaganda, p. 298.
\nBryson, Lyman ; Finkelstein, Louis ; and Mac-
\nIver, R. M. Approaches to Group Understanding.
\nSixth Symposium of the Conference on Science,
\nPhilosophy and Religion. N. Y: Harper &
\nBrothers, 1947. 858pp.
\nChapt. XI, \"Bridges for Cultural Understanding or,
\nLabor and Public Relations\" by Kermit Eby, CIO
\nDepartment of Education and Research, contains
\nthe following comment by Pitman B. Potter in a
\nfootnote: \"It seems to me that there is some danger
\ntoday of development of public relations techniques
\nwhich go beyond the proper bounds of liberal demo
\ncratic discussion and approach the methods of to
\ntalitarian dictators. I have discussed this question in
\na long book review of Mr. Bernays1
\nlatest pamphlet,
\n'Take Your Place at the Peace Table,' published in
\nthe American Political Science Review.\" p. 110.
\nIn \"Contributors to 'Approaches to Group Under
\nstanding,' \" ELB is listed as \"public relations coun
\nsel; author, Crystallizing Public Opinion, Speak Up
\nfor Democracy, Take Your Place at the Peace Table,
\nand others.\" p. 821.
\nBulletin of the Business Historical Society. See
\nAddenda, Item 7.
\nBurnett, Verne. You and Your Public. N. Y. and
\nLondon: Harper and Brothers, 1943. 194pp.
\n\"... Edward L. Bernays, public relations expert,
\ntells how to build up ethical propaganda for de
\nmocracy in a book, Speak Up for Democracy. . . .
\nYou are shown how ... to work with ... to
\nplan ... to use all the available machinery . . .\"
\nChase, Stuart. Democracy Under Pressure. N. Y:
\nThe Twentieth Century Fund, 1945. 142pp.
\n\" . . . E. L. Bernays, working for the lobby, pro
\nduced a 'Joint Committee for Sound and Demo
\ncratic Consumer Legislation,' and to make assurance
\ndoubly sure, a 'National Advisory Council of Con
\nsumers and Producers'.\" p. 42.
\n. Government in Business. N. Y: The Mac
\nmillan Company, 1935. 296pp.
\nExtract from an interview with ELB, reported in the
\nNew York World-Telegram, April 9, 1935. Bernays
\npoints out the growing influence of a quickened
\nrate of change on \"opinion management or pressure
\npolitics or the technique of public relations or group
\nleadership\" which can [now] \"assert itself much
\nmore effectively.\" p. 263.
\nChayer, Mary Ella. Nursing in Modern Society.
\nN. Y: G. P. Putnam's Sons, 1947. 288pp.
\nA brief discussion of the findings by ELB on nursing
\neconomics, based on a survey among nurses, pub
\nlished in April 1946. Footnote reference to the article,
\n\"Nurses and Their Professional Organizations,\" by
\nELB in American Journal of Nursing, Vol. 46:229,
\np. 35 with numerous other references to articles
\nby him in the same periodical for the months of
\nMay, November, December, 1945; January, Febru
\nary, March, April, June, July and September, 1946.
\npp. 39, 265.
\nChilds, Harwood L. An Introduction to Public
\nOpinion. N. Y: John Wiley and Sons, Inc; and
\nLondon: Chapman and Hall, Ltd., 1940. 151pp.
\nUnder \"Public Relations,\" bibliographical reference
\nto ELB's book, Propaganda, p. 145.
\nA Reference Guide to the Study of Public
\nOpinion. Princeton: Princeton University Press,
\n1934. 105pp.
\nIn the \"Acknowledgement,\" ELB is described by the
\nauthor as \"among those whose genius enables them
\nto bridge the chasm between the laboratories of
\nacademic endeavor and the world of practice.\" He is
\ncredited with the suggestion which led to the publi
\ncation of the book, along with practical aid which is
\ngratefully acknowledged. This bibliography and
\nstudy outline contains frequent references to ELB's
\nbooks Propaganda, pp. 9, 13, 36, 53 and Crystallizing
\nPublic Opinion, pp. 13, 18, 51, 53, 59, 73. The preface
\nis by ELB.
\nClough, Reginald. \"Public Relations,\" in Ency
\nclopedia Americana, Vol. 22, N. Y. and Chicago:
\nAmericana Corporation, 1948. 800pp.
\nSeveral mentions of ELB, as a \"leading pioneer\" in
\nthe field of public relations, and as \"an outside coun
\nselor from the time he opened his own business,\"
\nwith bibliographical reference to Crystallizing Public
\nOpinion, pp. 770, 771, 773.
\nGochran, Thomas G., and Miller, William. The
\nAge of Enterprise. N. Y: The Macmillan Com
\npany, 1942. 394pp.
\nIn this \"social history of industrial America,\"
\n\"Edward Bernays, perhaps the ablest public rela
\ntions man . . . , himself a nephew of Freud,\" is
\nfreely quoted, with footnote references to his work,
\n\"Propaganda.\" His belief is approved that \"There is
\nno detail too trivial to influence the public in a favor
\nable or unfavorable sense.\" pp. 310, 337. ELB
\nquoted as saying: \"Human desires are the steam
\nwhich makes the social machine work,\" p. 328.
\nAlso: \"In making up its mind,\" said ELB, \"a group's
\n'first impulse is usually to follow the example of a
\ntrusted leader. ... As civilization has become
\nmore complex, the technical means have been in
\nvented and developed by which opinion may be
\nregimented'.\" p. 331.
\nColumbia Encyclopedia: Compiled and Edited at
\nColumbia University. N. Y: Columbia Uni
\nversity Press, 1935. 1949pp.
\nIn the article on \"Propaganda,\" reference to ELB's
\nbook Propaganda, p. 1445.
\nCooley, Charles Horton: Angell, Robert Cooley:
\nCarr, Lowell Julliard. \"Introductory Sociol
\nogy.\" N. Y: Charles Scribner's Sons, 1933. 516pp.
\nUnder \"Public Opinion as Group Intelligence,\"
\nbibliographical reference to ELB's book Crystallizing
\nPublic Opinion, p. 499.
\nCrane, George W. \"Psychology Applied.\" Chicago:
\nNorthwestern University Press, 1941. 640pp.
\nBibliographical reference to ELB's book Crystallizing
\nPublic Opinion, p. 375.
\nCrawford, Kenneth. The Pressure Boys. N. Y:
\nJulian Messner, 1939. 308pp.
\nIn this book, described by its author as \"the inside
\nstory of lobbying in America,\" ELB is presented as
\namong \"principal outside competitors\" of Washington
\npublic relations men. \"A nephew of Sigmund Freud
\nnamed Edward L. Bernays . . . launches an insti
\ntute at the drop of a hat . . .\" p. 33; In reference to
\nthe Tugwell Bill: \"No less an expert than Edward L.
\nBernays, the big institute and foundation man from
\nNew York, worked on the project . . . under the
\nsponsorship of the Joint Committee for Sound and
\nDemocratic Consumer Legislation. . . . The Joint
\nCommittee eventually gave way to the National
\nAdvisory Council of Consumers and Producers.\"
\npp. 86, 87.
\nCreel, George. How We Advertised America: The
\nFirst Telling of the Amazing Story of the Com
\nmittee on Public Information that Carried the
\nGospel of Americanism to Every Corner of the
\nGlobe. N. Y. and London: Harper & Brothers,
\n1920. 465pp.
\nThe author says: \"Through various organizations of
\nUnited States exporters to foreign countries, an
\nExport Service was established under Mr. Edward
\nL. Bernays, beginning with Latin America and
\nfinally taking in a large part of Europe. Our articles
\nand photographs were printed regularly in the sev
\neral large export journals, and from our articles we
\nmade, in various languages, brief inserts telling of
\nwar aims and activities to be inclosed with business
\n57
\ncatalogues and also to be sent in tens of thousands of
\nletters mailed weekly from the United States. In
\nobtaining means of distribution, the confidential
\nlists of many great commercial interests were used.
\nThe exporters put themselves solidly behind every
\nresident commissioner, and the success of the pic
\ntorial service was entirely due to the fact that six
\nhundred and fifty branches of American business
\nhouses scattered over the world put all their window
\nspace at the Committee's disposal.\" p. 266.
\nCrowther, Samuel. \"Public Opinion, Private
\nBusiness and Public Relations.\" See Addenda,
\nItem 10.
\nDawson, Carl A., and Gettys, Warner E. An
\nIntroduction to Sociology. N. Y: The Ronald
\nPress Company, 1929. 866pp.
\nUnder \"Explicit Controls,\" bibliographical refer
\nence: \"Bernays, Edward L., Manipulating Public
\nOpinion: The Why and the How. American Journal
\nof Sociology, Vol. XXXIII, pp. 958-971. A treatment
\nof the mechanism to be employed in generating and
\ncontrolling public opinion.\" p. 705.
\nDesmond, Robert W. \"The Press and World
\nAffairs.\" N. Y. and London: D. Appleton-
\nCentury Company, Inc., 1937. 421pp.
\nFootnote reference to ELB's book Crystallizing Pub
\nlic Opinion, p. 166.
\nDewitt Clinton High School, New York. The
\nClintonian [Seventh Annual]. N. Y: The School,
\n1907. 162pp.
\n\"E. Bernays, '08\" is listed under members of
\n\"Crafts\", p. 55, and \"E. Bernays, '09\" under Execu
\ntive Committee, Biological Field Club, p. 56; also,
\nunder members of the Press Committee, p. 58.
\n, The Clintonian [Eighth Annual]. N. Y:
\nThe School, 1908. 163pp.
\nPhotograph of \"Edward Bernays,\" with summary of
\nhis extra-curricular activities, as member or officer
\nof \"Magpie Board, Press Committee, Biological
\nField Club, Cross Country Squad, Crafts Club, City
\nHistory Club, Memorabilia Society, Athletic Asso
\nciation.\" p. 107.
\nThe Clintonian [50th Anniversary Issue].
\nN. Y: The School, 1947. 84pp.
\nUnder \"Alumni of Renown,\" photograph of \"Ed
\nward L. Bernays, '08, Author and Counsel of Public
\nRelations.\" p. 4.
\nDobyns, Fletcher. The Amazing Story of Repeal.
\nChicago: Willett, Clark and Company, 1940.
\n457pp.
\nThis book about the repeal of the 18th Amendment,
\nwritten from a Prohibitionist viewpoint, tells of the
\nalleged role played by ELB, \"America's most re
\nsourceful public relations counsel,\" as \"director of
\npublicity\" for the United Brewers' Industrial
\nFoundation. \"The effectiveness of this propaganda
\nis shown by a booklet that was given wide distribu
\ntion, Comments on the United Brewers' Industrial
\nFoundation, Its Purposes, Functions and Activities, by
\nLeaders of American Thought and Opinion. It con
\ntains statements by a long list of professors, business-
\n58
\nmen, labor leaders, editors, mayors, congressmen
\nand others, showing that they had been converted to
\nthe idea that beer i^ America's way to prosperity,
\nhealth and true temperance.\" pp. 409-410.
\nDoob, Leonard W. Propaganda. N. Y: Henry Holt
\nand Company, 1935. 424pp.
\nReference to the debate on propaganda between
\nELB and Everett Dean Martin, p. 84. Footnote:
\n\"Edward L. Bernays has justified his 'profession' by
\npointing out the inevitability of propaganda in all
\nparts of society (see the discussion of his philosophy
\non p. 195ff),\" p. 88. Footnote reference, p. 156, to
\nELB's article \"The Public Utility That Is Misunder
\nstood,\" Public Utilities Fortnightly, Nov 27, 1930.
\nAn 11-page critical discussion of the public rela
\ntions techniques and achievements of ELB. The
\nmain theme is: \"The society which Bernays helps to
\ndirect has made him possible,\" pp. 195-205. ELB is
\nincorrectly described as a \"nephew-in-law of Freud,\"
\np. 195; Light's Golden Jubilee is called \"one of the
\nmost astonishing pieces of propaganda ever en
\ngineered in this country during peace time,\" p. 195;
\nThe article by John T. Flynn, \"Edward L. Bernays,\"
\nAtlantic Monthly, 1932, Vol. 149, p. 564, is quoted to
\nthe effect that Bernays was working \"not for Edison
\nor for Henry Ford, but for very important interests
\nwhich saw in this historic anniversary an opportu
\nnity to exploit and publicize the uses of electric light,\"
\np. 196; ELB's book Propaganda is quoted on the
\nrelation of propaganda and society: \"The conscious
\nand intelligent manipulation of the organized habits
\nand opinions of the masses is an important element
\nin democratic society.\" p. 196; Doob criticizes this:
\n\"Bernays' notion, then, seems to be the application
\nof a laissez-faire system of economics, with its at
\ntending competition and individualism, to the sphere
\nof public opinion.\" This is followed by quotations
\nfrom ELB's book Propaganda and his article, \"Our
\nDebt to Propaganda,\" Forum, Vol. 81, p. 146, and an
\n\"address by Bernays before a Women's Club in New
\nYork City,\" pp. 197-198. Further analysis and quo
\ntations, pp. 199-204, are followed by the statement:
\n\"The amazing thing about Bernays' technique is that
\nhis desired integration is generally segmental, and
\nyet he uses central attitudes to bring about that. . . .
\nWhen enough people's central attitudes were aroused,
\nthe conditions which brought about this arousal were
\n'news' to the country's press; as a result, Bernays'
\nexploits received wide publicity and in this way he
\nsecured a perceptual advantage,\" pp. 204-205.
\nElfenbein, Julien. Business Journalism. N. Y. and
\nLondon: Harper and Brothers, 1945. 341pp.
\n\"Two of the best-known publicists of modern times
\nare the late Ivy Lee, . . . and the nephew of Dr.
\nSigmund Freud, Edward L. Bernays, 'U. S. Publicist
\nNo. 1,' according to Time.\" There is a footnote refer
\nence also, p. 254, to \"The Science of Ballyhoo,\" by
\nJohn T. Flynn, Atlantic Monthly, Vol. 149, May,
\n1932, a profile of ELB.
\nEmery, Edwin. History of the American Newspaper
\nPublishers Association. Minneapolis: The Uni
\nversity of Minnesota Press, 1950. 263pp.
\nChapter VIII, entitled \"Advertising and Publicity,\"
\ncontains the following: \"The third phase of activity,
\nwhich brought into being the concept of the public
\nrelations counsel, developed in the early 1920's.
\nEdward L. Bernays, Ivy Lee, and other leaders in
\nsisted that while the public should be informed of
\nbusiness activities, it was necessary also that business
\nshould understand public attitudes and attempt to
\noperate within the defined limits of the public in
\nterest. The publicity man not only had a responsi
\nbility to his clients, but to the general public. Out of
\nthis philosophy emerged the modern practice of
\npublic relations.\" pp. 126-127.
\nEncyclopedia of the Social Sciences. Vol. 12.
\nN. Y: The Macmillan Company, 1934.
\nIn the article on \"Propaganda,\" the list of books to
\nconsult includes ELB's books Crystallizing Public
\nOpinion and Propaganda, p. 528.
\nFairchild, Henry Pratt. \"General Sociology.\" N. Y:
\nJohn Wiley and Sons, Inc., 1934. 634pp.
\nBibliographical reference in Chapter XI , \"Social Con
\ntrol,\" to ELB's Crystallizing Public Opinion, p. 584.
\nFine, Benjamin. Educational Publicity. N. Y. and
\nLondon: Harper and Brothers, 1943. 320pp.
\n\"Experts in the field of publicity are likewise
\nagreed that censorship has no place in a sound pro
\ngram. ... A ... position is held by Edward L.
\nBernays: 'Everyone is a propagandist for some plat
\nform, and it is the freedom with which all may em
\nploy the methods of propaganda that makes for
\nsafety and stability in a democratic country.' \"
\np. 223. Also a bibliographical reference to ELB's
\nbook, Crystallizing Public Opinion, p. 311.
\nFleischman, Doris E. Careers for Women. N. Y:
\nDoubleday, Doran & Co., 1928. 514pp.
\nThis \"Practical Guide to Opportunity for Women in
\nAmerican Business\" written \"by 43 Successful Amer
\nican Business Women,\" is dedicated \"To My Hus
\nband, Edward L. Bernays.\" The chapter on Public
\nRelations is by Doris E. Fleischman, described as
\n\"Counsel on Public Relations, in association with
\nEdward L. Bernays, Counsel of Public Relations to
\nGovernments, Industries, Corporations and Trade
\nOrganizations.\" pp. 385-399.
\nFunk, Charles Earle. What's the Name Please?
\nN. Y: Funk and Wagnalls Company, 1936.
\n176pp.
\nIn this \"guide to the correct pronunciation of current
\nprominent names,\" there is the listing, \"Bernays,
\nEdward L. specialist in publicity Eddie Ber
\nnays (rimes with her ways) Starts a new craze.
\nFinds that it pays.\" p. 20.
\nGaige, Crosby. Dining with My Friends: Adven
\ntures with Epicures. N. Y: Crown Publishers,
\n1949. 292pp.
\nUnder the heading \"Edward L. Bernays,\" Crosby
\nGaige says: \"Wherever in Manhattan good eating is
\npracticed publicly or privately, you are bound to
\nencounter at one time or another Doris and Edward
\nBernays. Mr. Bernays is one of the leading American
\nauthorities on public relations.\" p. 11.
\nGauvreau, Emile. My Last Million Readers. N. Y:
\nE. P. Button and Company, Inc., 1941. 488pp.
\n\"... Macfadden appointed a board of editorial
\nadvisers who induced him to retain Edward L.
\nBernays, a celebrated counsel of public relations who
\nmet with us regularly, for an attractive fee, to give
\nour organization a new sense of direction. Bernays
\nruled out Macfadden's barefoot walks to his office
\nand his physical culture showmanship, which the
\npublisher abandoned with reluctance. . . . Under
\nthe direction of Bernays, the publisher was sent on a
\nprecipitous trip to London to address the House of
\nCommons as the Father of Physical Culture . . .\"
\np. 130.
\nGillette, John M., and Reinhardt, James M.
\n\"Problems of a Changing Social Order.\" N. Y:
\nAmerican Book Company, 1942. 824pp.
\nBibliographical reference, Chapter 26, \"Public Opin
\nion and Its Agencies\" to ELB's Crystallizing Public
\nOpinion, p. 659.
\nGoldman, Eric F. Two-Way Street. Boston: Bellman
\nPublishing Company, 1948. 23pp.
\nIn this book, the author, an Associate Professor of
\nHistory at Princeton University, studies the rise and
\ndevelopment of public relations in the United States
\nfrom 1827 to the present. Public relations is seen as
\nhaving developed through three stages: \"the public
\nbe fooled\". of the press agent; \"the public be in
\nformed\" of the earlier publicity man; and \"the public
\nbe understood\" of the public relations counsel. The
\nnarrative is highlighted by two focal figures in mod
\nern public relations, Ivy Lee and ELB.
\nELB is credited with developing the third or \"pub
\nlic be understood\" phase of public relations, and with
\ncoining the phrase \"public relations counsel.\" The
\nauthor tells how ELB gave public relations advice to
\nThomas Masaryk which resulted in making October
\n28 the founding date of the Czechoslovak republic.
\nELB's Crystallizing Public Opinion is described as
\n\"the first book-length writing devoted exclusively to
\npublic relations.\" Outlining ELB's career, the author
\nhighlights early clients like Caruso, Elsie Ferguson,
\nRuth Chatterton, the Diaghileff Russian Ballet and
\nNijinsky, sponsored by the Metropolitan Opera
\nCompany. The editor of Harper's Bazaar, recom
\nmending ELB for a post with George Creel's U. S.
\nCommittee on Public Information in World War I,
\nis quoted: \"I consider E. L. Bernays one of the
\nshrewdest and most effective publicity men in this
\ncountry.\"
\nThe author also gives a detailed description of
\nELB's campaign which made Damaged Goods accept
\nable to the public and a box-office success by creating
\nthe Sociological Fund, consisting of leading American
\nmen and women. In 1923, \"Bernays pushed toward
\nthe professionalization of public relations by arrang
\ning with New York University to offer the first
\ncourse in the subject ever to appear in the curriculum
\nof an American university. The same year Bernays
\npublished his Crystallizing Public Opinion.\" Sum
\nmarizing the main principles of this book, the author
\nsays: \"Bernays declared the primary function of the
\n59
\npublic relations man to be the changing of both com
\npany policy and public attitudes so as to bring about
\na rapport between the two. . . . The public rela
\ntions counsel as described in Crystallizing Public
\nOpinion marks the third stage in the volution of
\npublic relations thought in the United States. . . .
\nThe public was to be understood understood as
\nan intricate system of group relationships and by an
\nexpert with the technical equipment, the ethics, and
\nthe social view associated with the lawyer, doctor, or
\nteacher.\"
\nAfter 1923, the author says, ELB maintained his
\nposition of leadership. \"Some of his services for
\nclients, most notably his work for General Electric
\nand Westinghouse in connection with the Golden
\nJubilee of the electric light, have become classics in
\nthe field. . . . But no activity of Bernays' has been
\nmore persistent or more skillful than his public rela
\ntions for the public relations counsel. . . . 'Bernays
\nhad more to do with developing acceptance for PR
\nand public relations counsel than any half dozen
\nother persons,' William H. Baldwin, of Baldwin and
\nMermey, summarized in 1948.\" pp. 12-21.
\nGoode, Kenneth M. How to Turn People into
\nGold. N. Y. and London: Harper and Brothers,
\n1929. 221pp.
\nELB's book Propaganda is quoted several times; on
\nthe new salesmanship which utilizes societal forma
\ntions, p. 47; on the group mind, p. 93; on advertising
\nappropriations, p. 198.
\n, and Powel, Harford, jr. What about
\nAdvertising. N. Y. and London: Harper and
\nBrothers, 1927. 399pp.
\n\"As Mr. Edward L. Bernays puts it: 'He creates
\nevents so interesting and important they inevitably
\nget talked about ...,'\" etc., p. 39.
\nGras, N. S. B. Business and Capitalism. N. Y: F. S.
\nCrofts and Company, 1939. 408pp.
\nThis \"Introduction to Business History,\" says:
\n\". . . Another such counselor is Edward L. Bernays.
\n. . . His distinctive services have been given to
\nthe federal government, business firms, and trade as
\nsociations.\" p. 296.
\nGraves, W. Brooke, ed. Readings in Public Opin
\nion. N. Y. and London: D. Appleton and Com
\npany, 1928. 1281pp.
\nThis book of readings contains a description of Con
\ntact, \"an extremely interesting little paper\" pub
\nlished by ELB, p. 103; a long quotation from Crys
\ntallizing Public Opinion, by him, on the importance
\nof public relations, p. 437; a two-page quotation
\nfrom the same book by Bernays on the role of the
\npublic relations counsel, p. 594-596; another from
\nthe same book on the types of advice a public rela
\ntions counsel may give his clients, p. 600; a footnote
\nreference to Contact, p. 601; a bibliographical refer
\nence to Crystallizing Public Opinion, p. 601 ; a quota
\ntion from \"a short address\" by ELB included in
\n\"The 3-Phase System for the Mass Production of
\nStyle Goods,\" published by the New England
\nCouncil, p. 601; footnote reference to \"a very excel-
\n60
\nlent chapter of Edward L. Bernays' Crystallizing
\nPublic Opinion\" which \"gives an outline of methods
\npracticable in modifying the point of view of a
\ngroup,\" p. 761; another to \"Putting Politics on the
\nMarket,\" an article by ELB in the Independent, May
\n19, 1928, \"a plea for a new and more effective method
\nof political campaigning,\" p. 921; a long quotation
\nfrom Crystallizing Public Opinion on \"the pressure of
\nthe public for admittance to the mysteries of foreign
\naffairs.\" p. 1264.
\nGrey, Lennox, ed. What Communication Means
\nToday: The Challenge to Teachers of English.
\nChicago: National Council of Teachers of
\nEnglish, 1944. 75pp.
\nFootnote references to ELB's book Crystallizing
\nPublic Opinion, pp. 8, 32. Also: \"In 1923, as the
\ncountry was returning to business as usual, Edward
\nBernays reviewed in Crystallizing Public Opinion the
\nlessons of the war from the point of view of the pub
\nlic relations counsel and the advertiser who have,
\nof course, made very large contributions to our
\nunderstanding of the arts of communication,\"
\np. 32. This is followed by a long quotation three
\nparagraphs from ELB's book. Then: \"Bernays
\ndescribed the 'new profession of public relations
\ncounsel* in the light of various principles 'substanti
\nated by the findings of psychologists, sociologists,
\nand newspapermen.
\n\"Astute as Mr. Bernays was, he could hardly fore
\nsee the significance of radio, nor did Walter Lipp-
\nmann.\" p. 32.
\nGriffith, Coleman R. \"An Introduction to Applied
\nPsychology\" N. Y: The Macmillan Company,
\n1937. 679pp.
\nFootnote reference to ELB's book Crystallizing Pub
\nlic Opinion, p. 163.
\nGriswold, Glenn, and Griswold, Denny. Your
\nPublic Relations. N. Y: Funk & Wagnalls
\nCompany-Modern Industry Magazine, 1948.
\n634pp.
\nELB's contribution to public relations is acknowl
\nedged in an extended discussion: \"From the first
\nWorld War and the period of adjustment which fol
\nlowed came many public relations techniques that
\nare still effective today. From that period also came
\nsome of the most effective elements of leadership.
\nIn addition to Ivy Lee and Arthur Page, George
\nCreel and Edward L. Bernays made their substantial
\nand lasting contributions to public relations. . . .
\nThe position of Edward L. Bernays in the history of
\npublic relations is more debatable and more often
\ndebated than that of any other man. He must be
\nrecognized as one of the founders and leaders. Per
\nhaps as much as Ivy Lee it was Bernays who taught
\nbusiness management that public relations belongs
\nat the policy-making level. He gave the field recogni
\ntion, professional status, and documentation in a
\nday when few leaders commanded respect and atten
\ntion.\" p. 8.
\nHaas, C. R. Theorie et Technique de la Publicite.
\nParis: Dunod, 1948. 213pp.
\nBibliographical reference to Edward L. Bernays'
\nbook Propaganda, ed. Liveright Publishing Corp,
\nNew York, 1928, p. 208.
\nHacker, L. M; Selekman, B. M; Seward, R. T;
\nDickson, W. J; Smith, T. V. The New
\nIndustrial Relations. Ithaca: Cornell Univer
\nsity Press, 1948. 150pp.
\nThe foreword by M. P. Gatherwood, Dean, New
\nYork State School of Industrial and Labor Relations,
\nCornell University, acknowledges the \"grant from
\nEdward L. Bernays\" to sponsor this \"series of lec
\ntures by recognized authorities on various phases of
\nindustrial relations problems,\" p. vi. The paper
\n\"Industrial Relations and Modern Society,\" by
\nT. V. Smith, formerly Professor of Philosophy,
\nUniversity of Chicago, and now, 1948, Maxwell
\nProfessor of Citizenship and Philosophy, Syracuse
\nUniversity, contains the following comment:
\n\". . . It is to the easing, though not to the erasing,
\nof the conflicts which industry enshrines, from the
\nfocus to the fringe, that the lectures of which this
\narticle was part were dedicated. That series of lec
\ntures bore a name that of Bernays distin
\nguished in the delicate field of public relations. . .\"
\np. 123.
\nHarlow, Rex F., and Black, Marvin M. Practical
\nPublic Relations. N. Y: Harper and Brothers,
\n1947. 442pp.
\nCharacterization of ELB by the Atlantic Monthly
\nas \"something of a pioneer\" in public relations is
\nnoted; reference is made to his being the author of
\nseveral books; his division of United States public
\nrelations development into four main periods is sum
\nmarized; his comment on the \"Remuneration of the
\nPublic Relations Worker\" is quoted; there are
\nnumerous footnote references to Public Relations,
\nELB's Vocational and Professional Monographs,
\nNo. 58. pp. 23, 371, 372.
\nHarral, Stewart. Public Relations for Higher Edu
\ncation. Norman: University of Oklahoma Press,
\n1942. 292pp.
\nELB is described as \"best-known of public relations
\ncounsels today,\" and as \"perhaps the most articulate
\nof all members of the profession,\" p. 241; his re
\nminder that \"certain symbols have lost their value,
\n. . . have lost the meanings they stood for\" is re
\ncalled, p. 261; and, among \"Suggested Readings
\nSteps in Setting up a Program,\" are listed his book
\nCrystallizing Public Opinion [also, under \"Ethics\"];
\nSpeak Up for Democracy; articles in Annual Pro
\nceedings of the American College Publicity Associa
\ntion, 1936; Annals of the American Academy of
\nPolitical and Social Science, 1935; and Saturday
\nReview of Literature, 1941. pp. 271, 284, 285.
\nHarriman, Margaret Case. \"The Vicious Circlel
\nThe Story of the Algonquin Round Table.\" Illus
\ntrated by Al Hirschfeld. N. Y: Rinehart &
\nCompany, Inc., 1951, 310 pp. See Addenda,
\nItem 12.
\nHayes, E. P. Activities of the President's Emergency
\nCommittee for Employment. Concord, N. H:
\nThe Rumford Press, 1936. 151pp.
\n61
\n\"Edward L. Bernays, Public Relations Counsel,
\nNew York, N. Y.,\" listed among \"Members of the
\nPresident's Emergency Committee for Employ
\nment\", p. vii; credit is given to his initiating the
\nwork of the Public Relations Section of the Com
\nmittee, as director, before the professional staff was
\nexpanded and paid for from foundation funds, p. 151.
\nHepner, Harry Walker. Psychology Applied to
\nLife and Work. N. Y: Prentice-Hall, Inc., 1946.
\n771pp.
\nBibliographical reference: \"Bernays, E. L., Crystal
\nlizing Public Opinion\" p. 573.
\n. Psychology in Modern Business. N. Y:
\nPrentice-Hall, Inc., 1931. 728pp.
\nFootnote reference: \"Bernays, Edward L., Propa
\nganda.\" p. 496.
\nHerring, E. Pendleton. \"Public Administration
\nand the Public Interest.\" N. Y. and London:
\nMcGraw-Hill Book Company, Inc., 1936, 416pp.
\nThe chapter on \"Publishing Administrative Activ
\nities\" says: \"Edward L. Bernays has gone as far as
\nto suggest that 'the United States Government
\nshould create a Secretary of Public Relations as
\na member of the President's Cabinet. The function
\nof this official should be to interpret America's aims
\nand ideals throughout the world, and to keep the
\ncitizens of this country in touch with governmental
\nactivities and the reasons which prompt them. He
\nwould, in short, interpret the people to the govern
\nment and the government to the people.' \" Footnote
\nreference to ELB's book Propaganda, p. 370.
\nThe Politics of Democracy. N. Y: W. W.
\nNorton and Company, 1940. 468pp.
\nELB's book Propaganda is quoted on the failure of
\npoliticians to use modern public relations methods,
\np. 257.
\nHodges, Charles. The Background of International
\nRelations. N. Y: John Wiley and Sons, Inc.,
\n1931. 743pp.
\nDiscussion follows mention of ELB's reference to
\npropaganda as a power in the Great War \"that
\nopened the eyes of the intelligent few in all depart
\nments of life to the possibilities of regimenting the
\npublic mind,\" p. 518. In the \"Reading References\"
\nunder \"Public Opinion in World Affairs\"
\nELB's book Crystallizing Public Opinion is men
\ntioned; under \"Government, Press, and Propa
\nganda,\" his Propaganda is also listed, pp. 722, 723.
\nChapter Note 18 gives the author's comment on
\nELB's quoted remarks, p. 725.
\nHope, Constance. Publicity is Broccoli. Indianapo
\nlis and N. Y: The Bobbs-Merrill Company,
\n1941. 264pp.
\n\"As every serious student of the business knows, the
\ngreat Edward L. Bernays got his start in life through
\nmusical publicity. . . . Bernays, who worked for
\nconcert manager F. C. Coppicus and launched,
\namong others, a young Italian tenor named Caruso,
\nnext branched out into publicizing music instru
\nments. . . . Bernays is now a famous Public Rela
\ntions Counsel.\" p. 142.
\nHotchkiss, George Burton. An Outline of Adver
\ntising. Revised Edition. N. Y: The Macmillan
\nCompany, 1940. 631pp.
\nBibliographical reference: \"E. L. Bernays, Crystal
\nlizing Public Opinion.\" p. 596.
\n\"An Outline of Advertising: Its Philos
\nophy, Science, Art and Strategy.\" Third Edition.
\nN.Y: The Macmillan Company, 1950. 605pp.
\nFootnote reference to \"Edward L. Bernays-
\n'Fifty Million Readers Can't Be Wrong'.\"
\np. 494. Bibliographical reference to ELB's
\nbook Crystallizing Public Opinion, p. 565.
\nHughes, Adella Prentiss. Music Is My Life.
\nCleveland and N. Y: The World Publishing
\nCompany, 1947. 319pp.
\nThe author praises ELB's work for the Russian
\nBallet, \"placed ... in [his] hands [by] the Metro
\npolitan Opera people.\" \"No project was ever better
\nprepared for in ... publicity and promotion. . . .
\nThe value and quality of the . . . material that
\ncame from his office has never been equalled by any
\nother organization within my experience . . .\"
\np. 203.
\nHusing, Ted. Ten Years before the Mike. N. Y:
\nFarrar and Rinehart, 1935. 298pp.
\n\"Golden Jubilee of Light\" is described as \"the great
\nradio event of 1929 . . . luscious name, fragrant
\nwith the poetry of a public relations counsel's
\nimagination . . . , a General Electric publicity
\nstunt hatched in the brain of Edward L. Bernays
\n. . . , [as among] press-agent feats . . . , tops.\" p.
\n127.
\nInternational Who's Who. London: Europa
\nPublication, Ltd., 13th Edition, 1949. 1015pp.
\nBiographical sketch: \"Bernays, Edward L., B. S.
\nAmerican Public Relations Counsel.\" p. 69.
\nIrion, Frederick C. Public Opinion and Propa
\nganda. Thomas Y. Crowell Company, N. Y:
\n1950. 782pp.
\nChapter XXII, \"Future Methods,\" contains a sec
\ntion on \"Propaganda Analysis\" which says: \"Ed
\nward L. Bernays set the pace in the 1920's by main
\ntaining that propaganda will never die out. Intelli
\ngent men must realize that propaganda is the mod
\nern instrument by which they can fight for produc
\ntive ends and help bring order out of chaos. Bernays
\nsaid that what was wrong with education and social
\nwork, to mention but two fields, was that they were
\nnot receiving sufficient publicity.\"
\nIrwin, Will. Propaganda and the News. N. Y. and
\nLondon : Whittlesey House, McGraw-Hill Book
\nCompany, Inc., 1936. 325pp.
\nReference to \"the professional whom Edward L.
\nBernays afterward called the Public Relations
\nCounselor,\" p. 112; with subsequent discussion as to
\nhow \"Edward L. Bernays, in his clever book Propa
\nganda, has described and defended this process as
\nregards purely commercial uses, and . . . gives
\nexamples of press-agentry which rise above routine
\nand achieve real art . . .\" pp. 117-118.
\n62
\nJohnson, James Weldon. Along This Way. N. Y:
\nThe Viking Press, 1933. 417pp.
\nDescribing the conference which the National Asso
\nciation for the Advancement of Colored People held
\nat great risk in Atlanta in ... 1920, the author
\nsays: \"Edward L. Bernays . . . handled the pub
\nlicity for us.\" p. 356.
\nKey, V. O., jr. Politics, Parties and Pressure
\nGroups. N. Y: Thomas Y. Crowell Company,
\n1947. 814pp.
\nDiscussing the need to \"humanize\" Calvin Coolidge
\nprior to the Presidential campaign of 1924, the
\nauthor cites \"Manipulating Public Opinion: the
\nWhy and the How,\" by ELB, American Journal of
\nSociology, Vol. 33, 1928. pp. 958-71.
\n\"... [it] was suggested that an event in which the
\nmost human groups would be brought into juxta
\nposition with the president would have the desired
\nresults. Actors and actresses were invited to break
\nfast with Mr. Coolidge at the White House. The
\ncountry felt that a man in the White House who
\ncould laugh with Al Jolson and the Dolly sisters was
\nnot frigid and unsympathetic.\" pp. 584-585.
\nKnight, Bruce Winton. How to Run a War. N. Y:
\nAlfred A. Knopf, 1936. 243pp.
\n\"For more dignified ballyhoo, you want the arts of an
\nIvy Lee or an Edward L. Bernays.\" Mention in sub
\nsequent detail of \"Light's Golden Jubilee,\" as an
\nexample, pp. 61, 62.
\nKonvitz, Milton R. The Constitution and Civil
\nRights. N. Y: Columbia University Press,
\n1947. 254pp.
\nFootnote reference to Francis Biddle, \"Civil Rights
\nand the Federal Law,\" in Safeguarding Civil Liberties
\nToday, Edward L. Bernays Lectures, Cornell Uni
\nversity, 1945. p. 47.
\nKrows, Arthur Edwin. Play Production in Amer
\nica. N. Y: Henry Holt and Company, 1916.
\n414pp.
\nReference to \"the stupendous national campaign for
\nthe Serge de Diaghileff Ballet Russe, so magnifi
\ncently waged by Edward L. Bernays,\" p. 303, who
\n\"struck a newer field of co-operative press work\" in
\nmetropolitan department store daily advertising,
\np. 333, and whose classification of press matter for
\nthe ballet's road tour according to newspaper depart
\nments \"probably set a precedent.\" p. 336.
\nLambert, Richard S. Propaganda. London:
\nThomas Nelson and Sons, Ltd., 1938. 161pp.
\nThis English book quotes ELB, \"an American
\nwriter\" as saying: \"The conscious and intelligent
\nmanipulation of the organized habits and opinions of
\nthe masses is an important element in democratic
\nsociety. Those who manipulate this unseen mecha
\nnism of society constitute an invisible government
\nwhich is the true ruling power of our country. . . .
\nIn theory, everybody buys the best and cheapest
\ncommodities offered him on the market. In practice,
\nif everyone went around pricing, and chemically
\ntesting before purchasing, the dozens of soaps or
\nfabrics or brands of bread which are for sale, eco
\nnomic life would be hopelessly jammed. To avoid
\nsuch confusion, society consents to have its choice
\nnarrowed to ideas and objects brought to its atten
\ntion through propaganda of all kinds. There is conse
\nquently a vast and continuous effort going on to
\ncapture our minds in the interests of some policy or
\ncommodity or idea.\" pp. 32-33. There is also a pas
\nsage about ELB: \"After Ivy Lee, the best-known
\npublic relations counsel in America is Edward L.
\nBernays, who the point is of interest married a
\nniece of the famous psychologist Freud.\" p. 98; this
\nis an error as Bernays is himself a nephew of Freud's.
\n\"Bernays achieved in October 1929 what Doob de
\nscribes as 'one of the most astonishing pieces of
\npropaganda ever engineered in this country (U.S.A.)
\nduring peace-time.' This was to work up a national
\ncommemoration of Edison's invention of the in
\ncandescent lamp with Edison and the President of
\nthe U.S.A. cooperating, the Government issuing a
\nspecial stamp, and Henry Ford reconstructing
\nEdison's birthplace and laboratory all for the
\nbenefit of the electric light interests, who saw in this
\nhistoric anniversary a chance to exploit and publi
\ncize the use of electric light.\" pp. 98-99. There is also
\na summary, with many direct quotations, of sections
\nof ELB's book Propaganda, pp. 99-100.
\nLandis, Paul H. Social Control. Phila., N. Y: J. B.
\nLippincott, 1939. 507pp.
\nBibliographical reference: \"Bernays, E. L., 'Freedom
\nof Propaganda; Constructive Forming of Public
\nOpinion,\" Vital Speeches, vol. 2, pp. 744-746. Sept 1,
\n1936.\" p. 205.
\nLandry, Robert J. This Fascinating Radio Business.
\nIndianapolis and N. Y: The Bobbs-Merrill
\nCompany, 1946. 343pp.
\nThis book tells of a woman, whose concern \"about
\nthe bad name of propaganda\" led to her offering
\nEdward L. Bernays \"a substitute designation, '\/-
\ncumation' ('incu' . . . from 'incubate'; 'mation'
\nfrom 'information').\" p. 245.
\nLaPiere, Richard T. Collective Behavior. N. Y. and
\nLondon: McGraw-Hill Book Company, Inc.,
\n1938. 577pp.
\nUnder Chapt. XII, \"Public Behavior,\" footnote
\nreferences: \"E. L. Bernays, 'Manipulating Public
\nOpinion,' Amer. J. Social., 1928, Vol. 33, pp. 958-
\n971.\" p. 299. Also, \"Bernays, E. L., Propaganda,
\n1928.\" p. 295.
\n, and Farnsworth, Paul R. Social Psy
\nchology. N. Y. and London: McGraw-Hill Book
\nCompany, Inc., 1942. 511pp.
\nA footnote reference to ELB's Crystallizing Public
\nOpinion as one of the books which give \"some idea
\nof the complexities of the art of propaganda,\" p. 347.
\nA footnote reference to his Propaganda as one of two
\nbooks \"written by recognized masters in the art of
\npersonalizing corporations and of giving good names
\nto men who need and can pay for them,\" p. 347. In
\nthe Appendix notes, and in the Bibliography and Au
\nthor Index, references to these two works, as well as
\nto: \"Bernays, E. L., 1928, 'Manipulating Public
\n63
\nOpinion: The Why and How', Amer. J. Social., Vol.
\n33, pp. 958-971.\" pp. 451, 452, 458.
\nLarson, Henrietta M. Guide to Business History.
\nCambridge: Harvard University Press, 1948.
\n1181pp.
\nReference to, and brief description of,
\n\" Bernays,
\nEdward L., ed. An Outline of Careers. N. Y: Doran,
\n1927\", pp. 737, 738. Mention of \"The Evolution of
\na Profession\" by ELB, as among articles in Public
\nRelations Directory and Yearbook, N. Y., 1945. p. 792.
\nLasswell, Harold D. Democracy Through Public
\nOpinion. N. Y: Banta Publishing Company,
\n1941. 175pp.
\n\"Edward Bernays directed Latin American news
\nduring the War period, and later became an influen
\ntial figure in the field of public relations.\" p. 77.
\n. Propaganda Technique in the World War.
\nN. Y: Peter Smith, 1938. 233pp.
\nUnder \"General Studies of Public Opinion and
\nPropaganda,\" bibliographical reference to ELB's
\nbook Crystallizing Public Opinion, p. 225.
\n. Public Opinion in War and Peace. Wash
\nington: National Association of Secondary-
\nSchool Principals, and National Council for the
\nSocial Studies, 1943. 68pp.
\nBibliographical reference: to ELB's book Crystalliz
\ning Public Opinion, \"by a public relations counsel;
\nsummarizes several campaigns.\" p. 47.
\n, and Blumenstock, Dorothy. World
\nRevolutionary Propaganda. N. Y. and London:
\nAlfred A. Knopf, 1939. 393pp.
\nFootnote reference: \"See Universities Pathfinders
\nin Public Opinion,\" A Survey by Edward L. Bernays,
\nin collaboration with Doris E. Fleischman, N. Y.,
\n1937. p. 7.
\n; Casey, Ralph D; and Smith, Bruce
\nLannes. Propaganda and Promotional Ac
\ntivities. Minneapolis: University of Minnesota
\nPress, 1935. 450pp.
\nThis annotated bibliography lists ELB's Crystal
\nlizing Public Opinion \"by a leading public relations
\ncounsel,\" and Propaganda, p. 32; Also lists:
\nBernays, Edward L. \"The Press Agent Has His
\nDay,\" Printers' Ink, Vol. 110: pp. 107-108, Febru
\nary 26, 1920. p. 264; and, Pringle, Henry F. \"Mass
\nPsychologists,\" American Mercury, Vol. 19, No.
\n155-162, Feb., 1930 [on Edward L. Bernays]. p. 266.
\nLee, Alfred McClung. The Daily Newspaper in
\nAmerica. N. Y: The Macmillan Company,
\n1937. 797pp.
\nA passage about Ivy Lee's motto: \"Accuracy, Au
\nthenticity, Interest,\" points out that he made it his
\nbusiness \"to present only topics of real interest,
\nphrased so as to attract attention of both editors and
\nreaders never sensational, never libelous, always
\naccurate, always trustworthy, always readable.\"
\nThe author adds: \"The viewpoint Lee thus out
\nlined, although later refined by him and by such as
\nE L. Bernays, became and remains essentially that
\nused by leading corporate press agents or as they
\nprefer to be called 'counsels on public relations.' \"
\npp. 440-441. ELB's book Propaganda is quoted on
\nthe importance of propaganda in \"whatever of social
\nimportance is done today.\" p. 464. \"E. L. Bernays
\ndramatized the services of the power industry in
\npromoting Light's Golden Jubilee on October 21,
\n1929.\" p. 466. The Appendix contains bibliographi
\ncal references to ELB's books Crystallizing Public
\nOpinion and Propaganda, p. 764.
\n, ed. New Outline of The Principle of
\nSociology. N. Y: Barnes & Noble, Inc., 1946.
\n355pp.
\nBibliographical references, under \"Selected Read
\nings,\" of Edward L. Bernays' book Propaganda.
\np. 197.
\nLewis, Sinclair. It Can't Happen Here. Garden
\nCity: Doubleday, Doran and Company, Inc.,
\n1935. 458pp.
\n\"In the greatest of all native American arts (next to
\nthe talkies, and those spirituals in which Negroes
\nexpress their desire to go to heaven, to St. Louis, or
\nalmost any place distant from the romantic old
\nplantations), namely, in the art of Publicity, Lee
\nSarason was in no way inferior even to such ac
\nknowledged masters as Edward Bernays, the late
\nTheodore Roosevelt, Jack Dempsey and Upton
\nSinclair.\" p. 88.
\nLogan, Edward B., ed. The American Political
\nScene. Revised Edition. N. Y. and London: Har
\nper and Brothers, 1938. 311pp.
\nTwo footnote references to, and\/or from, ELB's
\nbook, Propaganda, the second of which delineates
\nbriefly his \"strategy of publicity\" in reference to the
\npolitical campaign, pp. 227, 231.
\nLogan, Spencer. A Negro's Faith in America.
\nN. Y: The Macmillan Company, 1946. 88pp.
\nAdele Franklin, instructor in charge of all-day
\nschool activities in New York City's Public School
\n194, is mentioned as \"recent winner of the Edward
\nBernays $1000 award for outstanding contribution
\nto the cause of democracy in education.\" p. 51.
\nLowell, Joan. The Cradle of the Deep. N. Y: Simon
\nand Schuster, 1929. 261pp.
\nDedication: \"To Edward L. Bernays and Hiram
\nKelly Motherwell who encouraged me to write
\nthis book.\"
\nLowen, Walter A., and Watson, Lillian Eichler.
\nHow to Get a Job and Win Success in Advertising.
\nN. Y: Prentice-Hall, Inc., 1941. 382pp.
\nFootnote reference to Careers for Men, Edward L.
\nBernays, editor, 1939. p. 300.
\nLumley, Frederick E. Principles of Sociology.
\nN. Y. and London: McGraw-Hill Book Com
\npany, Inc., 1935. 461pp.
\nFootnote reference to \"E. Bernays, 'Propaganda.'\"
\np. 434.
\n. The Propaganda Menace. N. Y: The
\nCentury Company, 1933. 454pp.
\nFootnote reference to ELB's article, \"The Minority
\nRules,\" The Bookman, April 1927; to his book
\n64
\nCrystallizing Public Opinion; and to John T. Flynn's
\narticle, \"Edward L. Bernays: The Science of Bally
\nhoo,\" Atlantic Monthly, May 12, 1932, p. 26. Foot
\nnote references to ELB's book Propaganda, pp. 91,
\n93, 102, 103. Quotation used by Bernays in Contact
\nNo. 9, on the importance of frankness in public rela
\ntions, p. 106. Footnote reference to Propaganda.
\np. 109, 130. Quotation used by ELB in Contact No.
\n20, on the difficulty of defining propaganda, p. 417-
\n418.
\nLundberg, Ferdinand. America's Sixty Families.
\nN. Y: The Citadel Press, 1946. 578pp.
\nFootnote reference, quoting Prof. T. V. Smith, then
\nof the University of Chicago, defining the \"Pluto-
\ngogue,\" as \"the voice of the wealthy when they can
\nno longer speak for themselves, 'the successor of the
\nplutocrat of other days. . . . Not Allah, but Allah's
\npublic relations counsel,\" and including \"our late
\nIvy Lee and our ever present Edward Bernays.\"
\np. 313.
\nLyons, George J., and Martin, Harmon C. The
\nStrategy of Job-Finding. N. Y: Prentice-Hall,
\nInc., 1944. 408pp.
\nBibliographical reference: \"Bernays, Edward L.,
\ned. Careers for Men: A Practical Guide to Opportu
\nnity in Business. N. Y. 1939.\" p. 395.
\nMe Bride, Mary Margaret, ed. How to Become a
\nSuccessful Advertising Woman. N. Y. and
\nToronto: Whittlesey House, McGraw-Hill
\nBook Company, Inc., 1948. 259pp.
\nThe chapter on \"Futures in Public Relations,\" by
\nCaroline Hood, Director of Public Relations,
\nRockefeller Center, Inc., says: \"A sound public re
\nlations program has actually little to do with press
\nagentry. Edward L. Bernays, who is described by
\nTime magazine as 'United States Publicist No. 1,'
\nsays that public relations is just what it says it is:
\n'relations with the public.'\" pp. 114-115. The same
\nchapter contains a long statement by ELB on op
\nportunities for women in the profession of public re
\nlations, p. 124-125.
\nMcCamy, James L. \"Government Publicity.\" Chi
\ncago: University of Chicago Press, 1939. 275pp.
\nFootnote: \"Edward L. Bernays, 'Molding Public
\nOpinion,' Annals, CLXXIX (May 1935), 85-87.\"
\np. 21.
\nMcKean, Dayton David, \"Party and Pressure
\nPolitics.\" Boston: Houghton Mifflin Company,
\n1949, 712pp.
\nIn discussing the word 'propaganda,' the author
\nstates: \"After World War I the word came to be
\napplied to 'what you don't like of the other fellow's
\npublicity,' as Edward L. Bernays said; but publicity
\nis too narrow a term to include the variety of activ
\nities that are used to influence public opinion.\"
\nIn discussing \"The Use of Speaking by Pressure
\nGroups,\" the author says: \"Pressure groups, like
\nparties, find speaking the least expensive device of
\npropaganda. Edward L. Bernays has called attention
\nto the lecture platform as a means of propaganda
\nthat public relations counsel may suggest to their
\nclients, and he has pointed to some of his own propa
\nganda successes by using this device.\"
\nIn this connection, pages 201-203 of Crystallizing
\nPublic Opinion are referred to.
\nMacDougall, Curtis D. A College Course in Re
\nporting for Beginners. N. Y: The Macmillan
\nCompany, 1932. 536pp.
\nLinking \"Ivy Lee and Edward S. Bernays, Jr., [sic]
\nof New York,\" as \"the most outstanding public rela
\ntions officials in the country\" recording their
\n\"boast that they never ask favors of editors and
\nadd that it is unnecessary for them to do so. They
\nmerely advise their clients how to act so that the
\npress is forced to recognize them\" a discussion of
\nhow to create news-worthy publicity, p. 77. Biblio
\ngraphic references to ELB's books Crystallizing
\nPublic Opinion and Propaganda, p. 506.
\n. Hoaxes. N. Y: The Macmillan Company,
\n1940. 336pp.
\nReference to \"Light's Golden Jubilee\" as the type
\nof \"publicity stunt\" which \"worked, and . . . can
\nhardly be called a hoax,\" because of the true news
\nin created events which \"newspapers couldn't ig
\nnore\", p. 249. Also: \"So daydreamers go on hoping
\nand expecting . . . while men like Edward Bernays
\n. . work silently behind the scenes.\" p. 261.
\n. Interpretative Reporting, N. Y: The
\nMacmillan Company, 1938. 682pp.
\nReference to \"Edward L. Bernays of New York,
\nnephew of the great Sigmund Freud\" and \"foremost
\nliving\" public relations counsel. \"Light's Golden
\nJubilee\" is given as an outstanding example of pub
\nlicity well-inspired. The book calls Bernays' \"psy
\nchology . . . eminently sound,\" as \"evidenced in
\nhis two books, Propaganda, and Crystallizing Pub
\nlic Opinion,\" and quotes from the latter \"part of his
\nexplanation and justification of himself and his
\ncalling.\" pp. 30, 31.
\n. Newsroom Problems and Policies. N. Y:
\nThe Macmillan Company, 1941. 592pp.
\nNumerous references to and quotations from ELB's
\nbook Crystallizing Public Opinion, pp. 132, 134;
\nreference to a public debate featuring him and Julian
\nS. Mason before the New York Newspaper Women's
\nClub in 1930, p. 241. Giving Bernays' definitions of
\nthe role of the public relations counsel, and of the
\ndifference between propaganda and education ; refer
\nence to \"Light's Golden Jubilee\" and the \"creation
\nof 'front' organizations\" such as \"the Sociological
\nFund by Bernays . . .\" pp. 254, 258, 260.
\nMacLatchy, Josephine H. Education on the Air.
\nColumbus: Ohio State University, 1942. 310pp.
\nThis 13th yearbook of the Institute for Education by
\nRadio, reports annual radio conference sponsored by
\nOhio State University. \"Edward L. Bernays, coun
\nsel on public relations and author of Speak Up for
\nDemocracy, who was chairman and who had organ
\nized the panel,\" is recorded as presiding over the
\nPanel Discussion on \"Radio and Wartime Morale.\"
\nHis various opinions on the subject are noted,
\npp. 31-34. Among \"... outstanding American ex-
\nperts in the field of radio and public opinion,\" ELB
\nis also noted as participating in subsequent discus
\nsions, \"Radio Discussion in Wartime A Program
\nof the American Forum of the Air,\" and \"Radio
\nNews Reports and Comments in Wartime\"; his re
\nmarks or those of others about him, or his views
\nare cited frequently, viz: pp. 36, 38-39, 42, 43, 44-45,
\n46, 47, 48, 49, 50, 52, 53, 85-86.
\nMacNeil, Neil. Without Fear or Favor. N. Y: Har-
\ncourt, Brace and Company, 1940. 414pp.
\n\"There are of course capable press agents who pro
\nduce news by their intelligence and sense of news
\nvalues. They make the event that makes the news,
\nand the newspapers cover it with their own reporters,
\nand gladly. Edward L. Bernays is such a one. His
\nhandling of the Light Golden Jubilee was masterly.
\nNewspapers could not ignore it, for he brought
\nThomas A. Edison, Henry Ford and many other
\nnotables to Dearborn, and had the President of the
\nUnited States deliver the principal address. As part
\nof his promotion he had the post office issue a special
\nstamp. Even more ingenious perhaps were his na
\ntional contests and exhibitions of sculptures done in
\nIvory Soap. These made good news stories. They had
\nnovelty and supplied good pictures, even if they did
\nbring publicity to Procter and Gamble and help to
\nstimulate soap sales. It was good showmanship.\"
\np. 311.
\nMannheim, Karl. \"Man and Society in an Age of
\nReconstruction\" London: Routledge and Kegan
\nPaul Limited, 1948. 469pp.
\nBibliographical reference to \"Berneys, E. Propa
\nganda. New York, 1928-1936.\" Bernays' name mis
\nspelled, p. 421.
\nMartin, Everett Dean. The Meaning of a Liberal
\nEducation. N. Y: W. W. Norton and Company,
\nInc., 1926. 319pp.
\nWithout naming ELB, this book gives his well-known
\ndefinition of the difference between education and
\npropaganda. \"A recent well-written book on the
\npsychology of advertising by a gentleman who styles
\nhimself a 'Public Relations Counsel' explains the
\ntechnique of making propaganda. The author refers
\nto such propagandist efforts as education, and says
\nthat the difference between education and propa
\nganda is this: when your side of the case is given pub
\nlicity, that is education; when your opponent pub
\nlishes his side, that is propaganda.\" p. 47.
\nMencken, H. L. The American Language, Supple
\nment I. N. Y: Alfred A. Knopf, 1945. 739pp.
\n\"Public Relations Counsel was launched by Edward
\nL. Bernays of New York, one of the most dis
\ntinguished members of the fraternity. It had been
\npreceded by Councillor in (or on) public relations,
\noccasionally used by Ivy L. Lee (1878-1934), an
\nother eminent publicist.\" This is followed by a long
\nmemorandum \"issued from the Bernays office\" and
\ngiving \"the history and true meaning of Public rela
\ntions counsel.\" The term was invented by \"Mr.
\nBernays and Doris E. Fleischman, a young woman
\nworking with him in his office at the time, whom he
\n65
\nlater married and who is now his partner.\" pp. 578-
\n579.
\n. The American Language, Supplement II.
\nN. Y: Alfred A. Knopf, 1948. 890pp.
\nIn two footnotes, Mencken lists ELB among those
\nto whom he is indebted for information about
\nwords, pp. 718, 773.
\nMills, Alden B. Hospital Public Relations. Chi
\ncago: Physicians' Record Company, 1939.
\n361pp.
\nPreface by ELB says this book \"bridges the gap
\nbetween existing knowledge of public relations and
\nthe need for that knowledge not only by hospitals
\nbut by other types of social service institutions as
\nwell,\" pp. vii-viii. The book contains a discussion of
\nBernays' use of group leaders in public relations cam
\npaigns, pp. 26-27. A discussion of the author ex
\npresses gratitude for this preface, p. 10. Bernays'
\ntheories of the leadership principle in public relations
\nis discussed, p. 36. A long quotation on public rela
\ntions methods from ELB's book Propaganda, pp.
\n36-37. Bibliographical reference to Propaganda,
\np. 55.
\nMock, James R., and Larson, Gedric. Words
\nThat Won the War. The Story of the Committee
\non Public Information, 1917-1919. Princeton:
\nPrinceton University Press, 1939. 372pp.
\n\"The Wireless-Cable Service was directed by Walter
\nS. Rogers, and the news was prepared by Paul
\nKennaday. As described in Chapter XV, Edward L.
\nBernays was placed in charge of news for Latin
\nAmerica,\" p. 239. \"Latin America organization
\ntrips made by Lieutenant F. E. Ackerman in South
\nAmerica and S. P. Verner in Central America; Latin
\nAmerican news directed by Edward L. Bernays,\"
\n(p. 245). \"The two most important figures in the
\nCPI invasion of Latin America were Lieutenant
\nF. E. Ackerman and Edward L. Bernays,\" p. 321.
\n\"The other key man in the Latin American work
\nwas Bernays, who today is widely believed to have
\nsucceeded the late Ivy Lee as No. 1 public relations
\nadviser to American businessmen. He came to the
\nCPI in 1917 as a young . . . New Yorker who had
\nserved as press agent for the Russian Ballet, Enrico
\nCaruso and other top-rank artists. His most impor
\ntant work with the Committee was the conception
\nand execution of plans for enlisting the help of Amer
\nican business firms. Toward the end of the war he
\nwas also in charge of the whole Latin American news
\nservice, and following the Armistice he went to
\nParis with the CPI delegation,\" p. 322. \"Creel ap
\nplied for passports for the group he was sending to
\nthe Peace Conference, including Sisson, Byoir,
\nBernays, Charles Hart, Carl Walberg, Major H. E.
\nAtterbury and E. H. Shuster,\" p. 332.
\nMott, Frank Luther, and Casey, Ralph D., eds.
\nInterpretations of Journalism. N. Y: F. S. Crofts
\nand Company, 1937. 533pp.
\n\"Electric Light's Golden Jubilee\" included among
\nillustrations that \"a cause can be 'litigated' for a
\nclient while the publicity expert remains entirely in
\nthe background.\" p. 406. Ivy Lee mentioned as
\n66
\n\"representative of the most skilled type of propa
\ngandist effort,\" and ELB among \"others [who]
\nhave served corporations and business groups of
\nalmost equal prominence.\" p. 412.
\nMott, George Fox, ed., and others. Survey of
\nJournalism. N. Y: Barnes and Noble, 1940.
\n381pp.
\nTwo bibliographical references. \"Bernays, E. L.,
\nCrystallizing Public Opinion, 1924. An expert in
\npublicity applies mass psychology to his job.\" And
\n\"Bernays, E. L., Propaganda, 1928. Further analysis
\nof propaganda and publicity from the standpoint of
\nthe social psychologist.\" p. 364.
\nJY1 untz, Earl E. \" Urban Sociology.\" N. Y: The Mac-
\nmillan Company, 1938. 742pp.
\nFootnote reference: \"Cf. Edward L. Bernays,
\n'Moulding Public Opinion,' Annals of the American
\nAcademy of Political and Social Science (May, 1935),
\nVol. 179, p. 84.\" p. 584.
\nNational Committee on Atomic Information.
\nHow to Reach 37,000,000 Homes with the Basic
\nFacts about Atomic Energy: A Progress Report.
\nWashington, D. C: National Committee on
\nAtomic Information, May 14, 1946. 24pp.
\nMention of \"Edward L. Bernays' 'Take Your Place
\nat the Peace Table,' Duell, Sloan and Pearce, New
\nYork\" as \"a helpful manual.\"
\nNerney, Mary Childs. Thomas A. Edison. N. Y:
\nHarrison Smith and Robert Haas, 1934. 334pp.
\n\"And although the latter (General Electric) did not
\nuse his (Thomas A. Edison's) name in their corporate
\ntitle, they continued to use it in business and other
\nways, at times aggravating to its owner, as upon the
\noccasion of Light's Golden Jubilee celebration . . .
\nafter B. F. [sic] Bernays was retained to handle the
\nnews of the mammoth party, the motive power be
\ntween the tail and the dog would get short-circuited
\nnow and then, raising doubts as to which was which.
\nThe General Electric, as a result of this campaign,
\nwas said to have enormously increased its sales of
\nlamps all over the world . . .\" pp. 176-177.
\nOdegard, Peter. The American Public Mind. N. Y:
\nColumbia University Press, 1930. 308pp.
\nBibliographical references to ELB's books Crystal
\nlizing Public Opinion, p. 280; and to Propaganda,
\np. 287.
\nOsborn, Alex. Your Creative Power. N. Y: Charles
\nScribner's Sons, 1948. 375pp.
\nELB quoted, with the author in agreement, as as
\nserting that progressive management has already
\ndemonstrated an attack on industrial relations
\nproblems, but that \"additional ways and methods
\nmust be found.\" pp. 299, 300.
\nOsborne, Letitia Preston. Through Purple Glass.
\nPhila. and N. Y: J. B. Lippincott, 1946. 288pp.
\nA \"gay comedy of manners,\" dedicated: \"For
\nEdward L. Bernays.\"
\nOvington, Mary White. The Walls Came Tumbling
\nDown. N. Y: Harcourt, Brace and Company,
\n1947. 307pp.
\nReference to ELB's success in handling publicity
\nfor the National Association for the Advancement
\nof Colored People's conference in Atlanta, Georgia.
\n\"Bernays' technique was to make friends of the
\nreporters and do all their work.\" p. 178.
\nPaustian, Paul W., and Oppenheimer, J. John.
\n\"Problems of Modern Society.\" N. Y. and Lon
\ndon: McGraw-Hill Book Company, Inc., 193 8.
\n571pp.
\nFootnote reference to \"Bernays, E. L., 'Molding
\nPublic Opinion,' Annals of American Academy of
\nPolitical and Social Science, vol. 179, pp. 84-85.\"
\npp. 299, 338.
\nPfiftner, John M. Public Administration. N. Y:
\nThe Ronald Press, 1946. 621pp.
\nAmong \"Selected Readings\" for Chapter 35, \"Ad
\nministrative Public Relations\": \"Bernays, Edward
\nL. 'Public Relations,' in Edward L. Bernays (ed.),
\nCareers for Men. (Garden City Publishing Co., Inc.,
\nNew York, 1939).\" p. 573.
\nPhelps, George Harrison. Tomorrow's Advertisers.
\nN. Y. and London: Harper and Brothers, 1929.
\n256pp.
\n\"In his recent book, Propaganda, Edward L. Ber
\nnays makes this significant statement: 'Mass pro
\nduction is only profitable if its rhythm can be main
\ntained that is, if it can continue to sell its product
\nin steady or increasing quantity.' \" The author com
\nments, \"In a sense that is what advertising is all
\nabout.\" p. 183.
\nPigors, Paul. \"Leadership or Domination.\" N. Y.
\nand Boston: Houghton Mifflin Company, 1935.
\n354pp.
\nFootnote reference to ELB's book, Propaganda, p.
\n253.
\nPoole, Ernest. The Bridge. N. Y: The Macmillan
\nCompany, 1940. 422pp.
\n\"Under the guidance of Edward Bernays, one of the
\nablest and most devoted younger workers on our
\nstaff [Committee on Public Information], from our
\narticles they [exporters] printed inserts in their ex
\nport journals and catalogues and in thousands of
\nbusiness letters sent to foreign lands each week.\"
\np. 335.
\nPorter, Philip W., and Luxon, Norval Neil. The
\nReporter and the News. N. Y. and London: D.
\nAppleton-Century Co., Inc., 1935. 560pp.
\n\"Those who are seriously interested in publicity as a
\nprofession can find adequate material for study in
\nthe works of Edward L. Bernays, Ivy Lee and other
\nleaders . . .\" p. 499; ELB's books Crystallizing
\nPublic Opinion, and Propaganda, are listed in the
\nBibliography under \"Assigned Readings.\" p. 505.
\nPringle, Henry F. Big Frogs. N. Y: The Vanguard
\nPress, 1928. 276pp.
\n\"Like so many other big New Yorkers, he (Bernarr
\nMacFadden) has recently engaged a press agent.
\nHaving first considered engaging Ivy Lee, he later
\nturned to Edward L. Bernays, only slightly less re
\nnowned in the public relations field. Mr. Bernays
\nhas already pulled one big stunt, that of persuading
\nthe amiable Mayor Walker to receive his client at
\nCity Hall. This historic event was duly described in
\na full page in the Graphic while even the other New
\nYork dailies carried a paragraph or two about it. A
\nsimilar feature printed at approximately the same
\ntime told of a dinner given the physical culturist by
\nmembers of Parliament on the occasion of a visit to
\nLondon.\" p. 132.
\nQuiett, Glenn C., and Casey, Ralph D. \"Prin
\nciples of Publicity.\" N. Y. and London: D. Ap-
\npleton Company, Inc., 1926. 420pp.
\nBibliographical references to ELB's books Crystalliz
\ning Public Opinion, p. 399, and Propaganda, p. 409.
\nRadvanyi, Laszlo, ed. \"International Directory of
\nOpinion and Attitude Research.\" Mexico: The
\nSocial Sciences Publishers, 1948. 292pp.
\nThe entry on ELB says: \"Professional Activities'.
\nLecturer, pub. opin., Univs. of Princeton, Columbia,
\nHarvard, Yale, Stanford; member, Pres. Hoover's
\nEmergency Com. for Employment, 1930-31; New
\nYork State Com. on Discrimination in Employment,
\n1942; co-chmn., Victory Book Campaign, 1943;
\nchmn. U. S. Treasury Natl. Publicity Advisory Com.,
\nThird War Loan; Natl. Publ. Relations Com.,
\nAmerican Red Cross.
\n\"Fields of Interest and Research: Pub. relations.
\nMajor Surveys or Research Projects Directed: Labor-
\nmanagement relations; race relations; internatl. as
\npects of pub. opinion.
\n\"Author: Crystallizing Public Opinion, Liveright
\nPub. Corp., 1923; An Outline of Careers, Geo. H.
\nDoran Co., 1927; Propaganda, Liveright Pub. Corp.,
\n1928; Speak Up for Democracy, Viking Press, 1945;
\nMonograph on Public Relations, Bellman Pub. Co.,
\n1945 ; Article for Current Controversy on Need for a
\nSecretary of Public Relations in Cabinet, 1935;
\nHigher Education, a Public Relations Problem,
\nAmer. College Publicity Assn., June 1935; Recent
\nTrends in Public Relations Activities, Pub. Opin.
\nQuart., Dec. 1936; Public Relations First in the
\nOrder of Business, Bus. Week, 1937; Public Educa
\ntion for Democracy, Amer. Mercury, 1938; War
\nAgainst Words, Infantry Journal, 1940; Preview of
\nAmerican Public Opinion, Amer. Mercury Survey,
\n1944; Postwar Responsibility of the American Press,
\nJourn. Quart., 1944.\" p. 23.
\nRaushenbush, Winifred. How to Dress in War
\ntime. N. Y: Coward: McCann, Inc., 1942. 198pp.
\n\"Mr. Edward L. Bernays, the well-known public
\nrelations counselor, believes that during the second
\nyear of the war functional clothes will be stressed.
\nHe predicts that during 1944 the designers and the
\nstores will be interested in dressing the new wartime
\nelite represented by officers' wives, and that this
\ntrend will affect fashions generally. This prediction
\nis very astute.\" pp. 155-156.
\nRay, Marie Beynon. Two Lifetime in One. Indianap
\nolis and N. Y: The Bobbs-Merrill Company,
\n1938. 311pp.
\nThis book about abundant energy closes with a final
\nchapter, \"Strong Men and Lovely Women,\" based
\n67
\non interviews. ELB is described in this chapter as \"a
\nman who's continued to be increasingly successful
\nall through the Depression.\" He is quoted as saying:
\n\"I will work very hard and at the end of the day
\nI'd like to start another day at once. ... I don't
\nthink I've ever in my life been bored.\" p. 301.
\nReed, Anna Y. Guidance and Personnel Services in
\nEducation. Ithaca: Cornell University Press,
\n1944. 496pp.
\n\"The first edition of An Outline of Careers, edited by
\nEdward L. Bernays, is a good example of a collection
\nof carefully prepared monographs for the use of
\nmature students.\" p. 91.
\nReck, W. Emerson. Public Relations: A Program
\nfor Colleges and Universities. N. Y. and London:
\nHarper and Brothers, 1946. 286pp.
\n\"Edward L. Bernays, one of the nation's leaders in
\nthe field,\" quoted on the \"fundamental characteris
\ntics essential for the public relations counsel,\" p. 23,
\nand on the importance of analysis before interpreta
\ntion in the college field, pp. 41, 42.
\nReuter, E. B., and Hart, C. W. Introduction to
\nSociology. N. Y. and London: McGraw-Hill
\nBook Company, Inc., 1933. 548pp.
\nBibliographical Reference: \"Bernays, E. L. 'Manipu
\nlating Public Opinion: The Why and the How,'
\nAmerican Journal of Sociology, 33. (1927-1928),
\n958-971.\" p. 435.
\nRichmond, Arthur, ed. Modern Quotations for
\nReady Reference. N. Y: Dover Publications,
\nInc., 1947. 507pp.
\nThis book contains six quotations from the writings
\nof ELB. Under Advertising: \"Once a searching study
\nof public attitudes has been made, and the program
\ncoordinated with these attitudes, many channels
\nthat reach the public will be found,\" p. 2; under
\nGovernment: \"For the capitalist system to be main
\ntained, it is important that the public and the private
\ninterest be closely interrelated,\" p. 89; under In
\ndustry and Business: \"Business must tell what its
\nservices to the public are, how its product is manu
\nfactured and distributed, the labor and the expense
\ninvolved in manufacturing and servicing; it must
\nmake clear how prices are determined, and why a
\ncertain price is just,\" p. 107; under Propaganda:
\n\"Propagandists have existed ever since Eve per
\nsuaded Adam to eat the first apple, and they will
\nexist as long as one person attempts to convince
\nanother of anything.\" Also: \"The conscientious
\npropagandist and there are many such will
\nhave nothing to do with a product or a cause that is
\nsocially vicious.\" Also: \"It is my belief that propa
\nganda serves a useful purpose. It increases general
\nknowledge. It tends to keep open an arena in public
\nlife in which the battle of truth may be fairly fought,\"
\np. 201. Also: \"The difficulty propagandists have in
\npleading any cause is that they must deal in facts,
\nnot only as they are abstractly, but as they appear
\nto be to individuals or groups who react emotionally,\"
\np. 201; under War: \"In the next war, words will be
\nas important as bullets.\" p. 280.
\n68
\nRiegel, O. W. Mobilizing for Chaos. New Haven :
\nYale University Press, 1934. 231pp.
\n\"The field of national propaganda has attracted
\nprofessional American publicity men. Edward L.
\nBernays looked after the public relations of Lat
\nvia . . .\" p. 206. This is an error; it should be
\n\"Lithuania.\"
\nRiesman, David. A Yearbook of the Graduate School
\nof Public Administration, Harvard University.
\nCambridge: Graduate School of Public Ad
\nministration, 1942. 275pp.
\nIn the chapter \"Civil Liberties in a Period of Transi
\ntion,\" footnote reference to \"Edward L. Bernays,
\nCrystallizing Public Opinion (new ed., 1934), . . .
\nand Propaganda (1928).\" p. 82.
\nRingel, Fred J., ed. \"America as Americans See It.\"
\nN. Y: Harcourt Brace and Company, 1932.
\n365pp.
\nThis symposium, with chapters by Stuart Chase,
\nRobert E. Sherwood, Clifton Fadiman, Bruce Bliven,
\nClare Booth and others, contains a section on
\n\"Women: Types and Movements,\" by Doris E.
\nFleischman, wife of ELB. Miss Fleischman is intro
\nduced by ELB, in a prefatory note, as follows:
\n\"The census of the United States shows that 49%
\nof the population are of the feminine sex. And yet
\nwomen still seem to be the perennial novelty that
\nthey have always been. Their place and evaluation
\nin the scheme of American things have been much
\nneglected.
\n\"And I know, for when I have tried to base a
\npropaganda campaign directed to them on facts
\nabout them, it has been the very dickens of a search
\nto find these facts.
\n\"For facts, like truths, are usually hidden away
\nand need digging. And after they have been dug up,
\nthey need interpretation and interpretation and
\ninterpretation.
\n\"This, Miss Fleischman, over the last decade, has
\ndone, as have few other Americans men or women
\nboth as a contributor to national magazines on
\nthe subject, as editor of a book, 'An Outline of
\nCareers for Women,' and as a hard working counsel
\nfor public relations.
\n\"I commend her not only as a wife and mother
\nbut also as a writer and as an interpreter of
\nAmerican womanhood.\" p. 105.
\nRobinson, Thomas H., ed. and others. \"Men,
\nGroups and the Community: A Survey in the
\nSocial Sciences.\" N. Y: Harper & Brothers, 1940.
\n965pp.
\nFootnote reference to ELB's book Propaganda.
\nRogers, Charles Elkins. Journalistic Vocations.
\nN. Y. and London: D. Appleton Co., Inc., 1931.
\n354pp.
\n\"Ivy Lee and Edward L. Bernays, prominent in this
\nfield, have published books which undertake to ex
\nplain and defend their occupation. . . . Mr. Ber
\nnays has been characterized as counsel of public
\nrelations to governments, industries, corporations,
\nand trade organizations.\" Footnote reference to
\n\"Edward L. Bernays' Propaganda.\" p. 227.
\nRoosevelt, Eleanor. \/\/ You Ask Me. N. Y:
\nD. Appleton-Century Co., Inc., 1946. 156pp.
\nMrs. Roosevelt answers two questions proposed by
\nELB No, to whether or not she feels there should
\nbe a Secretary of Public Relations in the Cabinet,
\npp. 21, 22; Yes, on the need of a peacetime agency in
\nthe U. S. comparable to the OWL
\nRorty, James. Our Master's Voice Advertising.
\nN. Y: The John Day Company, 1934. 394pp.
\n\"The majority of successful propaganda practice,
\nwhether by commercial 'public relations counsel
\nlors' like Edward Bernays or Ivy Lee or by radical
\npropagandists, is overt; the name of the propagandist
\nor the company or organization he represents is
\ntyped or printed at the top of his release.\" p. 171.
\nRoss, Ishbel. Ladies of the Press. N. Y. and London :
\nHarper and Brothers, 1946. 622pp.
\n\". . . All these stories helped the status of the
\nwomen reporters in New York. In 1915 the Tribune
\ngirls were brought downstairs to the city room.
\nWomen's news had now officially become part of the
\ngeneral schedule. Bessie Breuer was the last person
\nto shepherd the flock as a separate body. One of her
\nunderstudies was Doris E. Fleischman, who now
\nfunctions as a public relations counsel with her hus
\nband, Edward L. Bernays. She was graduated from
\nBarnard in 1913, worked for the Tribune for two
\nyears, and later became associated with Mr. Bernays.
\nSoon after this women ceased to be a novelty in the
\ncity room of the Tribune . . .\" p. 125.
\nRoucek, Joseph, ed. \"20th Century Political
\nThought.\" N. Y: Philosophical Library, 1946.
\n657pp.
\nFootnote reference: \"E. L. Bernays, 'The Revolution
\nin Publicity,' Saturday Review of Literature, XXIV
\n(November 1, 1941), pp. 3ff.\" p. 379.
\n, and Associates. Social Control. N. Y:
\nD. Van Nostrand Company, Inc., 1947. 584pp.
\nFootnote reference: \"An earlier recognition of the
\ncontention of this section is E. L. Bernays' 'Manipu
\nlating Public Opinion,' American Journal of So
\nciology, XXXIII, (May, 1928), 958-971.\" p. 409.
\nRugg, Harold. An Introduction to Problems of
\nAmerican Culture. Boston: Ginn and Company,
\n1931. 616pp.
\nA quotation from Contact showing how five New York
\nnewspapers published five different versions of what
\nhappened when Alexander Kerensky was attacked
\nin a New York theatre. Footnote reference: \"From
\nContact No. 17, published by Edward L. Bernays,
\nPublic Relations Counsel, New York City.\" p. 5.
\nRoutzahn, Evart G. and Routzahn, Mary
\nSwain, See Addenda, Item 17.
\nSargent, Porter. Dangerous Trends: How Under
\ncurrents Economic and Political Affect Education.
\nBoston: Porter Sargent, 1948. 190pp.
\nA second title page reads: \"A Handbook of Private
\nSchools for American Boys and Girls: An Annual
\nSurvey: Thirty-First Edition.\" A section is devoted
\nto Public Relations. \"The professional tone was
\ngiven to the calling of publicity agent by E. L.
\nBernays and his wife, Doris Fleischman, who in
\nvented the term 'public relations counsel' in their
\nbook Crystallizing Public Opinion, 1923. The public
\nwas no longer to be fooled or merely informed, it
\nwas to be understood. Bernays, an intellectual and
\na nephew of Sigmund Freud, recognized the need for
\npsychological and sociological knowledge. (Goldman,
\npp. 13-19). \"p. 170. There is a summary of the March
\n1947 issue of The Annals of the American Academy
\nof Political and Social Science. Under the heading
\n\"The Successful Leader,\" Sargent says: \"The cli
\nmax of the symposium in The Annals was left to
\nE. L. Bernays, introduced in an editorial note as
\nthe leading exponent of the public relations profes
\nsion. 'In that capacity he has served governments,
\ntrade associations, and profit and non-profit organ
\nizations.' He has the brains and techniques to bring
\nthe American people or any section of them to be
\nlieve anything that the budget will permit. The po
\nlite way to put this is to speak of 'The Engineering of
\nConsent,' which is his title,\" p. 173. This is followed
\nby a summary of ELB's paper \"The Engineering of
\nConsent.\" pp. 173-174.
\nGetting Us into the War. Boston: Porter
\nSargent, 1941. 640pp.
\nIn chapter notes, the author says: \"The most effec
\ntive propaganda is that 'of the deed, not that of the
\nword,' and 'when events do not serve their purpose
\nthey (propagandists) create them. Many of the news
\nevents about which we read are deliberately staged
\nby the governments in the interests of propaganda,'
\nE. L. Bernays, the highest paid propagandist ('pub
\nlic relations counsel') in this country, pointed out to
\nthe Guardian Midwinter Conference on 'Propaganda.'
\n('What Makes Lives,' p. 189).\" p. 135.
\nWar and Education. Boston: Porter
\nSargent, 1943. 506pp.
\n\"The 'Psychological Barriers in Health Education'
\nwhich have long prevented the desired result that
\n'Everyone Should Receive Adequate Health Edu
\ncation' were exhaustively reported on by Edward L.
\nBernays, Public Relations Counsel, for the New York
\nAcademy of Medicine, at its Annual Health Educa
\ntion Conference in New York City, Nov. 18, 1941.
\n(Vital Speeches, Jan 1, 1942.)\" p. 309. A long quota
\ntion from this report by ELB in which he recom
\nmends that \"a national council on public health
\nshould be formed by all health education groups for
\nthe exchange of ideas and methods, for orientation of
\naims, goals, themes and values,\" p. 310. Chapter
\nfootnote: \"E. L. Bernays, the highest paid propa
\ngandist (public relations counsel) in this country,
\npointed out to the Harvard Guardian Midwinter
\nConference on Propaganda early in 1940 that the
\nmost effective propaganda is that 'of the deed, not
\nthat of the word,' and 'when events do not serve
\ntheir purpose they (propagandists) create them.
\nMany of the news events which we read are de
\nliberately staged by the governments in the interest
\nof propaganda.' \" p. 359. A chapter footnote quotes
\nat length from \"The Revolution in Publicity,\" by
\nELB, Saturday Review, Nov. 1941. p. 425.
\n69
\nSargent, S. Stansfeld. \"Social Psychology: An
\nIntegrative Interpretation.\" N. Y: The Ronald
\nPress Company, 1950. 519pp.
\nIn this chapter on \"Propaganda,\" the author says:
\n\"Many are the stories about our two most noted
\npublic relations counsels, Ivy Lee and Edward L.
\nBernays. . . . Bernays showed even more ability
\n(than Lee) in the art of mass persuasion. One of his
\nearly achievements was to make possible the produc
\ntion of Brieux's DamagedGoods, a play about syphilis,
\nby organizing a number of prominent persons into a
\n'Sociological Fund' which backed the production and
\ngave it an aura of respectability. Later, he showed
\nhis inventiveness by publicizing the products of
\nProcter & Gamble (Ivory Soap) in a national soap
\nsculpture contest, and by organizing the Golden
\nJubilee of electric light on behalf of General Electric
\nand Westinghouse. Bernays helped to explain and in
\nterpret the newer trends in publicity work, and in his
\nbook Crystallizing Public Opinion, published in 1923,
\nhe coined the term 'public relations counsel.' \" p. 360.
\nSavidge, Anne Lane, and Horn, Gunnar. \"Hand
\nbook for High School Journalism.\" Boston: D. C.
\nHeath and Company, 1944. 133pp.
\nBibliographical references to ELB's books Crystalliz
\ning Public Opinion and Propaganda, p. 63.
\nSeldes, George. Freedom of the Press. Garden City:
\nGarden City Publishing Company, 1937. 380pp.
\n\"The late Mr. [Ivy] Lee's leading competitors are
\nEdward L. Bernays, who is credited with getting an
\nEdison electric light bulb on a postage stamp,
\nand . . .\" p. 136.
\nLords of the Press. N. Y: Julian Messner,
\nInc., 1938. 408pp.
\nA quotation from Dr. T. V. Smith, \"professor of
\nphilosophy of the University of Chicago, practical
\npolitician . . . and author of many books,\" defining
\n\"plutogogue.\" According to Smith, \"plutogogue is
\nthe voice of the wealthy when they can no longer
\nspeak for themselves. . . . He is not Allah, but
\nAllah's public relations counsel. You will hear his
\nsoft-spoken message in the columns of our sophisti
\ncated Walter Lippmanns and our unctuous Glenn
\nFranks. You will see or gently feel his gloved hand
\nin the eulogistic releases of our late Ivy Lees and our
\never-present Edward Bernays,\" p. 304. \"The pluto
\ngogue of plutogogues is Edward L. Bernays who
\nusually hires himself for the better causes, the demo
\ncratic nations. But he is also the best defender of our
\nbusiness civilization.\" p. 312-313.
\nSeldes, Gilbert. Proclaim Liberty. N. Y: The Grey-
\nstone Press, 1942. 202pp.
\n\"Propaganda must be independent. . . . Mr. Gorham
\nMunson, preceded by Mr. Edward L. Bernays in
\n1928, has proposed a Secretary for Propaganda in
\nthe Cabinet, which would make the direct line of
\nauthority from the Executive to the administrators
\nof policy, without interference.\" p. 65.
\nSmith, Bruce Lannes; Las well, Harold D; and
\nCasey, Ralph D., eds. Propaganda, Communi
\ncation and Public Opinion. Princeton : Princeton
\nUniversity Press, 1946. 435pp.
\n70
\nThe long annotated bibliography lists the following
\nworks by Edward L. Bernays: Crystallizing Public
\nOpinion: \"A U. S. public relations counsel's early
\nformulation of the techniques of his calling, with
\nsome attention to its social consequences,\" p. 129;
\n\"Recent Trends in Public Relations Activities (of
\nlarge corporations and trade associations)\" Public
\nOpinion Quarterly, Vol. I, No. I: 147-51, January
\n1937: \"by a U. S. public relations counsel,\" p. 193;
\nSpeak Up for Democracy: What You Can Do A
\nPractical Plan for Action for Every American Citizen:
\nN. Y., Viking Press, 1940: \"Noted public relations
\ncounsel urges all U. S. citizens to 'speak up for de
\nmocracy' through every available channel of commu
\nnication. He outlines 'twenty common charges
\nagainst democracy' and answers them. He maps out
\na complete public relations program, utilizing the
\n'group leadership approach' and a multitude of chan
\nnels such as holiday celebrations, press conferences,
\ndirect mail, forums, radio, movies, youth groups.
\nSymbols involved include celebrated American docu
\nments (emphasis on the Bill of Rights), patriotic cer
\nemonies, birthdays of famous Americans, and lists of
\nappeals to special interest groups. Includes extensive
\nbibliography on democratic practice, dictatorships,
\nU. S. customs, leadership techniques and public
\nopinion,\" p. 227. Bibliographical reference to a book
\nlet by ELB and Doris E. Fleischman: Universities:
\nPathfinders in Public Opinion: The Authors, 1937.
\n\"Lists 'Courses in Public Relations, Public Opin
\nion, and Related Subjects Offered by American
\nUniversities.' \" p. 297. Bibliographical reference to
\nELB in connection with Public Policy, Yearbook
\nof the Graduate School of Public Administration of
\nHarvard University, 1942, Vol. 3: \"Edward L.
\nBernays . . . presents a hortative discourse on 'The
\nIntegration of Morale'.\" p. 150.
\nSmith, Charles W. t jr. Public Opinion in a De
\nmocracy. N. Y: Prentice-Hall, Inc., 1939. 598pp.
\n\"E. L. Bernays describes public opinion as 'an ill-
\ndefined . . . and changeable group of individual
\njudgments,' the 'aggregate result of individual
\nopinions' of the people who make up a society,\"
\np. 16. Footnote reference to ELB's book Crystallizing
\nPublic Opinion, p. 16. \"In 1938, when public and
\ncongressional criticism of radio reached a point
\nwhere it seemed likely to lead to governmental in
\nvestigation and perhaps to new tax or regulatory
\nmeasures, the National Broadcasting Company hired
\nEdward L. Bernays, one of the ablest publicity men
\nin the country, as public relations consultant.\" p. 116.
\nBibliographical references to ELB's books Crystalliz
\ning Public Opinion, p. 567 and Propaganda, p. 569.
\nSobel, Bernard, ed. The Theatre Handbook. N. Y:
\nCrown Publishers, 1940. 900pp.
\n\"At the time of the Great War, with the development
\nof modern business methods, press agentry attained
\ndignity and became one of the first national forces.
\nBut the term was straightway changed; leaders like
\nEdward Bernays and Ivy Lee calling themselves
\npublicity directors, propagandists and counsellors
\nin public relations.\" p. 632.
\nStarch, Daniel; Stanton, Hazel M; Roerth,
\nWilhelmina. Controlling Human Behavior.
\nN. Y: The Macmillan Company, 1937. 638pp.
\nUnder the title, \"What is Propaganda?\", among
\ncomments by Walter Lippmann, Calvin Coolidge and
\nFrederick E. Lumley on \"good and bad propaganda,\"
\na formal definition by \"E. L. Bernays, the publicist\"
\nis presented: \"Modern propaganda is a consistent,
\nenduring policy of creating or shaping events to in
\nfluence the relations of the public to a given enter
\nprise.\" p. 559.
\nStewart, Donald Ogden, ed. Fighting Words. N. Y:
\nHarcourt, Brace and Company, 1940. 168pp.
\nOn the half-title, from a speech by ELB: \"In the
\nnext war, words will be as important as bullets.\"
\nStout, Rex. The Silent Speaker. N. Y: The Viking
\nPress, 1946. 308pp.
\nIn a Nero Wolfe novel, an incident provokes the
\ncomment, \". . . Who you want is not Nero Wolfe,
\nbut Russell Birdwell or Eddie Bernays . . .\" p. 82.
\nStrong, Edward K., Jr. \"Psychological Aspects of
\nBusiness.\" N. Y. and London: McGraw-Hill
\nBook Company, Inc., 1938. 629pp.
\nFootnote reference: \"Flynn, J. T., 'Edward L. Ber
\nnays,' Atlantic Monthly, 193,2, Vol. 149, 567-568.\"
\np. 271.
\nSummers, Robert E., ed. Federal Information Con
\ntrols in Peacetime. The Reference Shelf, Vol. 20,
\nNo. 6. N. Y: The H. W. Wilson Company,
\n1949. 301pp.
\nInaccurate bibliographical reference: \"Bernays, Ed
\nward L. Safeguarding Civil Liberties Today.\" Ithaca,
\nNew York: Cornell University Press, 1945, referring
\nto the Edward L. Bernays Lectures published under
\nthis title, p. 291.
\nSutherland, Robert L., and Woodward, Julian L.
\nIntroductory Sociology. Philadelphia, N. Y:
\nJ. B. Lippincott, 1940. 863pp.
\nFootnote: \"The studies of Harwood L. Childs, L. W.
\nDoob, E. L. Bernays, B. L. Pierce, R. Ponsonby,
\nand J. D. Squires, all add further information to
\nshow that accurate evidence on controversial issues is
\nseldom available to a public.\" p. 340.
\nTebbel, John. An American Dynasty. Garden City:
\nDoubleday and Company, Inc., 1947. 363pp.
\nQuotation from a speech delivered by \"Edward L.
\nBernays, the public relations counsel\" before the
\nNational Newspaper Promotion Association in 1944,
\nand reprinted in the Journalism Quarterly, point
\ning out the \"great gap between the platform of the
\nnewspapers and public acceptance of them\" and
\nadvocating remedial public relations techniques; the
\n\"overwhelming response\" to the printed version is
\nnoted, including that of those few \"who scoffed at
\nthe whole business.\" p. 337.
\nThompson, Dorothy. \/ Saw Hitler. N. Y: Farrar
\nand Rinehart, 1932. 36pp.
\n\". . . But if you want to gauge the strength of the
\nHitler movement, imagine that in America, an orator
\nwith the tongue of the late Mr. Bryan and the his-
\n71
\ntrionic powers of Aimee MacPherson, combined with
\nthe publicity gifts of Edward Bernays and Ivy Lee
\nshould manage . . .\" pp. 34-35.
\nThurber, James. The Thurber Carnival. N. Y: Har
\nper & Brothers, 1945. 305pp.
\nThis anthology of Thurber's writings contains
\nthe story Something to Say, which first appeared in
\nThe Middle-Aged Man on the Flying Trapeze. The
\nstory includes the following passage: \"Somehow or
\nother we kept him out of trouble until the night of
\nthe sailing, when we gave a going-away party for
\nhim at Marvin Deane's house. Everybody was there:
\nGene Tunney, Sir Hubert Wilkins, Count von Luck-
\nner, Edward Bernays, and the literary and artistic
\ncrowd generally.\" p. 95.
\nVaughan, Wayland F. Social Psychology. N. Y: The
\nOdyssey Press, 1948. 956pp.
\nA discussion, with examples from his handling of spe
\ncific projects, of the work of ELB, who \"conceives of
\nhis profession as 'the conscious and intelligent ma
\nnipulation of the organized habits and opinions of
\nthe masses'.\" \"Through his expert control over the
\n'mass mind,' the public relations counselor is said to
\nfunction as 'the invisible government,' and ELB is
\nsaid to act 'as an adviser to his client.' . . . Unlike
\nReichenbach, who did not want to see the article
\nhe was to publicize for fear he would be disillusioned,
\nBernays insists on knowing what it is he is pushing
\nand he will not commit himself to its promotion
\nuntil he is convinced of its value. He will not feature
\na product he believes to be fraudulent or a cause he
\nbelieves to be antisocial. Bernays says that the chief
\nassets of the public relations counsel are honesty
\nand candor. Maybe so, but Bernays' crowning
\nachievement, the handling of Light's Golden Jubi
\nlee, the fiftieth anniversary of Edison's discovery of
\nthe electric light, was put over in a very subtle fash
\nion . . .\" This is followed by quotations from arti
\ncles by \"W. W. Parrish, in the Literary Digest,
\nJune 2, 1934\"; by \"J. T. Flynn: 'Edward L. Ber
\nnays. 1
\nThe Atlantic Monthly, May, 1932\"; and by
\n\"J. R. Dill: 'Unhappy Days for the Brewer.\" Chris
\ntian Century, June 30, 1937.\" pp. 374-78.
\nViereck, George Sylvester. Spreading Germs of
\nHate. N. Y: Horace Liveright, 1930. 327pp.
\nIn this work, with a foreword by Colonel Edward M.
\nHouse, ELB is referred to as \"a distinguished expert
\non propaganda\"; his definition as to the difference
\nbetween propaganda and education is given, p. 10.
\nWalker, S. H., and Sklar, Paul. Business Finds Its
\nVoice: Management's Effort to Sell the Business
\nIdea to the Public. N. Y. and London: Harper
\nand Brothers, 1938. 93pp.
\n\"They (the National Electric Light Association)
\ncould study the work of public relations counsels
\nlike Ivy Lee and Edward L. Bernays, recalling that
\nit was Lee, more than anybody else, who had
\ntransformed John D. Rockefeller in the public mind
\nfrom a symbol of greed to a symbol of aged benevo
\nlence, and that Bernays and his colleagues had in
\nvented many ingenious ways of publicizing men,
\nproducts and corporations (as for instance when
\nBernays staged a 'Green Ball' to popularize the
\ncolor green, in the expectation of creating a demand
\nfor Lucky Strikes),\" p. 14; \"Of the independent
\ncounsel, the best-known are perhaps Edward L.
\nBernays, Carl Byoir, Bernard Lichtenberg and T. J.
\nRoss of the famous firm of Ivy Lee and T. J. Ross.
\nThese firms advise more than one client . . . and
\nthey draw considerable fees. For instance, according
\nto reports filed with the S.E.C. . . . Allied Chemical
\n& Dye paid Bernays $25,185; and the American
\nTobacco Company paid Lee and Ross $23,096 and
\nBernays $24,000 ... p. 26. \"Bernays, like the
\nothers, knows that it is better to implant an idea in a
\ngroup leader's mind and let him spread it than to
\nwrite up an idea and send it to the papers as a re
\nlease, in the old-fashioned way; because what an
\nindependent big-wig says is news. He has developed
\nthe technique further than anybody else. Here, for
\nexample, is a recent example of his shrewd use of
\ngroup leaders. In 1934, Philco, a client of Bernays'
\nat the time, was developing for its radios what it
\ncalled 'high fidelity reception.' No public announce
\nment was made. Instead, Bernays had letters sent
\nto a list of well-known music critics asking what
\nthey thought of radio reception. Then he per
\nsuaded Pitts Sanborn to edit and issue under his own
\nname a 'symposium' of opinions on radio reception
\nwherein the answers to Bernays' letters appeared,
\nmaking the point that reception was generally bad.
\nNames make news; the 'symposium' got a great deal
\nof reception in the press. When it had been well
\npublicized Philco was ready to announce 'high fidel
\nity reception,' and to hold an exhibit celebrating
\nit as the answer to the currently poor reception.
\nAt the same time, still under Bernays' supervision,
\nPhilco set up an organization called the Radio Insti
\ntute of the Audible Arts, which Pitts Sanborn was
\npersuaded to head. The Institute began to issue
\nbooklets and surveys on good reception, children's
\nprograms, etc; these were sent to schools, clubs and
\nthe like, where they were well received because each
\none was written by an authority. Philco's name ap
\npeared only briefly as the founder of the Institute.
\nThus Philco and 'quality radio' associated them
\nselves firmly in the public mind.\" p. 26-27.
\nWalker, Stanley. City Editor. N. Y: Frederick A.
\nStokes Co., 1934. 336pp.
\n\"Press agents, in their multifarious wigs and masks,
\nsometimes seem almost as necessary to the modern
\nnewspaper as a posse of reporters. . . . Members of
\nthis strange profession range from the frightened,
\nsomewhat ratty Broadway hanger-on, who hopes to
\npick up a few dollars for whistling up any fly-by-
\nnight enterprise, to such elegant and philosophical
\npractitioners as Ivy Lee and Edward L. Bernays,
\nwho represent large interests and movements di
\nrected at what is known as the Mass Mind, and who
\nhave brains,\" p. 134. \"Many newspapermen, view
\ning the careers of such men as Bernays, Lee, Hanne-
\ngan and many others, are inclined to be envious,\"
\np. 138. \"If the young publicist attaches himself to
\n72
\nthe right interests, and studies the methods not only
\nof Bernays and Lee but of lesser masters as well,
\nhe may go far,\" p. 143. \"It has been the custom
\nto hold up Ivy Lee as the greatest example of what
\na newspaperman may do when he enters upon pub
\nlicity work . . . but it is probable that Bernays
\nis the more important as an American phenomenon.
\nHe is more of a psychologist, or psychoanalyst, than
\nLee. That Daniel Boone of the canebrakes of the
\nlibido, Dr. Sigmund Freud, is his uncle. Bernays
\nhas taken the sideshow barker and given him a
\nphilosophy and a new and awesome language: 'con
\nditioned reflexes,' 'the creation of events and circum
\nstances,\" 'dramatic high-spotting,' and 'continuous
\ninterpretations.' He is no primitive drum beater.
\nHe has written books and lectured at New York
\nUniversity on the methods and underlying psycho
\nlogical principles of his high art. He is devoid of
\nswank and does not visit newspaper offices, ...\"
\np. 143. \"The record of Mr. Bernays is full of exam
\nples of showmanship which could not be ignored by
\nthe newspapers. There was, for example, Light's
\nGolden Jubilee. The story of Edison's invention was
\nretold. To Dearborn went Edison, Henry Ford and
\neven the President of the United States, as well as a
\ngreat crowd of other important figures. It was not
\nMr. Ford's show, or Edison's, or even the President's.
\nIt was simply a publicity stunt pulled off by Ber
\nnays, representing powerful and rich interests, to
\nexploit the uses of electric light. Newspaper editors
\nwho understood this may have felt sad, but what
\ncould they do about it with the President making
\na speech and all those important persons there?\", p.
\n144. \"Again, Mr. Bernays was employed by Procter
\nand Gamble, makers of Ivory Soap. He popularized
\nthe nation-wide contests for the best examples of
\nsoap sculpture. It is really startling what anyone
\nwith a bent for sculpture can do with a little soap.
\nFor the first few years he gained enormous publicity,
\nand then the publishers asked abruptly, 'What the
\nhell?' and now the publicity is much less,\" pp.
\n144-145. \"Bernays must receive credit, or blame, for
\nan important shift in the methods used by the larger
\nadvertising agencies. ... A few years ago adver
\ntising agencies devoted their attention to straight
\nadvertising. . . . Now they have added research
\nworkers (which may be a good thing) and great
\nnumbers of thinkers, behaviorists, trend-observers,
\nexperts with chart and graph, child trainers, students
\nof sleep and what not,\" pp. 145-146. \"The Great
\nMan racket, which consists of the inflation and label
\nling of enormous stuffed shirts, is always with us.
\n. . . Bernays defends it on its higher levels on the
\nground that the public is entitled to know the sort
\nof man, his background and personality, who is the
\nbrains of an industry which furnishes the public
\nwith its goods,\" p. 150. \"It would do no harm for
\nnewspapers to point out that a light jubilee is a
\nBernays project,\" p. 151.
\nWallis, Wilson D., and Wallis, Grace Allen. \"0r
\nSocial World.\" N. Y. and London: McGraw-
\nHill Book Company, 1940. 402pp.
\nELB's book Propaganda listed among \"Readings.\"
\np. 148.
\n, and Willey, Malcolm M. \"Readings in
\nSociology.\" N. Y: F. S. Crofts and Company,
\n1930. 639pp.
\nELB's book Crystallizing Public Opinion listed
\namong \"Readings.\" p. 365.
\nWashburn, Charles. Press Agentry. N. Y: Na
\ntional Library Press, 1937. 153pp.
\nChapter VIII, \"Molding the Mass Mind ; Edward
\nL. Bernays,\" is devoted entirely to ELB. One section
\ndeals with the inevitable rise of the public relations
\ncounsel, pp. 92-95. A brief biographical sketch of ELB,
\n\"Bernays is definitely a counsel on public relations,
\nmolding the mass mind. He is as good as they come,\"
\np. 95. Reference to Light's Golden Jubilee, p. 95.
\n\"Today, at the height of his powers, he serves as
\nadviser to great corporations and to individuals of
\nboth national and world eminence in the dual task
\nof interpreting the public to them, and them to the
\npublic,\" p. 95. History, analysis and summary
\nof article by ELB, \"How to Restore Confidence
\nin Business and Finance,\" Economic Forum, Winter
\nIssue, 1935. Main ideas: Business must sell the
\nwhole idea of business to the public; business must
\ncontinuously and cumulatively explain its func
\ntion to the public; the value of symbols must be
\nstressed; the public must be pleased, not damned;
\nleadership today rests on an ability to understand,
\ninterpret and utilize symbols; symbols are the
\nshort cut to understanding and action; it is not a
\nproblem today of getting pieces into the papers; it
\nis a question of selling an idea that business and
\nfinance are essential parts of our system, pp. 96-98.
\n\"There you have some pretty sane stuff,\" the author
\ncomments, p. 98. Extensive quotations from \"Pre
\nsenting American Business,\" by ELB, Today, March
\n28, 1936: \"Bernays sums it all up beautifully and
\nin plain language. He is quite right when he declares
\nthat 'present-day business sails little-known waters
\nstudded with the bars and shoals of adverse public
\nopinion.' It is small wonder, then, that the captains
\nof industry need advice from a pilot the public
\nrelations counsel,\" p. 104. \"Bernays has further
\ncontributed to the study of public opinion in an
\narticle, 'Molding Public Opinion,' which should be
\nread by every man desirous of following a career
\nthat will shape the destinies of men and their move
\nments. He says: 'Once a searching study of public
\nattitudes has been made, many channels that reach
\nthe public will be found.' \"
\nWho Knows and What Among Authorities
\nExperts and the Specially Informed.
\nChicago: The A. N. Marquis Company. 1949,
\n796pp.
\nEntry 716-24 says: \"Bernays, Edward L. Public
\nrelations and opinion; Propaganda, b '91. BS '12
\n(Cornell U.). Author: Crystallizing Public Opinion
\n'24, and others. Served with US Com on Public
\nInformation at Peace Conf '18-19; asst commr US
\nDept Commerce Paris Expn '25; counsel on pub
\nrelations in partnership with Doris E. Fleischman
\n73
\nsince '10; U lecturer on pub relations. Nat Pub Rela
\ntions Com. Bernays Building, 26 E. 64th St., NYC.\"
\np. 716.
\nWho's Who in America. Chicago: The A. N.
\nMarquis Company, Vol. 25, Fiftieth Anniver
\nsary Edition, 1950-1951. 3347pp.
\nBiographical sketch: \"Bernays, Edward L. (ber-naz),
\npublic relations counsel; b. Vienna, Austria, Nov. 22,
\n1891; s. Ely and Anna (Freud) B; Prep. edn. De
\nWitt Clinton High Sch., New York; B.S., Cornell
\nU., 1912; m. Doris E. Fleischman, Sept. 16, 1922;
\nchildren Doris Fleischman, Anne Fleischman.
\nWrote for newspapers, N. Y. City, 1913-15; publicity
\nmgr. Russian Ballet tour in U. S. for Met. Opera
\nCo., 1915-16, of Caruso and other musical stars,
\n1917-18; served with U. S. Comm. on Public Infor
\nmation; at Peace Conference, Paris, 1918-19; re-
\nemploy ex-service men, U. S. War Dept., 1919;
\nasst. commr. U. S. Dept. of Commerce, Paris Expn.,
\n1925; counsel on public relations to Light's Golden
\nJubilee, 1929; counsel on public relations in partner
\nship with Doris E. Fleischman to government, indus
\ntries, corps., and trade orgns. since 1919; lecturer on
\npub. relations, New York U., 1923; adjunt prof
\npub. relations, N. Y. Univ. 1949. Dir. Merritt,
\nChapman & Scott Mem. President Hoover's Emer
\ngency Com. for Employment, 1930-31. Mem. N. Y.
\nState Com. on Discrimination in Employment, 1942;
\nmem. Nat. Pub. Relations Com., Am. Red Cross,
\nsince 1942; co-chairman Victory Book Campaign,
\n1943; chmn. U. S. Treasury nat. publicity adv. com.
\n3d War Loan. Awarded Office Pub. Instrn. (French),
\n1926, King Christian Medal (Danish), 1946. Clubs:
\nCentury Country, Harmonic (New York). Author:
\nCrystallizing Public Opinion, 1924; (with others)
\nBroadway Anthology, 1917; Propaganda, 1928;
\nSpeak Up for Democracy, 1940; Take Your Place
\nat the Peace Table, 1945; Public Relations, a Grow
\ning Profession, 1945 ; Editor of An Outline of Careers,
\n1927; also contbr. to same. . . . Office: Bernays
\nBuilding, 26 E. 64th Street, New York 21, N. Y.\"
\np. 211.
\nELB has been in every edition of Who's Who in
\nAmerica since 1926-1927.
\nWho's Who in Commerce and Industry. Chi
\ncago: The A. N. Marquis Company, Vol. 6,
\n6th International Edition, 1948. 1552pp.
\nBiographical sketch of \"Bernays, Edward L., public
\nrelations counsel . . .\" p. 156.
\nWho's Who in the East. Chicago: The A. N.
\nMarquis Company. Vol. II, 1948. 1824pp.
\nBiographical sketch: \"Bernays, Edward L., public
\nrelations counsel . . .\" p. 156.
\nWho's Who in New York [City and State]. N. Y:
\nLewis Historical Publishing Co., Inc., 1947.
\nllth Edition. 1235pp.
\nBiographical sketch: \"Bernays, Edward L.: Public
\nRelations Counsel; . . .\" p. 81.
\nWilkerson, Marcus M. \"Public Opinion and the
\nSpanish-American War.\" Baton Rouge: Louisi
\nana State University Press, 1932. 141pp.
\nBibliographical references to ELB's books Crystalliz
\ning Public Opinion and Propaganda, p. 133.
\nWilley, Malcolm M., and Rice, Stuart A. Com
\nmunication Agencies and Social Life. N. Y. and
\nLondon: McGraw-Hill Book Company, Inc.,
\n1933. 229pp.
\nIn this monograph, one of a series published under
\nthe direction of the President's Research Committee
\non Social Trends, acknowledgments are given in the
\npreface to \"Edward L. Bernays, Public Relations
\nCounsel,\" among those in a long list, p. xii.
\n'
\nWilson, Francis Graham. \"The Elements of Modern
\nPolitics: An Introduction to Political Science.\"
\nN. Y: McGraw-Hill Book Company, Inc., 1936.
\n716pp.
\nBibliographical reference under \"Selected Readings\"
\nto ELB's book Crystallizing Public Opinion.
\n\"The American Political Mind\" N. Y:
\nMcGraw-Hill Book Company, Inc., 1949. 506pp.
\nIn the chapter \"The Republic and World Crisis,\"
\nthe author says: \"With the emergence of superior
\nforms of public administration, the continued devel
\nopment of education, the production of goods for an
\nabundant life, the growth of democracy in industry,
\nand a greater reconciliation between liberty and
\nequality, the future must belong to the democratic
\nway of life.\" A footnote to this refers to ELB's book
\nSpeak Up for Democracy as a sample of \"literature
\ndealing with this problem.\"
\nWolseley, R. E. The Journalist's Bookshelf: An
\nAnnotated and Selected Bibliography of United
\nStates Journalism. Chicago: Quill and Scroll
\nFoundation, 1946, 133pp.
\nIn the section \"Propaganda,\" a bibliographical ref
\nerence to ELB's book Propaganda.
\nIn the section \"Public Opinion,\" a bibliographical
\nreference to ELB's book Crystallizing Public Opinion.
\nand Campbell, Laurence R. Exploring
\nJournalism. N. Y: Prentice-Hall, 1946. 482pp.
\n\"Modern public-relations counsel, however . . .
\nshun the crude and obvious methods of early press
\nagents. They prefer to engineer an event like . . .
\nLight's Golden Jubilee, commemorating the fiftieth
\nanniversary of Thomas A. Edison's invention of the
\nincandescent lamp. Publicity specialists realize that
\nin the long run it doesn't pay to fool the public.
\nThey have discovered that they can serve society,
\nas Edward L. Bernays declares, by 'crystallizing the
\nobscure tendencies of the public mind before they
\nhave reached definite expression which makes them
\nso valuable' .\" p. 424.
\nWoodward, W. E. \"The Gift of Life.\" N. Y: E. P.
\nDutton and Company, Inc., 1947. 436pp.
\nIn this autobiography, the author records that he
\nlunched \"at the Coffee Club with Hendrik Van
\nLoon\" and met, among other well-known people,
\n\"Edward Bernays, the publicity man ... a nephew
\nof Sigmund Freud, the most distinguished of psycho
\nanalysts.\" pp. 289, 290.
\nWoolf, S. J. Here Am I. N. Y: Random House,
\n1941. 374pp.
\n\"Most publicity men are incurable some of them
\nare more or less dreamers like Carl Byoir; others,
\nlike Edward Bernays, engage the largest suite in the
\nbiggest hotel to give parties for a few of their intimate
\nfriends,\" p. 228. \"When I arrived in Vienna, I tried
\nto get in touch with Dr. Sigmund Freud. Through
\nfriends of his, I made efforts to meet him, but was
\nunsuccessful. I even cabled Edith to go see Eddie
\nBernays, who is the doctor's nephew, and Bernays
\nin turn cabled him. But even this was to no avail.\"
\np. 253.
\nWright, J. Ilandly, and Christian, Byron H.
\nPublic Relations in Management. N. Y: McGraw-
\nHill Book Company, Inc., 1949. 229pp.
\nThe magazine Fortune quoted: \". . . when Beech-
\nNut Packing Company, through Edward L. Ber
\nnays, got doctors to come out for big breakfasts,
\nknowing that the result would be more bacon sold
\n. . . when society leaders, also through Bernays,
\ncame out with statements that a woman should take
\nat least three dresses on the most informal weekend,
\nand the luggage industry, as per plan, began to sell
\nmore bags . . . when President Hoover, Thomas
\nEdison and Henry Ford, again under Bernays' guid
\nance, gathered at Dearborn to celebrate Light's
\nGolden Jubilee, and the first lamp appeared on a
\ncommemorative postage stamp ...\" p. 5. \"In his
\nbook 'Propaganda,' published in 1928, Edward L.
\nBernays, public relations counsel, began with this
\nstatement: 'The conscious and intelligent manipula
\ntion of the organized habits and opinions of the masses
\nis an important element in democratic society. Those
\nwho manipulate this unseen mechanism of society
\nconstitute an invisible government that is the true
\nruling power of our country.' In view of Mr. Bernays'
\nreputation as the founder of the science of modern
\npublic relations, the reader may be forced to assume
\nthat such 'conscious and intelligent manipulation*
\nof the mass mind is the chief mission of the prac
\ntitioner. However, Mr. Bernays later offers in his
\nbook a much more agreeable concept when he states:
\n'The counsel on public relations, after he has exam
\nined all these and other factors, endeavors to shape the
\nactions of his client so that they will gain the interest,
\nthe approval and the acceptance of the public1
\n,\" p.
\n30. \"Edward L. Bernays divides the history of pub
\nlicity into four major periods. The first, 1900 to 1914,
\nwas the period of muckraking versus whitewash
\ning. . . . The second major period was during the
\nFirst World War, 1914 to 1918, when publicity
\nwas used for the first time on a mass scale to
\nsell war aims and ideals. The third major period,
\n1919 to 1929, was marked by an era of rising price
\nlevels, new competition for the consumer's dollar,
\nand a new appreciation of the consumer's interests.
\n. . . Corporations appointed vice-presidents whose
\nprime duties were to make friends for the company
\nand to interest themselves in public affairs. The
\nfourth period began in 1929. The stock-market crash,
\nthe advent of the New Deal, the awakening realiza
\ntion that the interests of the whole nation were
\ngreater than those of any group, all served to em
\nphasize, according to Mr. Bernays, the need for
\nsocial consciousness and public responsibility. To
\ncontinue Mr. Bernays' analysis, written in 1941,
\nit might be said that the fifth period was marked by
\na return to the First World War methods of selling
\nthe public on war issues, but on a much larger pat
\ntern . . .\" pp. 38, 39. \"A vigorous criticism of
\npublic opinion polls was registered recently by Ed
\nward L. Bernays, public relations counsel. In an
\narticle in Public Opinion Quarterly, Mr. Bernays
\nsaid: 'Like vitamins and so many other good things,
\nattitude polls have been adopted by America with
\nits customary unthinking enthusiasm for new things.
\nPolls are an enormously useful implement when
\nhonestly, efficiently and intelligently gathered and
\nunderstood. On the other hand, they are potentially
\ndangerous weapons in the hands of the unwise, the
\ninept, the dishonest or the antisocial.' Mr. Bernays
\nproposed as a solution that licenses should be re
\nquired for the practice of polling, and, secondly, that
\neducational activities, aimed at the public and their
\nleaders, should be carried on to acquaint them with
\nthe significance of polls,\" p. 70. \"It is probable that
\nfor some time public relations counsel and workers in
\nthe field must set their own standards of conduct.
\nHowever, in fairness to his calling counsel should
\nnot accept a client whose standards do not measure
\nup to his own, in the opinion of Edward L. Bernays,
\nwho writes: 'In law the judges and jury hold the de
\nciding balance of power. In public opinion the public
\nrelations counsel is judge and jury because through
\nhis pleading of a case the public is likely to accede
\nto his opinion and judgment. Therefore, the public
\nrelations counsel must maintain an intense scrutiny
\nof his actions, avoiding the propagation of unsocial
\nor otherwise harmful movements or ideas. It is in
\nthe creating of public conscience that the counsel on
\npublic relations is destined to fulfill his highest
\nusefulness to the society in which he lives.' \" p. 221.
\nWright, Milton. How to Get Publicity. N. Y. and
\nLondon: McGraw-Hill Book Company, Inc.,
\n1935. 226pp.
\n\"The closest approach to a professional status is that
\nreached by those publicity men who, individually or
\nin partnership, maintain organizations where they
\nserve numbers of clients in much the same way as a
\nlawyer serves his clientele on the basis of an annual
\nretaining fee. It is through this method that some
\nof the outstanding figures in publicity men like
\nIvy Lee, Edward L. Bernays and John Price Jones
\nhave accomplished their results.\" pp. 210-211.
\n, Public Relations for Business. N. Y: Whit-
\ntlesey House, 1939. 346pp.
\n\"Along these lines, Edward L. Bernays, a leading
\nspecialist in public relations, says: 'A public relations
\nprogram or policy must be integrated into the entire
\nfunctioning of the industry. It cannot be lip worship
\nto an idea. It cannot consist merely of releases from
\na mimeograph machine. It must be part and parcel
\nof the thinking and action of the leaders in the
\n75
\nindustry. And it may mean that such thinking and
\naction must be decidedly changed in order to con
\nform to public demand and public objectives. Ideas
\nthat are not generally accepted by the public can
\nbe made acceptable only if they can be shown to be of
\nvalue to the public, and if their appeal can be related
\nto acceptable fact, opinions or customs'.\" pp. 48, 49.
\nYoung, John Orr. \"Adventures in Advertising.\"
\nN. Y: Harper & Brothers, [1948, by Printers'
\nInk Publishing Company, Inc.], 1949, pp. 207.
\nIn a list of books on public relations, the author
\nstates: \"Edward L. Bernays and his wife Doris
\nFleischman produced those interesting books Careers
\nfor Men and Careers for Women.\" p. 103.
\nYoung, Kimball. \"Source Book for Social Psychol
\nogy\" N. Y: Alfred A. Knopf, 1927. 844pp.
\n\"And Bernays illustrates from the case of Lithuania
\nwhat can be done to arouse and to influence public
\nopinion on a situation through the clever use of
\npublicity and propaganda,\" p. 783. Under \"Propa
\nganda,\" large sections of Lithuania's publicity cam
\npaign are reprinted.
\n\"Social Psychology\" N. Y: F. S. Crofts
\nand Company, 1947. 578pp.
\nELB's book Propaganda is included among \"sug
\ngestions for further reading.\" p. 522.
\nZink, Harold. \"Government and Politics in the
\nUnited States.\" N. Y: The Macmillan Company,
\n1946. 1006pp.
\nFootnote reference to \"Edward L. Bernays, Propa
\nganda, Liveright Publishing Corporation, New York,
\n1928.\" p. 225. Selected Bibliography for Chapter 13,
\n\"The Role of Public Opinion,\" includes \"Bernays,
\nEdward L., Propaganda, Liveright Publishing Com
\npany, New York, 1928.\" p. 238.
\nProfiles of
\nEDWARD L. BERNAYS
\nAmerican Mercury. \"Mass Psychologist.\" Vol.
\nXIX, No. 74, Feb 1930. pp. 155-163.
\nProfile of about 5,000 words relating highlights in
\nthe life and career of ELB. Henry F. Pringle, the
\nauthor, begins, \"It is significant that Edward L.
\nBernays, who has reduced the once jovial occupation
\nof press agent to a science, who is frater infacultate at
\nNew York University, and now labors 'in the spirit of
\nthe laboratory,' is a nephew of the renowned Dr. Sig-
\nmund Freud. . . . Eddie knows a very great deal
\nabout psychology and cashes in on that knowledge.
\n. . . Only poets delude themselves with the notion
\nthat love, that is to say sex, causes the world to re
\nvolve. Mr. Bernays, whose rank as public relations
\ncounsel is at least the equal of Ivy Ledbetter Lee's,
\nknows that it is really money that furnishes the mo
\ntive power. The mass psychologist, moreover, goes
\nmuch further than the psychoanalyst who . . . can
\ndo no more than explain what has already taken
\nplace. Eddie can foretell the future . . . [with] no
\nclaims to crystal gazing. . . . His science, once
\nunderstood, is really very simple. What he does is to
\ncreate a demand by molding the public mind. He
\ncreates a desire for specified goods or ideas. The
\nfirst task of the public relations counsel, however, is
\nto see whether his client offers something which the
\npublic 'can be brought to accept.' It is sometimes
\nwiser to refuse a fee. . . . [but] It is not often that
\nmass psychology fails to find a solution. . . .\"
\nQuoting ELB's work, Propaganda, and using many
\nillustrations of his activities as described in that
\nbook and other writings \"... Only recently, Dr.
\nBernays won the undying gratitude of the luggage
\nmanufacturers. . . . Similarly with bacon. . . . Mr.
\nBernays . . . once guided the sales psychology of
\nthe Beechnut Packing Company. . . . October 28
\nbecame the Czecho-Slovakian Fourth of July . . .
\nall because Eddie Bernays so decreed. . . . Richard
\nBennett . . . was attempting to produce Brieux's
\ncelebrated play, 'Damaged Goods' . . . [also] the
\nfight of the Dietetic and Hygienic Gazette and the
\nMedical Review of Reviews [edited by ELB]. . . .
\nSoon the Sociological Fund had endorsements galore
\nand also some cash. . . . On a historic night in
\n1913, 'Damaged Goods' opened. . . . His [ELB's]
\ncampaign for the production . . . was based on the
\nsoundest principles of mass psychology. Eddie used
\nthem knowingly . . . when the War Department
\nemployed him after the war. . . . The assistance of
\nsuch organizations as the Fifth Avenue Association
\nwas enlisted. . . . By means of [the formula] Eddie
\nBernays has increased the use of Ivory Soap . . .
\nhas persuaded women to swathe themselves in
\nvelvets (Sidney Blumenthal Velvets) . . . [has
\ncounseled successfully] American Tobacco Company
\n. . . Ward Baking Company . . . Cheney Silks
\n. . . the Queensborough Corporation . . . Venida
\nHair Net Company . . . Procter & Gamble com
\npany [also for Crisco, as well as in organizing the
\nNational Small Sculptural Committee . . . giving
\n$1,675 in prizes annually for the best sculpture exe
\ncuted in Ivory Soap . . . with such famous artists
\nas Gutzon Borglum, Lorado Taft, Harvey Wiley
\nCorbett and Charles Dana Gibson ... on the jury
\nof award. ...]... Until 1929, [when] Eddie Ber
\nnays could hardly compete in professional standing
\nwith Ivy Lee. He had handled large accounts. His
\nwork had been, on the whole, satisfactory to his
\nclients. . . . But Ivy . . . had the Rockefellers.
\n. . . Then the Pioneer Associates . . . decided to
\nstage a celebration to commemorate the fiftieth anni
\nversary of the invention of the electric light. Henry
\nFord . . . also . . . Christened Light's Golden Ju
\nbilee . . . President Hoover, with his whole entour
\nage, paid tribute. . . . Ambassador Dawes, Charlie
\nSchwab, John D. Rockefeller, Jr., Will Hays, Pat
\nCrowley ... in brief, many men who were typical
\nIvy Lee clients . . . did what Eddie Bernays told
\nthem to do ... [but] ... He modestly denies that
\nhe caused the [Mazda] lamp to be engraved on the na
\ntion's postage stamps. . . . Eddie Bernays shakes
\nhis head. . . . Mass psychology might have had
\nsomething to do with it. Beyond that: 'Postmaster-
\nGeneral Brown, I should say, was responsible for the
\n76
\nstamps.' \" the article also gives autobiographical
\ndata on ELB as a member of the Bernays-Freud
\nfamily, until the onset of his professional career.
\nAtlantic Monthly. \"Edward L.Bernays, The Science
\nofBallyhoo,\" Vol. 149, No. 5, May 1932, pp. 562-
\n571.
\nJohn T. Flynn says: \"By no system of honest elimi
\nnation can Edward L. Bernays be excluded from a
\nlist of representative men in America. He has made
\nan extraordinary success. He has been something of
\na pioneer. . . . He numbers among his clients
\npowerful millionaires, great corporations, even royal
\npersonages and governments. He has made a great
\ndeal of money a mark of importance that no
\nAmerican will deny and what is more, he has done
\nit in the field of intellectual activity. . . . He is a
\nsocial psychologist engaged in carrying out in actual
\npractice and according to newer theories that branch
\nof psychology which August Compte and later
\nHerbert Spencer, recognized as having a definite
\nrelation to sociology.\"
\n\"As a matter of fact, Bernays has both a clear and
\na very shrewd understanding of his profession. As a
\nPublic Relations Counsel he is liaison officer be
\ntween Big Business and the Monster. In odd mo
\nments he has been a professor in very truth, for until
\nrecently he lectured on his system in New York
\nUniversity.\"
\n\"Bernays himself is perhaps best known for two ex
\namples of dramatic high-spotting which were really
\nno more than grandiose, glorified publicity stunts.
\nOne of these was Light's Golden Jubilee. Surely you
\nwill not have to be reminded of that amazing jam
\nboree which took place when the story of Edison's
\ninvention of the incandescent lamp was reenacted in
\nDearborn, with Edison himself, Henry Ford, and the
\nPresident of the United States playing the leading
\nroles, while droves of great industrialists and finan
\nciers played the parts of villagers and supers in the
\ncast, and radios and newspapers fought for the privi
\nlege of broadcasting it. Henry Ford was supposed to
\nbe the manager of the show, but the man who set the
\nstage and pulled the strings attached to all the digni
\nfied marionettes was Edward L. Bernays. . . .
\nHis other outstanding performance was when he
\nspent nearly $70,000 for a single hour's show on the
\nradio to introduce a new Dodge car to the market.\"
\n\"Bernays himself is quite the newest type of public
\nrelations specialist, so intelligent and so free from the
\nconventional inhibitions that he assumes almost the
\ncharacter of a phenomenon.\"
\nDesign and Paper. \"Edward L. Bernays and the
\nAmerican Mind.\" No. 23, Dec 3, 1946. 14pp.
\nP. K. Thomajan outlines ELB's position in public
\nrelations in the light of his intellectual background,
\nintellect, insight, conscience and philosophy. Out
\nlines methods of procedure in planning action for a
\nclient and touches upon some of outstanding jobs,
\ni.e., Beech-Nut Packing Company and as a member
\nof Woodrow Wilson's Creel Committee on Public
\nInformation during World War I. Mr. Thomajan
\nstates, \"Bernays selects his clients and causes with a
\ndiscriminating eye, and habitually turns down more
\njobs than he accepts. He insists that his projects be
\nvalid, legitimate and 'in the public interest.' Above
\nall, they must be projects which the public 'can be
\nbrought to accept.' He has little patience with groups
\nor individuals offering panaceas. A pragmatist who
\nhas long recognized the necessity for improvements
\nin the functioning of the American system, he be
\nlieves that the best hope for such improvement lies
\nin the men with the greatest stake in it the busi
\nnessmen of America.\" The article sums up with the
\nfollowing: \"Against the imponderables of the future
\nhis voice will have influence not so much because of
\nBernays the man as Bernays the technician. Bernays
\nthe man believes in democracy. Bernays the tech
\nnician can persuade people to make it work. In this
\ndecade there can be no more pressing assignment.\"
\nLiterary Digest. \"He Helped Make Press-A gentry
\na 'Science,' \" Jun 2, 1934, p.26.
\nFull-page story by Wayne W. Parrish on ELB,
\nsubtitled, \"Success of War-Time Propaganda
\nOpened the Eyes of Edward L. Bernays, Nephew of
\nDoctor Freud, to 'Invisible Government' and 'Mass
\nMind' Control,\" says: \"Mr. Bernays, in the event
\nthat the reader never has heard of him, has become
\none of the nation's two leading 'public relations
\ncounselors,' a post-war term attached to the rela
\ntively new 'science' of press-agentry. As a super-
\nsalesman without portfolio, working entirely behind
\nthe scenes, his operation of what he calls 'opinion-
\nmanagement' has guided many to buy more lug
\ngage, eat bacon for breakfast, smoke more cigarettes,
\nwear velvet instead of some other material, express
\npreference for certain types of automobiles, and to
\nask for a certain soap at the corner store. He has in
\nfluenced opinions of certain governments and of cer
\ntain institutions and groups. He has worked to
\nmodify hundreds of ordinary habits, but always by
\nthe unconscious transference of ideas and objects
\nthrough created events and circumstances.\"
\nQuerschnitt, Der. \"Humbug, Bluff and Ballyhoo:
\nVon Varnum bis Bernays,\" Der Querschnitt,
\n13 Jahrgang, Heft 4, Apr 1933, pp. 255-269.
\nA profile of Edward L. Bernays by Arthur Rundt,
\nin a leading German magazine subsequently sup
\npressed by the Nazis.
\nReader's Digest. \"The Science of Ballyhoo.\" Vol.
\nXXI, No. 122, Jun 1932. pp. 5-8.
\nThis profile of ELB by John T. Flynn is a condensa
\ntion of one which appeared in Atlantic Monthly,
\nMay, 1932, see above.
\nReview of Reviews. \"Mass Psychologist.\" Vol.
\nLXXXI, No. 3, Mar 1930.
\nThis profile by Henry Pringle about ELB is con
\ndensed from the article of the same title in the
\nAmerican Mercury, Feb 1930, see above.
\nScope. \"Man of the Month: Edward L. Bernays.\"
\nLondon: Dec 1949, ill por. pp 56-69, 91.
\nA 15-page profile of ELB by Olive Moore. \"... A
\nhandful of words at random from the pile of notes
\n77
\ntaken in a day-long interview with Bernays when he
\nwas in London recently, and [we] see not only what
\nhe gives as service when he 'appraises' a firm's prob
\nlems, but exactly why American business is willing
\nto pay him such sums as $100,000 a year as retainer
\nfor appraisal and advice,\" the writer says in
\nreporting the development of public relations as
\ngiven by ELB, who \"as he talks, . . . constantly
\nstresses the sense of social and moral responsibility
\nunderlying the work of the Public Relations Coun
\nsel.\" ELB is further characterized as \" 'No. 1 U. S.
\nPublicist,' . . . highest-paid public relations man
\nin the world, getting as much as $125,000 for a single
\njob . . . , a kind man . . . [with] views ... so
\nurgent and . . . tongue so fluent, that it is hard to
\ntear oneself away from his words to his personality
\n. . . like all top-flight Americans . . . [met in the
\ncourse of this job] very friendly, very unassuming,
\namazingly well-informed, staggeringly energetic,
\n. . . immensely eager to know and see . . . [with]
\nthat trait so noticeable in Americans and so endear
\ning, complete candour and with malice toward none.
\n. . . The first hour is not wasted in getting ac
\nquainted, it is all there in the first hand-shake and
\nthe first smile. Fearless, is the word.\"
\nBeginning with a quotation from Machiavelli, the
\naccount emphasizes also that \"We have come a long
\nway in the 400 years since . . . The Prince. . . .
\nWe find the Public Relations men more powerful
\nthan any princes, for their followers are the peoples
\nof the earth, their territory the hearts and minds of
\neveryone.\" The work and opinions of \"pioneer
\nBernays [who] dissociated Public Relations from
\npress agenting as surgery dissociated itself from the
\nbarber's pole ... in ... twenty-five years of un
\nclouded success\" are analyzed and discussed com
\nprehensively, and with much detail, in relation to
\nthe field as well as to the personality. The intro
\nductory note says: \"By precept and example Ed
\nward L. Bernays, . . . has turned public relations
\nfrom the by-ways of press agent trickery to a strict
\nand respected profession on a level with law, medi
\ncine and teaching. To Bernays, industrial public re
\nlations is a top-management function, not a matter
\nof press hand-outs and defending the status quo.
\nThe final paragraph states: \"Bernays is neither
\nwitch-doctor nor medicine man, nor wise guy. Just a
\nman who discovered how to hold up all problems,
\nindustrial or selling, to the X-ray of common sense
\nand solve them by the light of reason. In thirty years
\nof doing so, it has not failed him. Being a generous
\nman he has dissected for us the technique and science
\nof his craft, hoping that it may help, or light a spark,
\nor inspire an action.\"<\/p>\n
Tart Three
\nADDENDA<\/p>\n
ADDENDA
\nThis section contains necessary additions
\nto items in the bibliography, and new
\nitems which the editors found after the body
\nof the book had been set in page proof.
\n1. Advertising & Selling. \"Molding Public Opin
\nion.\" Reprint of speech delivered on Sept 11 at
\nFinancial Advertisers Association Convention,
\nAtlantic City, N. J. Vol. XXV, No. 20, Sept 12,
\n1935, pp. 44-46.
\nCondensation of talk summarized on page 35 under
\nFinancial Advertisers Association.
\n2. Boston Conference on Retail Distribution.
\n\"Mass Psychology and the Consumer.\" An ad
\ndress on September 22, 1930, before the Boston
\nConference on Retail Distribution, University
\nClub, Boston, auspices Retail Trade Board of
\nthe Boston Chamber of Commerce in coopera
\ntion with Harvard University Graduate School
\nof Business Administration, Boston University
\nCollege of Business Administration, Massa
\nchusetts Institute of Technology, 8pp.
\nA discussion of \"successful mass psychology
\nwork in American business and social life.\"
\n-. \"Business Turns to Counsel on Public3.
\nRelations.\" pp. 39-41, 1936.
\nConference sponsored by Retail Trade Board, Bos
\nton Chamber of Commerce in cooperation with
\nHarvard University Graduate School of Business
\nAdministration, Boston University College of Busi
\nness Administration, Massachusetts Institute of
\nTechnology and others.
\nSpeaking on \"Business Turns to Counsel on Public
\nRelations\" ELB said: \"Business exists to function
\nfor the public. The public realizes this and judges
\nbusinesses and their products by this criterion. The
\npublic policy of a business can increase or decrease
\nsales as well as make or mar the reputation of a
\nbusiness. That is a fact that American industry is
\nonly now commencing to realize. . . . No longer can
\nany business stand alone. The problems of any one
\nbusiness cannot today be isolated from the broad
\nproblems of industry. Because of this, business is
\nfinding it essential to re-define its function and to
\nrevalue itself in relationship to the other factors of
\nthe civilization in which it is operating. . . . The
\nbusinessman needs an expert in public relations to
\nappraise his public, understand it and recommend
\nways of conforming to public desire and need, as well
\nas ways to interpret his business\" acts and policies
\nto the public. . . . The public relations counsel has
\nmade an intensive study of the public. ... He has
\ncome to the conclusion that in every case private
\ninterest and public interest must coincide if business
\nis to maintain its important position in our economic
\nand social life. ... It became evident to business
\nand industry that the public was taking an interest
\nin the conduct of business. From that time forward
\nthe good will of the public was a definite goal which
\n81
\nmust be attained. . . . Many industries have recog
\nnized this new factor, but not all of them. It is ob
\nvious that, in this period of flux and competition,
\nthe ones who fail to recognize it will not be able to
\nsurvive. . . . Public relations activities . . . must
\nof necessity play their part in this situation. And the
\nAmerican business man must consider that not only
\nas an individual must he play his part, but that he
\nmust also take an interest in seeing that American
\nbusiness as a whole establishes sound relations with
\nthe public, in order to re-establish itself in the public
\nmind as a basic part of the American system.\"
\n4. .. \"The Future of Private Enterprise in the
\nPost-War World.\" Address before Fourteenth
\nConference, 1942.
\nAn analysis of the economic, social and psychological
\nproblems which are likely to face post-war free en
\nterprise.
\nELB says: \"The kind of peace that will be made,
\nthe psychology of all nations, the political, economic,
\nand sociological forces that will arise these all
\nwill be the background for the type of private enter
\nprise that we shall have, if we have it. ... We shall
\nhave to go from war to peace in terms of a planned
\napproach to a continuing problem if chaos is not to
\nresult. . . . Here in the U. S. we have had a system
\npredominantly of free enterprise. . . . But economic
\nliberty, psychological and economic security for
\neveryone, have not kept pace with political freedom.
\n. . . The problems of postwar free enterprise will be,
\nfirst, economic . . . secondly, the psychological,
\nhuman, social problems, which comprise attitudes of
\npeople in and out of government towards this new
\nworld of theirs. . . . The industrial and commercial
\nworld must undertake important research, and un
\ndertake to build plans that will make a free enterprise
\nworld thoroughly and fairly workable. But private
\nindustry must assume leadership if it really wants
\nprivate enterprise and democracy to survive into the
\npostwar world. . . .\" Indicating the main lines of
\nstudy, ELB suggested study of: termination of war
\ntime controls; financial problems; labor problems;
\nindustrial problems; agriculture problems; trade and
\ncommerce; and social problems. \"Business cannot
\ndepend upon the public for its survival. It can depend
\nonly upon itself and its own actions. Commerce and
\nindustry must recognize that what serves the public
\ninterest serves its own interest as well. If it will act
\non the recognition that private function activities
\nmust be predicated on public interest and responsi
\nbility, there will be less to fear.\"
\n5. Bryson, Lyman; Finkel stein, Louis; and
\nMaclver, R. M., ed. \"Approaches to Group
\nUnderstanding\". Sixth Symposium of the Con
\nference on Science, Philosophy and Religion.
\nN. Y: Harper & Brothers, 1947. 858pp.
\nChapter X, \"The Public Relations Counsel and
\nGroup Understanding,\" is by ELB. pp. 100-106.
\nAfter describing advances made by the sciences in
\nunderstanding semantics and communications, ELB
\npoints out that \"an important trend in communica
\ntions is the development of technicians and profes-
\n82
\nsionals expert in the use of symbols to convey ideas\"
\npublic opinion researchers, pollsters, advertising
\nmen, graphic-arts directors, public relations counsel.
\nTaking the public relations counsel as his theme,
\nELB says that \"public relations is concerned bas
\nically with developing understanding. The public
\nrelations counsel must understand the public, its
\nideas, its philosophies, its points of view, its activities
\nand what it means by the words it uses. All this he
\nmust communicate to his client. The client, likewise,
\nmust be studied. Its actions, attitudes and principles
\nmust be analyzed and be made understandable to
\nthe public.\"
\nThe public relations counsel, ELB continues,
\nworks on the premise that any group in society must
\nintegrate with other groups at the highest possible
\nlevel for the common good. This means the public
\nrelations counsel has a strong sense of social re
\nsponsibility and must have the knowledge, ability
\nand judgment to determine what, in our society, is
\nlikely to be the common good. Anything the public
\nrelations man undertakes must not run counter to
\nthe democratic goals of freedom, equality and orderly
\njustice. These goals are clearly denned in labor rela
\ntions, race relations, housing, health, education,
\nindividual opportunity.
\nDescribing the techniques of the public relations
\ncounsel, ELB says he analyzes the public in its rela
\ntionship to his client, surveys all contacts between
\nthe two. He also analyzes his client, studies the
\nlatter's objectives to find out whether they represent
\nan attainable reality. He studies all phases of his
\nclient's activities so that he may compare them with
\nthe public's attitudes and the public needs. The
\npublic relations counsel must then interpret his
\nfindings to the client so the client may understand
\nhis own and the public's attitudes. On the basis of
\nthis interpretation, counsel makes recommendations
\nto the client and sets forth new ideas and procedures
\nto meet the public's point of view in such a way that
\nthe highest public good is achieved. Acts are more
\nimportant than words in any effort at persuasion.
\nAn institution or corporation must act correctly in
\norder to produce a good effect.
\nIn conclusion, ELB says that though there are
\nstill large areas of ignorance about public relations,
\nknowledge of the importance of this field is growing.
\nThose who depend upon the public are learning to
\nprofit from the professional use of public relations.
\n6. .. \"Learning and World Peace.\" Eighth
\nSymposium of Conference on Science, Philoso
\nphy and Religion. N. Y: Harper & Brothers,
\n1948. 694pp.
\nChapter XXXVIII, \"Mass Education, Idea Com
\nmunications and the Problems of National Sanity
\nand International Cooperation,\" is by ELB. pp.
\n411-417.
\nIn this chapter, ELB discusses the following:
\n\"What trends in mass education and idea com
\nmunications are making for national sanity and
\ninternational cooperation? What elements are work
\ning in the opposite direction? How can the former
\nbe stimulated and the latter be retarded?\" He
\ndivides the problem of world communication into
\nthree parts: 1. The matter of providing abundant,
\ncheap, rapid communications for messages; physical
\ninstruments have already provided, or may soon
\nprovide, these means. 2. The matter of eliminating
\nbarriers to communications political, economic
\nand language barriers; this is being given serious
\nconsideration by numerous bodies. 3. The problem
\nof improving the quality of ideas, of words and
\npictures, of the symbols that pass over these media
\nto bring about the objectives all good and honest
\nmen desire; this last problem certainly is the longest,
\nhardest and most complex.
\nThe answer to the last problem, ELB goes on to
\nsay, depends on three forces: the professions and
\nbusinesses involved, the law, and public opinion.
\nHe then urges that education and training in com
\nmunications be further stimulated in the universities
\nand schools of journalism, and by the award of
\nprizes and fellowships. He also urges that research
\nin communications be stimulated. Those who are in
\nthe communications field professionally, he says,
\nshould have to meet higher standards. \"Every man
\nor woman who holds a position conveying symbols
\nto the public should be prepared to meet that re
\nsponsibility by having a thorough grounding in
\neconomics, human relations, and the social sciences,
\nas well as a knowledge of the techniques of communi
\ncation.\" ELB also urges continued education after
\npeople enter the communications field and criticism
\nto stimulate progress.
\n7. Bulletin of the Business Historical Society.
\nBoston, The Business Historical Society, Inc.,
\nVol. XIX. No. 4 Oct 1945, 195pp.
\nIn his chapter on \"Shifts in Public Relations,\" Prof.
\nN. S. B. Gras of Harvard University lists ELB under
\n\"Some Isolated Developments in the History of
\nPublic Relations Counsellors\": \"1919 Edward L.
\nBernays began his career as counsel on public rela
\ntions to governments, industries, corporations and
\ntrade organizations. Term used was 'publicity
\ndirection'. \" p. 128.
\n8. Chase, Stuart; Ruttenberg, Stanley H.;
\nNourse, Edwin G.; Given, William B., Jr.
\n\"The Social Responsibility of Management.\"
\nThe Edward L. Bernays Foundation Lectures
\nof 1950. A Golden Anniversary Publication of
\nthe School of Commerce, Accounts and Finance,
\nNew York University. N. Y: New York Uni
\nversity, 1951. 83pp.
\nIn a foreword to this book, which consists of lectures
\ndelivered at New York University in April and May
\n1950 by four experts on management relations, ELB
\nsays the Edward L. Bernays Foundation which
\nsponsored the lectures, was established in 1946. Its
\npurpose is \"to stimulate, promote, encourage and
\nadvance scientific, educational, literary and\/or
\ncharitable causes including, without limitation, the
\nstudy of the science of public relations counseling to
\nfurther human relations, intercultural and intergroup
\nrelations and to advance a sound public interest
\n83
\ntherein.\" Another purpose of the Foundation is \"to
\nstudy and conduct research into all phases of and
\nconditions affecting human, cultural and group rela
\ntions, and the changes and improvements in the
\nconditions of life and work among people.\"
\n\"The larger foundations in this country,\" ELB
\nsays, \"sponsor extensive research in education,
\nhealth and other fields, and in that way bring about
\nimproved public relationships and better human
\nrelations. But a foundation whose funds are limited
\nfinds it difficult to decide in what field it can help
\neffectively.\"
\nIn seeking to sponsor for the year 1950 some
\nactivity in a field where the misunderstandings are
\nof major economic and human significance, the
\nEdward L. Bernays Foundation decided upon the
\nfield of management relationships. It was felt that
\none way of bringing the best thought in this field to a
\npoint of high visibility would be to underwrite a
\nseries of lectures on the social responsibility of
\nmanagement to be delivered at one of America's
\nleading universities situated in a key industrial
\ncenter.
\n\"What the Foundation had in mind,\" ELB con
\ntinues, \"was a series of lectures whose purpose
\nwould be not to present one viewpoint or intensify
\npresent attitudes but rather to create a forum for
\ncalling to public attention, and particularly to the
\nattention of the business community, various view
\npoints which must be taken into consideration for a
\nrealistic understanding and appraisal of the social
\nresponsibility of management.\"
\nFor this purpose the Foundation lectures presented
\nthe diverse viewpoints of a social engineer, Stuart
\nChase; a trade union leader, Stanley H. Ruttenberg,
\nDirector of the CIO's Department of Education and
\nResearch; a management executive, William B.
\nGiven, Jr., Chairman of the Board, American Brake
\nShoe Company; and an economist, Edwin G. Nourse,
\nformerly chairman of the Council of Economic
\nAdvisers to the President.
\n9. Congressional Record. \" Your Public Relations
\nin the National Emergency.\" Vol. 97, No. 24,
\nFeb. 7, 1951, Appendix, p. A678.
\nThe Honorable Jacob K. Javits of New York ob
\ntained permission on Feb. 7, 1951 from the House of
\nRepresentatives to insert in the Congressional
\nRecord \"the following statement of Edward L.
\nBernays, well known authority on public relations of
\nNew York City, which appeared as a public adver
\ntisement.\" The advertisement, headed \"Your Public
\nRelations in the National Emergency,\" appeared in
\nThe New York Times, The New York Herald-
\nTribune and the New York World-Telegram & The
\nSun during the week of December 26, 1950. The
\nstatement appeared in the Congressional Record in
\nfull as follows:
\n\"For some time now forward-looking Americans
\nhave recognized that private interest must coincide
\nwith public interest. This is particularly true in the
\npresent national emergency.
\n\"But some of us have not yet awakened to this
\ntruth. And unless everyone of us does, there may be
\nno private interest left to worry about.
\n\"Our national strength is founded on a unified,
\npowerful morale.
\n\"This morale is built by our common belief in our
\nnational goals and united action to achieve them.
\n\"The national emergency demands that all of us
\non all fronts work together for the general good.
\n\"Complete cooperation on the home front is as
\nvital to national survival as it is on the military front.
\n\"For the sake of his own private interest the indi
\nvidual must willingly sacrifice convenience, comfort
\nand profit for the common good, endure hardships
\nand suffering.
\n\"For unless we maintain our continuity as a free,
\nindependent nation, we shall have nothing as indi
\nviduals.
\n\"Every American is responsible for our morale.
\nOur national morale is the sum of our individual
\nmorales. This means that all of us, men and women,
\nold and young, corporation executives and em
\nployees, must be willing to serve wherever and
\nwhenever we are needed. Any man who acts at the
\ncountry's expense helps the enemy. If he injures his
\ncountry's strength, he destroys everything he values
\nfor himself.
\n\"Acting at America's expense includes profiteer
\ning, chiseling, black and grey marketeering, or doing
\nanything which places personal profit above the
\npublic interest.
\n\"It also includes slander, hate, rumor-mongering
\nand scapegoating at the expense of public officials
\nor private citizens.
\n\"Our national welfare in this emergency requires
\nthat individuals, groups and corporations give the
\nmost painstaking attention to their public relation
\nships.
\n\"They must insure, in their own interest and in
\nthe public interest, that every action and utterance
\nraises morale and does not lower or destroy it.
\n\"They must make certain that their policies,
\nwords, and acts are dictated not by narrow immedi
\nate expediency but by the broader interests of self
\nand country.
\n\"If ever there was a time when such public rela
\ntionships were indispensable, that time is now.\"
\n10. Crowther, Samuel. \"Public Opinion, Private
\nBusiness and Public Relations.\" N. Y: Liveright
\nPublishing Corporation, 1934. 26pp.
\nThe author cites ELB as spokesman for the methods
\nof legitimate propaganda. \"If there is a case for
\nthe existing basic order,\" Crowther says, \"the case
\nought to be tried out in the open ... by propa
\nganda. Every great question today has to be settled
\nby propaganda. There is no other way of reaching
\none hundred and twenty million people. There
\nshould be no other way in a nation that desires . . .
\nto govern itself. What are the methods of legiti
\nmate propaganda? These have been very well pre
\nsented by Edward L. Bernays, public relations
\ncounsel who has for years worked with the mass
\nmind.\"
\n84
\nCrowther then devotes the last four pages of the
\nbook to quoting the Atlantic Monthly profile of ELB
\n(see p. 76) and from various articles and talks by
\nELB on public relations and the molding of public
\nopinion.
\n11. Current History and Forum. \"Speak Up for
\nDemocracy.\" Vol. LII, No. 2, Oct 22, 1940. pp.
\n21-24.
\nCaptioned \"No. 1 Publicist,\" a boxed editorial note
\nsays: \"Edward L. Bernays, United States Publicist
\nNumber One, is the logical man to write the authori
\ntative article on how individual Americans can
\nbecome propagandists for democracy. In partner
\nship with his wife, Doris E. Fleischman, he conducts
\nthe leading Counsel on Public Relations organization
\nin this country. Mr. Bernays has served the gov
\nernment many times, and was a member of the
\nUnited States Committee on Public Information
\nduring the World War. He is the author of Crys
\ntallizing Public Opinion and Propaganda, two of the
\noutstanding books on this subject, and his under
\nstanding of the mass mind is widely recognized. He has
\nlectured at Harvard, Yale and other leading universi
\nties on the subject of influencing public opinion.\"
\nPointing out that \"millions of Americans are out
\nof sympathy with American democracy\" because of
\nthe Depression, ELB's article calls upon everyone in
\nthe United States to \"mold public opinion for democ
\nracy to the limit of his own power.\" ELB lists eight
\ncommon accusations against democracy in the
\nUnited States and gives extensive replies to them.
\nSee ELB's book Speak Up for Democracy, p. 4.
\n12. Harriman, Margaret Case. \"The Vicious Cir
\ncle: The Story of the Algonquin Round Table.\"
\nIllustrated by Al Hirschfeld. N. Y: Rinehart &
\nCompany, Inc., 1951. pp. 310.
\nThis account of the Algonquin Round Table and
\nits famous members Dorothy Parker, Heywood
\nBroun, Alexander Woollcott, Robert Benchley,
\nGeorge S. Kaufman, Robert E. Sherwood, Harold
\nRoss, Franklin P. Adams and others devotes
\nthree pages to \"Doris E. Fleischman . . . wife of
\nEdward L. Bernays\" as member and co-founder with
\nJane Grant and Ruth Hale of the Lucy Stone League
\nand as the first married woman to obtain a U. S.
\npassport in her own name. The book describes the
\nenthusiastic cooperation \"of Broun, Ross, Bernays
\nand all the other partners in these independent
\nmarriages.\"
\n\"One Lucy Stoner, Doris Fleischman, came out in
\nprint in a magazine not long ago with the wistful
\nrevelation that she would now like to be known as
\nMrs. Edward L. Bernays.\" She is now the book
\nadds an active reorganizer of the Lucy Stone
\nLeague.
\n13. The Journal of Marketing. \"The Marketing of
\nNational Policies: A Study of War Propaganda.\"
\nVol. 6, No. 3, Jan 1942, pp. 236-244.
\nEditor's note: \"The problem of using all this coun
\ntry's resources to disseminate effectively the ideas
\nfor which the democracies are contending in the
\npresent war is one of the day's most formidable
\nmarketing problems. Mr. Bernays discusses the
\nproblem with new insight in the following paper,
\nwhich he read before the New York Chapter (of the
\nAmerican Marketing Society) at one of its fall
\nmeetings.\"
\nSpeaking before America's entrance into World
\nWar II, ELB analyzes propaganda in World War I.
\nHe cites various scientific authorities and reduces
\n\"all psychological warfare\" in the first World War
\nto three main elements: 1. heighten the morale
\nunity of your own country; 2. weaken the morale of
\nyour enemy; 3. win over the morale of neutrals. He
\nthen analyzes in some detail psychological warfare
\ntechniques used by Germany, Great Britain and the
\nUnited States.
\nSince 1917, ELB continues, the situation has
\nchanged because technical means for spreading ideas
\nhave been improved; because the \"common man\"
\nplays a greater role in shaping political destinies;
\nbecause the rise of Communists, Nazis and Fascists
\nhas accelerated the effectiveness of manipulated
\nsymbols; and because knowledge of the human mind
\nhas been greatly increased by the social sciences. All
\nthese factors, and the experience of World War I,
\nlead to an \"engineering approach\" to psychological
\nwarfare which must henceforth be based on \"the
\nengineering of consent in a democracy.\"
\nIn order that the United States which has
\nalready mobilized the first peacetime selective serv
\nice army in its history to be prepared \"for what
\never may come,\" ELB suggests the following psy
\nchological warfare program: 1. The Government
\nneeds to set up a psychological general staff to advise
\non all major questions of morale in industry,
\ncivilian life, army and navy. 2. A program needs to
\nbe set in motion to strengthen faith in democracy.
\n3. This should be accompanied by a program de
\nsigned to make democracy work better, \"making its
\nideals come true.\"
\n\"Experts, including marketing men, have laid a
\nsound basis for a scientific approach to the problem
\nof psychological warfare in the crisis we face today,\"
\nELB concludes. \"America should not, cannot wait.
\nShe must apply today what she already knows
\ntoward meeting the problems she faces.\"
\n14. MacLatchy, Josephine H. \"Education on the
\nAir.\" Thirteenth Yearbook of the Institute for
\nEducation by Radio. Columbus: Ohio State
\nUniversity, 1942, 310pp.
\nSpeaking in the panel discussion, ELB said that in
\nhis opinion the war effort of the radio industry and
\nthe Government was inadequate. This conclusion is
\nconfirmed by authorities all over the country, many
\nof whom regard radio's war effort as ineffectual,
\ninefficient, duplicating and segmental. These people
\ndo not know where to turn, for there is no planned
\napproach to the problem of radio's all-out conversion
\nin total war and no over-all strategy of psychological
\nwarfare. Every program commercial, sustaining,
\n85
\ngovernmental should fit into a balanced pattern.
\nAttempts are made by networks and individual
\nstations to do this, ELB said, but the main basis of
\njudgment is still the cash register.
\nELB then urged that the radio broadcasting indus
\ntry voluntarily organize for efficient handling of its
\ntotal war effort. It should name a board of experts
\nin psychology, public opinion, radio programming
\nand communications, to set up blueprints for ac
\ncomplishing the purpose a balance of entertain
\nment, escapism, information and criticism, and a
\nline to follow as to content, theme, emotion and
\nreason. The board, ELB said, should be in touch
\nwith government officials, informed about the war
\nand the demands of the national interest. Not
\nregimentation, he added, but intelligent planning.
\nThis will not mean the elimination of the commercial
\nsystem of American broadcasting and entertainment.
\nEntertainment is basic to morale. It will mean that
\nradio's effectiveness will be measured, like education,
\nby its whole effect on the mind and character of an
\nindividual.
\nOnly by such an approach, ELB concluded, can
\nradio's real potentialities in the war effort be realized
\nvictory through another and equally potent air
\npower, pp. 33-34.
\n15. New York State Pharmacist. \"The Bernays
\nDrug and Pharmaceutical Survey,\" Oct 1943,
\npp. 9-12, 28-30.
\nAn editorial note preceding ELB's talk before the
\nPharmaceutical Association says: \"In the opinion of
\nthe writer the paper which we are printing here is one
\nof the most important ones that has been published
\nwithin a decade. ... Be sure to read this paper
\nfrom beginning to end; it may not be all pleasant
\nreading, but we might as well know what the survey
\nof an expert firm found. We are printing the paper as
\nit was presented before the American Pharmaceutical
\nAssociation at its recent meeting in Columbus,
\nOhio,\" p. 9. In his talk ELB says: \"Pharmacy
\nhas a choice. It can submit to pressures of public
\nopinion, when they exert themselves, or it can
\nfulfill its vital role as the custodian of public wel
\nfare, at the same time gaining good will, strengthen
\ning itself, and moving into its rightful place in our
\nsociety. A unified public relations effort is the means
\nby which all of you can aid in bringing about this
\nobjective. It is difficult to devise for immediate
\nacceptance a uniformly acceptable course of action
\nregarding all the trends and situations you face, but
\nthat factor in itself is one of the reasons why I be
\nlieve the immediate problems I presented are a
\ncommon ground upon which all interested groups
\ncan carry on action. The proposed plan for public
\nrelations aimed at strengthening relations within the
\nindustry, between the industry, the pharmaceutical
\nprofession and the government, and between the
\nindustry and public is that type of common ground.
\nI hope in your own interest that you will study it
\nfurther and act on it.\"
\n16. Public Utilities Fortnightly. \"What Can
\nUtilities Do about Public Relations Today?\"
\nJun 6, 1940, 128pp.
\nEditorial note on ELB: \"The scientific or 'engineer
\ning' approach to the problem of public relations,
\naccording to this noted specialist in that field, is to
\ndig into it and determine the respective areas of
\nagreement and disagreement. Only then can a sound
\nand sure program for improving public relations be
\nformulated.\"
\nELB says in this article that the principal trouble
\nseems to have been not that the public utilities
\nneglected its public relations, but that \"it tried
\ntoo hard to cultivate them on false grounds by mak
\ning use of spurious methods and generally going
\nabout it the wrong way.\" These actions led to agita
\ntion for the Federal Trade Commission probe in
\n1928. ELB then gives results of poll he took among
\nleaders of industry, finance and the public on what
\nthe problems and solutions of public relations are.
\nThe replies showed group leaders think in terms of
\ntheir relationship to government; the public; bankers
\nand stockholders; the community where their cus
\ntomers are; the industry; and their workers.
\nApplying this to public utilities, ELB says since
\ngovernment represents the people, the only modifica
\ntion of government attitudes and activities must be
\nthrough modifying the people's attitudes through
\nthe engineering of consent. Industry leaders agree
\nthat government should go out of competitive
\nbusiness and should have no plants of its own; and
\nthat more consideration must be given to public
\nattitudes, policies and practices adopted by the
\nindustry. Key executives see good employee relations
\nas a solution rather than as a problem.
\nFor the public utilities industry ELB suggests a
\nfour- point program: 1. that some industrial commit
\ntee should be entrusted with the study of the prob
\nlems and suggesting solutions for finding areas of
\nagreement; 2. that this committee develop a program
\nof broad principles and practices for public utility
\ncompanies, then get the companies to accept them;
\n3. that competent technicians be engaged to make a
\nstudy of the public mind to find out what present
\npublic attitudes are toward principles, practices and
\ngoals upon which the industry will decide; this sur
\nvey will attempt to find out the extent to which it is
\npossible to modify public attitudes and actions; 4.
\nthat the industry undertake a campaign of education
\nto win the support of the public.
\n17. Routzahn, Evart G., and Routzahn, Mary
\nSwain. \"Publicity Methods Reading List. Se
\nlected References on Publicity in Social Work and
\nKindred Fields.\" N. Y: Department of Surveys
\nand Exhibits, Russell Sage Foundation. 1924.
\nUnder the heading \"The Technique of Publicity,\"
\nthis bibliography lists Edward L. Bernays' book,
\nCrystallizing Public Opinion with the following
\ncomment: \"The author discusses the scope and
\nfunction of a new profession, that of public relations
\ncounsel.\"
\n86
\n18. Saturday Review of Literature. Vol. XXV, field of public opinion as public relations counsel
\nNo. 10, Mar 7, 1942. for more than twenty years. His partner is Doris
\nELB was guest editor of this issue of Saturday Re- Fleischman. In the last war he served on the
\nview of Literature, which is entitled \"Censorship Committee of Public Information. He is the au-
\nand Propaganda Number.\" An editorial note in thor of Propaganda and Speak Up for Democracy,
\n\"Contributors and Contents,\" says: \"Edward L. Mr. Bernays reviews James R. Mock's Censorship
\nBernays, guest editor of this issue, whom Time calls 1917 on page 4, and writes the editorial on page
\n'U. S. Publicist No. 1,' has been working in the 10.\"<\/p>\n
armed forces, radio, motion
\npictures, television, the theatre,
\nthe press, medicine, nursing,
\nbanking, trade, management-
\nemployee relations, women, poli
\ntics, public opinion, attitude polls
\nand many other fields. References
\nto Mr. Bernays culled from many
\nbooks indicate the wide impact
\nof his ideas on the field.
\nEdward L. Bernays is regarded
\nas America's outstanding counsel
\non public relations, a profession
\nhe was instrumental in creating
\nand naming. In partnership with
\nhis wife, Doris E. Fleischman, he
\nhas had a long, diversified prac
\ntice, acting as public relations
\ncounsel to corporations, trade as
\nsociations, newspapers, maga
\nzines, scientific organizations and
\nleading individuals since 1919.
\nHe was the first lecturer on
\npublic relations at any American
\nuniversity when he gave a course
\non that subject at New York Uni
\nversity in 1923. In the past two
\nyears he has given public rela
\ntions courses as Adjunct Profes
\nsor at New York University and
\nVisiting Professor at the Univer
\nsity of Hawaii.
\nMr. Bernays has been advisor
\nto Presidents and has represented
\nthe United States Government
\nin various activities. He is the
\nauthor of \" Crystallizing Public
\nOpinion,\" \"Propaganda,\" \"Speak
\nup for Democracy,\" \"Take Your
\nPlace at the Peace Table,\" and
\nother books ; he is a frequent con
\ntributor to magazines, social sci
\nence journals and newspapers;
\nand is preparing a book on public
\nrelations for the University of
\nOklahoma Press.
\nBulletin of Bibliography
\nand Dramatic Index
\nThe F. W. Faxon Company
\n83 Francis St., Boston
\n$2.00<\/p>\n
<\/p>\n","protected":false},"excerpt":{"rendered":"
PUBLIC RELATIONS, and the AMERICAN SCENE EDWARD L. BERNAYS Public-Relationse-by-bernrich ^Annotated bibliography of and Inference (juide to writings by and about DWARD Public relations is today a key activity in the United States. It has an extensive literature. It is taught in the universities. But bibliography of the field is ex tremely limited. Yet bibliogra […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12,13],"tags":[],"class_list":["post-1867","post","type-post","status-publish","format-standard","hentry","category-music-business","category-random"],"yoast_head":"\n
Public Relations by EDWARD L. BERNAYS - Auckland Music Update :::: Gig Guide<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.funk.co.nz\/auckland-music-update\/public-relations-by-edward-l-bernays\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Public Relations by EDWARD L. BERNAYS - Auckland Music Update :::: Gig Guide\" \/>\n<meta property=\"og:description\" content=\"PUBLIC RELATIONS, and the AMERICAN SCENE EDWARD L. BERNAYS Public-Relationse-by-bernrich ^Annotated bibliography of and Inference (juide to writings by and about DWARD Public relations is today a key activity in the United States. It has an extensive literature. It is taught in the universities. But bibliography of the field is ex tremely limited. Yet bibliogra […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.funk.co.nz\/auckland-music-update\/public-relations-by-edward-l-bernays\/\" \/>\n<meta property=\"og:site_name\" content=\"Auckland Music Update :::: Gig Guide\" \/>\n<meta property=\"article:published_time\" content=\"2026-06-20T16:18:41+00:00\" \/>\n<meta name=\"author\" content=\"tomachi\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"tomachi\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"323 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.funk.co.nz\\\/auckland-music-update\\\/public-relations-by-edward-l-bernays\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.funk.co.nz\\\/auckland-music-update\\\/public-relations-by-edward-l-bernays\\\/\"},\"author\":{\"name\":\"tomachi\",\"@id\":\"https:\\\/\\\/www.funk.co.nz\\\/auckland-music-update\\\/#\\\/schema\\\/person\\\/84eca447dc2aa1be02d885131f015b90\"},\"headline\":\"Public Relations by EDWARD L. BERNAYS\",\"datePublished\":\"2026-06-20T16:18:41+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.funk.co.nz\\\/auckland-music-update\\\/public-relations-by-edward-l-bernays\\\/\"},\"wordCount\":72159,\"articleSection\":[\"Music Business\",\"Random\"],\"inLanguage\":\"en-NZ\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.funk.co.nz\\\/auckland-music-update\\\/public-relations-by-edward-l-bernays\\\/\",\"url\":\"https:\\\/\\\/www.funk.co.nz\\\/auckland-music-update\\\/public-relations-by-edward-l-bernays\\\/\",\"name\":\"Public Relations by EDWARD L. BERNAYS - Auckland Music Update :::: Gig Guide\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.funk.co.nz\\\/auckland-music-update\\\/#website\"},\"datePublished\":\"2026-06-20T16:18:41+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/www.funk.co.nz\\\/auckland-music-update\\\/#\\\/schema\\\/person\\\/84eca447dc2aa1be02d885131f015b90\"},\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.funk.co.nz\\\/auckland-music-update\\\/public-relations-by-edward-l-bernays\\\/#breadcrumb\"},\"inLanguage\":\"en-NZ\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.funk.co.nz\\\/auckland-music-update\\\/public-relations-by-edward-l-bernays\\\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.funk.co.nz\\\/auckland-music-update\\\/public-relations-by-edward-l-bernays\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.funk.co.nz\\\/auckland-music-update\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Public Relations by EDWARD L. BERNAYS\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.funk.co.nz\\\/auckland-music-update\\\/#website\",\"url\":\"https:\\\/\\\/www.funk.co.nz\\\/auckland-music-update\\\/\",\"name\":\"Auckland Music Update :::: Gig Guide\",\"description\":\"Tomachi's live music gig guide and blog\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.funk.co.nz\\\/auckland-music-update\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-NZ\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.funk.co.nz\\\/auckland-music-update\\\/#\\\/schema\\\/person\\\/84eca447dc2aa1be02d885131f015b90\",\"name\":\"tomachi\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-NZ\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/f3852adc4752b8dbdeb5e53ef14d50b7e30d76f3284b8f527c59e1d3efe5b170?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/f3852adc4752b8dbdeb5e53ef14d50b7e30d76f3284b8f527c59e1d3efe5b170?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/f3852adc4752b8dbdeb5e53ef14d50b7e30d76f3284b8f527c59e1d3efe5b170?s=96&d=mm&r=g\",\"caption\":\"tomachi\"},\"sameAs\":[\"http:\\\/\\\/funk.co.nz\"],\"url\":\"https:\\\/\\\/www.funk.co.nz\\\/auckland-music-update\\\/author\\\/tomachi\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Public Relations by EDWARD L. BERNAYS - Auckland Music Update :::: Gig Guide","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.funk.co.nz\/auckland-music-update\/public-relations-by-edward-l-bernays\/","og_locale":"en_US","og_type":"article","og_title":"Public Relations by EDWARD L. BERNAYS - Auckland Music Update :::: Gig Guide","og_description":"PUBLIC RELATIONS, and the AMERICAN SCENE EDWARD L. BERNAYS Public-Relationse-by-bernrich ^Annotated bibliography of and Inference (juide to writings by and about DWARD Public relations is today a key activity in the United States. It has an extensive literature. It is taught in the universities. But bibliography of the field is ex tremely limited. Yet bibliogra […]","og_url":"https:\/\/www.funk.co.nz\/auckland-music-update\/public-relations-by-edward-l-bernays\/","og_site_name":"Auckland Music Update :::: Gig Guide","article_published_time":"2026-06-20T16:18:41+00:00","author":"tomachi","twitter_misc":{"Written by":"tomachi","Est. reading time":"323 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.funk.co.nz\/auckland-music-update\/public-relations-by-edward-l-bernays\/#article","isPartOf":{"@id":"https:\/\/www.funk.co.nz\/auckland-music-update\/public-relations-by-edward-l-bernays\/"},"author":{"name":"tomachi","@id":"https:\/\/www.funk.co.nz\/auckland-music-update\/#\/schema\/person\/84eca447dc2aa1be02d885131f015b90"},"headline":"Public Relations by EDWARD L. BERNAYS","datePublished":"2026-06-20T16:18:41+00:00","mainEntityOfPage":{"@id":"https:\/\/www.funk.co.nz\/auckland-music-update\/public-relations-by-edward-l-bernays\/"},"wordCount":72159,"articleSection":["Music Business","Random"],"inLanguage":"en-NZ"},{"@type":"WebPage","@id":"https:\/\/www.funk.co.nz\/auckland-music-update\/public-relations-by-edward-l-bernays\/","url":"https:\/\/www.funk.co.nz\/auckland-music-update\/public-relations-by-edward-l-bernays\/","name":"Public Relations by EDWARD L. BERNAYS - Auckland Music Update :::: Gig Guide","isPartOf":{"@id":"https:\/\/www.funk.co.nz\/auckland-music-update\/#website"},"datePublished":"2026-06-20T16:18:41+00:00","author":{"@id":"https:\/\/www.funk.co.nz\/auckland-music-update\/#\/schema\/person\/84eca447dc2aa1be02d885131f015b90"},"breadcrumb":{"@id":"https:\/\/www.funk.co.nz\/auckland-music-update\/public-relations-by-edward-l-bernays\/#breadcrumb"},"inLanguage":"en-NZ","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.funk.co.nz\/auckland-music-update\/public-relations-by-edward-l-bernays\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.funk.co.nz\/auckland-music-update\/public-relations-by-edward-l-bernays\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.funk.co.nz\/auckland-music-update\/"},{"@type":"ListItem","position":2,"name":"Public Relations by EDWARD L. BERNAYS"}]},{"@type":"WebSite","@id":"https:\/\/www.funk.co.nz\/auckland-music-update\/#website","url":"https:\/\/www.funk.co.nz\/auckland-music-update\/","name":"Auckland Music Update :::: Gig Guide","description":"Tomachi's live music gig guide and blog","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.funk.co.nz\/auckland-music-update\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-NZ"},{"@type":"Person","@id":"https:\/\/www.funk.co.nz\/auckland-music-update\/#\/schema\/person\/84eca447dc2aa1be02d885131f015b90","name":"tomachi","image":{"@type":"ImageObject","inLanguage":"en-NZ","@id":"https:\/\/secure.gravatar.com\/avatar\/f3852adc4752b8dbdeb5e53ef14d50b7e30d76f3284b8f527c59e1d3efe5b170?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/f3852adc4752b8dbdeb5e53ef14d50b7e30d76f3284b8f527c59e1d3efe5b170?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/f3852adc4752b8dbdeb5e53ef14d50b7e30d76f3284b8f527c59e1d3efe5b170?s=96&d=mm&r=g","caption":"tomachi"},"sameAs":["http:\/\/funk.co.nz"],"url":"https:\/\/www.funk.co.nz\/auckland-music-update\/author\/tomachi\/"}]}},"_links":{"self":[{"href":"https:\/\/www.funk.co.nz\/auckland-music-update\/wp-json\/wp\/v2\/posts\/1867","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.funk.co.nz\/auckland-music-update\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.funk.co.nz\/auckland-music-update\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.funk.co.nz\/auckland-music-update\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.funk.co.nz\/auckland-music-update\/wp-json\/wp\/v2\/comments?post=1867"}],"version-history":[{"count":2,"href":"https:\/\/www.funk.co.nz\/auckland-music-update\/wp-json\/wp\/v2\/posts\/1867\/revisions"}],"predecessor-version":[{"id":1870,"href":"https:\/\/www.funk.co.nz\/auckland-music-update\/wp-json\/wp\/v2\/posts\/1867\/revisions\/1870"}],"wp:attachment":[{"href":"https:\/\/www.funk.co.nz\/auckland-music-update\/wp-json\/wp\/v2\/media?parent=1867"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.funk.co.nz\/auckland-music-update\/wp-json\/wp\/v2\/categories?post=1867"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.funk.co.nz\/auckland-music-update\/wp-json\/wp\/v2\/tags?post=1867"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}