Edward L. Bernays

“ It may be the act of going into bankruptcy, it may be a fire, a collision, an assault, a riot, an arrest, a denunciation, the introduction of a bill, a speech, a vote, a meeting, the expressed opinion of a well-known citizen, an editorial in a newspaper, a sale, a wage-schedule, a price change, the proposal to build a bridge.... There must be a manifestation. The course of events must assume a certain definable shape, and until it is in a phase where some aspect is an accomplished fact, news does not separate itself from the ocean of possible truth. ”

“ And boots and hats
All of the latest mode.
They chatter as they pass
Of various things
But hardly hear the words they speak
So tense are they
Upon a life they know begins for them
At 2:15.
Within the theatre
The air is pungent with the mixed perfumes,
More scents than ever blew from Araby.
And there's a rapid hum
Of some six hundred secrets;
Then sudden hush
As tongues and violins cease.
The play is on.
There is a hastening of the beat
Of some six hundred hearts.
There're twitches soon about the lips,
And later copious tears
From waiting eyes ”

“ It is certain that the power of public opinion is constantly increasing and will keep on increasing. It is equally certain that it is more and more being influenced, changed, stirred by impulses from below. The danger which this development contains for a progressive ennobling of human society and a progressive heightening of human culture is apparent. The duty of the higher strata of society—the cultivated, the learned, the expert, the intellectual—is therefore clear. They must inject moral and spiritual motives into public opinion. Public opinion must become public conscience. ”

“ The New York Tribune, as an example of editorial bravery, points out in an advertisement published May 23, 1922, that though “news knows no order in the making” and though “a newspaper must carry the news, both pleasant and unpleasant,” nevertheless, it is the duty of any newspaper to realize that there is a possibility of selective action, and that “in times of stress and bleak despair a newspaper has a hard and fast duty to perform in keeping up the morale of the community.” ”

“ But all this time
There are six hundred separate souls
The playwright's puppet has to woo,
To win, to humor, or to cajole,
Until, with master stroke
Of Devil knowledge,
Or old Adam's,
He crushes in his manful arms
The languid heroine
And forcing back her golden head
Implants the kiss.
And then against his heaving breast
The hero feels the beatings of six hundred hearts
In mighty unison,
And on his lips there is the pulse
Of that one lingering kiss
Returned six-hundred fold. ”

“ Powerful standards control the very institutions which are supposed to help form public opinion. It is necessary to understand the origin, the working and the strength of these institutions in order to understand the institutions themselves and their effect upon the public.
In tracing the interaction of institution upon public and public upon institution, one finds a circle of obedience and leadership. The press, the school and other leaders of thought are themselves working in a background which they cannot entirely control. ”

“ The cost of establishing a paper with a wide appeal, which will have the facilities of gathering news, of printing and distributing it, is such that groups can no longer depend upon their own organs of expression. The Christian Science church does not depend upon its admirable publication, the Christian Science Monitor in order to reach its own and new publics. Even where the issue demands a partisan or class origin of a newspaper, as in the case of a political party, the results achieved by so expensive and laborious a step seldom justify it. ”

“ And she laughed from the red lips outward, the laugh of the brave who die,
But a ghost in her laughter murmured, "I lie—I lie!"
She pressed the glass to her lips as one presses the lips of love,
And I said: "Are you always merry, and what is the art thereof?" ”

“ In the press there is a very human tendency to compromise between giving the public what it wants and giving the public what it should want. This is equally true in music, where artists like McCormack or Rachmaninoff popularize their programs. It is true in the drama, where managers, producers and authors combine to adjust plots, situations and endings to what the public will be willing to pay to see. It is true in art, in architecture, in motion pictures. It is true of the lecture platform and of the pulpit. ”

“ On the other hand is the equally firm assurance that certain well-defined institutions modify and alter public opinion.
There is a uniformity of opinion in this country upon many issues. When this uniformity accords with our own beliefs we call it an expression of the public conscience. When, however, it runs contrary to our beliefs we call it the regimentation of the public mind and are inclined to ascribe it to insidious propaganda.
Uniformity is, in fact, largely natural and only partly artificial. Public opinion may be as much the producer of “insidious propaganda” as its product. ”

“ Indeed, it is probably true that the very men who are themselves engaged in the profession are as little ready or able to define their work as is the general public itself. Undoubtedly this is due, in some measure, to the fact that the profession is a new one. Much more important than that, however, is the fact that most human activities are based on experience rather than analysis.
Judge Cardozo of the Court of Appeals of the State of New York finds the same absence of functional definition in the judicial mind. ”

“ Among the universal instincts are—self-preservation, which includes the desire for shelter, sex hunger and food hunger. It is only necessary to look through the pages of any magazine to see the way in which modern business avails itself of these three fundamentals to exert a coercive force upon the public it is trying to reach. The American Radiator advertisement with its cozy home, the family gathered around the radiator, the storm raging outside, definitely makes its appeal to the universal desire for shelter. ”

“ Political, economic and moral judgments, as we have seen, are more often expressions of crowd psychology and herd reaction than the result of the calm exercise of judgment. It is difficult to believe that this is not inevitable. Public opinion in a society consisting of millions of persons, all of whom must somehow or other reach a working basis with most of the others, is bound to find a level of uniformity founded on the intelligence of the average member of society as a whole or of the particular group to which one may belong. There is a different set of facts on every subject for each man. ”

“ There are interesting, if somewhat obscure, examples of the complementary working of various forces. In the field of the motion pictures, for example, the producers, the actors and the press, in their support, have continually waged a battle against censorship. Undoubtedly censorship of the motion pictures is in its practical workings an economic and artistic handicap. Censorship, however, will continue in spite of the producers as long as there is a willingness on the part of the public to accept this censorship. ”

“ IS PUBLIC OPINION STUBBORN OR MALLEABLE? There is a divergence of opinion as to whether the public mind is malleable or stubborn—whether it is a passive or an active element. On the one hand is the profound belief that “you can’t change human nature.” ”

“ THE FUNCTION OF A SPECIAL PLEADER Public opinion has entered life at many points as a decisive factor. Men and movements whose interests will be affected by the attitude of the public are taking pains to have themselves represented in the court of public opinion by the most skillful counselors they can obtain. The business of the public relations counsel is somewhat like the business of the attorney—to advise his client and to litigate his causes for him. ”

“ If every day we read of those crimes which grow from the misery of New York’s East Side and Chicago’s Levee, some day democracy may get at the ultimate causes for overwork, underfeeding, tenement crowding.
“No other method is so forcible with the public as driving home the instance which points the moral. General description of bad conditions fails, somehow, to impress the average mind. ”

“ Then he adds, “A vastly more important and interesting theory, and one which must arise from the present state and tendency of industrial conditions, is whether the acts of men in commercial activity may ever become so prominent and so far reaching in their effect that they compel a universal public interest and that public comment is impliedly invited by reason of their conspicuous and semi-public nature. It may be said that at no time have private industries become of such startling interest to the community at large as at present in the United States.” ”

“ Margaret Sanger, a leader in the fight for education on birth control, will evoke enthusiasm when she addresses an audience that approves of her sentiments. When, however, she injects her point of view into groups that have a preconceived aversion to them, she is in danger of abuse, if not of actual physical violence. Likewise, a man who would talk of prison reform at a time when the public is aroused by an unwonted crime wave will find little response. ”

“ When the Health Department recognizes that such diseases as cancer, tuberculosis and those following malnutrition are due generally to ignorance or neglect and that amelioration or prevention will be the result of knowledge, it is the next logical step for this department to devote strenuous efforts to its public relations campaign. The department accordingly does exactly this.
Even governments to-day act upon the principle that it is not sufficient to govern their own citizens well and to assure the people that they are acting whole-heartedly in their behalf. ”

“ THE INCREASED AND INCREASING IMPORTANCE OF THE PROFESSION The rise of the modern public relations counsel is based on the need for and the value of his services. Perhaps the most significant social, political and industrial fact about the present century is the increased attention which is paid to public opinion, not only by individuals, groups or movements that are dependent on public support for their success, but also by men and organizations which until very recently stood aloof from the general public and were able to say, “The public be damned.” ”

“ Not so long ago it would scarcely have occurred to any one in the jewelry industry that there was any importance to be attached to the opinion of the public on the essential or non-essential character of the jewelry industry. To-day, on the other hand, jewelers find it a profitable investment to bring before the people the fact that table silver is an essential in modern life, and that without watches “the business and industries of the nations would be a sad chaos.” ”

“ Whether a man is really entitled to the appellation ‘counsel on public relations’ or whether he should merely be called ‘publicity man’ rests entirely with the individual and the firm that employs him. ”

“ A group living in any given area is now extremely likely to have no common ancestry, no common tradition, as such, and no cohesive intelligence. All these elements make it necessary to-day for the proponent of a point of view to engage an expert to represent him before society, an expert who must know how to reach groups totally dissimilar as to ideals, customs and even language. It is this necessity which has resulted in the development of the counsel on public relations. ”

“ Most subjects on which there is a so-called definite public opinion are much more vague and indefinite, much more complex in their facts and in their ramifications than the news from Washington214 which the historian of the New York Times describes. Consider, for example, what complicated issues are casually disposed of by the average citizen. An uninformed lay public may condemn a new medical theory on slight consideration. ”

“ The peaceful harmonizing of all the new conflicting points of view will be dependent, to a great extent, upon an understanding and application by leaders of public relations and its technique.
In the future, each industry will have to act with increasing understanding in its relationship to government, to other industries, to labor, to stockholders and to the public. Each industry must be cognizant of new conditions and modify its conduct to conform to them if it is to maintain the good-will of those upon whom it depends for its very life. ”

“ The instinct of self-preservation, one of the most basic of human instincts, is most flexible. The dispensers of raisins, upon the advice of an expert on public opinion, adopted a slogan to appeal to this instinct: “Have you had your iron to-day?”—iron presumably strengthening a man and increasing his powers of resistance. ”

“ Generally speaking, the relationship and interaction of the public and any movement is rather obvious. The charitable society which depends upon voluntary contributions for its support has a clear and direct interest in being favorably represented before the public. In the same way, the great corporation which is in danger of having its profits taxed away or its sales fall off or its freedom impeded by legislative action must have recourse to the public to combat successfully these menaces. ”

“ Given’s definition of the qualifications of a good reporter applies very largely to the qualifications of a good public relations counsel. “There is undoubtedly a good deal of truth,” says Mr. Given, “in the saying that good reporters are born and not made. A man may learn how to gather some kinds of news, and he may learn how to write it correctly, but if he cannot see the picturesque or vital point of an incident and express what he sees so that others will see as through his eyes, his productions, even if no particular fault can be found with them, will not bear the mark of true excellence ”