What’s in it for me? Discover a landmark work in the field of public relations.
It’s always fascinating to discover a book that is over a hundred years old and yet full of relevant information.
It’s perhaps even more remarkable when said book is about a profession like public relations, a field that seems quintessentially modern.
While the current media landscape is massively different than it was in 1923, when the work was published, the insight and advice that Edward L.
Bernays offers is perhaps more valuable than ever.
This is because our modern world presents us with a paradox.
On the one hand, we’re more interconnected than ever before.
At the same time, we’re also becoming more and more fragmented.
As you’ll see in the Blink ahead, Bernays’ vision of public relations is about finding commonalities in different social groups – and using those issues for the common good.
By doing so, public relations can influence public opinion in ways that can create a better, more well-informed society.
Ready to see how this works in practice?
Let’s get started.
What is public relations?
In 1923, there was a new term being bandied about: public relations counsel.
While some thought that it was just another way of saying “propagandist,” Bernays was eager to set the record straight.
The field of public relations was something we needed to take seriously, he thought.
After all, it was quickly evolving – and already playing a vital role in shaping perceptions in various sectors, including business and government.
So, cutting through the confusion about what a public relations counsel is, Bernays puts forth a definition.
They act as a mediator between clients and the public, interpreting and conveying the needs of both.
Their role involves advising clients on how to effectively present themselves through various channels, ensuring alignment with public sentiment.
To illustrate the power of public relations, Bernays shared case studies.
In New York City, for example, a hotel was facing rumors that it was going to shut down imminently.
These rumors were leading to cancellations and confusion.
Rather than denying the claims, the counsel recommended that the hotel renew its contract with its maître d' and make this move public.
Obviously, a hotel on the brink of closing wouldn’t renew a costly contract.
The move effectively dispelled the rumors.
In other cases, public relations strategies can enhance the reputation of a magazine or boost sales for a food company, all by informing and influencing the public perception.
The same can be said for public relations campaigns that target government recognition and public sentiment.
In 1919, Lithuania was undergoing a campaign for independence.
The campaign’s public relations team educated the American public about Lithuania’s culture and history, targeting various interest groups to garner support.
They also produced tailored information for government officials, all of which showcases how public relations can influence policy and public perception.
In more recent times, public relations strategies have been applied in various sectors, including healthcare.
For instance, campaigns have targeted physicians to help make certain cancer treatments more accessible to patients.
While this example is a contemporary application, it illustrates how the principles Bernays outlined nearly a century ago remain relevant today.
Society has also grown increasingly aware of the importance of public opinion.
Organizations across various industries have recognized the need to engage effectively with the public, driven by intense competition.
The ones that thrive in this evolving landscape are those that strategically manage perceptions and foster positive relationships through well-executed public relations efforts.
As Bernays emphasized, the ability to influence public sentiment is key to success, whether in business, politics, or even healthcare.
The outside influences
Now that we know the importance of public relations and how it can be used, let’s dive deeper and examine the various factors at play that can influence public opinion.
To really understand public opinion, and therefore how to appeal to it, it’s important to understand both individual and group psychology.
After all, public opinion is dynamic.
It’s composed of a range of individual judgments that can easily shift and conflict.
To begin with, many people hold opinions shaped more by authority figures – like parents and leaders – than by rational thought or research.
This fact alone makes it a complex landscape for public relations professionals.
Social, political, and economic influences are all in play in affecting an individual’s beliefs and preferences.
Even seemingly trivial choices can reflect deeper societal trends.
Public relations counselors must be aware of these underlying factors to effectively influence public sentiment.
Let’s face it, there’s a good chance you’ve experienced how hard it can be in trying to address the strong opinions held by someone with limited knowledge on a subject.
It’s a fact of human nature that we have historically maintained unfounded beliefs despite evidence to the contrary.
These deeply entrenched, resistant beliefs often create what the author refers to as logic-proof compartments.
This mindset can lead to intolerance, where debates devolve into personal attacks instead of constructive discussions.
To navigate this landscape, Bernays advises PR counselors to avoid direct confrontation with these beliefs.
Instead, they should discredit the sources of these opinions or introduce new authorities that can gradually shift public perception.
There is some debate about how malleable public opinion is to begin with.
Some argue that it stays largely fixed, while others believe it is constantly shaped by institutions like the media and education.
Bernays introduced the idea of a “public consciousness,” where a shared opinion can form across society on various issues.
When individuals break away from this consensus, it is often attributed to manipulative propaganda.
This dynamic goes to show just how important the interplay is between natural human tendencies and external influences.
The press, in particular, plays a pivotal role in this relationship.
While it can influence public sentiment, it also tends to reflect prevailing public viewpoints.
Already, in the author’s time, the press had proven its strength in swaying opinions.
In the cases of women’s suffrage and birth control, the media had a major influence in progressing women’s rights.
That said, while the press has an impact, it doesn't entirely control public perception.
Over the years, many political figures who were opposed by major newspapers went on to win elections.
There is an intricate relationship between public opinion and the institutions that shape it.
Public relations counselors must navigate this interplay effectively by utilizing their understanding of both the public’s mindset and the influences of various communication channels.
By doing so, they can effectively shape discourse and influence public opinion in ways that align with their goals.
Recognizing the stereotypes
When considering the factors that shape public opinion, stereotypes are a key element to examine.
Walter Lippmann, in his book Public Opinion, explained that humans are naturally drawn to stereotypes because they serve as mental shortcuts.
They’re useful in helping people simplify complex realities.
But the reality is that the mental shortcut of stereotyping can be both helpful and misleading.
When someone uses a term like “capitalist” or “boy scout,” you can paint a mental picture that is probably accurate without getting into a lengthy conversation.
But this accuracy is dependent upon larger cultural understandings.
When you start talking to people with different backgrounds or ideologies, a reliance on stereotypes can lead to people interpreting things in very divergent ways.
So, it’s important to understand the two sides of this coin.
Stereotypes are potent tools in public relations, as they influence how messages are received.
For better or worse, stereotypes are ingrained in the collective mindset, with beliefs that are resistant to change.
However, once activated, stereotypes lead individuals to accept information that aligns with their preconceived notions while dismissing contradictory facts.
In short, they represent a formidable challenge for PR professionals.
This is a good time to introduce Bernays’ concept of crowd psychology, which is essentially a shared mental state.
This collective mindset fosters two important things within the individual: a sense of identity and a sense of security.
Crowd psychology is all about reinforcing group norms and beliefs.
Even solitary activities like reading can connect people to broader cultural narratives, making them feel part of a larger group and reinforcing shared values and beliefs.
This is why understanding crowd psychology is an invaluable aspect in public relations.
The press, schools, and thought leaders all operate within this broader context.
These institutions both influence and are influenced by public sentiment, creating a cycle of obedience and leadership.
Think of the New York Time motto, “All the news that’s fit to print.
” Someone might ask, “What does ‘fit to print’ mean?
” And yet, we don’t ask.
There’s a collective understanding that the paper is catering its content to the tastes of their readership, as are all newspapers.
Public demand shapes news content, which often leads editors to prioritize engaging stories over significant events.
This constant negotiation between public preference and institutional leadership isn’t limited to news.
It informs the formation of public opinion across various sectors, including journalism, art, and religion.
Effective public relations hinges on finding common ground with the audience, as sentiments can’t be created from nothing.
You must understand existing beliefs and public desires – especially if you hope to change prevailing attitudes.
Respecting diversity
In the past, when communities were smaller and more homogenous, it was easier for a single voice to rally public opinion.
But as populations have grown and diversified, the days when simple pamphlets could ignite movements are long gone.
Today, effective communication requires specialized skills to engage diverse audiences.
That said, it’s never wise to underestimate the power of established communication channels, whether they’re newspapers or traditional means of advertising.
Whenever innovations emerge, their success rests on being able to leverage existing media like these.
This reliance presents both challenges and opportunities for a public relations counsel, who must navigate these platforms strategically to ensure their messages resonate.
Instead of expecting or aiming for a uniform response, it’s important to embrace diverse reactions, as they enrich dialogue.
The key is to appeal to common social goals.
A good example is during wartime.
People are generally split when it comes to supporting any given war.
But issues like supporting the Red Cross, or rationing efforts, are often the kind of shared causes that can unify public support.
Walter Lippmann pointed out that there are three methods for creating cohesion within society.
The first is the quid pro quo, transactional form of government that says, I’ll do something for you if you do something for me.
The second is the autocratic government based on terror and obedience.
Finally, there’s a government that collects information, seeks to understand why things are happening, and uses education to inform the public and improve society.
The third method is the only method used by a PR professional, who rely on systematic education and communication to inform the public.
The challenge lies in gathering information and tailoring the messages to resonate with a culturally diverse audience.
To be effective, public relations must target overlapping groups, showing how these connections can build support for specific causes.
We shouldn’t think of our audience in simple terms of “for or against” – people belong to multiple groups that shape their identities and influence their views.
Understanding this complexity helps public relations professionals shift public perception over time.
As we move forward, it’s crucial to remember that with the ability to influence public opinion comes a responsibility.
In the next section, we’ll take a closer look at the ethical considerations public relations professionals must navigate when shaping public sentiment.
To promote the public conscience
In the early 1920s, the role of the public relations counselor wasn’t widely understood.
However, influential figures across various sectors were starting to recognize the value specialized public relations services could have in addressing complex challenges.
Journalists, politicians, business leaders, and educators were starting to come around, even if they had been skeptical at first.
As PR services gained recognition, new challenges emerged, particularly around the ethical implications of shaping public opinion.
This growing influence raised important questions: Was the work of public relations professionals contributing positively to society, or were they manipulating public sentiment for less noble purposes?
At the same time, the world of journalism was also evolving.
Newspapers, once driven largely by editorial opinions, began shifting toward a focus on factual news reporting.
This evolution came to reflect a necessity for news that was both accurate and engaging.
The newspaper still had to resonate with the public, especially in urgent situations, such as the coverage following the San Francisco earthquake in 1906.
Journalists like Will Irwin emphasized that news had become both an intellectual craving and commercial necessity.
For public relations professionals, this shift in journalism presented both opportunities and responsibilities.
To succeed, they needed not only to understand what constitutes news, but also to excel in creating it.
The ability to generate news – crafting compelling stories that capture public interest – became central to the role of a successful PR counsel.
The relationship between public relations and journalism became vital in shaping public discourse, as both fields worked together to inform and engage the public.
In this way, creating news began to carry significant responsibility.
An ethical importance emerged in delivering truthful, timely, and engaging material in order to maintain trust with the media.
And as public relations as a profession was still in the process of gaining acceptance, being honest and ethical was of particular importance.
Today, the same principles apply.
In a world where information travels faster than ever, PR professionals must continue to prioritize integrity.
By doing so, they can ensure that their work not only informs but also contributes positively to society, fostering a more ethical approach to communication and shaping public discourse responsibly.
The main takeaway of this Blink to Crystallizing Public Opinion by Edward L.
Final summary
Bernays is that public relations, through strategic communication and an understanding of human psychology, has the power to shape public perception and influence societal beliefs.
In the early 20th century, as populations grew and diversified, traditional methods like pamphlets and speeches became insufficient for influencing public sentiment.
Bernays showed that skilled public relations professionals needed to understand human instincts, the nature of news, and how communication methods – such as advertising and public demonstrations – could mold public opinion.
Effective public relations not only creates compelling narratives but also engages with ethical standards to ensure a positive societal impact.
Even today, Bernays’ insights remain vital for promoting social progress and fostering a more informed and responsible society.
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