SUMMARY - Crystallizing Public Opinion by Edward Bernays

* Our summary is short, simple and pragmatic. It allows you to have the essential ideas of a big book in less than 30 minutes.


*As you read this summary, you will discover that you are solely responsible for your success.


*By reading this summary, you will discover the main principles and techniques of public relations, a discipline assimilated to communication and born at the beginning of the 20th century.


*You will also discover that : communication is essential in any activity where you have to confront an audience; the public relations consultant offers a unique expertise thanks to his ability to analyze opinion; public relations exploits individual and collective psychology to convince; public opinion and the media influence each other; humans are guided by gregarious instincts.


*In this 1923 book, Edward Bernays analyzes for the first time the importance of communication, both for companies and institutions. The profession of public relations consultant developed at the beginning of the twentieth century, with the global democratic upsurge and the emergence of mass society. The vocation of public relations is the manipulation of the public's mental representations to shape its opinion in order to serve the interests of economic and political elites. Inspired by psychology and sociology, this discipline borrows from late 19th century thinkers such as Walter Lippmann and William Trotter.


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