HomeBy SubjectCatalog Quick PickPersonal ShoppersShow OrderCustomer Service
By Subject > Business & Economics > Crystallizing Public Opinion
Click to enlarge
Crystallizing Public Opinion
Author:Edward Bernays
Retail Price:$12.95
Availability:In Stock
Contents:Click to View
Dimensions:5 x 8
Famed as "the father of public relations," Edward Bernays pioneered the technique of working to change attitudes rather than just selling products. In this 1923 classic, the first book ever written about the public relations industry, he delineates the approaches that corporations and governments have taken for the past century to influence social tendencies.
Crystallizing Public Opinion identifies the techniques employed by public relations professionals, from authoritative-sounding surveys to persuasive endorsements from opinion leaders, celebrities, and experts. Bernays — whose high-profile clients included Procter & Gamble, General Electric, CBS, NBC, and Time, Inc. — cites examples from his successful campaigns, including a physician-endorsed promotion of bacon as a healthy breakfast option. He quotes leading theorists on the role of herd mentality in the minds of the educated as well as the ignorant, and he explains the value of communicating the right facts at the right time to a targeted audience. Although technology has changed in the years since this book's debut, human nature has not, and these principles remain of timeless value to business and marketing professionals, students of public relations, and other readers.
Reprinted from the Boni & Liveright, New York, 1923 edition.

Ready to Buy?
Add this to your cart
(you can always remove it later.)

Shopping here is Guaranteed Safe!
Here's a sample of other Dover titles that may interest your customers.

The 100 Greatest Advertisements 1852-1958: Who Wrote Them and What They DidThe 100 Greatest Advertisements 1852-1958: Who Wrote Them and What They Did
by Julian Watkins
Discover how the most successful ads came into being, explained in their creators' own words. Illustrated products include Rolls Royce automobiles, Lux Soap, Coca-Cola, Campbell's Soup, and many others. read more
The Crowd: A Study of the Popular MindThe Crowd: A Study of the Popular Mind
by Gustave Le Bon
One of the most influential books on social psychology ever written, brilliantly instructive in the general characteristics and mental unity of a crowd. A must-read for students, politicians, and investors. read more
Extraordinary Popular DelusionsExtraordinary Popular Delusions
by Charles Mackay
Classic survey of crowd psychology takes an illuminating, entertaining look at 3 historic swindles: "The Mississippi Scheme," "The South-Sea Bubble," and "Tulipomania." Essential reading for investors.
read more
Public OpinionPublic Opinion
by Walter Lippmann
A penetrative study of democratic theory and the role of citizens in a democracy, this classic by a two-time Pulitzer Prize-winner offers a prescient view of the media's function in shaping public perceptions. read more