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• W59846596 abstract "Edward L. Bernays, Fellow, PRSA, is probably the oldest and most widely respected authority on public relations in the world. With publication of his 1923 book, Crystallizing Public Opinion, Bernays earned a special place in the history of the profession and helped set standards for its ethics and approaches for the remainder of the 20th century. His definition of public relations as social science and his analytical approach to communications problems made him a leading consultant to top executives at some of the country's most successful corporations. He has counselled three U.S. presidents: Calvin Coolidge, Herbert Hoover and Dwight D. Eisenhower. As an inventive publicist (and not ashamed of it), Bernays managed publicity tours for renowned opera singer Enrico Caruso and inventor Thomas Edison, to name just a few of his well-known clients. The Fall 1990 edition of Life Magazine listed Edward L. Bernays among the 100 most important people of the 20th century. He was the only public relations figure mentioned. Emerson College dedicated a room in its Division of Communication Studies to Bernays this past April. About the same time, Public Relations Quarterly in Boston announced The Bernays Cup, an incentive award to encourage effective writing by students of public relations. Bernays has been a contributing editor to the publication for 15 years. Bernays will celebrate his 100th birthday at a party sponsored by PRSA's Boston Chapter on Nov. 22, 1991, at the Charles Hotel in Cambridge, MA. PRSA will also honor Bernays, who is a Fellow of the Society and one of its Gold Anvil winners, on Nov. 4 at an awards luncheon during the National Conference in Phoenix, AZ. The following is based on an interview with Bernays in his home/office in Cambridge on June 27. Material has been supplemented with ideas from his books and articles. The latest bibliography of Bernays' work has 755 pages. A new book about Bernays is being written by his assistant, Joan Vondra. Q. In Crystallizing Public Opinion, you described the function of public relations as bringing about adjustment and understanding between enterprises and the people (publics) on whom they are dependent. How has that definition changed? A. In 1952, I reformulated my 1923 definition in a new book, Public Relations. I now define public relations as 1) information given to the public, 2) persuasion directed at the public to modify attitudes and actions, and 3) efforts to integrate attitudes and actions of an institution with its publics and of publics with those of that institution. I embodied the new approaches in The Engineering of Consent in 1955. Q. How do you define public relations today? A. Public relations is applied social science. It applies an understanding of social psychology, anthropology, sociology, psychology, economics and history. If I'm advising my client, unless I know the impact of religion or ethnic background or social or economic conditions on a human being, I can't deal with the problem. I'll give you an example of that. There was a bread company located in Harlem that didn't sell a single loaf in its backyard. This was because the company had no black employees. When they hired blacks, their business went up by 500,000 (people in the community x loaves of bread). Q. Those kinds of situations unfortunately still exist. A. Yes, and that goes for attitudes toward women, ethnic attitudes and religious prejudices as well. Unless a person has been trained to understand those things through reading or instruction, he or she isn't going to know it, and that may be the most important public relations problem we have. Q. I noticed in your biography that you were very involved in civil rights in the early days in the South. How much progress do you think has been made in the area of minority or multicultural affairs? …" @default.
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• W59846596 date "1991-11-01" @default.
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• W59846596 title "A Conversation with Edward L. Bernays, Fellow, PRSA" @default.
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