PUBLIC RELATIONS, EDWARD L. BERNAYS and the AMERICAN SCENE

^Annotated bibliography ofand Inference (juide to writings by and about DWARD Public relations is today a key activity in the United States. It has an extensive literature. It is taught in the universities. But bibliography of the field is ex tremely limited. Yet bibliogra phy is an essential tool for an organized approach, through re search and study, to basic knowl edge and viewpoints in any field. A reference guide to published material by and about the prac titioner is vital today in order to provide data for those who are studying public relations. Hence this book, the first of its kind. It was decided to do a bibliog raphy of published material by and about Edward L. Bernays, public relations counsel, because of his outstanding position in the field a position which has prompted Time magazine and other authorities to call him "U.S. Publicist No. 1." This book is an indispensable source of information and guid ance to published material for all those concerned with the practice, theory and dynamics of public opinion and public relations. Fully annotated, it presents a panorama of the growth of pub lic relations in the United States in the past three and a half dec ades. Its nearly 400 references show the development of the profession of public relations counsel, changing attitudes to ward it, the public's growing understanding. Graphically, it il lustrates how the creative pi oneering viewpoint of one man has penetrated various fields of American thought and activity. Abstracts of books, articles and talks by Mr. Bernays deal with the public relations problems of industry, education, the social sciences, labor, government, the

Public Relations, Edward L. Bernays and the American Scene

Annotated Bibliography of and

Reference Guide to Writings By and About Edward L. Bernays from 1917 to 1951 Copyright 1951

THE F. W. FAXON COMPANY

Printed in the United States of America, by the Rumford Press, Concord, New Hampshire TABLE OF CONTENTS

Tart One

WRITINGS BY EDWARD L. BERNAYS

1. In Books 3

2. In Periodicals 9

3. Published Talks 31

Tart Two

WRITINGS ABOUT EDWARD L. BERNAYS

1. Mention in Books 53

2. Profiles 75

Tart Three

ADDENDA. . 79

k, A Copyright 1951

THE F. W. FAXON COMPANY

Printed in the United States of America, by the Rumford Press, Concord, New Hampshire TABLE OF CONTENTS

Tart One

WRITINGS BY EDWARD L. BERNAYS

1. In Books 3

2. In Periodicals 9

3. Published Talks 31

Tart Two

WRITINGS ABOUT EDWARD L. BERNAYS

1. Mention in Books 53

2. Profiles 75

Tart Three

ADDENDA. . 79

k, A

^Preface

is a it has its re By any test, public relations today recognized profession ; sponsible practitioners; it has a growing number of university courses; it has a growing sense of social responsibility. It has its own training courses and it can point to a steady growth of conscious public relations activity by profit and non profit institutions and by government agencies with professional public relations counsel in charge. Most important for our purposes, public relations has its own field of litera ture and this book will deal with a vital segment of that field. Literature on public relations is extensive, but a check of public libraries reveals that much of this literature is scattered in books on related subjects and in magazines. Bibliography of the field is extremely limited. Yet bibliography is recognized as a vital tool in providing an organized ap proach to basic knowledge and points of view in any subject. To individuals working in any field of research or study, bibliography is indispensable. Unfor tunately, there has been little bibliography in public relations, principally be cause it is a new subject. There are, to be sure, journals which cover the liter ature in related fields, such as The Public Opinion Quarterly, but these concern themselves chiefly with books, and do not as a rule cover even important material appearing in magazines and other publications. There are two important bibliographies in the general field Propaganda and Promotional Activities\ edited by Lasswell, Casey and Smith and published by the University of Minnesota Press in 1935; and a comparable volume pub lished by the Princeton University Press in 1946. But even these standard works do not include all the available material on public relations, particularly pam phlets, booklets, quotations from books and so on. Since there is today widespread interest in public relations, and a growing literature about it, it was believed that a bibliography of published material by and about the leading practitioner would provide important data for those who are studying the field both in the universities and outside them. Among other things, such a bibliography would show the scope and ad vance of the profession of public relations counsel, changing attitudes toward the profession, the public's growing understanding of it, and how a point of view has extended and penetrated into many fields of learning. To achieve this pur pose, the items in the bibliography would of necessity have to be abstracts of the original material, in some cases fairly long, in order to give a clear picture of the movement of ideas. This work, then, is concerned with published material by and about Edward L. Bernays, public relations counsel. This choice appeared to be ideal for a bibli ography because of Mr. Bernays' outstanding position as a founding-father, practitioner and theoretician. S. 1 Bald Time magazine has called him U. Publicist No. ; and William H. win of Baldwin and Mermey, in Two-Way Street by Eric Goldman, has said of him: "Bernays had more to do with developing acceptance of PR and public relations counsel than any half dozen other persons." Mr. Bernays coined the term "public relations counsel." In Crystallizing Public Opinion (1923), the first full length book on public relations, he defined the principles and techniques of the field. He also broke ground when he gave a course in public relations at New York University in 1923, the first course in that subject ever given at any university. While successfully practicing his profession for over thirty years as counsel for leading American organizations and individuals in partnership with his wife, Doris E. Fleischman, he has written and lectured on public relations, and allied subjects, greatly advancing understanding of these fields. In 1948-50, he was Adjunct Professor of Public Relations at New York University; and in 1950, he conducted classes and seminars as Visiting Professor of Public Relations at the University of Hawaii. Because of the great amount of material by and about him in books, maga zines and published speeches, it was felt that a bibliography based on this ma terial could shed considerable light on the development of public relations in the United States and serve as an invaluable guide for thosewhowish to study the field. Since a complete bibliography on this subject would have been too large and cumbersome, we have omitted newspaper comment or mention, all un published talks by Mr. Bernays and magazine material about him. The bibliography covers the period from 1917 to 1951, and is divided into three parts, consisting of five sections plus an addenda. The first section covers writings by Mr. Bernays appearing in books; the second, writings by Mr. Ber nays in periodicals; the third, published talks by Mr. Bernays; the fourth, books mentioning Mr. Bernays; and the fifth, profiles of Mr. Bernays. Among other things, this bibliography shows how an idea spreads and gains acceptance through the slow absorptive power of society. Listings of Mr. Ber nays' writings and footnote references to them in various books have been included here to indicate how his pioneer thinking in the field has influenced the thinking of others, thereby becoming an integral part of contemporary thought. Together the items in this book show how public relations grew from the days when it affected a relatively small area of American life to the present, when it involves every major aspect of our society. The writings by and about Mr. Bernays summarized in these pages present the impact of public relations on industry, education, the social sciences, labor, the press, book publishing, radio, motion pictures, art, medicine, nursing, banking, trade, management-em ployee relations, women, politics, public opinion, attitude polls, democracy, the armed forces, government and so on. Thus, in covering writings by and about America's leading public relations counsel, this bibliography gives us a history of a key field as it has developed in the United States during the past three decades. Mr. Bernays is now at work on a book about public relations in the United States, which will be published by the University of Oklahoma Press. THE EDITOR Tart One WRITINGS BY EDWARD L. BERNAYS

Writings by Mechanisms of Public Change," and "The Applica tion of These Principles." Part III, Technique and EDWARD L. BERNAYS Method, "The Public Can Be Reached Only in Books Through Established Mediums of Communication," Appearing "The Interlapping Group Formations of Society, The Continuous Shifting of Groups, Changing Con ditions and the Flexibility of Human Nature Are All Aids to the Counsel on Public Relations," and Books by Edward L. Bernays "An Outline of Methods Practicable in Modifying the Point of View of a Group." Part IV, Ethical Crystallizing Public Opinion. N. Y: Boni and Relations, analyzes the press and other media of Liveright, Inc., 1923. 218pp. communication in reference to the public relations The pioneer study in the field of public relations. counsel, and the obligations of the public relations Now a standard textbook widely used in universities counsel to the public as a special pleader. and widely quoted. Beginning with the statement, "A new phrase has Dedicated "To My Wife, Doris E. Fleischman," come into the language counsel on public rela the work is described as follows in the Foreword by tions, what does it mean?", Crystallizing Public ELB: "In writing this book I have tried to set down Opinion ends with the paragraph, "It is in the crea the broad principles that govern the new profession tion of a public conscience that the counsel on public of public relations counsel. These principles I have relations is destined, I believe, to fulfill his highest on the one hand substantiated by the findings of usefulness to the society in which he lives." In the psychologists, sociologists, and newspapermen preface to the new edition, ELB also says: "In the Ray Stannard Baker, W. G. Bleyer, Richard Wash- ten years that have elapsed since this book was burn Child, Elmer Davis, John L. Given, Will Irwin, written, events of profound importance have taken Francis E. Leupp, Walter Lippmann, William Mac- place. During this period, many of the principles set Dougall, Everett Dean Martin, H. L. Mencken, forth in the book have been put to the test and have Rollo Ogden, Charles J. Rosebault, William Trotter, been proven true. The book, for instance, empha Oswald Garrison Villard, and others to whom I owe sized ten years ago that industrial organizations a debt of gratitude for their clear analyses of the dealing with the public must take public opinion public's mind and habits; and on the other hand, I into consideration in the conduct of their affairs. have illustrated these principles by a number of We have seen cases in the past decade where the pub specific examples which serve to bear them out. I lic has actually stepped in and publicly supervised have quoted from the men listed here, because the industries which refused to recognize this truth. The ground covered by them is part of the field of activity field of public relations counsel has developed tre of the public relations counsel. The actual cases mendously in this period. But the broad basic prin which I have cited were selected because they explain ciples, as originally set forth are as valid today as the application of the theories to practice. Most of they were then, when the profession was . . . com the illustrative material is drawn from my personal paratively new. ... It seems appropriate that this experience; a few examples from my observation of new edition . . . should appear at a time when the events. I have preferred to cite facts known to the new partnership of government, labor and industry general public, in order that I might explain graphi has brought public relations and its problems to the cally a profession that has little precedent, and whose fore. The old group relationships that make up our few formulated rules have necessarily a limitless society have undergone and are undergoing marked number and variety of applications. This profession changes. The peaceful harmonizing of all the new in a few years has developed from the status of circus conflicting points of view will be dependent, to a agent stunts to what is obviously an important posi great extent, upon an understanding and application tion in the conduct of the world's affairs. If I shall, by leaders of public relations and its technique. In by this survey of the field, stimulate a scientific atti the future, each industry will have to act with in tude towards the study of public relations, I shall creasing understanding of its relationship to govern feel that this book has fulfilled my purpose in writing ment, to other industries, to labor, to stockholders it." Part I, Scope and Functions, discusses "The and to the public. Each industry must be cognizant Scope of the Public Relations Counsel," "The Public of new conditions and modify its conduct to conform Relations Counsel; The Increased and Increasing to them if it is to maintain the good-will of those Importance of the Profession," and "The Function upon whom it depends for its very life. This principle of a Special Pleader." Part II, The Group and applies not only to industry; it applies to every kind Herd "What Constitutes Public Opinion?", "Is of organization and institution that uses special Public Opinion Stubborn or Malleable?", "The pleading, whether it be for profit or for any other Interaction of Public Opinion with the Forces That cause. The new social and economic structure in Help to Make It," "The Power of Interacting Forces which we live today demands this new approach to That Go to Make up Public Opinion," "An Under the public. Public relations has come to play an standing of the Fundamentals of Public Motivation important part in our life. It is hoped that this book Is Necessary to the Work of the Public Relations may lead to a greater recognition and application of Counsel," "The Group and Herd Are the Basic sound public relations principles." " Propaganda. N. Y: Horace Liveright, Inc., 1928. nating news at its source' and ends, ". . . Un 159pp. doubtedly the public is becoming aware of the meth An original study of the "new propaganda" in busi ods which are being used to mold its opinions and ness, politics, education, social service, art, and habits. If the public is better informed about the science; a standard textbook on university lists of processes of its own life, it will be so much the more recommended or required reading. receptive to reasonable appeals to its own interests. Sub-titled "The Public Mind in the Making," and No matter how sophisticated, how cynical the public dedicated "To My Wife, Doris E. Fleischman," may become about publicity methods, it must re publisher's comment appears on jacket: "When Mr. spond to the basic appeals, because it will always Bernays' Crystallizing Public Opinion was published need food, crave amusement, long for beauty, re five years ago, H. L. Mencken said: 'I only hope that spond to leadership. If the public becomes more he returns to it anon, and writes a bigger and more intelligent in its commercial demands, commercial exhaustive book.' This . . . is, in a sense, the answer firms will meet the new standards. If it becomes to Mr. Mencken's suggestion. Propaganda has be weary of the old methods used to persuade it to accept come so necessary a part of every idea and organiza a given idea or commodity, its leaders will present tion striving for public acceptance that its possibili their appeals more intelligently. Propaganda will ties and . . . limits need to be defined. In this book never die. . . . Intelligent men must realize that Mr. Bernays analyzes the relation of this new force propaganda is the modern instrument by which they to the unprecedented conditions which have called can fight for productive ends and help to bring order it into being. He discusses the reasons for propa out of chaos." the new of the new ganda, type propaganda, propa Public Relations. Vocational and Professional gandist, and especially the new media the radio, Monographs. Boston: Bellman Publishing Com telephoto, and other epoch-making mechanisms for pany, Inc., 1945. 23pp. the transmission of ideas. He approaches the ques A history and analysis of the growing profession of tion of public relations from the standpoint of the public relations; the personal qualifications and ap new psychology, and of the old. Finally he discusses titudes required for it; the necessary scholastic the new trends in big business, social service, educa background; employment opportunities; possibilities tion, art, politics, and other forces of present-day for women; professional competition; advancement; life. The book is the first contribution to the subject ethics of the profession and remuneration. The book of propaganda from the standpoint of theory and opens with a biographical sketch of ELB and closes practice, by one who has followed both phases. Mr. with a bibliography. Bernays has been instrumental in developing the new profession of public relations counsel. Out of an Speak Up for Democracy: "What You Can Do experience drawn from fifteen years of activity with A Practical Plan of Action for Every American all kinds of individuals and movements seeking Citizen." N. Y: The Viking Press, 1940. 127pp. public good will, he sets forth the ideas which his In his foreword, ELB says: "American men and creative mind has developed in the course of practical women want to contribute something vital to the experience." ELB begins Chapter I, "Organizing fight for Democracy. And you can. This book out Chaos," with: "From our leaders and the media they lines methods for furthering the acceptance and use to reach the public, we accept the evidence and support of Democracy by you. Whoever and wher the demarcation of issues bearing upon public ques ever you may be, you can play your part effectively tions; from some ethical teacher, be it a minister, a as a fighter for Democracy, using ideas as weapons." favorite essayist, or merely prevailing opinion, we The theme, aim and scope of the book are outlined in accept a standardized code of social conduct to which great detail in the "Contents." The book explains De

we conform most of the time. . . ." Quoting H. G. mocracy and maps out a practical program of public Wells, other authors, college professors, businessmen, relations and community activity on "how to speak the New York Times; stating numerous statistics; re up for Democracy." The Appendix contains The ferring to Walter Lippmann, Trotter, LeBon, Gra Declaration of Independence, Jefferson's first in ham Wallas, as well as J. P. Morgan and George Ol- augural address and Lincoln's Gettysburg Address. vany while giving numerous detailed illustrations The section headed "Statements" contains The from ELB's own experience the ten subsequent American Flag, The American Creed, Because I Am chapters analyze and discuss "The New Progaganda," An American, A Call to America issued by the Citi "The New Propagandists," "The Psychology of zenship Educational Service; a Statement of Purpose Public Relations," "Business and the Public," by the Common Council for American Unity; a "Propaganda and Political Leadership," "Women's Statement of Purpose by the Council for Democracy; Activities and Propaganda," "Propaganda for Educa and a Statement of morale issued by "an all-day tion," "Propaganda in Social Service," "Art and conference on national morale . . . held in New Science," and "The Mechanics of Propaganda." The York on September 17, 1940" by "outstanding edu last chapter contains the statement, "If the public cators and publicists" under the chairmanship of relations counsel can breathe the breath of life into ELB. The "Education for Democracy" section lists an idea and make it take its place among other ideas "correspondence courses in colleges and universities and events, it will receive the public attention it on aspects of Democracy." "References, Bibliogra merits. There can be no question of his 'contami phies" lists "books dealing with Democracy." There is a list of books on "Holidays and Celebrations" and 1848; The Civil War, 1861-1865; The Spanish- "Leadership." A separate bibliography lists motion American War, 1898; World War I, 1917-1918); pictures for children; there are other bibliographies Books and Pamphlets (Books available from trade on promotional methods, public opinion and public publishers; Books and pamphlets available from relations, public speaking, putting on a show, radio, organizations); Directories (Directories of direc books for children, a reading list for teachers and edu tories; General directories; Motion pictures; Press; cators. Other sections deal with forums, channels of Radio; Government; U. S. Government Manual; communication, how to write to public officials, a Publicity); Exhibits (Bibliography); Motion Pic list of associations and societies; special occasions, tures (Bibliography; Films available from organiza places and symbols; special days and weeks; national tions; Newsreel companies); Periodicals, Books and shrines and monuments; national symbols; docu Manuals of Possible Interest (Advertising; Publish ments, institutions and ideas; and events and actions. ing; Motion Pictures; Public opinion and public There is also a glossary of Democratic Terms. relations; Public meetings; Public speaking); Radio (Broadcasts; Bibliography; Broadcasting systems; Take Your Place At the Peace Table: "What Recordings); Press (Newspaper feature syndicates; You Can Do to Win a Lasting United Nations News services; Photographic syndicates; Foreign Peace." N. Y: International Press, 1945. 60pp. language newspapers); Lecture Bureaus; Speakers; "This book is aimed at the millions of sincere Ameri Library Services; House Foreign Affairs Committee; cans and the hundreds of American organizations Senate Foreign Relations Committee; World Or who are realistic about winning a United Nations ganization Lists; Writing to Public Officials." peace. ... If only thousands learn to carry on for Portrait of ELB, as well as characteristic opinions peace by using the tested skills and practices of the about his work, are on the back cover, "As Others professional public relations expert, the result will be See Him . . ." worth while." This book outlines public relations techniques by which American citizens and organi Books to Which Edward L. Ber- zations can help in "winning the peace." nays Has Contributed Introduction. American of Political and Social "A practical and realistic guide book to action Academy Science: Annals. Philadelphia, The Academy. . . . [on] how to mold public opinion in support of Vol. 1935. a World Security Organization." Contents: "Chapter 179, May 287pp. This volume, devoted to a discussion with the overall I How You Can Work For the Peace (The indi title "Pressure and contains vidual is all-powerful; The common man speaks; Groups Propaganda," an article ELB on Public Economics and peace; What you can do; Strategy by "Molding Opinion" which considers "some of the in the back and planning are needed); Chapter II Dumbarton high spots of the field in which the coun Oaks: The First Step (What are the Dumbarton ground public opinion, sel on public relations works." After the Oaks proposals? Yalta and San Francisco; Unified analyzing meaning of such terms as "the public," and activity is needed); Chapter III How to Make "group leadership," and such factors as symbols and human Your Plans (Objectives; Assets and Liabilities; motivations, he discusses four "specific steps that Strategy; Appeals; Organization; Timing); Chapter have to be taken in a relations IV How to Use Your Tools, Publications, Radio, formulating public program." These are: (1) formulation of objectives; Motion Pictures (Publications; News coverage ; How of the attitude towards the in to prepare material; Angling material; Interviews; (2) analysis public's dustry and the services it renders; (3) a study of this Writing techniques; Mechanical presentation; Pho analysis with a view to the approach to tographs and other graphic presentations; Distribu keynoting the public in terms of action by the industry; this tion of material; Radio; Motion pictures); Chapter is to be followed the formulation of and a V How to Use Your Tools, Good Talk, Mail by policy program for educating the public; (4) the carrying Events (Talk, a psychological tool; Lecture and study out of this by dramatizing it through the courses; Parliamentary procedure; Public meetings; program various media of communication, pp. 82-87. Building up an audience; Audience participation; Speeches; Telephone; Telegrams; Advertising; Bill Annals: "Public Education for Democ boards, car cards and posters; Buttons, stickers, racy," Vol. 198, Jul 1938. 253pp. movieslides; Direct-by-mail; Mailing lists; Leaflets An analysis of public relations techniques and media and pamphlets; News letters, bulletins; Planned which can be used for the propagation and strength events; Aim at perfection; Cooperation with press; ening of democracy. Small display items); Chapter VI Organizing "Today, democracy is challenged on all sides. It Your Community for the Peace (Composition of is the obligation of all those who are interested in steering committee; Plan; Formation of permanent democracy to do all in their power to strengthen it committee; Card lists; Announcement luncheon; in order to preserve it. This demands the building Additional suggestions; Planned events; Summing up of an inner bulwark of dynamic belief and con up) Chapter VII Speak Your Peace. Contents of fidence in our democracy by all the people." Appendix: Historical Background (History of Amer ELB continues: "Freedom of self-expression is the ican Peace Making; The Revolutionary War, 1776- essence of democracy. This freedom has been guaran 1783; The War of 1812; The Mexican War, 1846- teed by our American Constitution, in the Bill of Rights. It includes freedom of speech, of assembly, mately on public approval, and is therefore faced of the press, of petition, of religion. These freedoms with the problem of engineering the public's consent in themselves create conflicts of opinion. Freedom to a program or goal. ..." Among other sugges of opinion is, therefore, an important element in tions, he "outlines basic principles and techniques out democracy." Pointing that "not until recently of engineering consent . . . based on four prerequi has our democracy been assailed from within and sites: 1. Calculation of resources, both human and from without by opinions contrary to it," ELB also physical; i.e., the manpower, the money, and the says that since "it is part of our democratic Amer time available for the purpose; 2. As thorough ican heritage to abhor censorship, . . . the wall knowledge of the subject as possible; 3. Determina against which the anti-democratic missiles are hurled tion of objectives, subject to possible change after [must be made] . . . strong and impregnable, capa research; specifically, what is to be accomplished, ble of standing firm against any onslaught. If we are with whom and through whom; 4. Research of the to maintain the democracy upon which our system public to learn why and how it acts, both individu rests, we must depend upon the acceptance and de ally and as a group. Only after this preliminary fense of democracy by all the people. ... Of course, groundwork has been firmly laid is it possible to the very processes of democracy work toward these know whether the objectives are realistically at ends through universal education, through our po tainable. . . . Strategy, organization and activities litical institutions, and through the exercise of civil will be geared to the realities of the situation." liberties. . . . But, in these critical times, we must, pp. 113, 120. in addition, make use of all the available socially American Nurses' Association. "ANA Public sound methods to help in the upholding of our de Relations Workshop: A Manual of Practical mocracy. . . . To engage in this task of public Public Relations Prepared the education, we must understand how to reach the Techniques for Guidance of the National Membership of the people with democracy's message, how to tell them American Nurses' Association." 1948. 32pp. what democracy means, so that they will understand Discussing "What Public Relations Is," ELB says: it and appreciate it. Lip service to democracy is not "Good public relations for the nursing profession enough. It must be implemented by the will and depends upon two distinct conditions: the first is action of the people to preserve democracy at all that understand the and that the costs." you public public understands you; the second is that you meet the Subsequently, the analysis includes a discussion needs of the public for nursing service." ELB then of the "Means of Communication," "Importance of outlines strategy and tactics by which nurses can Private Enterprise," "Linking Private Enterprise carry out a successful public relations campaign. with Democracy," and [the necessity of] "Presenting pp. 3-7. Democracy's Values": "It is thus our duty," ELB concludes, "to strengthen the program of public Bernays, Edward L., ed. "An Outline of Careers: education and public information to the end that A Practical Guide to Achievement by Thirty-Eight everyone in America may understand the social Eminent Americans." N. Y: George H. Doran significance of democracy, and its value for every Company, 1927. 431pp. man, woman, and child. What we must strive for is In his introduction, ELB says: "This volume is the the achievement of that inner faith and devotion to work of men and women who appreciate the im democracy within our people which will make them portance of placing in the hands of the youth of this active against encroachments on the essential liber country information concerning all phases of pro ties which are the basis of democracy." pp. 124- fessional and industrial life, so that they may choose 127. their careers with a broad as well as a detailed under standing of what any branch of activity may hold in . Annals: "The Engineering of Consent," store for them." Among the 38 contributors are Vol. 250, Mar 1947. 183pp. Reeve Schley, Vice President, Chase National Bank, ELB urges recognition of "the significance of mod on banking; Ray Long, Editor-in-Chief, Interna ern communications not only as a highly organized tional Magazine Corporation, on editing; John Hays mechanical web but as a potent force for social good Hammond, on engineering; J. Butler Wright, Assist or possible evil"; declares that "leaders ... of ant Secretary of State, on the foreign service ; Roy W. major organized groups such as industry, labor, or Howard, Chairman of the Board, Scripps-Howard

units of . . . Dr. Allen government, with the aid of techni Newspapers, on journalism ; William Pusey, cians . . . who have specialized in utilizing the Ex-President of the American Medical Association, channels of communication, have been able to ac on medicine; Dwight F. Davis, Secretary of War, on complish purposefully and scientifically what we the Army; Jesse L. Lasky, Vice President, Famous have termed 'the engineering of consent'"; explains Players-Lasky Corporation, on motion pictures; that "this phrase quite simply means the use of an Henry Sloane Coffin, President, Union Theological engineering approach ... action based only on Seminary, on the ministry; Joseph P. Day, on real thorough knowledge of the situation and on the ap estate; David Belasco, the stage. The chapter on plication of scientific principles and tried practices "Public Relations" by Edward L. Bernays, pp. to the task of getting people to support ideas and 285-96, is preceded by the following biographical programs. Any person or organization depends ulti sketch : Edward b. "Bernays, L., Vienna, Austria, lems of business and of leadership and has been Nov. 22, 1891; s. Ely and Anna (Freud) B; steeped in the of the in which we prep. edn. De Witt Clinton High Sen., N. Y.; knowledge society B. S. Cornell U., 1912; m. Doris E. Fleisch- live and in the American tradition." p. 1 19. man, of New York City, Sept. 16, 1922. News paper work, New York, 1913-15; planned The Broadway Anthology. Bernays, Edward L.; first of performance 'Damaged Goods,' 1913; Hoffenstein, Samuel; Kingsley, Walter J., and of theatrical and publicity rep. managers Pemberton, Murdock. N. Y.: DufHeld & Com stars; mgr. Russian Ballet Tour in U. S. for Met. Opera Co., 1915-16; pub. mgr. Met. pany, 1917, 60pp. Musical Bureau, 191617; mgr. Caruso and This collection of verse by leading press agents of the other musical served as mem. stars, 1917-18; theatre and music contains ten poems in free verse U. S. Com. on Public Information at Peace ELB: Accidents Will satirizes a. tenor's Conf., Paris, 1918-19; reemployment ex- by Happen servicemen, U. S. War Dept., 1919; counsel on passion for publicity; The Baritone describes how a public relations to governments, industries, famous Metropolitan singer wanted to ride on the corpns. and trade orgsn. since 1919; asst. cheapest train; Patriotism pokes fun at a wartime Commr. U. S. Dept. of Commerce, Paris Expn., 1925. Lecturer, New York U. on pub orchestra; The Pillow Cases tells of a singer who lic relations. Clubs: Newspaper, Cornell (New transported his own baggage on a concert tour; York); Author: Crystallizing Public Opinion, Better Industrial Relations describes the adventures 1924; (with others) Broadway Anthology, 1917." of a publicity man; The Prima Donna tells how an opera star refuses to talk to her press agent because ed. a Career" N. Y: Bijur, George, "Choosing a great international disturbance kept her photos out Farrar & 1934. Rinehart, Inc., 274pp. of the papers; Press Stories, Tears and Photographs Collection of delivered at the First Choos- speeches also deal with the relations of press agent and star. ing-A-Career Conference for Men and College Example : Women. Contains an address ELB on the career by "Though bandsmen's notes from the street of "Public Relations." Mr. Bernays is described as below resound, "Public Relations Counsellor to Governments, In And the voices of jubilant masses proclaim a glorious holiday, dustries, Organizations and Individuals." pp. 143- I painstakingly pick out words on the 161. type writer, By fits and starts, thinking up a story about Boston Conference on Distribution. Proceedings the great Metropolitan tenor." of Twenty-Second Annual Boston Conference on Bryson, Lyman; Finkelstein, Louis; and Mac- Distribution held in Boston October 16 and 17, Iver, R. M., ed. "Approaches to Group Under 1950, auspices Retail Trade Association of the standing": Sixth Symposium of the Conference Boston Chamber of Commerce in cooperation on Science, Philosophy and Religion. N. Y: with Harvard University Graduate School of Harper & Brothers, 1947. 858pp. Business Administration, Boston University Chapter X, "The Public Relations Counsel and College of Business Administration, Massachu Group Understanding," is by ELB. pp. 100-106. setts Institute of Technology and others. 1950. See Addenda, Item 5. 124pp. The section of the proceedings devoted to "De "Learning and World Peace" Eighth Sym veloping Executive Leadership: A Survey of Opin posium of the Conference on Science, Philosophy ion among 70 Leading American Executives Con and Religion. N. Y: Harper & Brothers, 1948. ducted by the Boston Conference on Distribution," 694pp. contains a contribution by ELB. He says that "we Chapter XXXVIII, "Mass Education, Idea Com here in America are in a worldwide movement toward munications, and the Problems of National Sanity recognition that the promises made in documents and International Cooperation," is by ELB. pp. like the Declaration of Independence and our Fed 411-417. See Addenda, Item 6. eral Constitution the promises of American life Chase, Stuart; Ruttenberg, Stanley H. ; Nourse, must be increasingly fulfilled. This program of ful Edwin G. ; Given, William B. Jr. "The Social fillment includes for all the people, proper education Responsibility of Management. See Addenda, and stable training, employment, adequate reward, Item 8. shelter, clothing and leisure pursuits, advancement Professor Harwood "A on merit, the opportunity to exercise deserved leader Ghilds, L., comp. Refer ence Guide to the Study of Public Opinion." With ship, freedom, equality and orderly justice and com a Preface Edward L. plete integration of the individual with the com by Bernays. Princeton, N. Princeton 1934. munity and with society as a whole." J: University Press, 105pp. ELB says that "today so im The obligation to fulfill this program, according public opinion plays a role that few can that to ELB, "rests in great part on the men who control portant people say justly they are not concerned with the subject." iii. the economic aspects of our society as managers, p. trustees or proprietors of American businesses Cousins, Norman, ed. "A Treasury of Democracy." large and small. These men must have an intellectual N. Y: Coward-McCann, Inc., 1942. 306pp. grasp of the world in which they live and operate. The chapter entitled "Living Affirmations" contains . . . Accordingly, business has to recruit its leaders a section by ELB in which he says: "Democracy from a group that has been trained to deal with prob values individual dignity and worth; guarantees the five freedoms of religion, speech, press, assembly and "The literature has expanded," he continues. "In petition; safeguards private property; practices or 1928, our analysis, 'Propaganda The Public Mind derly and open justice; functions by majority rule; in the Making' was published. Our organization for makes security, social and economic, its ideal; as ten years issued 'Contact,' a four-page leaflet on sures the education of all; and places on the indi public relations. In 1934, we were successful in in vidual the obligation to serve the state. . . . Though stigating at Princeton University the publication of democracy has not been completely achieved in this a bibliography, 'A Reference Guide to Public Opin country or anywhere else, it is a way of life, an ideal, ion.' We assisted Princeton in the inauguration of toward which we have been moving and will move. the Public Opinion Quarterly. . . . In 1937, we in . . . America has today the strongest force the surveyed public relations training at American uni world the free human will and a free people. versities and found that throughout the country

. . . We are careful in making laws to prevent one there were many courses preparing men and women group from hurting the interests of other groups, for this new profession. The findings were published which is the essence of democracy." pp. 168-169. in a pamphlet 'Universities Pathfinders of Public " 9 of this Dryer, Sherman H. "Radio in Wartime." N. Y: Opinion.' [See page bibliography]. After the courses in relations and Greenberg, 1942. 384pp. surveying public related subjects given at American universities, Chapter II, "The Secret Weapon," contains a "Com ELB the definitions of relations" and mentary by Edward L. Bernays, Counsel on Public quotes "public relations counsellor" in the Relations and author, associated with the United "public given Dictionary of in 1943. ELB con States Committee on Public Information in World Sociology, published "Thus," tinues, "we see the principles set in 'Crystallizing War I," pp. 71-77. Here ELB suggests that to meet Public Opinion' twenty years previously, and in the needs of World War II, radio should act as a unit 'Propaganda' five years thereafter "and of its own volition," name "a board of strategy continually validated: groups and leaders are the basic which will include experts in psychology, public being of mechanisms public change ; groups and leaders can opinion, radio programming and communications to be reached through established media of communica set up blueprints for a balance of entertainment and tion, with the application of insight and method; and escapism, of war information and, of course, criti there is a definite ethical standard to guide the work. cism, and a line to follow as to timing, proportion, Public relations, engineering of consent, opinion content, theme, emotion and reason." p. 77. management, the techniques of leadership, or what Karl E., ed. "Public Relations Directory Ettinger, ever it may be called, has exerted a powerful influ and Yearbook." Vol. I, 1945. N. Y: Public Rela ence on the world in every phase of activity. . . . tions and Yearbook, Inc. Directory 855pp. The counsel on public relations continues to play In the "Editorial Section," ELB contributes a an increasingly growing role in bringing about better entitled: "Public Relations Counsel chapter adjustment of all the constituent groups of our Evolution of a Profession." This is an historical society." and of the survey analysis profession. In his historical survey of public relations, ELB "Since 1900," ELB says, "there have been four discusses the role of the muckrakers, Theodore periods of evolution in public relations as a profession Roosevelt, General Motors, General Electric, Amer in the United States. The first 1900-1914 was ican Telephone & Telegraph, Light's Golden Jubilee a battle between muckraking on the one hand and which ELB handled and other high points in the white-washing publicity efforts on the other. The development of the profession. second 1914-1918 was marked by an effort by The chapter concludes with a list of books by ELB. our government to sell the American people our war Friedrich, C. J., and Mason, Edward S., eds. aims and war ideals in World War I. The third "Public Policy. A Yearbook of the Graduate 1919-1929 saw public relations activities in the School of Public Administration, Harvard Uni industrial field developing, in part, from principles versity." Cambridge, Mass: Graduate School of and practices successfully tested in the Great War. Public Administration, 1942. 275pp. Since 1929, American public relations activities have Part I, "War Morale and Civil Liberties," contains a been devoted mainly to efforts in commerce and chapter by ELB on "The Integration of Morale," industry, to bring about adjustment between private pp. 18-32; "To achieve a continuously strong mo interest and public responsibility. These last two rale, we need physical and emotional well-being, a periods 1919 to date have brought forth public common goal, common leaders we can trust, and a relations literature and a periodicals, strengthening belief in one another." Footnote reference in David of ethical standards, a broadening of scientific prac Riesman's chapter on "Civil Liberties in Transition" tice, a spread of academic study and research, and a to ELB's books Crystallizing Public Opinion and general recognition of the importance of the new Propaganda, p. 82. profession by the great social forces of our country." ELB then traces the history of definitions of the In this discussion of wartime morale, ELB calls for term "profession." He quotes Crystallizing Public a threefold approach to make "America's morale

. . . . . activities at Opinion, which he published in 1923, and in which he . impregnable. First, aimed defined the term "public relations counsel," which he speaking up for democracy, defining, explaining, ex had coined. pounding what democracy is and is not; second, activities aimed at strengthening democracy, making Panel Discussion on "Radio in Wartime-Radio and it work better, so that all may know what we are Wartime Morale" conducted by ELB as presiding fighting for; third, a morale commission appointed officer. by the government to give counsel and advice to .. "Education on the Air." See Addenda, men in the so that function government they may Item 14. more democratically and more efficiently. . . . Our first real line of defense is in our minds. They can Universities Pathfinders in Public Opinion. ensure that our arms shall defend what they were In Collaboration with Doris E. Fleischman. created to defend. ... A strong national morale is N. Y: Edward L. Bernays, 1937. 38pp. behavior which affects our national interest. . . . A survey conducted by ELB and Doris E. Fleisch Group morale is the fusion of individual morales. man among university leaders "to ascertain broadly the of academic attention to the . . . Certain basic premises underlie the building of scope given subjects of relations a strong morale: (1) The American people have public and opinion management." Com already committed themselves, their money and ments are included from Harold D. Lasswell, Associ their manpower to the war effort. They have pro ate Professor of Political Science, Chicago University; of vided for the physical defenses. (2) Democratic Marjorie Nicholson, Dean Smith College; Louis C. leadership in government is called for to provide the Boochever, Director, Department of Public Informa Cornell 31 psychological defenses that will fill the need for tion, University and other university psychological and physical security." To build mo leaders. ELB recommends democratic activities rale, per 10 Eventful Years. Chicago: Encyclopedia Bri- suasion, above all, truth. suggestion, education, tannica, Inc., 1947. 4 vols. ELB recommends: The education Specifically (1) A record of events of the years preceding, including of the in the and of public meanings importance and following World War II 1937 through 1946 one centralized author democracy; (2) government prepared under the editorial direction of Walter to out to correlate and coordinate the ity give facts, Yust, editor of the Encyclopedia Britannica. Article activities of the scattered information many agencies by ELB on "Public Relations" with bibliography, this to be headed a technician in mass body by Vol. Ill, pp. 672-673. Article gives general descrip communications; make work better; (3) democracy tion of public relations of the period, diversity of a master for relations in morale (4) plan public users, rise of publicists and publications. Acknowl to be worked out technicians drawn building "by edgment under "Contributors with principal articles from the fields of the social sciences, sociology, psy written by them": chology, ethnology, adult education, economics, the "E.L.B's., Public Relations. Edward L. Ber the army, navy, public opinion, communications, nays, Counsel on Public Relations, New York, public relations." ELB concludes: "To achieve a N. Y. Author of Crystallizing Public Opinion and Vol. viii continuously strong morale, we need physical and Propaganda," I, p. emotional well-being, a common goal, common lead ers we can trust, and a belief in one another." Writings by Gaige, Crosby. "Dining with My Friends: Adven tures with Epicures." N. Y: Crown Publishers, EDWARD L. BERNAYS 1949. 292pp. In Periodicals In a section "Edward L. Bernays" the author says: "On a buttered papyrus scroll from the Bernays Advertising and Selling. "A Public Relations kitchen come suggestions for a luncheon and a dinner Counsel States His Views." Vol. 8, No. 7, Jan 26, with the recipes for cooking that great delicacy 1927, pp. 31, 76. Crab Almondine, and for a rich and satisfying Dutch ELB discusses the modern public relations counsel Apple Cake," p. 11. This is followed by two Bernays and /or propagandist, showing that he is not merely menus, one for luncheon, the other for dinner, with a the old-time press agent who fed stories to the news recipe for each dish, pp. 12-13. papers, but a man whose work is related to that of R. M. ed. Maclver, "Unity and Difference in every institution which communicates ideas to the American A Publication the Institute Life: of for public. The modern propagandist is more concerned Religious and Social Studies." N. Y: Harper and with what his client is and does than with what he 1947. Brothers, 168pp. says; he sets ideas in motion and makes events which "Series of addresses and discussions" at the Institute will move public thought. ELB differentiates be deals with Relations and what can be done to Group tween advertising and news, maintaining that news achieve better relations in America. is Chapter X is news whether or not it advertises some product. ELB's address What Business Can 131-141. Do, pp. He urges that all material submitted for publication This is followed a discussion in which ELB by par should bear a mark of origin. 141-142. ticipates, pp. "The public relations counsel is continually cre MacLatchy, Josephine H. "Education on the Air." ating events, changing and modifying acts, now Thirteenth Yearbook of the Institute for Edu adding some actualities to life, now subtracting cation by Radio. Columbus, Ohio State Uni others, to accomplish his ends and make the pub versity, 1942. 310pp. lic receptive to his cause. In this work he must be 10 keenly alive to public consciousness." In discussing effective public relations planning, strategy, and the relationship of news to advertising, Mr. Bernays techniques," ELB also recommends "two bibliog says: "Most men who have discussed this whole raphies ... one published by the University of question have treated only of the press. . . . But Minnesota Press, the other by ... Princeton in a sense the same relationship is true of all methods University Press. ..." of reaching the public. . . . The acid test applied American Journal of Nursing. "The Nursing to it [news material] is its value to the reader of the Profession A Public Relations Viewpoint." particular journal as understood by the editor, who Vol. 45, No. 5, May 1945. pp. 351-353. knows the policy, the aim, the ideals of his particular Editorial note: "Mr. Bernays is a very well known journal. On this test only must it ride or fall." public relations specialist, described by Time maga "What Future Radio for Advertising?" zine as U. S. Publicist No. 1, who has solved public Feb 1928. 8, relations problems for corporations, philanthropists, ELB revenues have made the says: "Advertising institutions, industrial organizations, and individu and it press powerful economical, and have made als. He is on the National Public Relations Com able to present the news without bias or prejudice. mittee of the American Red Cross and worked with Aside from any other consideration, the press should the Committee on the Cost of Medical Care." allow to interfere with the rev nothing advertising ELB says: "I can think of no better advice to give enue that it as a in its gets safeguard protecting than to suggest that you look at yourselves and Is not the independence. surest way to insure this apply your own scientific attitude to a consideration freedom the with the and linking up ever-growing of your problem of adjustment with the public, then radio it to the and spreading by harnessing press to find out why the public reacts to you as it does, it a source of revenue to itself as well as a making and then to take the action required on your own source of news and to the advertising public?" reorientation, and a reorientation of your public." _. "Molding Public Opinion." See Ad "The Medical Profession and Nursing." denda, Item 1. Vol. 45, No. 11, Nov 1945, pp. 907-914. American City. "Better Government Through P.R." After describing the effects of World War II on the Vol. LXII, No. 3, Mar 1947, pp. 79-80. health field and the professions of nursing and med ELB says: "The American city today is a complex icine, ELB reports on a survey he made among ci social-economic pattern for achieving the aims of a vilian doctors and leading medical authorities based democratic society. It strives to increase the general on a questionnaire which included the following: welfare of its citizens through public health, safety, (1) What effect do doctors think the war has had on legal security, education and the other factors of medical-nursing relationships and on nursing skills? wholesome, efficient living. Not so long ago munici (2) What maladjustments exist between these two pal government was largely a system of politics, professions? (3) What do doctors favor as regards spoils, and patronage. Today the city is the com use of practical nurses; and more extensive use of bined progress of all its citizens" ELB discusses professional nurses through the Social Security Act the need for New Concepts of Democratic Leader or other federal legislation, and through voluntary ship, Determining Objectives, Importance of Tim payment plans? ELB gives in considerable detail the ing, and Planned Events and Research, in reference replies, comments and recommendations of physi to the city's "important public-relations responsi cians regarding the nursing profession and the rela bility." He says: "A public relations program for a tions between doctors and nurses. He concludes: city has a triple function. It must throw a clear light "(1) Evidently physicians think well of nurses when on the government's activities in order to be of value they think of them at all. But the unfortunate fact to the government itself. It must interpret the gov is that the medical profession takes the nursing pro ernment's aims to the people to secure their interest fession too much for granted. The nurses must act and action. And, lastly, it must interpret the public to correct this. They must tell the medical profession needs and desires to the government . . . [but] what they are doing, how they are doing it, and why. whatever the goals, the public relations program The nursing profession must carry on educational must base its efforts on favorable actions of govern activities aimed at the physician, as an individual ment itself. What the government does, not what it and in groups. (2) Maladjustments between the pro is says, the important factor in success. . . . Iso fessions seem to be due to misunderstanding as well lated events and sporadic publicity are of little value. as to the basic situation. There is much nurses can A good public relations program for city government accomplish by being co-operative and understanding. demands continuous effort to keep in contact with Most important, of course, is the economic factor. the public. Underlying this public relations program Nurses' salaries are too small for their needs. . . . must be continuous and careful research of the actual Yet they are too great for the public to stand. Nurses, functioning of the city. If the leaders do not keep doctors and public must agree on the best way to their house in order, no public relations program will handle medical care in the United States. Nurses, as protect them from the possibility of unfavorable individuals and through their organizations, should notice and attack. Any municipal public relations study all proposals, legislative or otherwise, which program must be based on activities that are in the affect the medical care of the American people, and public interest. . . ." As "helpful . . . guides to act vigorously to support those in the public interest. 11

. . . Good health for the American people is the aim nursing education improved, nursing costs lowered; of both medical and nursing professions and the pro (5) government should provide more funds toward fessions must cooperate effectively toward this end." nursing education and for training practical nurses; (6) the Social Security Act should apply to wider "Opinion Holders Appraise Nursing" groups of professional and practical nurses, partic Vol. 45, No. 12, Dec 1945. pp. 1005-1011. ularly to nurses engaged in public health and hospital In this article, ELB reports the results of a survey he practice; (7) nursing service provision should be in conducted among "newspaper and magazine editors, cluded in voluntary prepayment plans for hospital radio commentators, news photographers, cartoon and medical care. ists, columnists, authors, radio script writers, book publishers, lecturers, artists and illustrators, out "Hospitals and the Nursing Professions." standing opinion molders in other fields," to deter Vol. 46, No. 2, Feb 1946, pp. 110-113. mine what they think of the nursing profession. Sum ELB reports on the nationwide survey he conducted marizing their opinions, ELB says: (1) A great among hospital administrators of all kinds in an majority of Americans have a very high regard for effort to "measure present and future relations be the women performing nursing services; they pay tween the nursing profession and hospital adminis great tribute to the war effort of the nursing pro trators." The survey revealed the following major fession; most of the opinion molders believe there is opinions of hospital administrators: (1) World War great room for improvement in the performance of II tended to make worse the quality of civilian hospi nurses in present-day hospitals and private practice, tal nursing service, nursing education, and nursing particularly in public health and industrial nursing. skills and methods; (2) good personnel is scarce in (2) In the economic sphere the public opinion mold staff nursing, administrators of nursing services, ers believe the cost of nursing is too high; most of nursing teachers; (3) student nurses are often ex them have not thought out the problem of how it is ploited by hospitals; (4) private duty nurses are a to be lowered is the lies in ; a minority aware answer ''luxury" commodity which costs too much and a change of the present methods of distributing and needs too much supervision; (5) the nurse's economic paying for nursing services. (3) The largest group of position should be improved by salary increases, but criticisms of the nursing profession is that aimed at nursing trade unions should be discouraged; (6) the high cost of nursing services; a smaller number Negro nurses should be used mainly in Negro insti are directed at the personality faults of some nurses, tutions; (7) hospital personnel policies need drastic such as lack of human sympathy, laziness, etc.; revision, since they cause difficulty between hospital nursing education is also criticized. (4) Recommenda heads and staff nurses; (8) nursing leaders should do tions of the opinion leaders strongly emphasize the more on behalf of their membership; (9) nurse place need of a public relations program for professional ment services work fairly well on the whole; (10) nurses and of greater psychological understanding of the patient's welfare should be the first consideration patients by nurses; many public opinion molders in all decisions made on hospital administration. stress the need for economic adjustments in sal ELB gives the questions he asked hospital ad aries, nursing costs and system of payment and ministrators and breaks down their replies on a per distribution. centage basis. He suggests that "public relations ELB describes the method of survey, gives line of activities devoted frankly to this end would go a questions asked, quotes typical replies in various long way to remove barriers which now prevent the categories and breaks down the replies by per nursing profession and hospital administrations from centages. working together in the best interests of themselves and the public they serve." "What Government Officials Think about 1 ' Nursing. Vol. 46, No. 1, Jan 1946. pp. 22-26. "The Armed Services and the Nursing Pro ELB reports on the survey he conducted "to learn fession" Vol. 46, No. 3, Mar 1946. pp. 166-169. the attitudes of public officials toward the nursing ELB reports on a survey he made to ascertain what profession, past, present and future." His question World War II veterans from all services thought of naire was sent to "a cross-section of the men and the nursing profession. The questionnaire was sent women in federal, state and city administrations to a cross section of Army and Navy officers and throughout the country." Results of the nationwide enlisted men, both in service and already returned study "were checked against personal interviews to civilian life; to officials of the Veterans Adminis with government officials." Summarizing his findings, tration; to veterans of the Army and Navy Nurse ELB says that federal, state and city officials think: Corps. Giving the replies which the survey elicited, (1) Nurses made an excellent contribution to the war ELB breaks them down by percentages, and sums effort; (2) the quality of work performed by profes them up as follows: (1) Overwhelmingly America's sional nurses is good in public health work, private fighting men and women believe the nursing profes hospitals and other institutions, and in private prac sion made a great contribution to victory in World tice, but somewhat less desirable in public hospitals; War II, and the average war nurse performed her (3) through public relations activities the nursing duties well; (2) among problems between professional profession should educate the public and government nurses and other members of the armed forces the officials about nurse training, the services nurses are replies cited rank, personality faults, complaints etc. salaries should performing, ; (4) nursing be raised, against army regulations restricting nurses, etc.; 12

(3) suggestions for improvements in nursing educa ELB reports their "composite answer"; e.g., nurs tion included better training in psychology and psy ing's contribution to victory in World War II was chosomatic medicine; greater emphasis on cultural impressive and exemplary; public health nursing subjects in nurse training; higher standards in the agencies are the most "liberal" branch of the pro professional nursing skills, etc; (4) a wider use of men fession; most graduate nurses work cooperatively nurses was favored; ELB also quotes a number of with other community groups; nursing costs are too suggestions made by respondents for improving rela high; nurses could use a better general education; etc. tions between nurses and various groups with which After giving replies in detail and breaking them they come in contact, as well as comments on down by percentages, ELB concludes: "The volun whether the Army and Navy Nurse Corps should tary membership organizations of the United States, be reconstituted so as to include enlisted personnel large and small, can become powerful lay supporters and non-commissioned officers. of the nursing profession's desire for more effective In conclusion, ELB recommends that nurses "in integration into the broad pattern of social action tensify and utilize" the "huge reservoir of good will in the United States. . . . The good will that exists toward the norsing profession which has been built in this group has little depth, and little foundation up among millions of war veterans. . . . Nurses in knowledge upon which to rest. . . . The only should, individually and through their organizations, safeguard is to keep this public and other publics participate in activities to promote the welfare of informed of what nursing is doing, what it intends needy, unfortunate, disabled and sick veterans. The to do, and what are its reasons. This, too, indicates nursing profession can take a leading position in the importance of supplying facts and points of view strengthening and improving the operation of the for whatever changes the nursing profession believes Veterans Administration, in seeing that it meets the are essential to the public welfare and its own pro needs of the many millions of Americans who will gress. Certainly these important groups of the public be dependent on it in one way or another, for finan can help to further sound, common goals in the cial, vocational or other assistance. In doing this, public interest but only if public relations activ the nursing profession will be advancing its own ities are aimed to intensify and broaden the existing interest and performing a valuable public service." good will." " Nurses and Their Professional Organiza "Educators Appraise Nursing." Vol. 46, tions" Vol. 46, No. 4, Apr 1946. pp. 229-233. No. 6, Jun 1946, pp. 372-375. To ascertain how nurses feel about professional or ELB discusses the problem of recruiting of nurses ganizations as to scope, efficiency and policies, past, and the influence of educators in grade schools, high present and future, ELB conducted a survey of the schools and colleges on decisions regarding careers, nursing profession. In this article he gives his ques based on a survey of a nationwide cross-section of tionnaire and breaks down the replies by percentages. the teaching profession. Survey revealed that nurses are "joiners," that most " Nurses and Business." Vol. 46, No. 7, of them are active in their professional organizations Jul 1946. pp. 475-477. and read nursing publications. Most of them said ELB reports the findings of his nationwide survey relations between nurses and their or professional among American business leaders to ascertain their ganizations could be improved, suggesting ways of opinions about nursing. Breaking down replies by doing this. ELB also quotes replies on trade unions, percentages, he says the survey shows that "leaders economic improvement, Negro nurses, men nurses, of commerce and industry respect nursing as a pro practical nurses, etc. fession in theory; in practice, they don't." The From the survey, ELB concludes that "serious majority of businessmen thought hospitals and other gaps exist in the relationships of nurses with their institutions caring for the public's health should deal professional organizations." To bridge this gap, he with nurses the way a business firm deals with its suggests "reorienting member nurses from the con employees; that nurses receive sufficient pay now; cept of 'belonging' to the concept of leadership." To that the costs of nursing are not too high. However, ward this end he recommends "that (1) national they urged action for bettering nurses' conditions groups should re-examine their structures and through professional nursing organizations, and in achieve greater coordination between and within creased voluntary support of hospitals. major groups; (2) as individuals, nurses can train Most businessmen also thought relations between themselves for leadership as they trained themselves the business community and the nursing profession for their profession." could be improved. Suggestions: (1) Educate the " Nursing and Community Groups." Vol. businessman through hard-hitting, more extensive 46, No. 5. May 1946. pp. 297-300. public relations programs on every professional To learn community group opinions about nursing, level; (2) educate the nurse to participate in com ELB sent out questionnaires to a cross section of munity affairs; (3) raise educational and professional group leaders throughout the country. Responses standards of nurses. "What we must do," ELB con came from officers of youth groups; school, college cludes, "is to make the businessman realize that he and educational groups; patriotic, political, social will not get the type of service that he desires unless and civic groups; women's groups; religious groups; he helps to improve the status of the entire pro and foreign language groups. Analyzing these replies, fession." 13

"Social Scientists Look at the Nursing Pro .. "A Better Deal for Nurses." Nov 1947. fession." Vol. 46, No. 8, Aug 1946. pp. 518-520. ELB says the nursing profession can achieve its ELB here reports on a survey he made among social aims "through enlisting the understanding and scientists at Yale, Wisconsin, Columbia, Chicago support of social groups." and other colleges and universities on the question: ELB advises the nursing profession that in order to "What can the nursing profession do to reconcile establish recognition for their services and in order the contradictions which now prevent fulfillment of to maintain better economic security, they must be its goal of service to American society?" made aware of the influence of public opinion and "Summed up," ELB says, "(1) They stress the "of broader social forces than the nursing profession vital need for professional recognition; (2) almost itself." They must be aware of the interrelation unanimously, they urge that the nurse's economic between many social groups working together and status be improved; (3) they want standards of edu the need to arouse these groups to an understanding cation and research in nursing raised; (4) they advo of the problems of the nursing profession. "In our cate that particular care be used in selecting the type highly complicated society, no one special interest or of individuals for the nursing profession, stressing group, whether teachers, preachers, doctors, lawyers, the factor of personality with emphasis on the need or nurses, dictates or governs its own destiny. Every of warm, sympathetic characteristics and a more section of our population depends upon other groups, spiritual outlook; (5) they recommend to the nursing and no individual group is sufficiently powerful or profession that it organize for broad public health influential to bring about its desires independently activities, to win the support of the public; (6) they and without the support of others." would like to see the relationship between doctors The nursing profession surely has problems. They and nurses denned and improved, with the aim of must not be seen as a whole in themselves but in offering the very best health service for the American relation to the larger problems of society, problems people. To accomplish these goals, they urge the that can be understood and resolved by "cooperation, nursing profession to educate the American people adjustment, of a meeting of minds, of reaching a on what nursing can do, and what the public must do common understanding and recognition of the prob to get the service it wants. A public relations program lems of others . . ." is their answer." Since change and growth is based upon a sense of the need for development, and since change never "America Looks at Nursing A Summa moves at the same pace for every phase or for every tion." Vol. 46, No. 9, Sept 1946. pp. 590-592. organization, the nursing profession must learn "to Editorial note: "About a year ago Mr. Bernays, enlist the aid of other social forces in society public relations consultant, undertook to make a forces that are more potent, that have more status series of investigations into what different groups of than nursing to work with them toward the com people think about nursing. Results of his studies mon over-all goal of better nursing care for the have been presented each month in the Journal since American public with concomitantly better condi November 1945. The present article summarizes the tions for herself." series." ELB concludes this article by urging nurses The nurse must be more scientific in her approach to appraise their profession, and to inform the public to other professional groups for support; she must about their services, problems, etc. exercise less emotion, and must utilize public opinion "What Patients Say about Nurses." Vol. more skillfully in behalf of an improvement in pro 47, No. 2, Feb 1947. pp. 93-96. fessional status and economic stability. ELB reports on a survey he made among ex-patients to determine what they think about nurses and nurs American Journal of Sociology. "Manipulating ing. His questionnaire was sent to a group selected Public Opinion: The Why and the How." Vol. from Who's Who in America and to members of the XXXIII, No. 6, May 1928. pp. 958-971. Blue Cross hospitalization plan in Boston, St. Louis, An editorial abstract preceding this article by ELB Philadelphia, Allentown, Pennsylvania and Rock- outlines its main ideas as follows: "Public opinion, ford, 111. Most patients were pleased with their nurses narrowly defined, is the thought of a society at a and the nursing service they received, but there were given time toward a given object; broadly conceived, also complaints and "intelligent criticism." Most pa it is the power of the group to sway the larger public tients also thought nurses should receive better pay. in its attitude. Public opinion can be manipulated, After breaking down all the replies by percentage, but in teaching the public how to ask for what it ELB concludes: "The majority of laymen, ex- wants the manipulator is safeguarding the public patients, the general public . . . just don't have against its own possible aggressiveness. The very much understanding of the crux of the nursing method of the experimental psychologist is not as problem. The problem ... is the satisfactory ad effective in the study of public opinion in the broad justment of the conflict between her (the nurse's) tra sense as is that of introspective psychology. To ditional role as a self-sacrificing servant of mankind, create and to change public opinion it is necessary and her need for professional status and adequate to understand human motives, to know what special pay." He urges that nurses undertake "a public rela interests are represented by a given population, and tions campaign to educate the public ... to a clearer to realize the function and limitations of the physical understanding of the nursing profession's dilemma." organs of approach to the public, such as the radio, 14 the platform, the movie, the letter, the newspaper, carry weight and influence. . . . Men turn for etc. If the general principles of swaying public opin guidance to the leaders of groups of which they are ion are understood, a technique can be developed members. This sound principle of group leadership which, with the correct appraisal of the specific prob holds in advertising as it does in every other special- lem and the specific audience, can and has been used pleading activity. . . . The preservation of our effectively in such widely different situations as political and industrial Democracy depends on our changing the attitude of whites toward Negroes in ability to awaken in our people an understanding of America, changing the buying habits of American the values of political as well as industrial Democ women from felt hats to velvet, silk, and straw hats, racy. This task must be met by finding and winning changing the impression which the American over the leaders who play such an important part in electorate has of its President, introducing new determining the attitudes and actions of the masses musical instruments, and a variety of others. Group in the Democracy." adherence is essential in changing the attitudes of the "Preview of American Public Opinion." Authoritative and influential groups may be public. Vol. LVIII, No. 243, Mar 1944. pp. 340-345. come channels of reaching the larger important Based on a nationwide survey conducted by ELB Ideas and situations must be made impres public. which attempted to "estimate what American public sive and dramatic in order to overcome the inertia opinion and American action will be in the next six of established traditions and prejudices." p. 958. months or so." The survey "indicates clearly that we shall be in agreement as to what are the main American Mercury. "Group Leaders of Democracy.'' issues facing the country, and almost unanimous in Vol. XLIV, No. 176, 1938, pp. 437, 444. Aug the determination to solve them along democratic Discussion of the of over the importance winning lines." leaders who play an important part in determining This survey is a departure in opinion polls in that the attitudes and actions of the masses in democracy, it is a serious attempt to determine public opinion to the task of awakening in the people an under on the immediate future instead of tracing trends in standing of the values of political and industrial mass opinion and mass preference by comparing democracy. existing popular attitudes with past attitudes. The After pointing out the threats to democracy from survey was conducted keeping two points in mind: all over the world, and showing how American inter "(1) What would be likely to emerge as the chief est in democracy has increased in the last ten years, issues of popular interest in the near future, and ELB continues: "How, then, can we attempt to (2) what would be the prevailing view and action preserve Democracy? How can we safeguard both on each of these subjects." Instead of addressing our basic and social and the political system private the attitudes of a cross section of the entire popula enterprise tied up with it? We shall attempt to lay tion, this survey was directed at a cross section of out the approach. ... In a Democracy, you must group leaders. "By ascertaining what those who mold have the voluntary support of the people in order to public opinion believe now, we have a reliable pre succeed. . . . How can we develop and maintain view of what public opinion and action will be later." among the people a true recognition of the values of The poll reached the men and women who in turn combined with a will to defend Democracy, dynamic contact millions of minds with direct or indirect and preserve it? The people will be ready to value influence daily. The survey disclosed five major and defend Democracy, or any other sound ideas, issues prevalent in the public mind in the order of if those whom they follow and look up to have first their importance: been to its validity. ... If you brought recognize "1. Winning the war; can demonstrate to the men and women in the van 2. The cost of living; of our society that product or your idea guard your 3. International cooperation; is sound and serves the public interest, your battle 4. Race relations; and is more than half won. There are two to ways gain 5. Labor relations." public support. On the one hand, facts or ideas or a The people were also concerned with three other can be to the masses viewpoint presented directly, issues: as is done on billboards, over the radio, daily through "1. The 1944 elections; advertisements in the daily press, or even by means 2. The trend of the Federal government; and of Another is to take sky writing. way your message 3. Demobilization." to the leaders, win their support, and let them group Through this survey it was determined what coming carry the message to the mass of the people to prepare public opinion would be. them for the mass-appeal which may follow this Leaders" group-leader acceptance. . . . The importance of "A Mercury Survey of Opinion group leaders as a channel for ideas in the Democracy Vol. LX, No. 254, Feb 1945, pp. 198, 203. on current has not been generally recognized. But group-pat A survey by ELB of public opinion major "In a of terns do exist, and should be utilized for drawing issues and post-war problems. preview in the March society closer together for common ends. . . . Dem American public opinion, published ocratic society is made up of an almost infinite 1944 American Mercury, I attempted by querying leaders and number of interest groups, whose leaders command representative group opinion-molders to evaluate the trends of the respect of the group, whose opinions and actions throughout the country 15

public opinion and action in the following six months; Association News: "Publicity in International and to interpret and project them into the future. Trade. How Public Opinion Was Influenced by . . . The results of our survey proved to be remark the United States during the War." Published by ably accurate. Public opinion and events took place the American Manufacturers Export Associa according to expectation. I have completed a new tion. Vol. 1, No. 24, Apr 1920. pp. 1-5. survey to try to forecast public opinion on major Editor's Note: "Edward L. Bernays has a record of issues, arising out of present events and in some cases achievement in domestic and international publicity to forecast events themselves. This article give in which makes his statements on this subject authori broad outline the results of our latest survey. tative. As head of the Export Section of the Com "Here are the conclusions to be drawn from this mittee on Public Information, a department which study: The American people will join a postwar he created and organized personally, he established union of nations; with victory, America and her wide contacts with foreign merchants and the for Allies will occupy a conquered Germany and Japan eign press in every important country in South until they become economically sound and politically America, Europe and the East. The methods which democratic; America believes it will not enter an he discusses in this article are those which he applied other war until at least twenty- five years from now; with notable success during the war to selling po Americans think that Presidential tenure should be litical and commercial good-will for America through limited by law; postwar taxes should be levied on out the world. He has had uniquely varied experi all income groups, and distributed proportionately; ence in the field of publicity, his activities ranging wartime controls should be continued in the postwar from American advisor to foreign governments to period, primarily on necessary goods, through mini special advisor in various capacities to departments mum wage laws, and wage ceilings; reconversion of our own government." should be handled by both government and private In this article, ELB describes the techniques he industry, and not by government alone. In the light used as chief of the Export Section of the Committee of current political, economic, and social trends, the on Public Information. These consisted of (1) organ United States will move in the next ten years to izing the American exporters into "such a medium wards a mixed economy, increasing cooperative in of distribution for political information that no field terest and control by both government and private of approach to the foreign markets and to foreign industry. The people will demand a law requiring opinion was left untouched by the ideas we wished confirmation of treaties by a majority vote of both to sell them"; (2) the use on all printed matter that houses of Congress. We will have compulsory mili left an American firm for a foreign country of some tary training for young men after the war but slogan illustrating America's purpose; (3) supplying on the question of a national service of men and travelling salesmen with photos and other material women a forecast is difficult because we are di graphically illustrating America's advance develop vided." ments; (4) commercial advertisements in foreign dailies containing educational matter as well; (5) the Apparel Arts. "Prophets and Profits ..." Vol. distribution with every bit of mail which left the VII, No. 4, Apr-May 1937. pp. 138-139. United States for foreign countries of short fillers in Editorial note: "Edward L. Bernays, whose appraisal a number of languages; these fillers explained Amer of the apparel industry's problems is presented here, ica's purposes in entering the war, the ends it hoped has very aptly been termed one of the nation's lead to attain, the methods for attaining them: leading ing publicists. He has acted as counsel on public re manufacturers and exporters enclosed this material lations to of the nation's in many outstanding industries their foreign correspondence ; (6) cooperation with and industrial organizations and has helped to shape Film Division of the Committee in the preparation policies which have brought them into the forefront and distribution of motion pictures in allied and of favorable public attention. His services have been neutral countries; (7) insertion of editorial matter retained not only by important groups in America in catalogues; etc., etc. and Europe, but also by our own government and ELB points out that no part of this "great experi other public bodies. Mr. Bernays' books on the sub ment" of selling America to the world has survived. ject of public relations, 'Crystallizing Public Opin "No effort is being made either by the government, ion' and 'Propaganda,' are textbooks in various uni by associations of manufacturers and exporters, or versities and he is in demand by colleges and eco by individual business men to take advantage of a nomic organizations to discuss his profession, which golden opportunity for obtaining a position of proud he was instrumental in founding." pre-eminence in almost every export market." ELB In this article, ELB says that the development of suggests "the building up of a background of public the men's apparel business in America will depend interest in the particular venture here in the United upon an adherence to the principle that "the public States"; the expansion of this campaign abroad "by interest and the private interest must coincide." He experts who are competent to see to it that it is adds: "The more the public knows about its interest properly prepared in the different languages and that in the business, the better for the business. The rec it reaches the proper media of distribution abroad" ognition in action of this principle by all should be a via foreign correspondents, news services, syndi dynamic factor in creating more good will and cates, photo agencies and important foreign news more profit." papers. 16

Best Magazine Articles of the Year. "Why We America today and for the future demands that there Behave Like Inhuman Beings." Selected by the be in the Cabinet of the United States a Secretary Leading Editors of the Nation. 1949. pp. 70-73. of Public Relations whose duty it would be to serve Condensation of Household article. See Household, the American people as a liaison officer between them below. and their government. The proposal is made to meet the need of the American people for some unbiased Bookman. "The Minority Rules." Apr 1927. channel through which the President of the United ELB said: "In the active minorities in proselytizing States would learn of the changing wishes of the whom personal and public interests necessarily coin people, and of the actual effect of his government cide lie in the progress and development of America. policies in the factories, mills, offices and homes of Only through the active energy of the intelligent few the land. In this way, there would be in the cabinet, can the public at large become aware of and act upon serving the public interest, a responsible executive new ideas, usually good, occasionally bad." officer to interpret the people to the Administration, Congressional Record. "Why We Behave Like and the Administration to the great mass of the Inhuman Beings." Vol. 95, No. 60, Apr 8, 1949, people." that the pp. A2222-A2224. ELB emphasizes proposed Secretary of Public Relations function the This article originally published by Household, is would solely with executive branch of the the Presi reprinted in Congressional Record as extension of government remarks of Hon. Albert M. Cole, of Kansas in the dent, Cabinet members, departments, and would in be connected with or House of Representatives. See Household, below. no way Congress the judiciary. be neither nor " He would a propagandist a censor; . Your Public Relations in the National his function would be solely that of "explanation and Vol. No. Feb. 1951. Emergency." 97, 24, 7, interpretation." He would direct the various public 9. Appendix, p. A678. See Addenda, Item relations activities of the executive branch of the Connecting Link. From the Office of Edward L. government and would "examine all statements of before were made to Bernays. No. 4. Jul 29, 1922. 4pp. policy they public guard against contradictions or inconsistencies." Brochure: "Issued occasionally by the office of the possible Hotel Association of Public Relations Counsel of the Current History and Forum. See Addenda, the New York City in the interests of furthering Item 11. common cause of better public relations. . . . Each Delineator. "A Challenge to Women's Clubs." Nov recipient of this number of 'The Connecting Link' 14, 83-84, 86. is receiving with it a page of the 'New York Tribune' 1928, pp. Editorial note: "Here is a clear and forceful of of July 2nd. This article reflects in a humorous way plan battle for all who desire to better their some of the activities the Welcome Stranger Com own com munities." mittee has set for itself. ... The activities of the In this article ELB tells how in Welcome Stranger Committee are well under way. women, organized are the new tool of to mold Steps are being taken to reflect New York as it really groups, using propaganda on of education, better is to the country and to build up good will and busi public opinion questions gov ernment, and many industries. Showing how public ness for this city. . . . Editorials and editorial com is into desired ELB ments on the Welcome Stranger Movement were opinion crystallized action, says that women's clubs must be effectively organized, printed in newspapers throughout the country." that they must have clear objectives, that they Contact. "Putting Politics on the Market." No. 31. should consult experts in public opinion who will This article by ELB, which appeared in The Inde make opinion surveys for them, that the cooperation pendent see below is reprinted in Contact, a of national and local societies can and should be four-page magazine "published periodically" in obtained. After the objective has been clearly de New York by "Edward L. Bernays, Counsel on termined, the women's clubs must know, classify and Public Relations," who was also its editor. Contact analyze "the public through whose cooperation the was published from 1922 to 1934 in numbers 1 battle is to be won." The problem is "to discover through 43, but was undated, and carried no volume exactly what the dominant groups in the community number. Devoted to the field of public relations, the feel towards the proposed change, and on what basis mailed free to leaders and of can be about magazine was group a realignment these groups brought States. opinion moulders throughout the United in favor of the proposed measure. . . . Our next problem is to find a series of common denominators Coronet. "Why We Behave Like Inhuman Beings." of interest between ourselves and these groups we Vol. 27, No. 4, Whole No. 160. Feb 1950, pp. are trying to align with us." Once the strategy of 126-130. attack is decided upon and the basic motivations For contents of this article see Household. to be played upon are clear, the battle begins. Here Current Controversy. "The Public Mouthpiece: A action is guided by specific conditions; if the enemy New Cabinet Officer, Secretary of Public Rela is the local legislature, one method is required, if tions, Is Suggested as a Safeguard of Democracy" an official, another method. The leaders of the Nov 1935, pp. 28, 40. women's clubs rouse the community to action ELB says: "The safeguarding of democracy in through mass media of communication the news- 17 paper, the picture, the movies, etc. Events are or tinuously be able to meet the scrutiny of public ganized to create news. Appeals are made to reason opinion." and the emotions. ELB then discusses of techniques "Growth of a Sound Idea; Public Relations the role of a mobilizing public opinion, including and American Industry." N. Y. 1936. 42pp. sponsoring committee of community leaders, press Editorial note: "The reaction of national leaders in letter releases, campaigns, meetings, parades, etc. many walks of life to an article which appeared in a Eastern Underwriter. "The Great American Attack recent issue of 'Economic Forum' . . . proved to be so that the Editor decided to Racket." Fortieth Year, No. 40, Oct 6, 1939, interesting prepare this brochure as a indication of the p. 50. significant growth and of a sound idea." ELB indicates the public relations counter-offensive development by which the insurance business can meet attacks. In the section entitled "The Idea," an editorial note "This counter-offensive should define for insurance says: "Realizing the necessity of rebuilding confi and for the people what the private interest and dence as the fundamental first step in a program that public responsibility of insurance companies are and will explain that it is by the business of abundant should be. These definitions should become the guide production of goods and services, and not by recrim posts of policy and action for the insurance compa ination, that America achieved its economic great nies. And with these as a basis, insurance should be ness, the Editors of 'Economic Forum," ever alert to able to build up for itself an impregnable position in interpret the ideas upon which America's economic the American economic pattern." progress depends, decided to devote the major at tention of a recent issue of 'Economic Forum' to an Economic Forum. "How to Restore Public Confi examination of the public relations of business and dence in Business and Finance." Winter 1936, finance. To present this subject accurately, com pp. 273-283. pletely, and authoritatively, the Editors elicited the A four-point program of action "to teach the public opinions of business leaders, attended conventions that it needs modern business and financial institu of industry and finance, sought out the best authori tions, and cannot get along without them, in what ties on the subject, published their findings and ever set-up there is." editorial opinions in a special public relations issue. The four steps are: (1) The public will accept the For a feature article on this subject they requested need for modern business and financial institutions America's leading expert on public relations, Mr. if men they believe in as symbols "become spokes Edward L. Bernays, to tell 'How to Restore Public men for business and finance"; these " spokesmen Confidence in Business and Finance.' should be people "who have no personal axe to In the section entitled "The Author," an editorial grind, who have no private profit to gain, who are note "In Mr. Edward L. to interested in attempting to solve the problems that says: asking Bernays write for 'Economic Forum' on this important sub confront our American system. . . . Publicists, the Editors selected America's foremost counsel economists, leaders in research, the heads of great ject, educational institutions can and should be made on public relations. . . . We find Mr. Bernays' comments because the of his human symbols to bring new faith and new strength important application ideas to business situations is to business and finance"; (2) "The second approach intensely practical. He has proved the importance of public relations is one of public education. . . . Words expressing counsel in industries as the entire function and nature of business and diverse as textile, soap, auto financial institutions must be re-defined and re- mobile, piano, radio, luggage, oil, and refrigerator in educational in clarified so that every member of the public will manufacturing, movements, politi and scientific Readers have a clear idea of the value of the word symbols cal, governmental problems. will remember his handling of Light's Golden Jubi that go to make up business and finance. . . . Every in which Thomas A. Ford and medium that reaches the public must carry these lee, Edison, Henry other leaders Because of this wealth of ideas to the public. Such public education cannot participated. the Editors of 'Economic Forum' feel that be accused of self-interest, for the public interest experience Mr. Bernays' ideas, to the and an intelligent knowledge and understanding of applied present situation, are practical, valuable and business and finance, and their place in our society, extremely important." are one . . . "; (3) "The third approach to the English Quarterly. "language ofLive Men," Vol. I, problem is to re-establish business men and financiers No. 3. Oscar H. Fedell, Ed., Theodore Roosevelt in the public mind by the very activities in which High School, 500 East Fordham Road, N. Y. they engage. This can be done by letting them, 58, N. Y: pp. 11-13. through their deeds, again assume the position in Editorial note preceding article says: "Edward L. the community which they used to occupy. The busi Bernays is one of America's outstanding counsellors nessman and the banker must again become the on public relations, TIME magazine once having

public-spirited citizen, symbol of pro bono publico"; called him 'U. S. Publicist No. 1'. . . , He has been (4) ". . . financial institutions and business gen adviser to Presidents and has represented our gov erally must offer a fair and honest service to the ernment in numerous activities. In between times he public. They must recognize that their most vital has become the author of 'Propaganda,' 'Crystalliz relationship is with the public, and that the service ing Public Opinion,' 'Speak Up for Democracy,' and " or product which they offer to the public must con- 'Take Your Place at the Peace Table.' 18

ELB's article discusses the need of an understand For business to sell itself to the public, to preserve ing of language in a democracy and stresses impor the American system and to preserve itself, ELB tance of the teaching of English in our schools. He says, three steps are indicated: 1. The leaders in says: "At this point in the twentieth century crisis, America's economic fields must recognize that the language assumes a primary role. If the great mass problem exists; 2. they must get together; 3. a pro of the global public is to understand what is really gram of public education must be decided upon going on, then the experts who undertake to explain which should reach the public through every chan in of it all, and the millions who eagerly listen for guid nel of communication and terms the public's ance, must both be trained in the precise use of interest and understanding. " words. Everywhere, however, the power of stimulat Forbes. Your Business Has Many Publics." Vol. a desired attitude or course of action is closely ing 57, No. 2, Jan 15, 1946, pp. 32-33. to use words connected with the power precisely. In this article ELB discusses the opportunity of Since in this country the words are English, great business executives to build a sound structure of and rest responsibility, opportunity privilege upon public relations. Presenting briefly the steps to be our English teachers." followed in such a campaign, the article emphasizes the of a business and Financial Diary. "Public Relations in Business," the identification of publics what think. "The first step of the business Vol. II, No. 3. Apr 1930, pp. 4-6. they executive, in his relationship toward all ELB says: "Since every corporation engaged in determining these is to each on which he business must depend upon the public for its support facets, study public and find out what each thinks of the and its success, it is important that every public impinges group attitudes and of his Next, he contact be consistent with company policy and that practices company. should himself, his attitudes, his company policy be based on sound understanding study practices, his and stack his findings against of the public. Need for skill and experience in direct products up the of his various He will then be ing and supervising these public contacts has de opinions publics. able to isolate of irritation and to develop veloped a new profession public relations counsel. points or further the existing areas of agreement. . . . When . . . The new profession provides new help for all of dissatisfaction have been determined, ganizations trying to solve the ever more perplexing points the wise executive will then use all and complicated problems of reaching company possible ingenuity to correct solutions that can be changed practicably. objectives more good will, more business, more is it is . . . after such changes are made possible profits. Its techniques, intelligently handled, ap Only to re-educate the public and create a new under plicable to every company which deals with and of the and services of the depends upon others for its corporate existence." standing goals company. the ELB then reviews various factors which condi . . . And indirectly, in many ways, company can assume in or national tion the behavior of the buying public and how leadership community affairs and dramatize its interest in the general public relations can influence that behavior. "Let us welfare." inquire how a public relations policy is formulated public and developed in the case of a railroad, for instance. Foreign Service. "Here's How to Speak Up for What are the points of contact of a railroad with Democracy," Vol. 28, No. 4, Dec 1940, pp. 6-7, the public and how can they best be directed to 46-48. produce the best result? What is the product a rail Condensation of ELB's book Speak Up for Democ road sells and how can it be presented to the public racy. See above. so that the receptivity will be produced greatest Forum. "Are We Victims of Propaganda? A Debate for that What channels are available, in product? by Everett Dean Martin and Edward L. Bernays." addition, to those normally used, such as advertising, Vol. LXXXI, No. 3, Mar 1929. pp. 142-149. to convey the railroad and what it stands for, to the To the question implied in the title, "Are we victims . . . How can business hear what the " public? of propaganda?", the editorial note answers: Yes, public has to say? How can it modify its actions to says Mr. Martin. Propaganda is making puppets of conform to the desires? How can it speak to public's us. We are moved by hidden springs which the the in a language the public understands public propagandist manipulates. No, says Mr. Edward and The modern way is through the appreciates? L. Bernays. The propagandist has developed a tech services of an in public opinion. . . . It is expert nique which minorities can employ equally well to the function of the public relations man to help two break up majorities. Thus employed, propaganda business and the public to understand partners becomes a powerful weapon against intolerance and each other and to each other so that the supplement the tyranny of the herd." This is in briefest summary business to the of both." may develop advantage of Mr. Martin's extended affirmative argument, Financial World. "A Challenge to Business Busi "Our Invisible Masters," Mr. Bernays' negative, re ness Must Sell Itself to the Public." Vol. LXVI, "Our Debt to Propaganda," and Mr. Martin's No. 19, Nov 4, 1936. pp. 453-454. buttal. To Mr. Martin's position "Propaganda is It is disin Editorial note: "An expert in 'selling ideas to the not the same as public instruction. never not public,' the author sees that the big job for business terested information. . . . Even good ends may today is to make the American people realize the part justify the means commonly employed. . . . Fur business plays in the American system." thermore, the identity of (propagandists) ... is 19

seldom disclosed and they are responsible to no one" the efficient functioning of society . . . demagogues Mr. Bernays replies, "Mr. Martin . . . voices have misused the techniques for anti-democratic

the of a section of the . . . education opinion intelligent public purposes (so that) public must help which knows a little about propaganda, but . . . us discriminate between subversive and constructive more about what propagandists against propaganda persuasion. . . . Basic principles," he says, "in believe it to be. . . . Mr. Martin looks at the whole clude knowledge and careful planning, courage and subject of propaganda much as a man who asked to conviction . . . (with) four preliminary steps nec write on the question, 'Are we victims of medicine?' essary to any program of effective action: 1. Ap would discuss only the fakers and quacks. ... It praise all resources . . . ; 2. Understand the sub

is belief that serves a useful . . . 3. my propaganda purpose. ject thoroughly ; Determine your . objec

in tive . . . 4...... It tends to keep open an arena public life in ; Study the public . group and group which the battle of truth may be fairly fought. . . ." alignments. . . . The matter of organization," he continues, "depends on two things: 1. Your own Forum and Century. "Does Propaganda Menace energy and effectiveness; 2. Your initial budget;" Democracy?" Vol. XCIX, No. 6, Jun 1938, and, finally, "Events must be planned ... in such pp. 341-342. a way that they will accomplish two purposes: 1. In this magazine debate with Ferdinand Lundberg, They must symbolize the idea for which you stand; Edward L. Bernays upholds the worth of a "melting 2. They must be handled so dramatically that they pot of ideas." He states: "The presentation of facts will successfully compete for attention. . . . The and points of view offers everyone a choice as to the success of a program depends on the effectiveness course of action he may pursue. Here in America, with which it is communicated, and more than this, freedom of opinion of propaganda exists. Un on the logic with which the entire program has been der authoritarian regimes this is not true. Here thought out and developed. . ." many points of view are freely expressed. In authori House Review. to tarian countries there is only one point of view per Furnishing "How Overcome mitted. And force and coercion implement this. Depression Fears," Jun 1947, pp. 2-4. ELB discusses the role of fear in Through the interplay, in a democracy, of discussion, inducing business fluctuations and a argument, and persuasion, we are safeguarded. All presents formula for preventing "economic groups and opinions thus have an opportunity to be jitters": "Whatever our theory may be business their fear heard. The public acceptance of new ideas, in medi regarding cycles and cause, some in for and cine, in social service, in business, in political plays part them, men women who

have fears are . . . processes, has been brought about by public educa an integral part of them. We are afraid not of a or tion, by propaganda. Propaganda is also an im today only possible depression portant tool in social change. Minority ideas become recession. We are probably more afraid of the de effective more quickly as a result of it." pressing effects of fear itself . . . obviously fears of some groups are more powerful, influential, more Freedom & Union. "Put Your Idea into Action," explosive than fears of other groups. . . . We can Vol. No. Oct 20-21. 2, 9, 1947, pp. eliminate many of the fear-makers from our social Editorial note says: "Termed 'U. S. Publicist No. 1* and economic system. We can do this, and we should, by "Time," the author led in creating the profession voluntarily, as businessmen. If we rely mainly on of public relations which he still leads. No one is so government to accomplish this freedom from fear, we to tackle the of mass qualified problem persuasion may well lose much of our freedom. America wants which Mr. Bernays discusses here." both freedom and security. But we can achieve a bal ELB discusses the practical approaches to the ance between freedom and security if every group problems of peace and tells how individuals can be voluntarily approaches the task so as to forestall gov effective in their efforts. He says: "America's vast sys ernment control over both security and liberty." tem of communication is a powerful instrument for Household. We Behave Like Inhuman Be persuasion to action on behalf of democratic ideals. "Why ings" Feb 1949, pp. 7, 69-76. . . . The public can be convinced of the soundness of This article the 20th crisis in terms an idea, and it can be stimulated to act on its convic analyzes Century of human behavior and shows how the social sciences tions. If we are to achieve any sort of world amity, it can us overcome this crisis. The article con will have to be based on an effective democracy in help cludes: "Thus with its modern America a democracy in which the entire country science, equipment of and is to solve the participates." experiment method, seeking problem of inhuman behavior and The article begins, "The freedom to persuade and through greater greater of man and the world in which he suggest is the essence of the democratic process. knowledge lives. The to our liberation from our Communication is the instrument with which to key jungle heritage of force and fraud lies in accelerated self- engineer consent for social action." Here interpreting The truth shall indeed make us free "engineering of consent" to mean "getting people to understanding. when we learn with the same control we exercise over support ideas and programs through the application the physical nature, that it must now be the truth of scientific principles and methods . . . (which) about ourselves." can be learned by anyone who will make the effort to study them ..." ELB also points out that Independent. "Putting Politics on the Market," while "scientific persuasion . . . has contributed to Vol. 120, No. 4068, May 19, 1928, pp.47(M72. 20

ELB urges politics to employ the public relations . . . The political campaign having denned its broad techniques of big business in order "to do away with objects and its basic plans, having denned the group inefficiency in campaigning." appeal which it must use and the groups which it After suggesting that politics has failed to keep up must reach, must now define the various channels with business methods in mass distribution of ideas through which it can appeal to the public as a whole. and products, ELB recommends a program for . . . But whatever is done must be synchronized remedying this defect. "Politicians who know po accurately with all other forms of appeal to the litical strategy and who can develop campaign issues, public. Many events can be planned, events which who can devise strong planks for platforms and en must dramatize the ideas for which the candidate or visage broad policies cannot be given the responsi the party or the platform stands. Activities must be bility of selling ideas to a public of more than 100,- coordinated, the platform itself must be so pre 000,000. The politician understands the public. He sented that every plank of it may be as understanda knows what the public wants and what the public ble, as graphic, as concise as the slogan of a soap will accept. But the politician is not necessarily a manufacturer or a motor company. . . . When this general sales manager, a public relations counsel, or is achieved it is possible that political supply and a man who knows how to secure a mass distribution demand can be brought closer together. Scientific

. . will the of ideas. . The political campaign today is all methods and sales charts supercede guesses side shows, all honors, all bombast, glitter, and and the betting that form so large a part of the speeches. . . . Big business is conducted on the campaigning today." principle that it must prepare its policies carefully . "This Business of Propaganda." Vol. 121, and that, in selling an idea to the large buying public No. 4083, Sept 1928, pp. 198-199. of America, it must proceed according to broad plans. Editorial note: "Propaganda is an ancient art, but it The political strategist must do likewise. The entire required the war to develop a new profession skilled campaign should be worked out according to broad in its uses. Governments, prominent persons, bank basic plans. Platforms, planks, pledges, budgets, ac ing, industry have all called upon the public relations and must be as tivities, personalities carefully counsel to smooth out their contacts with the world. studied, apportioned, and used as they are when a Somewhat recently the investigation of power pub business desires to get what it wants from the public. licity has focused attention upon the legitimate use The first step in a political campaign is to determine of propaganda. THE INDEPENDENT has invited on the objectives, and to express them exceedingly Mr. Bernays, one of the most prominent public rela well in the current form that is, as a platform. tions counsels and author of 'Crystallizing Public . . . To aid in the preparation of the platform there Opinion,' to explain in this article the rules of his should be made as scientifically as possible an profession and the limitations of propaganda." analysis of the public, in order to determine just In the article, ELB says the ethics of a propagan what the platform should contain. . . . The ex dist or public relations counsel should be: (1) never penses of a political campaign should be budgeted. to represent or plead in the court of public opinion . . . The first question which should be decided is a cause he believes is socially unsound; (2) never to the amount of money to be raised for the campaign. take the cases of conflicting clients; (3) "when he This decision can be reached by a careful analysis of deals with any of the media of disseminating ideas to campaign costs. . . . Then the second question of the public press, radio, lecture platform or motion importance is the manner in which money should pictures he will do so as the representative of his be raised. It is obvious that politics would gain client, 'maintaining the same standards of truth with much in prestige if the money-raising campaign them as govern the morals and habits of the world he were conducted candidly and publicly, just as the lives in.' The social value of the public relations war campaign funds were raised. . . . The third counsel," ELB concludes, "lies in the fact that he step is to decide how the money is to be spent. This brings to the public facts and ideas of social value should be done according to the most careful and which would not so readily gain acceptance other exact budgeting, wherein every step in the campaign wise. While he, of course, may represent men and is its proportionate importance, and the funds given individuals who have already gained great accept allotted accordingly. ... In the same way the ance in the public mind, he may represent new ideas emotions by which the public is appealed to may of value not yet accepted." be made part of the broad plan of the campaign. Unrelated emotions become maudlin and senti Industrial and Labor Relations Review. "An Vol. 1. mental too easily, are often costly, and too often Educational Program for Unions," 1, No. waste effort because the idea is not part of the con Oct 1947, pp. 103-109.

scious and coherent whole. . . . The emotional ELB discusses industrial relations from the public to that unions content must, first, coincide in every way with the relations standpoint. "It appears me broad basic plans of the campaign and all its minor still have an important job of work to do; namely, details; second, it must be adapted to the many to carry on an intensified factual educational cam groups of the public at which it is to be aimed; and paign, to instruct not only the general public and third, it must conform to the media of the distribu management, but their own union members as well, of for industrial tion of ideas. . . . It is essential for the campaign on the bedrock facts the struggle educate manager to educate emotions in terms of groups. democracy. . . . Organized labor can help 21 both management and workers to a realization of this defense." While national unity and morale must obligation. Such education has one basic purpose: to come from all, "it cannot be imposed from any cen create understanding, so that management and labor tral authority or control." The Army can help build may work together effectively and prevent clashes. morale by 1 . exerting itself to make democracy work And this cooperation must come, for our system better by cherishing democratic standards both in cannot stand continuous warfare." After examining its own inner workings and its relations with those the educational program of one progressive union, not in the Army; to defend democracy, our Army which consisted of: educating members to enter into must be a democratic army; 2. leaders of the Army the union's work; to strengthen democracy; and to can aid in making democracy work better by their sell itself to its own rank and file, ELB suggests addi public expression in favor of those causes that, make tional programs: "(1) Make the public understand for a more closely knit democracy; Army leaders can the value to the country of sound unions and ma strengthen America's psychological front by becom ture union leadership. (2) Make the employer un ing articulate, dynamic proponents of democracy, derstand the value of unions to him, and make him pp. 32-33. realize that he needs to apply the science of hu- Commenting on the importance of the Army's manics, the study of human relations. (3) Make the newly established Public Relations Bureau and Mo worker understand our industrial system and his rale Branch, ELB recommends the following. role in it. This type of education will lay the founda For the Bureau: 1. a broader survey than has yet tions for a broader understanding of controversial been made of Army customs and practices; 2. a study economic issues, and build toward increased coopera of what the public expects of its democratic army; tion between labor and other major sectors of our 3. a study to ascertain what words, pictures and ac society." tions, and what type of presentation will best con vey the facts about the Army to the public; 4. Infantry Journal. "War against Words." Vol. through the Bureau of Public Relations, Army lead XLVII, No. 5. Sept-Oct 1940, pp. 482^85. ers should express themselves to a greater extent In discussing the importance of modern propaganda than at present upon matters affecting democracy; techniques in psychological warfare today, ELB the educational system of the country can be urged says: "The Army of the United States must make full to study and teach the varied fields of learning that use of this art and this science if it is to have the enter into the new political and psychological war highest potential morale within its own forces, and fare; 5. the Bureau should speak up for democracy the highest efficiency in attack and counter-attack within the Army itself; 6. it should avail itself more on the in the psychological warfare of today." enemy and more of the intellectual resources of the scientific After pointing up the increased role played by and .trained personnel available in this country. propaganda activities in the first World War and For the Morale Branch: 1. the fullest use of spe its even greater prospects for the second World War, cialized scientific personnel to serve on a Morale ELB outlines a program for effective counter-propa Commission that will advise the Army's public rela ganda. "The most effective method, of course, is to tions and morale agencies on policies and methods; develop in one's own adherents an overwhelming will 2. to harness civilian intellectual capacities to the to victory, a belief in strength, a certainty of suc problems the country and the Army face, both a forceful morale. Morale is on cess, dependent within the Army and in the relation of the Army to many factors. Counter-propaganda can meet the civilians; experts in the social sciences sociologists, strategy of terror aimed to break it down by psychologists, psychiatrists, social psychologists, (1) Emphasis by reiteration of the weaknesses of the adult educators, experts in public relations and com enemy, using facts, figures and dramatization of munications are likewise willing to place them strong spots. (2) Deflation of the attack of words be selves at the disposal of the government and should fore it is launched by calling attention to it, exposing be called upon as freely, p. 34. the method, and thus taking the wind out of its sails."

. "Morale: First Line of Defense." Vol. Journalism Quarterly. "The Press Must Act to XLVIII, No. 5, May 1941. pp. 32-35, 69. Meet Postwar Responsibility," Vol. 21, No. 2. Editorial note in "Meet Our Authors": "Edward L. Jun 1944, pp. 122-129. Bernays is the well-known public relations counsel. Editorial note: "Mr. Bernays, the well-known public During the World War he served as a member of relations counselor, here analyzes newspaper 'plat the staff of the United States Committee on Public forms' and public acceptance of the press, and sug Information the 'Creel Committee' and he gests steps it must take to maintain its position in was later also on duty in Paris at the Peace Confer the world of tomorrow." ence. He wrote Crystallizing Public Opinion and ELB's analysis is based on the premise that Propaganda. This issue carries his second contribu "communications today and in the postwar world tion to The Infantry Journal; the first, 'War Against constitute a problem of vital concern. The press, Words,' appeared in the September-October, 1940 radio, motion pictures and magazines are our four number." p. 69. greatest media of communication. They bear tre Emphasizing that in modern warfare "psychologi mendous social responsibility . . . which will de cal ramparts are as important as physical ramparts," termine what the future shall be. ... The daily ELB urges that "our morale is our true first line of press has made enormous strides in the last few 22

. . . . his years. . . But the press has failed to gain the tion of frank and enlightening comments on broad public acceptance it should, either as a dis article in the June 1944 Journalism Quarterly, which seminator of news or as an instrument of social has provoked wide discussion." leadership, the two functions of a free and inde ELB says: "In the June 1944 Journalism Quar pendent press in a democracy. There is danger to terly was published my article entitled 'The Press our democratic well-being in this condition, for unless Must Act to Meet Postwar Responsibility!' . . . the public regards the press as a free and independent The article dealt with stated policies of American

medium and an instrument of leadership . . . newspapers and how they practice them; the atti there may be a tendency . . . toward restriction tudes of the public toward the press; the issues that and control, despite the First Amendment." the public considers to be important; and recom ELB says his conclusions are based upon "a study mendations on public relations for the daily press.

of authoritative surveys . . . and from personal It pointed out that danger signals existed for the correspondence with publishers all over the nation. American press. From an interpretation of authorita

. . . One hundred sixty-nine publishers of American tive surveys, it suggested that the press has failed to daily newspapers in 161 cities, in 43 states where gain the broad public acceptance which its function 96 per cent of the dailies are located, cooperated. in a democracy demands the function of a dissemi

. . . The newspapers I studied were approximately nator of accurate, complete and unbiased news and an nine per cent of the entire daily press of America instrument of social leadership. It concluded that, ... a cross-section of the entire press." unless steps were taken to remedy this condition, In the study, problems "vitally affecting both the not only does the press stand to suffer but the public and the press" were involved: "First, what are progress of the nation itself might be impeded. . . . the public relations policies and practices that gov The London's World's Press News, on September 7, ern American daily newspapers today? Second, what 1944, devoted a page to it and commented: 'His are the attitudes of the American people toward analysis must give thinking leaders of the press . . .

. ? the . . . press. . Third, what are the issues concern. His article deserves serious consideration.' and goals the American people are interested in now ... In this country reprints of the article were sent

and for the post-war period? . . . We shall appraise for comment to a number of leading publishers and newspapers and their platforms from two stand editors of daily newspapers and to educators, busi points," ELB also pointed out, "first, as a profes ness men and professional men. Some 500 responses sional service purveying news, an informant of public were received from these key figures in American opinion, independent and free; second, as a social in life. With one exception, the respondents supported strument of leadership expressing itself in interest in the position taken in the article. The observations the local community in improvements, projects, ranged from alarm at the existing problem to con cooperation; and in interest in the national govern fidence in a satisfactory solution." ELB then ab ment in patriotism, in war and postwar interests." stracts some of the responses he received, concluding: ELB concludes: "If the newspaper effectively "Certainly, these responses indicate an awareness of serves the public as a news disseminator and a social the problem by leaders of newspapers and other instrument, we do not need to be concerned about sectors of our society. A recognition of the necessity the newspaper as a successful private enterprise. for change is a healthy sign in a democracy."

. . . Newspapers may have much advertising and circulation brought about by many different causes Labor and Nation. "The Public Can Be Brought to today, but if they do not act on these basic consider Labor by Bringing Labor to the Public." Vol. I, ations they will not be able to maintain their position No. 2, Oct 1945. pp. 33-47. in our society." ELB gives "recommendations for ELB contributes to the magazine's symposium on platforms of leadership character" leading to the "Public Attitudes Toward Labor Unions: An Analysis high point that the press "must 'sell' to the public of Popular Reactions toward Labor Unionism as constantly that it is truthful and accurate. ... It Reflected in the Public Polls by Leading Public Re must stress to the public in every way its inde lations Experts and National Union Officials." Other pendence from domination by newspaper owners, contributors are Philip Murray, Walter P. Reuther, politicians, capitalists, government or advertisers. Elmo Roper, J.B.S. Hardman, Julius Hochman. the data . . . This can be done through what is known as the ELB says: "At the present time, only 'engineering of consent,' using public relations pro that is available relative to public attitudes on labor

. . labor leaders is that of the cedures . [covering] a knowledge of maladjust practices and opinion ments with the public, and their elimination; of ob polls. If I were asked to draw my conclusions from jectives, themes, strategy, timing, planning, or the opinion polls, certainly I would say that the ganization and the use of tactics, through every public is sharply critical of labor union practices and labor leaders. does not how channel of approach. . ." of many That mean, ever, that this conclusion is necessarily a correct one. . "Views on Postwar Responsibility of the For the polls, while they show that the general American Press." Vol. 22, No. 3, Sept 1945, public is sharply critical, do not show the depth or pp. 255-262. the intensity of these critical opinions. . . . There Editor's note: "Mr. Bernays, the well-known public are means of ascertaining the state of the public relations counselor, presents a representative collec mind which may, from the broad standpoint, prove 23

all the contrary of the polls. . . . We call our question programs of education to make segments of your

technique the 'depth interview' method. . . . The public [general, employer and worker] understand method attempts to find the basic motivations that what you want and why, and be more willing to have prompted whatever the surface attitude may accept your goals," with planning "on a broad but be, and to indicate the extent to which an indi detailed scale, over an extended period." He gives an vidual is tied to whatever opinion he may have and extensive schedule to be used in planning "to cover the reasons why. Such a method applied to ... the following kinds of information about unions: labor union practices and labor leaders would, it 1. What is a union? How does it function? 2. What seems to me, permit an individual to give a con are the educational and welfare activities of unions? collective sidered judgment . . ." 3. What are the facts about bargaining? Public regulation of certain phases of union ac 4. What are the facts about labor disputes in general?

tivity, ELB continues, might allay certain anti- 5. What do the words mean? [. . . to do this job

union sentiment for the time being but would not . . . simply to apply the techniques . . . [of] mass necessarily be a permanent cure. To make effective education.]" For educational directors "of a great headway, cooperation between labor and the public union" he provides an 8-point educational program must be treated from an integrated, unified approach to "help reach general union goals . . . aimed at the to the problem. "Such a unified approach might well employer: 1. Educate your employer to the place of be borrowed from what industries have done in meet the union in our system, ... to study and use the ing comparable problems of public relationships. knowledge of human relations that has been gathered They have banded together for purposes of working by universities, labor unions, foundations. 2. Point out adjustments, . . . have modified their own out [the] many groups of progressive men and or attitudes and actions to conform to society's de ganizations . . . interested in studying and fur

mands and in turn, attempted to modify public thering human relations . . . [which] deserve sup attitudes and actions to bring about integration." port from businessmen and labor unions . . . [such as] the Society for the Psychological Study of Social . "Labor Education as a Problem in Public Issues, the Society for the Advancement of Manage Relations." Vol. II, No. 2, Mar-Apr 1947, ment, the American Academy of Political and Social pp. 19-21. Science. ... 3. Persuade them to stimulate further ELB presents a program for acquainting the public research by industrial relations schools like those at with the aims, functions and operations of labor Cornell, Princeton. 4. Encourage [them] to carry on unions. The editorial note says: "Edward L. Bernays technological research to improve working condi is a nationally recognized public relations expert. tions. 5. Help management to develop new ap The statement on these pages is taken from an ad proaches to the industrial relations problem . . . dress by Mr. Bernays before a UAW-CIO Educa [for instance, stabilized employment . . .]. 6. Point tional Conference held at Cleveland, Ohio, January up the importance of intelligent, honest, unbiased 24-27, 1947." industrial relations personnel. 7. Urge management The statement is one of three presented in the to encourage responsible leadership among the "How-to-Do-it Department" of this issue, with the unions. 8. Urge them to support housing programs, editor's comment: "In response to frequent requests civil liberties, sound international relations and from union workers in the field, LABOR and NA other programs to strengthen democracy." Warning TION will print under the above heading competent that "efforts cannot succeed overnight," ELB statements describing, in necessary and sufficient stresses the point further that "The educational detail, the way 'things are being done' in various process builds new points of view by planned con branches of union activity. . . . LABOR and NA tinuous and repeated efforts. Different times, condi TION invites the widest possible reporting on the tions and methods yield different results." Indi 'know-how' of all that relates to union activity, in cating finally the need, proved by "reliable polls," dustrial and public relations, political activity, edu for education of union members in economics, he cation, democracy." says, "Most of us know little about technical finance In his discussion ELB stresses four great needs in in business. This leaves the worker without the labor education as a public relations problem knowledge on which bargaining must be based. If (1) for labor educational programs based on essen he understands management's problems, he can deal tials; he outlines immediate and long-range steps to with management on a realistic basis. . ." take; (2) for specific kinds of information about unions to be supplied to the public with proper plan Leader Magazine. How Can the British and the ning; (3) for employer-education programs; (4) for Americans Understand Each Other?" London: economics education of union members. He gives Sept 10, 1949, pp. 5-7, ill. explicit guides as to the "several broad lines of Editorial note: "What is wrong with Anglo-Ameri effort" along which "labor education needs to be can relations? Is the present outburst of misunder directed" first, in the education of members on standing and resentment a passing mood or a deep- union objectives; second, in strengthening democ seated problem? Here America's leading expert on racy; third ["and this is not often announced but public relations, now visiting Britain to study tech well understood"] in "selling" the union to its own niques in this country, puts forward a plan to meet rank and file suggesting, also, "three additional the most serious issue of the year." 24

ELB asserts, "There is no doubt that the people of must do her part, too, from an economic angle. She Britain and ... of America are farther apart than must lower tariffs if they keep out British goods that at any time since before the first World War. . . . Britain produces better and cheaper. America must The dangerous fact is that the people of the two encourage rather than discourage British insurance

are their dis . . . great democracies today emphasising companies , should encourage the tourist agreements rather than their areas of agreement," traffic more than we do, . . . must realize that ship

ELB stresses the fact that "we must look for a solu ping is a British forte . . . rather than subsidize our tion that is lasting, based on the understanding merchant marine to the extent we do. . . . The sug among both our peoples that we have a belief in a gestion has been made that as a first line of defence common past, a common present and a common fu of democracy Britain and the United States form a ture that our goals are the same." Joint Committee on Furthering Common Under He continues the three-page discussion and standing of joint problems confronting them. We analysis under the sub-heads, "Understanding have a joint military staff, discussing and preparing Comes First," "The Mistakes We Make," "Public problems of defending democracy's physical bound Policy and Public Relations," and "A Joint Com aries. But we know that military preparations are mittee on Understanding." He proposes resolution useless unless they are backed by the people of the of the problems he sees "in terms of the enlightened democracies. ... If we had both, through such a self-interest of the two parties concerned ... on the joint board, done what our military people are doing, level of real, long-term issues, not short-term irrita built up our common goals on common understand tions. . . . First, . . . that a joint solution be ing, we would not now be in a position in which there found, not merely of the dollar-pound question, but is fear that we may be divided not only in two worlds, of the entire problem of Anglo-American cooperation but in three." [which must depend on an enlightened public opin ion, a public on both sides of the Atlantic which McCall's Magazine. ''The Two Lives of Women," knows all the facts . . . and makes its decisions in Jun, Jul 1946. the knowledge of these facts. ..].... From an Editorial note calls ELB "the foremost public economic standpoint, . . . Britain must, if it wants relations counsel." to export, lower its cost of production through in The first of these two articles examines woman's creased efficiency in production; second, it must re ideal life as contrasted with her actual existence; the duce costs based on cartel and trade association price- second provides a blueprint for action by women. fixing. . . . At the same time, it is necessary for us The articles contain factual information, opinions in the United States to appreciate the special handi obtained from 260 leading physicians, playwrights, caps under which Britain labours in a post-war educators, clergymen, social scientists, labor leaders, period. . . . [Many] irritations could be eliminated philosophers, historians, Congressmen, journalists, by a campaign of education of the American who pediatricians, artists, poets, writers, movie produc comes to Great Britain, telling him what he may ex ers, statesmen, columnists, lawyers, economists, pect, and of the Britisher, telling him how to deal businessmen, counsel, etc. In the first article, ELB with the tourist when he comes. . . . There is the describes his "approach to the subject": . . . "We question of what to tell the Americans about Great did not set up shop as experts on women ourselves.

Britain in their home country. . . . What is the Instead, we sought out the experts and got their remedy? I believe it is that at top-level policy-mak opinions and then . . . evaluated the mass of ing, the British Cabinet, there be present always an opinions . . . received. Our operating premise was expert public relations man who can interpret to that we must first know . . . the physical and the . . . Cabinet the impact of policy before it is psychological differences between men and women. translated into action or law. A good statesman is Then we determine what thoughtful men and not necessarily a good public relations man. Too women consider the ideal relationship between the many public relations officers in government are two sexes. . . . We must determine how far the given the policy to disseminate after it has been de actual falls short of that ideal in woman's role as

. . in cided upon. . This is perhaps not the place to sweetheart and wife and mother, her part indus discuss personalities. But I would suggest emphat try and the professions, her legal and political stand ically that [in regard to] the man who acts as Ambas ing in the society. Finally, we must produce, as the sador of Great Britain to the United States . . . this sifted and considered body of opinion from the ex is the time for forthright and frequent utterance by perts who guided us, recommendations leading to all Anglo-American spokesmen. The whole problem ward a more satisfying and more rewarding place of British information to America should be treated for women in American life. There was nothing in from the standpoint of the engineering of consent the technique we employed which we have not em of the American people to their common heritage, ployed frequently in other fields of inquiry: 1. Au

. 2. their common present, their common future. . . thoritative books were read and abstracted. Con Any activity carried out should be part of a broad temporary magazines and newspapers were studied. integrated programme covering effective research, 3. The attitudes of women in recent public opinion strategy, themes, organisation, planning, timing and polls were compared with the attitudes of men. 4. tactics. Call this propaganda if you will, it is aimed The leading organizations concerned with the ac at accomplishing the end we all want. . . . America tivities of women were asked to furnish material. 25

5. Thousands of letters were mailed to leading men social service organizations, political parties, religion, and women of the country anthropologists and recreation and profit groups where public rela teachers, doctors and clergymen and social workers, tions counsel handle "everything from trade associa writers and scientists asking for the full discussion tions and insurance companies to the motion picture of a series of questions. Their replies, which came in industry." In public relations "the quality of your unprecedented number and frankness, form the brains is more important than your profile." basic core of this report." In the second article, Among qualities desirable in public relations, when he undertakes "to interpret these opinions and ELB says, are the ability to induce other people to to prepare a blueprint of action by which the actual do what you want them to; travel on your own may be brought somewhat closer to the ideal" steam; be alert, tactful; have an analytical mind, a ELB says that "a fair cross section of the leaders of flair for research, a talent for writing, be articulate thought in this country, told us ... that because and above all accurate; be a good mixer; remember of her intelligence and natural abilities, woman names and faces; be persuasive; be able to stand a is the equal of man in nearly every field of human fast pace; have good judgment, objectivity, discre endeavor." The blueprint as to the organization of tion, honesty, sincerity, vision, imagination and a campaign around a need felt by women includes "good old common horse sense." For success in the specific steps "1) The preparation of informative field, you have to know the strategy and techniques material for members of the group or committee, of public relations; you also have to know the cause for the press, and for local radio station. 2) The you would espouse fashion, food, finance, etc. drafting of letters and pamphlets ... to all lead "The social sciences make good basic equipment ers of thought in the community. 3) ... An out for all aspirants. . . . Many universities throughout line giving a specific job to each member of the the country offer courses. ... A college education committee." In addition, there are suggestions as to is not a prerequisite but it helps. You can get ahead the building of themes and appeals, "a set of tactical by starting at the bottom . . . and learning while plans" for "the lifting of woman to equal status with you work as a stenographer. ... A seasoned PR man, [in], i.e., the matter of recognition in the prac woman knows how to do research, conduct surveys, tice of medicine, and in general public relations pro write articles, news releases, speeches, pamphlets, cedure." ELB then summarizes, "... society needs annual reports, . . . conduct a house organ, direct woman as a mind and an active force, rather than as a mailing campaign, stage exhibits and shows, ar something locked to the kitchen and the vacuum range press conferences and speak in public." cleaner. Woman has not emerged into her full Defining the field, ELB says: "In its correct sense, usefulness. The way she can emerge is by her own public relations is advising on policy-making matters. efforts. Nobody will help her. What do you say? Publicity is not. It is one of the most important tools What is more important? What will you do?" As a of public relations, but it is not public relations. . . . part of "these expert instructions prepared ... at The general determines the strategy, the colonel McCall's request, by America's foremost public carries out the strategy planned by the general. Public relations counselor," the magazine also presents relations is usually associated with consultant, insti

"a case history (illustrated) of women in action . . . tutional, and big business functions. Publicity con hypothetical only as to names and dates. In thou cerns itself with newsmaking and the psychology of sands of actual cases prople have used these tech selling products and ideas." niques to change the course of events and other peoples' minds." Musical America. "Letter to the Editor," Jun 12, 1916. Mademoiselle. "We Hitch Our Wagons," Aug Letter to the Editor of Musical America written 1947, p. 252. for the Music League of America in protest against One of twenty guest editors at Mademoiselle's first the article, "When New York Sits in Judgement" Jobs and Futures Conference, ELB, advised Elaine by P. J. Grant, which appeared in the magazine on Diamond, U.C.L.A. '47, about a promotion career. June 10, 1916. ELB says: "It (the Music League of "You'll need the broadest possible general knowl America) is called to task for having such men and edge, the ability to deal with everything from fashion women as Pasquale Amato, Giovanni Martinelli, to highways plus imagination and analytical Mme. Kurt and Johannes Sembach, 'foreigners', on logic." its Park Music Committee. ... As regards the "Blowing the Other Fellow's Horn." May make-up of the committee, we feel that this is as it 1949, pp. 172-73, 256-259. should be. It is thoroughly cosmopolitan in make-up; Editor's note: "Mr. Bernays' advice to young a representative committee that can well choose women on careers in public relations is backed by music for New York's conglomerate population. . . . twenty-five years' experience as counsel for corpora As to the public press allowing its formation without tions and philanthropies, radio chains and univer even a protest, that, to our minds, shows that the sities, factories and art galleries. In fact, he has been public press here is not as narrow as it might be in called America's No. 1 Publicist." Paris or Berlin, the cities to which your writer refers. Discussing careers for young women in public rela The lack of this narrowness is shown, too, by the tions, ELB divides the field into non-profit groups membership of the committee and by the artists public service, government, education, foundations, who have offered their services." 26

The New Leader. "Is Broadway Disappearing?" occupational opportunities existing in their field. Vol. XXXIII, No. 20. May 20, 1950. 32pp. The function of the public relations counsel, this Editorial Note: "Edward L. Bernays is one of Amer article says, is to appraise and deal with the group, ica's leading public relations counsels." This article and individual mind and action. The public relations is based on the theatre survey made by ELB for counsel approaches a particular problem as follows: The League of New York Theatres in 1949, and cov 1. He analyzes the relationship of the public to his ers more or less the same ground as the article on the client. 2. He analyzes his client and his client's same subject in Theatre Arts Magazine. See below. objectives. 3. He formulates policies to govern his client's practices toward the public. 4. He interprets . "Hawaii the Almost Perfect State?" the client, his or his services to the Vol. XXXIII, No. 46, Nov 20, 1950. 32 pp. product public. The man or woman this Editorial note: "Edward L. Bernays, U. S. Publicist young entering profession has before him possibilities for influence that are Number 1, studied island conditions first-hand as limited only his own ability. The ideal of the visiting professor in Public Relations at the Uni by is a one. It is to make the versity of Hawaii last summer." profession pragmatic understand what the and to At this time, says ELB, when the United States producer public wants, make the understand the of the is so deeply concerned with problems in the Far East, public objectives producer; it is to make the in the widest Hawaii has a fourfold significance for us: 1. she is our producer, sense of the term, and the consumer meet on the island bastion in the Pacific; 2. she disproves Soviet between them for the accusations that imperialism and racism are our na highest possible point greatest tional policy; 3. she dramatizes to the Mainland that good. the ethics of the ELB and Americans of most diverse backgrounds can live to Discussing profession, DEF that the relations counsel maintains gether in harmony; 4. she demonstrates that 500,000 say public faith with his public, his client and his media of dis Americans, 2,500 miles distant in the Pacific, can tribution to the He cannot clients successfully work out their destiny democratically. public. accept whose cases are mutually antagonistic or a case Hawaii has reached many of her goals political which is anti-social. self-sufficiency, high standards of democratic living, The most effective to start in this economic self-containment; she clearly deserves way profession is to someone it. This covers a wide statehood. But some gaps still need to be bridged. join practicing from banks to farm bureau federations. Outlining Hawaii's history in economic and ethnic range, Salary of varies with demand for his his terms, ELB says: "Such disharmony as exists can be beginner services, his to sell the of the blamed for the most part on the little group of ability, power himself, budget or individual for whom he works. Women have myopic men who constitute an expanded Big Five, group achieved with in this field. who are outmoded and outdated in their attitudes comparable standing men and policies, and who are still trying to run the Printers' Ink. "The Press His Islands." Agent Has Day." Feb 26, 1920, 107-108. He then lists two types of rumors in Hawaii which pp. In this article, ELB to an editorial in Printers' express aggression: 1. ethnic rumors that deal with replies Ink of Feb 1920 which that "all free relationships between Caucasian and other ethnic 19, implied is and that it can groups, and 2. economic rumors that play up the publicity necessarily surreptitious function only back alley to the middleman, and the man in the street, as victims of through approaches editors of second-rate publications." He calls atten the Interests, the Big Five, Big Business. He also tion to two facts of "Lead lists fourteen sources of friction pointed out by outstanding importance. the the Hawaiians of Oriental background. "Improvement ing papers throughout country, including best New York to a consider in intergroup relations is all the more important," publications, depend able extent for news says ELB, "because today the situation is so excel upon publicity organizations which would not otherwise come to their attention, lent on the whole. Nothing I have said here is in and are of the assistance which tended to give the impression that cataclysmic re keenly appreciative the man them, either in the contribu form is needed in the Islands. On the contrary, publicity gives tion of immediate news or in the of Hawaii is possibly as nearly democratic as any providing leads, the of which results in news and feature community in the world. Hawaii comes close to investigation material. . . . The most successful American cor meeting the four goals projected above. For Hawaii porations and individuals have for a long time been to meet these goals fully, it would need only a very to their of slight change of attitude on the part of a very small employing publicity experts present point view to the and are now either number of people toward the residual problems dis public, represented a man on the staff or a cussed here." pp. 10-13. by personal publicity by publicity organization." New York State Pharmacist, See Addenda, Item ELB attributed both these facts to "the highly 15. technical and specialized character of American Occupations. "Public Relations as a Career," Vol. journalism." He also points out that "an efficient XVI, No. 2, Nov 1937, pp. 131-133. publicity man must believe firmly in the value of This article by ELB and Doris E. Fleischman advertising," and that "no honest publicity man analyzes the continued substantial growth of public undertakes under any circumstances to promise the relations activities in recent years and outlines the printing or appearance of his material." 27

ELB concludes: "What the lawyer does for his tegrate business into the thinking of the American client in the court of law, we do for our clients in the people. court of public opinion through the daily and periodi cal press. There are shady practitioners among us for . "Attitude Polls Servants or Masters?" whom we unfortunately have no machinery for dis Vol. 9, No. 3, Fall, 1945, pp. 264-268. " barment such as advertising men and lawyers pos Editorial note: 'We are no longer led by men. We sess. Nevertheless, it is distinctly a pity for large are led by the polls,' says this vigorous criticism of industrial interests to refrain from accomplishing opinion polls by a man whose career has been spec many useful purposes which a publicity organization tacular with success in studying and making public fulfills because they are misinformed as to the general opinion. Edward L. Bernays goes on to recommend reliability and utility of publicity services." two steps to check what he considers a possible menace to the democratic process. Of course, some Public Opinion Quarterly. "Recent Trends in of the POQ editors dissent with equal vigor, and the Public Relations Activities," Vol. I, No. 1, Jan next issue of the Quarterly will discuss the question 1937, pp. 147-151. further." ELB says: "The public relations profession enlarged In this article, ELB says: "Polls are an enormously its activities throughout the depression, because useful implement when honestly, efficiently and in business realized that in addition to selling its telligently gathered and understood. On the other products under unfavorable conditions it needed also hand, they are potentially dangerous weapons in the to sell itself to the public, to explain its contribution hands of the unwise, the inept, the dishonest or the to the entire economic system." anti-social. . . . Inaccurate polls and interpreta In this article, ELB outlines the development of tions are a danger to society: (1) Because inac public relations from pre-Depression days to the curate polls have as strong an influence on the public Depression era. Prior to the Depression, he says, the as true polls; (2) Because misuse of polls for biased public relations activities of industry were, to a or venal purposes by pollsters or by those who hire large extent, confined to trade associations and the pollsters, can be extremely harmful; (3) Because larger corporations. Trade associations which had leaders who misinterpret and distort polls in dealing specific problems of public relations competition, with the public are a menace to society. . . . There taxes, sales difficulties called in the expert on is too literal an acceptance of the validity of atti public opinion. When the depression and deflation tude polls. . . . Attitude polls often lull legislators first came, there was little change, little attempt to and business men into the belief that they are safe grapple with the new conditions. But a change did from public disapproval when quantitative per

leaders lost . . come when corporations and prestige centage corroborates their own point of view. . simultaneously. The public was now keenly sensitive, There is, too, the danger in the new kind of leader because of its feeling of insecurity, to everything ship which polls have produced in the United about a corporation that it did not understand. States leadership of obedience to polls. Correct Companies were exposed to attacks on all sides from polls must be carefully used: (1) Because attitude unexpected quarters. False rumors hurt business. polls exercise so strong an influence upon the public Then "the public relations counsel was called in at as often to discourage use of sound democratic meth all hours of the day or night to rush to the fire and ods of reaching important decisions; (2) Because put out what might well have spread into a disastrous society suffers when polls inhibit leaders from inde conflagration." pendent thinking, from anticipating change or from Advising and aiding in the rebuilding of established preparing the public for change; (3) Because polls reputations which had been blasted, and attempting exert pressure that may place society under what to build new reputations, were prime public rela Jefferson called the tyranny of the majority and of the of the tions tasks Depression period. The day throttle progressive minority ideas. . . . But while straw man and the stuffed shirt were over. America the attitude polls carry these dangers with them, no longer wanted clay idols. It wanted real heroes, scientifically planned polls, carried out within the who kept pace with the changed times and antici limits of present-day knowledge, may be accurate as pated changed conditions by changing policies and to future actions. . ." actions in advance of public pressure and law men To prevent some of the misuse and misinterpreta who recognized that private business is a public trust. tions of polls, ELB recommends: 1. pollsters should Companies began to realize they had neglected the be licensed, just as doctors, lawyers, accountants and of their own existence: architects are licensed as following important phases ; the people, represented by 1. The importance of always adhering to the princi their state or national government, should set up ple that, to survive, private business must always "standards of character and educational qualifica be in the public interest. 2. That the public interest tions before an individual is permitted to practice"; is a changing concept and business must change 2. the public and its leaders should be educated in with it. 3. That the place of business in the American the "significance of polls in our society." They should 4. system must be sold to the public. That public be given "facts and points of view about polls, so relations techniques can help to do this. Once this that they can appraise polls correctly and in that way was recognized, trade associations and corporations prevent dangers to society." ELB concludes: "Polls developed new campaigns to rationalize and in then will fill a sound democratic purpose of helping 28 make decisions represent the accommodation of number of the Annals of The Academy of Political many viewpoints, rather than a majority opinion and Social Science is devoted to the subject 'Com overwhelming all other points of view." munication and Social Action." It warns in the fore word that our civilization is in a race between com Public Utilities Fortnightly. "The Public Utility ' munication and that includes Direct Mail and That Is Misunderstood'," Vol. VI, No. 11, Nov chaos. We know that what we call is a 27, 1930, pp. 664-666. society only network of partial held Analyzes the role of the public relations counsel in understanding together by communication, in which the mails an guiding corporations' policies for the attainment of play impor tant part. Every act of a involves some form of its objectives. buyer communication from buyer to seller and seller to ELB says: "Public relations is not a mystery. It buyer." embraces every contact a utility (or any other or ganization or individual for that matter) has with Rotarian Magazine. "License the Poll Takers?" the public or any part of it. ... Since a utility is Oct 1946. concerned with the public's attitude, it needs to In this debate with Claude Robinson, ELB uphold know and act on important principles: 1. There are ing the affirmative, says: "Attitude polls, scientif psychological principles behind all behavior. He who ically taken and intelligently interpreted, serve a would influence or attempt to control behavior needs useful purpose as tools for leadership in a democracy, to understand these principles. 2. Behavior is re but they are misused today by some of the pollsters ciprocal. The public attitude towards an organiza who make them, and misinterpreted by the public tion reflects the organization's attitude toward it, and leaders of the public who are influenced by them. and that attitude must be expressed in acts, riot Pollsters should be licensed by the Government just merely words. The public must be definitely guided as are doctors and lawyers." and influenced toward the desired actions. 3. The His premise is that licensing would "safeguard the public is not a mass; it is a series of interlocking public," in opposition to the negative position, "It groups with varying motivations of moulding dif would end freedom of press," taken by Claude ferent groups toward an end. . . . The need for Robinson, president, Opinion Research Corporation, skilled shaping of such a policy, and the necessity Princeton, N. J. for guidance of specific actions to make the policy Saturday Review of Literature. "The Revolution effective, have created the profession of public rela in Vol. No. tions counsel. Publicity," XXIV, 28, Nov 1, 1941, pp. 3, 4, 18. "The public relations counsel must know the In this short history of public relations, ELB says: groups of which the public is composed. ... If the "Invention, transportation, fashion, diet, diplomacy, public utility has been misunderstood in whole or in even public relations all have been rocked by part by its public or parts of it, he starts the work of revolution. Since 1900 there have been four revolu education or re-education. If the client has been at tions in the field of publicity. The first, 1900-1914, fault in old avoidable practices he points the way was the period of muck-raking versus whitewashing first, to modification, and second, to reflection of that publicity; the second was marked by the mass scale modification to the public. Again, if the client wishes effort to sell war aims and ideals, 1914-1918; the to embark on new practices, he sets about gaining third, 1919-1920 saw large-scale industrial publicity; awareness of and acceptance for these." since in the fields " and, 1929, publicity linking private . What Can Utilities Do about Public Re interest and public responsibility has been in the lations Today?" See Addenda, Item 16. forefront. After describing these revolutions, the article con Publicity Director. "Propaganda: A Vital Social tinues: "Public relations is no longer a white-wash Force," May 1933, pp. 6-8. ing; it no longer pulls the wool over anybody's eyes. ELB says: "It seems to me that the future historian Studies of public attitudes indicate public demand. will ascribe to propaganda a very large share of Psychological motives, psychoanalytical techniques, serve as responsibility for America's progress, and that he psychology, ethnology, statistics, a new foundation for the will point to us, not as victims of propaganda, but as activity. Added methods, tools its beneficiaries." all these have helped to integrate the work of the public relations counsel, and have aided in solving Reader's Scope. "Are We Slaves to Attitude Polls?" his problems, which, to say the least, had been Vol. 1, No. 8, Jan 1947, pp. 91-94. heightened by world chaos and tragedy. . . . With Reprint of ELB's article from Public Opinion Quar this background, the responsible counsel on public terly, Fall 1945, Vol. 9, No. 3, pp. 264, 268, see above. relations goes about his work as does the indus Reporter of Direct Mail Advertising. "Direct trialist. Whether industry can move fast enough Mail A Challenge to Research in Humanics," to keep pace with the new demands made upon it by Vol. 10, No. 2, May 1947, pp. 6-8. a world torn with economic and psychological in ELB urges a more fundamental approach to the security is a question. Certainly the realities of the problems of direct mail advertising. "The science situation indicate that there is an awakening which and art of communication as a whole is one of the if encouraged will keep for us the democratic pat major problems facing the world. The most recent tern, enterprise, civil liberties, the 'four freedoms,' 29 safe from the rigidity of state capitalism of the left opinions on such matters as foreign affairs and inter or the right." national relations. Polls are reliable only as a current

" index. . ." Needed: A Grand Strategy," Vol. XXV, No. 10, Mar 7, 1942, p. 10. School and Society, "Looking toward Reforms in In this guest editorial, ELB discusses the relation the New York City School System: Shorter Pa ship of censorship and propaganda to the war effort. pers," Vol.63, No. 1627, Mar 2, 1946, pp. 154-155. "Total warfare has three fronts: military, economic This article deals with the resignation of twenty men and psychological. In order to achieve total warfare and women from the Advisory Committee on Hu they must be integrated. It is my thesis that the man Relations of the Board of Education as a direct psychological front with which censorship and means of expressing protest against New York City's propaganda are so directly concerned is an agent public schools. Through the recognition -of the of integration, which will strengthen the other two strength of public opinion these protesters were able fronts and weld all three into the necessary, effective to institute encouraging changes in public-school whole." ELB suggests that "censorship should be education. An Emergency Committee for Better a function of the broad psychological front con Schools for New York's Children was established cerned with public morale in the widest sense. Today "as moral support in the fight to arouse the broadest it is only military and leaves the public in the public opinion" and a real attempt was made to middle." stimulate the interest and aid of parents and educa As to propaganda, "a variety of propaganda tors. The purpose of this organization was to stimu agencies are at work, only loosely tied together, each late public opinion; once the public was roused, defi calling vague signals to the other when there nite action could be expected. Through investiga should be grand strategy and the grand approach. tion comes change; through change orientation . . . The use of ideas as weapons must go hand in and a more effective, working school administration. hand with our military planning and economic Singing. "Can Publicity 'Make' a Musical Career?" strategy." See Addenda, Item 18. Apr 1926, pp. 16, 40. "Our Own Worst Enemy," Vol. XXXI, A debate in article form between Robert A. Simon No. 22, May 29, 1948, p. 13. and ELB on the role of publicity in the making of A review by ELB of "The Man in the Street," by careers for musical artists. ELB says: "Thus an Thomas A. Bailey. N. Y: The Macmillan Co., 1948. artist and the music itself, to maintain its hold ELB is described in the editorial note as "author of on the public interest, must be able to let the 'Crystallized Public Opinion' (sic), 'Speak Up for public know exactly what it stands for and let the Democracy,' and other books on similar subjects," public know exactly what is to be gained by attend This is a review of "The Man in the Street" by ing a concert," p. 40. Editorial Note: "Edward L. Thomas A. Bailey. ELB's full-page discussion Bernays is one of the foremost men in the select analyzes the book's positive and negative points, circle of public relations counsellors, the new profes including: "A work such as Bailey's is long overdue sion which demands of its practitioners a practicable

. . . [for] little investigation has been made of the knowledge of psychology, publicity, modern journal impact of public opinion on history. Mr. Bailey care ism, world affairs, and some subjects not described fully examines indices of public opinion available to in the text-books. . . . Mr. Bernays is frequently him . . . presents his facts and interpretations in called on for advice by various governments, in 318 pages, most of them interesting, well-docu cluding Lithuania, Rumania, Czechoslovakia and mented, and studded with a wealth of quotations. Arabia."

. . . To his that en support theory public opinion Southern Lumberman. "Lumber's Post-war Prob dangers national security, Mr. Bailey selects opinion lems Demand New Public Relations Policies," and fact . . . proposes an antidote . . . makes Feb 15, 1946, pp. 44, 46, 48, 50. every effort to maintain objective aloofness, and ELB applies public relations principles to problems generally succeeds. . . . He [also] builds an ad of lumber industry. mirable platform of pleasant fantasies, which and we admit deep disappointment in the lack of Theatre Arts. "Theatre Survey," Vol. XXXIII, No. constructive imagination of this excellent historian 11, Dec 1949, pp. 17, 20, 93. it is apparent are not likely to be substantiated A report by ELB on the "objective, disinterested in the perceptible future. . . . Occasionally, . . . audit of its public relations" requested by the League [moreover] his interpretations betray a chauvinism of New York Theatres "to meet . . . three objec that is surprising ... [as in] his discussion of the tives. . . . To broaden and strengthen the role of hyphenated Americans who took so large a part in the theatre in the social and cultural life of America this country's history . . . [and] we regret that so that the theatre may enjoy the high status in the not devoted to his discussions of to it is entitled to rela more space was public mind which ; improve propaganda and pressure groups, and the printing tions between the public and the legitimate theatre; press and airways." ELB also strongly advises that and to increase theatre attendance by intensifying "the chapter on polls should be read carefully by all favorable attitudes of regular and occasional theatre who help direct public affairs" commenting, goers, and by recruiting new theatre-goers." Declar "Our own studies verify the instability of individual ing at the outset that "It is no news to anybody that 30

the is theatre passing through a crisis which did not This Week Magazine. "Do People Like You?" begin today, yesterday, or even last year. . . . An Apr 8, 1950. 24 pp. upheaval which affects the whole of mankind is In the department "Everybody's Etiquette," ELB bound to create crisis in every field of thought and answers the question: "As a public relations expert, art. . . . The is man who says there nothing wrong what is your advice on how to get along with peo with the theatre hit that a won't cure is naive. . . . ple?" Individuals, he says, should study the methods What would cure the theatre at its foundation would business is now using to woo the public. If they ap be a theatre movement in deeply rooted the modern plied them so their own relationships with others, world and of capable creating the new theatre forms they would be agreeably surprised. Some pointers: it requires." 1. be open-minded, sympathetic to the viewpoint of ELB discusses his application of "the techniques other fellow; 2. don't sound off with your own views of the social sciences ... to do for . . . most or announce that you won't listen to any argument of New York's theatre producers and owners or show impatience with views of others; 3. be tact what we have in the done past quarter of a century ful, objective; 4. do not let a cold, a late party the for corporations, trade unions, governments, educa night before or any other personal matter affect your tional institutions, scientific groups and individual attitudes; 5. be diplomatic; if you disagree with theatres." described He five studies undertaken someone let him know you respect his intelligence "to give the League the kind of [comprehensive] and intentions. ELB lists several ways of making a survey it required" by attempting "to discover the point without being disagreeable or injuring the social dynamics of the theatre situation": other person's ego; you can: 1. build him up while [1] "We collated and analyzed existing literature you talk; 2. appeal to his sense of fair play; 3. quote about the American theatre, including the books on authority for what you say; 4. present factual evi the theatre and innumerable magazine articles. dence; 5. show your reasoning; 6. appeal to his emo [2] We conducted personal interviews with thirty tions or his acceptance of tradition. These methods, selected theatrical leaders, including producers, ELB says, widen areas of agreement, narrow areas of critics, editors, box office treasurers, brokers, theatre disagreement, make it possible to turn a heated ar owners, actors, actresses, officers of theatrical un gument into a quiet discussion, build your own repu and ions, playwrights. [3] We had depth interviews tation as a person who gets along with others, p. 20. with 400 men and women in middle and upper in Today. "Presenting American Business." Mar come groups, representative of the theatregoing 28, 1936, pp. 10-11. public in nine cities throughout the United States. This article by ELB traces the development of [4] By mail questionnaires we obtained opinions from American business in a "world changed with the 2,500 leaders in various professions and occupations, great war," in a rapidly growing and its selected from Who's Who; and 2,500 people in middle economy many problems. He defends it against the critics who and upper income groups in twenty-seven cities. condemn it for its "inability ... to deal with poli These people were asked thirty-five questions about tics as politicians do, for its diffidence in their likes and dislikes in the theatre, and their ad assuming public leadership, for its failure to treat with the justments and maladjustments with it. [5] In addi public on its own subject." He asserts: "Critics and tion, while I was in London this summer studying commentators on American business condemn busi the British Government's public relations policies ness for its poor sense of public relations as if a and techniques, I directed a survey of West End sense of relations were an instinct. A sense of methods of ticket sale and distribution in order to public public relations is not an instinct. It is not a taste see if there was anything for Broadway to learn." nor an intuitive understanding. A sense of public Adding that "the data gathered in these studies fill relations is the product of strenuous and thorough four volumes totaling 850 pages. We analyzed and going training in theory and practice. It is based on interpreted this material and, on this basis, outlined the same technical and professional work as most recommendations for an action-program designed to other fields of professional knowledge." achieve the League's three goals." ELB gives a point-by-point summary of the major Watch Word, "What Can I Do to Help Win the findings and recommendations, before concluding: Peace?" Jun 1945. "No one in his right mind would think of these re ELB discusses the role of the individual in achieving commendations as a cure-all for the theatre crisis, or world peace. imagine that anyone would propose them as a cure- "Here are some of the things you can do, in all. But it is an action-program by which members dividually or in groups," he says. "Organize your of the League of New York Theatres can effectively community to express itself to Congressmen, Sena change their attitudes and action, while educating tors, the President and Cabinet, and also to the local the public and enlisting its support for the theatre. press and radio. Get the social forces in your com By presenting the public with the facts, by explaining munity to take up the battle for a sound peace the reasons for every situation, by reviving the great church, commerce and industry, educators, the pro tradition of the theatre and by meeting the public's fessions, social service, religion. Talk to leaders in needs, the theatre can, I think, take a long step for these groups, get them to act. Dramatize your meet ward toward becoming the great creative force in ings and other events so that they will be interesting American life which it can and ought to be." enough to the radio and the press associations to 31 carry and, in turn, influence people in other parts lations, New York University; Author, Crystallizing of the country." Public Opinion." ELB's article the seven-volume Wellesley College News. "Bernays Urges College analyzes $200,000 of the field the Public In Students to Help Create Peaceful World," Nov survey library Library made with funds the 11, 1946. quiry granted by Carnegie of New York to the Social Science Re ELB discusses the role of college students in world Corporation search Council. This ELB affairs. "The most impressive and important task library inquiry, says, "has created awareness both librarians and that lies before college students today is to assume among that the an im active responsibility immediately in the affairs of laymen library occupies extremely in the American and that its the world. To help create and maintain world peace portant place pattern; future is with the uncertainties which most is the main job of every college student. Either you fraught institutions in American life face unless some will succeed in making peace and live in a good world today does about them." The also or you will sit back with your textbooks and watch body something survey makes us realize "that the is in a the world crumble. If you refuse to work at this most library position where its future is important of all assignments you may inherit chaos." dependent upon public trends, attitudes and actions." Wilson Library Bulletin. "The as a Leader Library ELB urges that more needs to be done about this in Modern Democracy." Vol. 23, No. 6, Feb 1949. survey. He suggests a four-point program of action In this ELB historical article, highlights develop to be carried out under the leadership of the Ameri ments the of books to emphasizing importance can Library Association: 1. a clearcut outline of the civilization; stresses the and "great responsibility objectives to be accomplished; 2. the strategy where ... of American librarians as privilege [who], by they would be accomplished; 3. themes to be used custodians of the intellectual arsenals of democracy, with the various publics to accomplish the objec . . . must and can assume a role of leadership in tives; 4. the organizations necessary to accomplish and our democratic herit safeguarding advancing them, whether it be a subdivision of the A.L.A. or an He declares: "Libraries are no mau age." longer outside group. "Only a broad planned social engineer soleums or static collections of books. are today They ing approach to the problem will safeguard and a social force with a mandate from to major society develop libraries for America." condition the attitudes and actions of its members, and to maintain, strengthen, and advance our Woman's Press. "A Publicist Says the Y Is democracy. The antiquated idea that the library is Needed More than Ever." Nov 1946. nothing more than a repository of books must take ELB sets forth the need to raise $2,000,000 and ex its place with the antiquated notion that medicine is plains how to raise it by enlightening group leaders and the 7-8. only for curing disease rather than preventing it. . ." public, pp. ELB suggests three ways by which "the library Yale Review. "A Symbolic Career." Vol. XXX, No. can take this leadership" by (a) exercising "edi 2, Winter 1941, pp. 400-402. torial in its books," "into judgment selecting taking In his review of "John D. Rockefeller" by Allan consideration not only the past but the living issues Nevins, ELB discusses changes in popular attitudes of the present"; by (b) "issuing lists of books toward Rockefeller. "The change in the popular creative and critical in the [which are] guides major attitude towards Mr. Rockefeller came after his fields of modern thought"; and by (c) librarians' retirement in 1899. His son John D., Jr., who had "study [of] the available manuals on the many dif broad ideas and understanding of what public re ferent kinds of adult education in America, and sponsibility meant, brought a new influence into the [application] ... to the library as a social force corporation. It was through his influence, according . . . [which can become] a dynamic activator for to Mr. Nevins, that many of the old practices were maintaining and developing democracy in the changed and that publicity and public relations men United States . . . since librarians are in a strategic were effectively employed. Basic alterations in com position to develop effective forms of preventive and pany practices and policies as well as in the public creative education. . ." attitude resulted." . "The Library Inquiry Is Not Over." Vol. 25, No. 3, Nov 1950. Published Talks by Editor's Note says: "At the A.L.A. Regional Confer ence in Atlantic City in October 1949, Edward L. EDWARD L. BERNAYS Bernays made some suggestions on 'How to Make the Library a Dynamic Force for Social Action,' Advanced Management. "How to Build Industrial which later appeared in the March 1950 Wilson Peace and Prevent Strife." A Talk Delivered as Library Bulletin. So we asked Mr. Bernays, whom a Public Service at the Third Annual Educa Time has called 'U. S. Publicist Number One,' to be tional Conference of the United Automobile- more specific. 'Now that we have the findings of the Aircraft-Agricultural Implement Workers of Public Library Inquiry," we asked him, 'what is to America in Cleveland. Vol. XII, No. 4, Dec be done next?' Here is recipe for a blueprint of ac 1947, pp. 154-158. tion." A footnote describes ELB as "Counsel on An editorial footnote says this talk "expresses Mr. Public Relations; Adjunct Professor of Public Re Bernays' belief that industrial relations would profit 32

if labor unions carried out effective public relations higher learning have, as a group and as individual policies and practices." units, determined their goals it seems to me that ELB says: "Management, workers and the general every other action involving public relationships will public must understand the workings of our economic flow naturally and logically therefrom. The public system. They must apply the new science of hu- relations strategy of higher education, its themes, manics. This science attempts to learn the cause of its organization, its planning, timing and tactics industrial conflict and to discover ways to cure the will be more realistic, and it will be able to achieve disease. Labor should assume part of this educa those goals much more effectively." tional responsibility." ELB suggests that the UAW To determine goals, college presidents were ques follow three additional programs with this in view. tioned and their answers analyzed. After analyzing "(1) Make the public understand the value to the their replies, ELB recommended a program of country of sound unions and mature union leader action. First, "Administrators of colleges and uni ship. (2) Make the employer understand the value versities should gather together in a conference to of unions to him, and make him realize that he needs agree on a definition of public relations in its broad to apply the science of humanics. This will benefit est terms." Second, "Individual universities should employer, public and worker alike. (3) Make the define clear-cut goals for themselves and put them worker understand our industrial system and his in writing." Third, "University associations and relationship to it." The American public, according the individual institution should undertake research to ELB, ought to have a great deal more factual to appraise public understanding of their goals. information on union activity than it now has. Further than this, universities and colleges may He suggests that the UAW can plan the following have to revise some of their attitudes and actions

five-point program to inform the public about unions: so as to reach the goals of higher education. . . . "(1) What is a union? How does it function? This An approach of this kind to the problem of inte should give the basic story of union organization, its grating the university's relations with its various history and development, structure and internal publics considers both the general and the specific government of unions, etc.; (2) the educational and situation in which higher education finds itself. It welfare activities of unions, including the labor press, should enable educational institutions not only to union educational activities, vocational training, carry on successfully, but to forge ahead boldly and labor banking and insurance, etc.; (3) the facts about assert the intelligent leadership that is so necessary collective bargaining; (4) the facts about labor dis to our democracy today and in the future." putes, how they arise and what are the mechanisms by which disputes are adjusted under union-employer American College Publicity Association, " agreements; (5) a campaign to define terms com Higher Education A Public Relations Prob monly used in labor-management discussions, such lem." An address June 1936, in Boston, and as wage awards, work load, work sharing, etc." published by the Association in the interests of ELB also suggests an eight-point program for higher education, llpp. educating employers: "(1) to the place of the union In this address, ELB discusses the public relations in our system; (2) to the existence of groups like the problems of colleges and universities. "Before we can Society for the Psychological Study of Social Issues, tackle this problem of public relations and higher the Society for the Advancement of Management education, we must know what the objectives of and the American Academy of Political and Social higher education are, for it is a fundamental in deal Science which are interested in studying and further ing with public relations, that we must have clearly ing human relations; (3) to stimulate further research defined, just what it is we are projecting to the pub by industrial relations schools like those at Cornell, lic and yet, how often do we really get a formula Princeton and Harvard; (4) to carry on technological tion of policy and of objectives as expressed by uni research to improve working conditions; (5) to de versity presidents:" ELB says: "Before higher educa velop new approaches to the industrial relations tion can undertake its program of public relations it problem; (6) to the importance of intelligent, honest, must satisfy itself regarding its own objectives. . . . unbiased industrial relations personnel; (7) to en The public relations counsel of a college or university courage responsible leadership among the unions; needs an entirely new orientation about himself and to (8) support housing programs, civil liberties, sound his place in the scheme of things. . . . After you international relations and other programs to know your objectives, analyze public attitudes strengthen democracy." about your educational institution. The public rela tions officer of a university must understand this American College Public Relations Association, problem thoroughly and formulate a plan for action "Public Relations for Higher Education: A Chal based on a knowledge of public opinion towards lenge to Our Colleges and Universities." A talk higher education and specifically, his kind of higher before the District II Winter Conference, Hotel education. . . . The next step is to educate the Biltmore, N. Y.: Jan 9, 1948. Published by public regarding the function of his university in American College Public Relations Association. higher education." To do this effectively, the use of 10pp. symbols is suggested. "The symbols are short cuts Analysis of public relations for colleges and universi to thinking to understanding. Leadership rests on ties with recommendations: "Once institutions of the ability to understand, to interpret and to utilize 33 symbols. . . . Political strategists understand these tions, the usefulness of propaganda makes it a vital realities. The most powerful national leaders of to asset to the democracy. Propaganda is the voice of day Hitler in Germany, Mussolini in Italy, Stalin the people in the democracy of today because it in Russia know the value of symbols. . . . These gives everyone an opportunity to present his point men realize that their struggle for the public's in of view. Fascist or Communist societies have no terest, the public's attention, and the public's alternate propagandas; they must accept the official support, is in essence a struggle for response to sym propaganda of those in power. Freedom of propa bols. ... In the last analysis, an intelligent under ganda is as important to our democracy as our other standing of symbols, their meanings, and their civil liberties freedom of religion, press, speech proper utilization is vital to the continued success of and assembly. Propaganda provides an open forum education and educational institutions, as regards for the people in which opposing ideas are presented their relations with the public. . . . This use of for the judgment of the public. Propaganda enables symbols is an important matter to all of you. . . . social development to take place more reasonably

Your higher education must be placed before the than it otherwise would in a democracy. . . . Wom public using symbols the public understands." en's suffrage, the effective battles against tubercu losis and were hastened American Hatter. "800 Hatmen Dine." Jan 1935. diabetes, by propaganda. . . . There is no secret about sound p. 25. propaganda. The his case before the court In addition to his suggestions as to public relations propagandist pleads of as does the before the court methods and techniques at the Ninth Annual Hat public opinion, lawyer of law. Public and social service institutions as well Trade Dinner ... at the Commodore Hotel, New as industrialists must use to York, ELB is quoted at length as having stressed private propaganda achieve their "the need for the industry's adapting itself to new purpose." ELB then points out that propaganda is used by conditions. . . . Mr. Bernays also said that "This social means that as a primary consideration, you, as an movements, great foundations, industry, food and distributors. industry, must study your relation to the world you minority groups, growers live in. You must know what the public's attitude is Babson Institute of Business Administration. toward you and your product, why the attitude is " How American Business Can Sell the American what it is, what the motives are of the public to to the American Address act as it does, what those motives can lead to in Way of Life People" delivered at the Fourth Annual Conference of terms of your business and your future. The first Businessmen and Educators, Babson Institute step ... is to see and study the motives of your of Business Administration. Babson Park, public in relationship to your industry. The second Mass: Babson Institute 1950. step is to take the results of that study and research Press, 15pp. An editorial note that ELB's talk was the and develop recommendations for action. ... I explains main address at the session of the Fourth think you all recognize that within this world and evening Annual Conference of Businessmen and Educators, within this country today, unless your every cause attended by 1,000 members. The talk was followed is definitely part of the public interest, there is little a discussion in ELB; U. S. opportunity of its surviving." by panel participated by Senator Owen Brewster from Maine; Carl A. Gray, American Petroleum Institute, "Public Rela L. manufacturer; William Green, president, A. F. of ; tions and the Oil Industry." Paper presented at Prof. Joseph O. Hirschfelder, chemist and physicist, Fourteenth Annual at 111. Meeting, Chicago, University of Wisconsin; Clyde K. M. Kluckhorn, Oct 26, 1933. Professor of Anthropology, Harvard University; ELB said: "The oil has considerable to live industry Kenneth E. Oberholtzer, Superintendent of Schools, down. . . . New methods must be to meet adopted Denver, Colorado; and William G. Saltonstall, Prin changing conditions of our new epoch ... to coun cipal, Phillips Exeter Academy. teract ill will from the past; the oil must industry ELB's talk, the editorial note adds, was broadcast devise means of the extraordinary informing public by the NBC network and by WNYC, New York. about its actual constructive and actions in policies The panel discussion was broadcast by the Yankee the and future." present network, WNYC and the Mutual network. American Town Meeting of the Air. "Propa In his talk, ELB says that American business has ganda Asset or Liability in Democracy." spent fabulous sums of money since 1935 to sell "the American Town Meeting of the Air, Series 2, American way of life" to the American people. Has No. 22, N. Y: American Book Company. Apr business succeeded? And if not, how can it succeed in 15, 1937, 31pp. doing so? Quoting business leaders who have recently Participants in this broadcast from the Town Hall, complained of industry's failure to sell itself to the New York, over the NBC Blue Network, under the public despite vast expenditures for that purpose, auspices of The League for Political Education, Inc. ELB says the trouble is that business is following an and the National Broadcasting Company, were antiquated pattern in identifying the American way ELB, Anne O'Hare McCormick and Harwood L. of life solely with machinery and products, instead Childs. of primarily with the human and social needs of the ELB said: "Propaganda, like medicine or law, can American people. "Business," he says, "has identi be socially used or abused. Under present day condi fied the American way of life principally with tech- 34 nology, machinery and living standards" to the ex the last six years. . . . The public has listened to clusion of other factors and has therefore been selling all kind of wild and extravagant ideas about banking. it "like soap, toothpaste or breakfast food." . . . Sound ideas about banking should now be While business has equated the American way placed before the public in symbols which the public with tools, technology and production, ELB con understands. . . . Lastly, the banker himself must tinues, large sections of the American people have assume in the community the place of leadership that equated it with "the social aspects of living, eco he deserves and that the American system demands nomic security, psychological security, status, of him. . . . He must assert his leadership in pro self assertion." The present situation "requires a jects not associated with banking, as well as in bank complete reorientation of business thought and ac ing. His public will respond to him and to banking tion to an emphasis not alone on factories, machin if he becomes a leader." ery, markets and products, but also on the worker," Boston Conference on Retail Distribution. he adds. "When our business structure, our produc 1930, 1936, 1942. See Addenda, Items 2, 3, ing machinery satisfies the social needs of workers 4. and citizens, our problem of selling will be solved." ELB quotes Standard Oil of New Jersey, General Cooper Union Forum. "Private Interest and Public Electric and Bank of Manhattan executives, and Responsibility." Delivered in the 1938-1939 the report of The Ford Foundation trustees to show Forum Series of Cooper Union for the Advance that this attitude is spreading and that "many busi ment of Science and Art, Department of Social ness leaders are developing a new dynamic concept Philosophy, N. Y: Broadcast over WQXR. of their role in American society." This, he adds, may 12pp. lead to a change in the public relations of business In this talk, ELB discusses private interest and pub "based on the acceptance by business of all its social lic responsibility of the groups that make up Amer ' ' responsibilities. ica's economic and social life. He points out that In conclusion ELB urges business to attempt sell private interest and public responsibility are chang ing the American way of life to the American people ing concepts in a rapidly changing world; indicates by concentrating on: 1. the extension of employee the various elements, historical and contemporary, economic security; 2. the extension of employee which have brought this country to the present psychological security; 3. the extension of activities crisis; urges first, reconsideration of old attitudes, giving self-respect and status to the employee; then altered actions toward these concepts of private 4. activities aimed at giving employees and their interest and public responsibility. children opportunities for advancement; and 5. "Interdependence and converging of the private active participation by the corporation in the life interest and public responsibility are recognized to and growth of the community. day as an integral part of our democratic system," says ELB. "The public today asks the groups of our The Bankers Magazine. "A Program for Public society to examine their consciences, their attitudes Relations." N. Y: Oct 1936, pp. 349-350. and their actions to find out whether they really Editorial Note: "In an address before the Massa conform to the new demands made upon them by a chusetts Bankers Association, Mr. Bernays who society in which democratization of our institutions specializes in public relations, offered this five point is taking place. Those desires reflect a world-wide program as a means of restoring favorable public movement towards what Alvin Johnson has called opinion of the banks: 'equalitarianism* in all countries where might, "First, the old conception of public relations must coercion, censorship and removal of civil liberties give to the new conception. . . . The banks must have not suppressed the desires of the people. The recognize that their interest is also the public's inter movement which has found expression in the secret est, that everything they do is a public function as ballot, in general suffrage and in representative well as being part of private business. . . . The parliaments, demands a lessening of the insistence second step is analysis self-analysis and analysis on private rights, interests and prerogatives and a of public thoughts and desires about banks. . . . greater insistence on the rights of the common The banks must know not only economic and finan man," always within the framework of the free, com cial conditions, but also public attitudes. A survey petitive system, civil liberties and our democratic of public opinion toward banks should be made form of government. ELB also warns against "selling before any plan is developed. . . . The third step our liberties in exchange for our desire for security." is organization of the banks for the economic educa ELB then outlines activities in which groups and tion of the public. ... In this process of public individuals can participate in order to create con education the banker can well take a lesson from verging lines of private interest and public responsi the statesman and politician. . . . He must use the bility. These are: 1. Codes of ethics and practice sound methods of public education that other groups voluntarily entered into and accepted by indus educational, social, political have used effec tries and trades through their associations. 2. Similar tively. His program must be in the public interest. codes carried out by the professions. 3. The public The fourth step is a definition and redefinition, in relations profession. 4. Pressure groups of various your public education, of the simple, common sym kinds which function within democracy to bring bols of banking that have lost their old meanings in about greater public responsibility of private in- 35 terests. 5. Enforcement of public responsibility which he "wrote the presidents of 100 leading Amer within an industry by heads of that industry. 6. ican corporations picked at random and listed in the Laws denning private and public responsibility. Business Executives and Corporation Encyclopedia. Among them were: General Foods Corporation, Fashion Group. "Fashion Propaganda." Reprint, Burlington Mills, National Cash Register, . . . N. Y: Mar 1936. 10pp. Bausch & Lomb Optical Co., Armour and Company, ELB said: "I have tried, in this talk, to indicate to Pillsbury Mills, Inc., Allegheny Ludlum Steel Cor you five things. First, you must look on fashion as poration, Rexall Drug Company, Chrysler Corpora something which we can affect and modify. Second, tion, The Celotex Corporation, Transcontinental & you must consider fashion just as you would consider Western Air, Inc., Pacific Telephone & Telegraph any other industrial phenomenon in which competi Company, and Ford Motor Company. A wide range tion plays a major and a vital part. Third, you must of products was covered by [the] correspondents see that the success of any fashion, within limits, is foods, textiles, drugs, machinery, steel, aircraft, to be reduced to a battle of symbols for that fashion's optical supplies, tobacco, finance, utilities, con supremacy. Fourth, you must be prepared to fight struction materials, rubber, glass, and other fields fashion's battles on a hundred fronts. And last of of industrial action in 21 states." ELB says, "I told all, you must arm yourselves for the waging of those them I was studying house organs and their relation battles, with every weapon and with strategy that ship to management, ... a new field which re modern propaganda stands ready to thrust into quired thorough analysis in order to be of greater your hands," p. 10. This talk was given October 30, use to management. Would they tell me about their 1935. experience with their own house organs? Would they Financial Advertisers Association. "Proceedings evaluate the impact of these magazines on the pub I I . . . Twentieth Annual Convention." Atlantic lics for which they are intended? added that the City, N. J. Sept 9-10-11, 1935. 339pp. would try to chart a course for future which Address by ELB to the convention on the theme of might be of practical use to management, provided "Molding Public Opinion," pp. 56-65. management told me (1) the purpose which the An analysis of the public relations problems of house organ was designed to fulfill in their organiza financial institutions with a three-point public re tion; (2) whether the house organ met that purpose; lations action program: (1) The public must learn (3) what its present achievements and shortcomings that it needs the banks and cannot do without them were. My letter of inquiry received an almost 50 per the 100 I heard from in whatever setup there is; (2) The public must be cent response. Of companies, educated in the meaning and importance of banks; 49. Seventy per cent of the 49 had house organs. words expressing the entire function and nature of Thirty-two firms answered our questionnaire in financial institutions, must be re-defined and re- detail. It is significant that 14 of these letters, or 44 clarified so that every member of the public will have per cent were signed by top management presi a clear idea of the value of the word symbols that dent, vice president, chairman of the Board, or other interest in go to make up the bank; (3) Activities must be un officer. This indicates a genuine house dertaken to re-establish banks and bankers in the organs by top management. Eighteen of the replies, public mind through their own deeds as community or 56 per cent, came from public relations directors leaders. and editors." In order "to evaluate the replies against a broader background," ELB presents se "How to Remove the Public's Antagonism lected "facts and figures on the development of house toward Financial Institutions." A talk delivered organs in the U.S." He discusses the replies given at the Convention, Atlantic City, N. J: Sept by the corporations to each question in an itemized 11, 1935. 14pp. summary of high points in attitudes and facts re Reprint of above. vealed, synthesizes these findings as to the broad House Magazine Institute. "Fifty Million Read picture, before offering his particular suggestions for ers Can't Be Wrong: The Truth about House improvement, bolstered from specific examples. Magazines." A talk given before the Institute, an editorial association of industrial publication Industrial College of the Armed Forces. "Pub editors of the eastern United States. 1949. 8pp. lic Relations." The Washington, D. C. Short A quantitative and qualitative analysis of company Course, No. 2. Jun 24, 1941. 16pp. magazines with suggestions for their improvement. In this address, delivered six months before Pearl "If the company magazine is to accomplish its pur Harbor, ELB discusses "public relations during the pose; if it is really going to be a means of communica Great War in Germany, England and the United tion between the company and its employees; if it is States, the changes in psychological approach and to be a morale builder which creates better under technical developments since 1917, and such activi standing between management and men; above all, ties today in the three countries." if it is to be an effective instrument in advancing The talk analyzes in detail propaganda techniques the American way it can only do so by speaking during and after World War I and suggests a public to its readers about the essential, paramount things relations program for the United States designed to which concern them." maintain high morale. ELB reaches this conclusion after the study for "Our people have already provided billions of dol- 36 lars for physical armies and armaments. Through before the public continually through press associa their elected representatives they have voted for the tions, radio, motion pictures, news syndicates, maga first peacetime selective service army in the life of zines, books, television. The truth would be used; the nation. If we are to be fully prepared for what lies, distortion, twisted ideas are unsound and dan ever may come, the people must become equally gerous. Limiting factors on the effectiveness of ... convinced that in this psychological ramparts coun activity would be of course events beyond . . . try must be as strong as our physical ramparts. Such control, . . . the extent to which the communica beliefs must be founded on greater economic and tions network can penetrate into the minds of the psychological security for the individual on a people, the expertness with which the work is carried strengthening of democracy and of faith in it. Such belief based on an understanding of our aims will "General structure of the organization . . . would express itself in a will to victory and in sacrifice. follow [that] ... of the Committee of Public In Such belief will insure an even flow of supplies to the formation in World War I and the Office of War army from the industrial plants of the nation." Information in World War II. But with this differ Urging "a balanced public relations effort" to ence, that the organization would not be regarded achieve this goal, ELB suggests: "The Government by government leaders as a nuisance or a sop to needs a psychological general staff to advise on all public curiosity but as a vital part of our defense and major questions of morale in industry, civilian that it would receive the support and expert guidance life, army and navy. This staff would provide the that it requires. A wide variety of activities would be soundest available knowledge for building morale covered. ... It might be divided into three sec and for psychological warfare and by having on tions: administrative, domestic and foreign. In the top the ablest technicians, would speed up the entire domestic section many subordinate agencies would morale building processes. Such a Morale Commis be at work. There would be a foreign language news sion in its field of psychological defenses can take its paper division, a picture division, a film division, a place on a parity with the General Staff in physical pictorial publicity division, a speaking division, a defenses." syndicate feature division, a women's war work divi ELB sums up his proposed public relations pro sion and supervisory censorship division. Tomorrow, gram for the Government as follows: "First, a such an operation might be of necessity more com Morale Commission of experts, advisers, to draw up plex, cover a wider variety of efforts." a master plan for morale and psychological warfare; Basic to the suggestion of this action program is second, a program to strengthen faith in democracy; ELB's premise that "an effectively mobilized public

is . . third, a program to strengthen democracy; and opinion our most important strength in war .

sell . fourth, a program to the army to the people and [during which, for mobilization] . . resources are the people to the army." four-fold: men, money, materiel and public opinion.

The first three can be stockpiled in advance. . . . . "The Mobilization of Public Opinion." Public opinion can be stockpiled on a long time ap Talk before the Industrial College of the Armed proach, but not by warehousing or training, since it Forces, Washington, D. C.: Publication Num is an intangible. The long-time approach is to change ber L48-164, The Industrial College of the the objective surroundings of our people . . . con Armed Forces, Jun 14, 1948. 13pp. tinuously to strengthen democracy, through govern A survey and analysis of the techniques and media ment and private groups, furthering constructive for mobilizing public opinion in a national emergency social programs that will ensure psychological and with a three point suggested action program: "(1) economic security of the people. The short-time ... A central organization [for mobilizing public approach to be used only after a fighting war has opinion], manned by personnel skilled in the tech started, is by presenting significant symbols, words niques of mass communication, and headed by a and pictures to our people, through a government director appointed by the President. This director controlled bureau, using the campaign drive method must, of course, be an expert in the field of mass of persuasion and information. . ." persuasion . . . [and] would function in coordina In this 5000-word lecture, considerations and tion with a committee of Cabinet officers. (2) Suffi methods necessary to the development of both short- cient authority must be vested in the director to time and long-time approaches are discussed and enable him to avoid duplication and even com defined including, for instance, an examination of petition in the spheres of policy, strategy and the nature of public opinion, morale and patriotism methods. Just as a commanding general runs his the psychological factors involved in "static" as armies subject to the authority of the General Staff, well as "dynamic" public opinion, ascertainable so must this director guide his centralized activity, through research-information and knowledge. aimed at engineering the consent of the public . . . In these connections, among other things, ELB [not through] control or coercion, not thought con says: ". . . it is impossible to give more than the trol . . . [but through] . . . persuasion and in briefest suggestion of the psychological factors that formation. (3) The director will naturally coordinate go into the making of public opinion. A great deal of his strategy and methods with those of the Armed information is available, and more knowledge must Forces and of all other civilian governmental agen be gained. However, these factors should never be cies. . . . Ideas in news and pictures would be put overlooked in forming policies or programs, or in 37

. . . is to research carrying them out. It necessary appraise on what people respond to at the time. . . . [as an example] the mechanism and force of ra The American people are loyal to certain basic be tionalization, that familiar process by which people liefs . . . [which] act as rallying points for our suppress, even to themselves, the real reasons that loyalty [around which] public opinion may ... be lead them to make decisions, and invent instead rallied. . . . Semantics, the science of words, and plausible reasons that satisfy them. We have to know readability, the levels of reading acceptance, are the difference between rationalizations and the un other research matters of primary consideration. derlying motivations, if we are successfully to appeal . . . [But] as words are used to express ideas, so to the public for support. Identification with group deeds are developed to dramatize ideas . . . [al aims is another factor that needs constructive con though] one more job of research is finding in ad sideration. Conformity to mass pressure is powerful vance what cooperation may be secured from the in making public opinion. So is compensation for the communications channels, and this includes adver many economic, social and cultural frustrations of tising of course. . . . [From] a number of serious present day life. . . . We know that a man's morale studies . . . made of the machinery set up ... [in] is good when he acts on his belief that he has some World Wars I and II, ... the main lesson to be thing worth fighting for, when he merges his interests derived ... is this: that psychological warfare at with those of the group. ... It may result from home is an integral and vital part of any total war recognition that society is functioning in his behalf. effort [and] . . . must not be underestimated." He will feel this is true if he has psychological and economic security. . . . The ego satisfaction that . "Public Information by the Government." men derive from active identification with a group Washington, D. C: Publication No. L49-47. is so powerful as a morale factor that it should be The Industrial College of the Armed Forces, carefully studied and fostered. . . . We must ensure Washington, D. C. Nov 19, 1948. that what we fight for will survive a war. Our war Outlines the "public relations or information and aims must not endanger our national traditions of morale program ... as a way of insuring that, freedom, equality and orderly justice. These aims when and if a war emergency arises in the United must take the interests of the people into account; States, the people will be as well prepared in morale

. . . must recognize the kind of world Americans as the armed forces are in manpower and materiel."

. lists want. For example, . . expanding freedom, eco ELB three "indispensable basic factors" nomic, educational and social opportunities and full which must be taken into account in "any basic civil rights, loosely, what we call a better life for all. plan for building the morale of the people" and "pre

. . . Public opinion should be based solidly on facts paring the people of this country for an emergency." and emotions, on truth honorably presented, on The basic assumptions are: "it is necessary to de justice of the cause, on an understanding of a real velop and maintain maximum security with maxi and immediate danger and faith of the people in one mum liberty; the government and the people are another. These facts must ... be backed by the one; the loyalties of all sections of the government realities of the good life in this country. . . . Re and the nation must be focused on a common goal." search should precede any approach to a problem of ELB then outlines the following seven-point pub this kind, . . . should tell us whose attitudes need lic relations program: "(1) make full use of research to be intensified, whose need to be converted to our as a basis of policy and practices of government in point of view, whose point of view should be negated. dealing with the public; (2) develop a well-organized Such a research discloses the relative public aware peacetime public information bureau; (3) let the ness of the situation at the time, agreement or dis government deliberately and overtly encourage free agreement with our war objectives, the extent of the public discussion in peace time; (4) in its whole public's determination to achieve these objectives, public relations and informational policy, the gov its belief in our achievements thus far, its awareness ernment should emphasize not words alone, but of the size of the task. It tells us its confidence in deeds; (5) institute a continuing series of conferences various leaders, in the armed forces, in the allies, in and discussions between government and leaders of the veracity and completeness of the news, its satis the important groups in our society, including farm faction with the progress and unity of the country ers, labor, commerce, industry and the armed forces; as far as farmers, Negroes, foreign born, Protestants, (6) add higher formal education to the training pro Catholics, Jews, labor, business and other sections gram of the armed forces in peace time; (7) develop of the public are concerned. . . . [Also,] research a more democratic army in order to give men and in the widely differing educational levels of our officers greater community of interest in working population. . . . The problem of presenting the toward a common goal." basic underlying facts on which understanding is to ELB concludes: "The program I am suggesting is be based is a most difficult one therefore. . . . We predicated on our history, on our experience as a must know the extent of the network of communica nation and on the science of human relations as tions available to us at the specific time [If we are developed by the various social sciences; and it pre effectively to deal with the people through symbols serves our fundamental principles of security and

. is that penetrate all the media]. . . We cannot de individual liberty. Besides, it based on the military pend on intuition or inspiration for ideas. The ideas law that he fights best who most deeply believes in we use as themes must be based on a thorough-going his faith. History has shown that armies built and 38

the faith of the supported by people are the most Information and its seventy sponsoring organiza effective." tions, was held in Washington on July 15-16. Speakers were: Hon. A. Han "The Importance of Public Opinion in Henry Wallace, John 1 ' Clark Economic Mobilization. Talk before the In cock, Eichelberger, ELB and others. ELB said in "The to fear is to the dustrial College of the Armed Forces, Washing part: way dispel supply with the and facts the ton, D. C. Oct 11, 1949. people knowledge experts have. This must be done in terms the ELB says: "Because national action in a democracy people will both understand, and be to act The depends on public opinion, we need a new approach willing upon. will become articulate when the to economic and military mobilization, and to con people they know facts. will then one of the duct warfare. This requires expert knowledge of mass They squarely support for the atomic and individual psychology, as well as expert knowl plans proposed internationalizing bomb. That is the role. The tremendous edge of the techniques of communication. You are people's of communications in the United States giving serious attention to this vital matter. This expansion has given America the world's most shows the Armed Forces no longer believe, as they highly organized network for spreading ideas." ELB recommended often did in the past, that technology is everything planned action for information about and that public opinion can be handled casually disseminating the atomic bomb so that could "be sure through handouts and headlines which glamorize they your material fits the public you are interested in this or that general, this or that army in the public reaching." mind. . . . International Association of Milk Dealers. "Mobilization, then, must be divided into two "Better Public Understanding for the Fluid major areas of action. One is the mobilization of men, Milk Industry." Proceedings, 27th Annual money and materiels for the creation of physical Convention, Oct 15-17, 1934. pp. 215-230. armies and resources in case of war. . . . The second An analysis of the public relations problems of the form of mobilization is ideological. ... I believe fluid milk industry. "Public relations must be con it is possible to stockpile public opinion for economic sidered, first, from the standpoint of the industry; mobilization for victory as it is to stockpile things and, second, from the standpoint of the unit within if we go at it in the right way and on a planned basis. the industry." . . . But we must realize at the outset that public Analyzing public attitudes toward the milk indus opinion cannot be expected to depend on words try, ELB says the public thinks "the spread between alone; it depends upon deeds as well. The building the price the farmer gets and the price the distributor public opinion for economic mobilization must be gets is too great" and that "the farmer and the buyer based, to be sure, on facts, on truth, on the justice of milk are unjustly treated." of our cause, on an understanding by the people of The milk industry can do what other industries the danger our country faces, and on the faith of have done "carry on public relations activities the people in one another. But it must also be backed and create better understanding for the fluid milk by realities, by the achievement of a good life within industry." the country. Efforts directed to giving the people the For this purpose, "new methods must be adopted psychological and economic security they desire in to meet changed and changing conditions of our new the United States, if successful, should eventuate in epoch" and "to counteract ill-will from the past, a vast reserve of favorable public opinion. . . . This industry must devise extraordinary means of in long-range approach, by improving the mental and forming the public about its actual constructive physical health, the economic security and education policies and actions in the present and future." of the American people, and by eliminating discrimi ELB then recommends a four-point public rela nation, promotes high morale. . . . Now as to the tions program for the fluid milk industry: "(1) A second approach, the wartime approach ... In formulation of the objectives. (2) A scientific analysis such an approach, a central government-controlled of the public, including not only an estimate of what bureau presents significant word and picture symbols the public thinks and expects of you, but attention to our people. Such a bureau would use the methods to where public opinion is veering. (3) A study of practiced successfully in two world wars to mobilize this analysis with a view to making necessary public opinion. . . . Only experts in the field of changes in your policies, products or service to con public opinion, men who are deeply versed in its form to public desires and making whatever skills and deeply rooted in our democratic tradition changes are advisable. (4) A continuous projection can give us the kind of organization and techniques and interpretation of your industry through all pos which will educate and mobilize the public for a sible media in terms of what the public is thinking national emergency while maintaining our demo and demanding." cratic pattern intact." The Journal of Marketing. See Addenda, Item Institute on World Control of Atomic Energy. 13. " National Committee on Atomic Information." Mail Advertising Service Association. "Direct Report on the Institute on Atomic Information. Mail: A Challenge to Research in Humanics." Vol. 1, No. 8, Aug 19, 1946, pp. 1-11. An address delivered before the Association, The Institute on World Control of Atomic Energy, Twenty-Eighth Annual Luncheon, New York, convoked by the National Committee on Atomic N.Y: Raymond Service, Inc., May 6, 1947. 39 " ELB reports on survey about direct mail he con would look forward to the task of 'Building the " ducted among leaders like Nicholas Samstag and world of tomorrow,' ELB says: "In the last seven Frank Pratt of Time, Boyce Morgan of Kiplinger's, years, many of our old values, through economic Simon & Schuster, McGraw-Hill, Penn Mutual Life forces, have been deflated. The world is in a chaotic Insurance, etc. Quoting these on method and for state. It needs leadership. To revitalize the relation mula, ELB cites their suggestions for making direct ship of our system to the common man is a contribu mail more effective: lower costs in production and tion the Fair must make. The Fair must be made to postage; greater accuracy, more careful selection of show how our democracy works, how it can be main lists; improved letter content; improved government tained. . . . Let us sell America to Americans. . . . service lower postage, greater speed in handling How can this be carried out effectively? . . . The users of direct mail Fair must relate the which are to ; ELB himself suggests "must things shown, undertake research in two highly important fields of what they have done for us as individuals, and as a human knowledge: first, the art and science of com system in the last 150 years; to what they will con munication by mail; second, research into the nature tinue to do for us. Let us by all means picture the of human beings." Under first head, he urges re activities of America with concrete examples coal search, aided by colleges, universities and founda mines, copper mines, assembly lines, shoe factories tions, in language, semantics and symbols; under all these. I am all for the concrete, the vivid, the

second head, research in social sciences. actual reality. But this is not enough. . . . Such a ELB pointed out that "directed mail covers many Fair must show graphically the interrelationship of aspects of communications and of human behavior. the various groups that make up our life the It involves the whole process of engineering the relationship of private industry and private enter consent of those whom it is trying to influence in a prise to government and to the people; the relation highly competitive civilization. It should receive ship of farm and industry; the relationship of men the benefits of the most scientific methods in order and management. . . . Give them these facts at to carry out its social function most effectively." the Fair, graphically displayed in words, actions, dis Condensed in Advertiser's Digest, Vol. 12, No. 12, plays, through every form of thought conveyor, and Dec 1949, pp. 20-23. we can depend upon the people to make the soundest

choice possible. . . . Not to strike, throughout all Market Research. "Public Opinion and Public these great efforts, one dominant and responsive key Relations," Vol. 8, No. 2, Feb 1938, pp. 11-14. note of vital interest to everyone early in the Fair, Talk before the American Statistical Associa that will identify the coming Fair with the hopes and tion, Atlantic City, NJ: Dec 28, 1937. aspirations of every man, is to lose one of the most ELB defines public relations as "interpreting the potent effects that the Fair can produce, and to lose, public to the individual and the individual to the at the same time, the highest potential of interest and public ... a process of altering existing alignments, success the Fair can achieve. Not only will such a ... of effecting a change for the better integration point of view modify the attitudes and actions of of the two elements concerned." The public relations those who come to the Fair, but in its development, worker must "find out the present status of the in it will tend to crystallize the attitudes and actions of dividual attempting to effect change" and "the all those associated with the Fair exhibitors, key present configuration of his public." He needs participants. All New York will be ready to con scientific charting by statistics, economic measure tribute to such an end. New York represents the very ments, individual and mass psychology and other democracy that is America." social sciences. use of statistical methods in Discussing public Museum News. "The Museum's Job in Wartime," relations, ELB says statistics can in certain cases lay Vol. XX, No. 20, Apr 15, 1943, pp. 11-12. down the pattern for public relations activities in ad Reprint of an address delivered at Annual vance, gauge trend lines, indicate the amount of ef Meeting of the American Association of Mus fort to be applied, determine the effectiveness of a eums at Williamsburg, May 18-19, 1942. public relations effort, strengthen the ideas advanced ELB says: "The exigencies of total warfare demand in propaganda, employ the "tyranny of numbers" that every institution in the democracy re-examine, for socially useful purposes. re-evaluate itself to find its place in the democracy Merchants' Association of New York. "The under these wartime conditions, and to fit itself more New York World's Fair A Symbol for De effectively into the peace that will follow the war. mocracy." Address of Edward L. Bernays, mem Total warfare today has three fronts the eco ber of World's Fair Committee of The Merchants' nomic, the military, and the psychological. . . . The Association of New York at Luncheon under museums of the country, whether they are art, or Auspices of The Association's Members' Coun historical or natural history museums, can be used as cil at Hotel Pennsylvania. Issued by The a stirring background for emotion, factual evidence, Merchants' Association of New York. Apr 7, and tradition in shaping men's and women's atti 1937. 9pp. tudes. That is one way in which the museum can be In this talk, ELB discusses the basic theme of the come a dynamic and forceful contributor to the war World's Fair of 1939 and how to develop and expand effort and to the peace that is to come. . ." it. After Grover Whalen's statement that the Fair ELB reports that survey he made among museum 40 directors reveals museums face four major problems: (9) let fund-raising committees be thoroughly repre (1) organization the problem of personnel to head sentative of the community; (10) a successful fund- museums; (2) support for museums inadequate raising campaign requires overt acts which make the contributions and the problem to get people to at news luncheons, mass meetings, parades, broad tend and use museums; (3) the problem of satisfying casts, resolutions, dedication exercises. needs of various groups which use museums National Association of Manufacturers. "Panel children, adults, soldiers; (4) the public relations of Public Relations Counsel on the Big Problem problem of "utilizing all avenues of approach to the Facing Industry and What to Do about It." public to meet your problems of financial support Third Annual Public Relations and attendance." ELB then outlines three out Proceedings Conference sponsored by the NAM, N.Y.: Dec standing functions of the museum in wartime: (1) 4, 1945. 89pp. the strengthening of morale through increasing the An Editorial note: "The members of the panel were: people's belief in the future and themselves by show Edward L. Bernays, Carl Byoir, Pendleton Dudley, ing them the past and the present; (2) providing Fred Eldean, James W. Irwin, G. Edward Pendray, escape for a population made tense by wartime T. J. Ross." stress; (3) providing and maintaining the creative spirit so important to our democratic pattern and its National Municipal League, [etc.] "Crystallizing future. ELB adds: "These three important objectives Public Opinion for Good Government." Address are newsworthy. . . . Public relations with deeds is before the Thirty-First Annual Meeting of the more effective than public relations with words. . . . National Municipal League and the Twenty- First, define your objectives specifically in terms of First Annual Meeting of the American Civic your own museum. Second, make a study of your Association in Joint Session. Pittsburgh, Nov community to find out what the prevailing attitudes 1925. 8pp. and interests are, find out the channels of communi A discussion of the techniques of public relations as cation and their interests. At this point, work out applied to government. plans of activities translate your program into After emphasizing the need to "sell" good govern action." ment to a community, ELB outlines the techniques. "You may perhaps wonder at the use of the term National Alumni Council. "Mass Psychology -in 'selling good government.' Yet good government can College Fund Raising." An address delivered at be sold to a community just as any other commodity

the Regional Conference of the National Alumni can be sold to a community. . . . Any intelligent Council, Atlantic City, N.J., Feb 13, 1932. 8pp. handling of a problem in selling good government to ELB says: "Given these two ideas, first, that the a community must take into consideration the exist world looks today for leadership to the university ing status of public opinion in the community where scientist, teacher; second, that the world is recog the 'sale' is going to be made. . . . The basic reason nizing the validity of the mental equipment the col underlying such an analysis is the fact that men's lege gives a man to cope with this disrupted eco opinions are most often changed by their acceptance nomic world, how can they be turned into channels of the opinions of those whom they regard as leaders. to create greater opportunities for you to use in Remember, then, that this analysis should try as raising funds to keep the college going?" closely as possible to gauge the importance of the To achieve this goal, ELB recommends a public relative values of different leaders in the political relations program based on following steps: (1) thought of the community. . . . Now that the Through mass media of communication, group lead technician has mastered the first step in his 'sales ers and publicists, appeal to public's identification campaign,' he proceeds to the second . . . and with colleges as institutions which educate our chil analyzes the appeals of his good government project dren and give us our leaders of today and tomorrow; to the community. He realizes that the individual (2) issue a round robin signed by 100 captains of and the group are swayed by only a very small num industry "calling upon America to give a thought ber of fundamental desires and emotions and in to its colleges and to the things of the spirit, in this stincts. . . . The protagonist of good government, time when the fleshpots have proved of so little then, selects such appeals as will best serve to reach avail"; (3) A pronouncement by 600 college presi the groups he desires to influence. . . . The basic dents "calling upon America to bethink itself of the appeal or keynote of the campaign having been university as the means of training the youth to be developed, the good government special pleader next able to meet whatever future it has with strength has to consider the physical approaches to his public. and fortitude"; (4) saturate individuals in all walks . . . The platform, the motion picture (from a news- of life with this viewpoint, so that they reflect it in reel standpoint), the radio, the magazines, the direct their spoken and written utterances; (5) appeal to mailing piece, the word-of-mouth ' spoken thought, the desire for immortality by listing all donors to the parade, the mass meeting every method of university funds on tablets; (6) fire the imagination approach to the public through the senses must be of millions by a simple, direct symbol; (7) ask for a made. . . . The special pleader has a simple matter given sum for a given purpose on a given date; (8) let when it comes to the utilization of these media, each university define its ideals so that these are which I shall group together, with the exception of known to groups who believe in the same ideal; the daily press. He must simply study their con- 41

stituent organism as it exists at the time he is waging relations of American daily newspapers today? Sec his campaign and find the greatest common denomi ond, what are the attitudes of the American people nator of interest between the medium and the appeal toward the daily press today? Third, what are the he has decided upon for his public, keeping in mind issues and goals the American people are interested the group formation of society referred to previously. in now and for the postwar period?" his . . . Your group leaders, induced on some essential After discussing survey answers to these ques and basic interest to further your cause, and selected tions, ELB continues: "We have examined the three to fit into the media, will influence their constituents sets of facts we started out to. Now what are the and larger interlapping groups. Given a cause that conclusions and recommendations? If the newspaper needs the whole community's support, it is a possi effectively serves the public as a news purveyor and bility to secure the interest of any number of differ a social instrument, we do not need to be concerned

ent group leaders on varied appeals to sponsor the with the newspaper as a private enterprise. . . . cause, and reflect them through the channels men Our recommendations obviously apply to the daily

tioned, to publics that will eventually include the newspaper field as a whole. . . . Newspapers must whole community in terms of their own interests. act on the basic consideration that a democracy ... I have left the newspaper to the last because it needs a free and independent press which purveys is a problem in itself and to it as an influence in accurate complete news, and is also a social instru molding public opinion could be devoted a special ment of leadership for constructive improvement.

course of lectures. . . . Your special pleader, there . . . Large circulations and advertising are not fore, who cannot, because of physical and monetary necessarily an index to the social value of a news limitations, publish his own newspapers to present paper. If social values are not maintained, in the his point of view, must continually think of his prob long run newspapers may lose their status as public lem in terms of creating circumstances that will service institutions and encounter a tendency by the cause the desired expression in the minds of the public towards restriction, control and regulation public he is trying to reach, and which will at the even despite the first amendment. It is not incon same time compare in the market place for news of ceivable that pressures may be brought to bear that given day with other news which the given against the press, that is not considered by the public newspaper is printing. The circumstances which he to be living up to its privileged status. ... As to creates must embody the basic appeal he has de platforms of a leadership character, here are our veloped as the one to which his public will respond, recommendations: Greater emphasis should be and it must embody this appeal in the form of a placed on national and international social goals in happening which will be as important, or more im the platforms of American newspapers. Planks of portant, than other happenings in that particular local character, emphasizing physical improvements

place on that particular day. . . . The technique of in a community, now so generally used, might well influencing public opinion is then a problem to be be reconsidered. Greater emphasis might be placed gone at step by step. It demands a survey of the on promoting local social goals, consistent, of course, market the public, an analysis of the thought- with national and international social goals. The buying habits of the 'buying' group, a study of the American people are vitally interested in postwar physical media of approach and a harmonizing of jobs, social reforms, social security, educational and appeal to the media and to the public." other aid for returning soldiers, a chance to advance themselves, a recognition of their personal contribu National Newspaper Promotion Association. tion to America and to the next generation. Planks "Public Relations for the American Daily of this kind, it seems to me, might be given emphasis Newspaper." A talk delivered by Edward L. on a local as well as national basis. As to planks of Bernays, counselor in public relations, April 25, a news purveying character, these are well stated by 1944. Reproduced and distributed by the Asso the newspapers of the country. It is apparent that ciation as a service to the cause of American what they stand for is not as acceptable to the public newspapers. 14pp. as they ought to be. Newspapers to maintain their Discussing the public relations of America's daily status must not only adhere to these planks, they newspapers, ELB says: "If my talk to you today must make a vigorous avowal of them to the public. on the public relations of America's daily newspapers Platforms must be continually 'sold' to the public is to be of any practical value to you, your newspaper in every possible way. The press must consciously and to the public, it must be based on an objective make the public recognize its values in both the field weighing of all the facts available. That is the only of social leadership and news purveying. . . . The way to deal with any situation realistically look press must not only have sound leadership platforms at the facts, interpret them, and let recommenda and sound news policies and practices, it must 'sell' tions stem from analysis and synthesis. . . . To deal both to the public. In the leadership field, it can devel with the problem realistically then, we must examine op vigorous campaigns for action. In the news purvey three sets of facts and state the assumption on which ing field, it must stand not only for freedom from we shall interpret facts that a democracy needs a prejudice but 'sell' this freedom from prejudice to free and independent press, as a purveyor of news the public. It must 'sell' to the public constantly and as a social instrument of leadership. First, what that it is truthful and accurate, particularly in those are the policies and practices that govern the public areas in which the public appears to doubt its fair- 42 ness, its treatment of politicians and politics, labor radio commentators, writers and other opinion mold- and labor leaders, business and businessmen, foreign ers, you must also integrate yourself with the com affairs, religious and racial problems." munity where you function, with the key social groups that make up the community and its social National Society for Crippled Children and pattern on a local level, a statewide level, a national " Adults. Achieving Goals for the Handicapped." level.

Proceedings 1949 Annual Convention. Hotel ". . . possibly one way to cope with the problems Commodore, N. Y: Nov 6-10, 1949. 231pp. of educating the American public to understand the Introducing ELB at the November 8 session of the needs of crippled children and adults and to support Society's convention, the chairman said: "He is not your cause, is for you to set up a central board of a stranger to the work we are engaged in nor to the strategy consisting of representatives of your Na activities of the people present, because he has been tional Society and of other groups. . . . This central a member of the National Public Relations Com board of strategy . . . could work out both an im mittee of the American Red Cross, and is a director mediate and a long range plan of educating the public of the National Committee on Mental Hygiene, and in the light of whatever the research of your publics of the Arthritis and Rheumatism Foundation. He is indicates is the necessary blueprint of action." pp. Edward L. Bernays, a graduate of Cornell Univer 81-87. sity. Time magazine has called him 'the United States Publicist No. 1.' He is a lecturer on public relations New England News Letter. "Building Goodwill at New York University. Next summer, he will be for New England Industry." Supplement, Aug Visiting Professor on Public Relations at the Uni 1938, pp. 4-12. versity of Hawaii. He has served the United States Addressing the Conference of leading New England government in various capacities such as the Paris Manufacturers, ELB said: "The importance of pub Peace Conference, the United States Committee on lic relations today, it seems to me, is that the busi Public Information, the War Department and the ness man must regard it as more than articulation; Department of Commerce. He is an author and a he must regard it as a basic and underlying part of frequent contributor to leading magazines, and news his responsibility to the world he lives in. He must papers and social science journals." recognize that only if the public interest and the Speaking on "Achieving Goals Through Educa private profit coincide can he maintain and develop tion," ELB said: ". . . the visibility today of your his own business and the broader system of which cause is not as great as it might be not because it is a part." the problem of crippled children and adults is not as ELB reports on the "Goodwill Survey" which he important and vital as you might think it is, but made for the Industrial Committee of the New Eng because thousands of other ideas and interests are land Council. This survey was sent to 2500 New Eng competing with yours for public attention. You may land manufacturers, of whom 263 or 10.5% replied. have the best cause in the world, but the public must Of this survey, ELB said: "It aimed to find out be convinced that it is important before it will sup whether your community realized the contribution port it. The public importance of a cause is in direct made to its economic life by your company, inquired ratio to its visibility, to its being on the front page, as to whether your community was friendly to your so to speak, of communications that reach and make company, and whether your company was friendly public opinion. . . . You must then create visibility to the community; asked as to the appearance of for your movement high visibility on a national, your company's officers before local groups in the statewide and local basis. This is your first problem community; inquired, specifically, as to the par in any attempt to educate the public for the achieve ticipation of your company in community affairs. ment of your stated goal. Then it queried whether certain different kinds of "... the problem of educating the public is a information were made available to local newspapers much broader problem. We might call it a problem and other agencies in the community; whether you of social engineering, or a problem of engineering the encouraged visits to your plants; what employee in consent of the public for your goals. formation relationships you carried on; what plant "The first step ... is to insure that your goals identification you had; what plant exhibits you pro are realistic, that they are attainable and that they vided, what local activities you participated in to are effectively refined and defined. . . . Research wards a furtherance of your business, and what of the public will tell you whether the manpower, you considered the chief barriers or obstacles the money and the organizational facilities available to good relations between industry and your com to you now can meet your hoped-for goal. . . . You munity. will also find out by research of the public what the "... business must retain the system of private social forces in the community are that may work enterprise, of private profit and of free competition with you, . . . what your publics are, what they which made America. These are part and parcel of are made up of, what they are motivated by, what our democracy. The drift towards state capitalism the special fields of activity that appeal to these that is going on in many parts of the world is fraught publics are. . . . Research of this kind will help you with danger for the democracy. That is why it is so to define goals that will appeal to the public. important that the people should not be permitted "While selling your words to editors, publishers, to lose faith in business. ... If our democracy is to 43 remain, business must regain the good will of the New York Herald Tribune. Fifth Annual Forum public. It must reestablish itself with the public. on Current Problems. "America Faces a But it must depend for its public understanding on Changing World" The New York Tribune, Inc. deeds as well as words. . . . Public relations is no 1935. 318pp. longer a matter of a mimeograph machine, manu The Fifth Session of this Herald-Tribune Forum, facturing releases for newspapers. It is no longer a held October 17, 1935, was devoted to "Propaganda: matter of appearing before local groups, partici A Force for Good or Evil." ELB spoke on "Mould pating in community affairs, contributing towards ing Public Opinion," pp. 234-238. Introducing him, community charities, sending out information. Mrs. William Brown Maloney, Chairman of the Constructive public relations must permeate your Forum and editor of This Week, said: "The next every attitude and action. What you think and do speaker on this program is by way of being a sort must be in accord with public opinion, public desire, of institution. A nephew of that famous psycholo public demand and public interest as well as with gist, Dr. Sigmund Freud, his training and environ your private profit. ..." ment made him a student of human nature, and in his life he became interested in the Newspaper Advertising Executives Association, early psychol of the crowd. He read a called Inc. "Symbols The Currency of Propaganda." ogy play 'Damaged believed it should be to the Address at the 28th Annual Convention, N. Y. Goods,' given public for the public's own and undertook to 1935. p. 9. good, put it over. this was not a An action-related analysis of the use of symbols in Doing just press agent's selling that to the public meant con propaganda, publicity, and public relations. job play the the medical ELB said: "There are so few leaders today because verting legal profession, profession, the educators and the to of a more there is so little understanding of the science of press acceptance discussion of social than had ballyhoo by those who should be leaders. ... In open problems they ever known before. That was Mr. Bernays' first influencing and motivating the group to action, sym experience as a public counsellor. Today he is one of bols and cliches play a most significant role. . . . the foremost men in that in Leaders must devise symbols that will interpret the profession; has, fact, been instrumental in the disappointed and the latent beliefs of the public largely creating profession as such. I want to he said about it and that will stand again for the public's desires. A quote something several years is special new symbol-maker will be a new leader, if his sym ago. 'Propaganda simply pleading projected in terms of the public interest. bols are valid. . . . Propaganda the science of This can be used to antisocial purpose.' Ida Tarbell ballyhoo can give direction to the shifting tastes asked him what was the difference in the and wants of the consumer through the use of sym propaganda methods of a statesman and a He an bols, whether it be applied in newspaper advertising demagogue. swered that the difference was that one man had a or some other form of propaganda. . . . The mod social and the other didn't. It is the differ- ern propagandist studies systematically and objec purpose ference between the honest lawyer and a shyster tively the material with which he is working, in the lawyer; between a reputable doctor and a quack; spirit of the laboratory. If the matter in hand is a between humanism and Mr. has nationwide sales campaign, he studies the field by egotism. Bernays been the adviser of presidents, of high means of a clipping service, or of a corps of scouts, government officials, of big business. He is the author of two well- or by personal study at crucial spots. . . . This known books and Crystallizing Pub technique is daily being applied to every field of Propaganda lic Opinion" In his speech ELB said: "Americans human activity. . . . The world of industry par must recognize that in the science of ticularly must recognize that it is not only dealing propaganda they have at their command a real weapon with with three dimensional objects and methods through which to consolidate and make effective the work which to move them to the public. It must recognize and contributions of past and present generations that in addition to objects, it is dealing with symbols that have built our an that are competing with all other kinds of abstrac up present-day system economic and governmental system which we do tions, and that the only way to do this effectively is to not desire to for other." have fundamentally in mind the science of ballyhoo." exchange any New York of Medicine. "A Venture " Academy New York State Title Association. Mr. Bernays' in Public Health The 1941 Health Integration:' Address 'Private Interest and Public Respon Education Conference of the New York Acad " sibility.' May 5-6, 1939, pp. 59-66. of Medicine. N. Y: emy Morningside Heights, Minutes of New York State Title Association meet Columbia University Press. 1942. 56pp. ing, beginning with the president's introductory re Chapter II, "Barriers to Health Education," by marks. "The Association this year is going a little ELB, analyzes health services, the cost of public further afield in its program. The next speaker is a medical care, and the barriers to health education. publicist not directly associated with the title busi It contains a relations for public program educating ness. Mr. Bernays has been identified with many of the American people on health matters, pp. 24-45. the large corporations in business, advising them on Reprinted as "Psychological Barriers in Health their public relations. TIME has called him U. S. Education." Vital Speeches of the Day, Vol. Publicist No. 1 ..." The text beginning, "Title VIII, No. 6, Jan 1, 1942. pp. 188-192. insurance and its related field of real estate invest- 44 ment today face the same problems of public rela "Management must do its part as labor to see tions many other great fields of financial activity are that it conforms to the new conditions, that change facing. The need these businesses serve is greater is kept within a working evolutionary framework. than public knowledge and appreciation of this About the only guarantee of industrial peace is for need." Speech given by ELB covers sub-topics, management to apply the science of human rela "How to Develop a Better Understanding," "Public tionships to this problem. If management accepts its Interest Values," "Private Interests and Public Re responsibility to achieve co-partnership with work sponsibility," "Business Dependent on Goodwill," ers, public opinion will support management's share "Public Relations a Definite Objective." Question in this accomplishment." and answer one member's com period including Philco Distributors' & Dealers' Convention. ment, "We have had a million dollars' worth of ad "Leadership." An address by Edward L. Ber vice from Mr. Bernays for the price of a good lunch nays, Counsel on Public Relations to the Philco eon" also reported. Radio & Television Corporation. Delivered to Philco Distributors and Dealers on the 1936 Pennsylvania State College. "Human Relations Convention Cruise Aboard the Q.T.E.M. Mon The Way to Labor-Management Adjustments" arch of Bermuda. Copyright 1936, Philco Radio Bulletin. Vol. XLI, No. 7. Feb 14, 1947. pp. 15- and Television Corporation. 16pp. 22. A paper presented at the 23rd Annual In ELB analyzes the nature and the characteristics of dustrial Conference of the College, State Col leadership in American society and applies it practi lege, Pa. to Philco. ELB said: "The attempt of either management or cally labor to win public opinion to its side alone is in itself Printing and Advertising Clinics. "Public Rela no solution. The job of management, as it is of labor, tions A Challenge to the Graphic Arts." Talk is to put its own house in order so that it can begin at the Second of the Clinics, sponsored by the to develop a public opinion that will itself look be General Printing Ink Corporation, N. Y: Apr yond the conflicting claims of group interest. There 16, 1940. 23pp. is no short-cut to this goal." ELB discusses the problems of the graphic arts in ELB discusses the basic problems of labor-manage dustry "those engaged in the three processes of ment maladjustments and appeals to management reproduction, letterpress, lithography and gravure, to "bring its thinking up to date. . . . and the allied trades, the suppliers." "How can management build a real case that both He found out what the problems were by a na the public and labor will accept? In dealing with tionwide survey, among leaders of the industry labor-management problems, management suffers printers, lithographers, engravers, professors in from a cultural time lag. This phrase succinctly de printing universities, editors and publishers of trade scribes the gap which exists between what people newspapers, type founders, labor leaders; manufac actually do and what they could do in the light of the turers of presses, paper and other materials.

knowledge available. . . . The question resolves The industry faces: (1) internal problems; (2) itself into management's attitudes and actions to problems of relations with the broad public; (3) rela wards the worker and the representatives of manage tions with its customers [pp. 6-7]. Industry leaders, ment, from pay to ventilation. . . . Today indus ELB says, have six major complaints: (1) "there are trial management must apply to its industrial rela too many printers in the field and not enough crafts

tions the theories of human behavior developed in men . . . the lack of public appreciation of the the social science laboratories. To use this knowledge graphic arts industry is due to the fact that there is is not visionary. It is the highest type of practical, too little appreciation within the industry itself as self-interest, enlightened reality. . . . An orderly to what constitutes quality work; (2) the lack of solution to management's responsibilities is necessary realization of artistic potentialities by the indus before management can present a visible case for try; (3) poor salesmanship; (4) poor promotion; itself." In the hopes of stimulating such a solution, (5) lack of cooperation in the industry; (6) the ELB offered a seven-point program: (1) study and need for a coordinated and well-planned promotional codifying of study materials on human relations campaign using every form of promotional media." from all over the country; (2) management should ELB recommends the following public relations contribute financial and personnel aid to organiza program for the graphic arts industry: ". . . call

tions studying and publishing in the field; (3) together . . . leaders from the various divisions of management should actively support universities the industry to study the problems and suggest solu through scholarships and endowments; (4) tech tions. ... I recommend that your Committee de nological research should be applied to increasing velop a program of broad principles and practices industrial productivity through more efficient ma for the graphic arts industry to follow. ... I sug chinery; (5) all plans for improving labor relations gest that competent technicians be engaged to make should be studied thoroughly; (6) more widespread a study of the public mind to find out just what the

and intelligent use should be made of specialized in attitudes of your publics are . . . toward the prin dustrial relations personnel; (7) the public must be ciples and goals you have decided upon ... a educated to an understanding of what the American campaign of public education . . . using what we system means to them. might call the engineering of consent, organized 45

persuasion, from advertising to mailing pieces, from better educational system. . . . Public education personal suasion to industry resolutions, to win sup has a particularly low visibility. This calls for even port both of your industry and public to the princi greater effort in making the public aware of what is ples and practices you have decided upon." involved and what must be done in the current edu ELB says: "Certainly, the graphic arts and the cational crisis. . . . What we need today are volun prosperity of this country are interdependent. tary groups which will educate the public about edu The graphic arts are the fourth largest industry of cation and so create the necessary public demand for the country. Every sound attempt should be made laws that will save and improve our school system. to solve the problem of their mutual interrelations . . . What is needed is that all the groups working and public relations." for better education should speak with one voice, while each retains its own freedom and re Progressive Education Association. Gulp, W. M. group to work for better education on its own "Progressive Education Conference." The West sponsibility level. Such a unification of effort would avoid the ern Journal of Education. March 1938, pp. 5-7. and distortion which are bound to con Speaking as a member of the panel on educational duplication instead of the freedom and propaganda at the Twentieth National fuse, enlightening, public." ELB then the creation of a central board Conference of the Progressive Education Associa suggests of of leading lay and tion, held from February 23rd to the 26th, ELB said: strategy, consisting groups educators who would set and for "Freedom of using propaganda takes its place with policies goals American schools as a toward the other freedoms guaranteed by the Constitution." necessary step solving the crisis in education. This board would direct re To Professor Leonard Doob's challenge that propa search in the educational crisis and attitudes, gandists try to influence public opinion in a con public reorient work out a clear-cut of or cealed manner, Mr. Bernays answered that there are objectives; plan and tactics "to ethics and standards for men in public relations as ganization, strategy engineer public consent in relation to this issue"; use school well as other professions. buildings for public meetings, adult education, consumer train Robert Morris Associates. "Public Good Witt ing, recreational purposes; influence the public as a Credit Factor." Address before New York through the press, the radio, television, posters, Chapter. The Robert Morris Associates Monthly pamphlets and motion pictures; achieve more ef Bulletin, Vol. 18, No. 3, Aug 1935. pp. 49-52. fective cooperation between schools and parents, ELB said: "As far as the credit is con system and between schools and the community. ELB con cerned, . . . there may be periods in which people cludes: "Coordinated effort alone will help us over neither borrow nor lend. In such periods as these, it come the present chaos in our educational system. is vitally important for credit organizations to keep And we must act quickly, for that chaos is very alive public belief in the institution of borrowing dangerous to our children and to our future, a deadly and lending, because should the habit of not utilizing menace to the generations to come, the level of whose the credit system become too firmly fixed, it would intelligence and character will determine what kind be difficult to build a new extremely up faith, of America we shall have." without which the credit system must needs fail," "Should Public Polls Be Licensed?" p. 52. Talks. Opinion Quarterly Digest of Addresses Presented in the School Administration and Supervisors Con Public Interest by the Columbia Network. ference. "Public Relations for Public Edu Vol. 12, No. 2. Apr 1947. N.Y: Columbia Broad cation: How to Create Greater Public Under casting System, Inc. pp. 54-56. standing of the Public Schools: by Edward L. Editorial note: "Archibald M. Crossley, market Bernays." An address delivered at The Second and in the of opinion Annual Conference held at New York Univer analyst pioneer development polls, and Edward L. Bernays, eminent publicist and sity on April 30, 1949. 8pp. author of 'Crystallizing Public Opinion,' stated their ELB analyzes the current crisis in American educa divergent views over CBS, January 6. ELB said: tion, emphasizing educational needs and expendi 'We are no longer led by men. We are led around by tures, the prevalence of obsolete school buildings and polls. . . . Actually, public opinion is much more crowded class rooms, the shortage of teachers, etc. changeable than is indicated by the polls. . . . The He gives findings of attitude polls, showing what government must protect the public against mal the public thinks about public education and sug practices in polling. We license doctors, lawyers, ac gests techniques for educating the public to a greater countants and architects to protect the public. We understanding of the problem. set up standards of character and education which ELB says: "The facts about the crisis in education they must meet, and everyone favors this. By the must be integrated with realizable social goals and same token we should license poll-takers." they must be acted upon if the crisis is to be re solved. In order to achieve the necessary action, the Toronto Advertisers. "A Psychological Blueprint consent of the public must be engineered in the de for the Peace Canada, U.S.A." Address before sired direction. In a world where thousands of facts the Joint Annual Meeting of the Association of compete daily for our attention, we must somehow Canadian Advertisers and the Advertising and focus public attention on the educational crisis in a Sales Club of Toronto, Toronto, Canada. Oct way that will bring about social change in favor of a 28, 1943. 14pp. 46

ELB said: "We must learn to translate our divisive print has been laid.'). In the Foreword, Lee Tren- powerful war publicity into equally powerful peace holm, president, The Advertising and Sales Club of publicity for mutual understanding. This must be Toronto, comments, "Rare indeed is the important based on a knowledge and understanding by the proposal embodied in [this] distinguished dis " people of both countries of their common post-war course. . . and of offense and economic problems goals defense, U. S. Army Adjutant General's School. "Public relationship. Only on such common understanding Relations." Speech delivered before Recruiting can we both be assured that we shall best be serving Class No. 21, Jan 20, 1947. our national destinies, which by tradition, economics In this talk, at Carlisle Barracks, Penna., ELB urges and a common background are so closely bound that the President, the Congressional Armed Servi together," p. 14. ces Committees and military authorities should issue This plea was made in reference to ELB's proposal a joint statement of national policy explaining to the of "an organization the pattern of already following people of the country the purpose and need for the existing boards ... a joint Canadian-United States contemplated peace-time army of 1,070,000 troops Board for Mutual ... A Joint Understanding. which demands 40,000 volunteers a month. Board for Mutual Understanding," he explained, "provides a body which carries on a common pub University of Chicago Round Table. "Morale licity activity to serve the interests of both coun First Line of Defense?" A Radio Discussion. tries, in that it gives the people of both countries Jan 18, 1941. 28pp. the facts on which they may base their attitudes Participating in this radio discussion were ELB, and . . . actions. Such a permanent Joint Board described as "Public Relations Counsel, New York for Mutual Understanding should consist of an City"; Prof. Harold Lasswell, "political scientist, equal number of men representing both countries. Washington, D. C."; and Norman Thomas, "Na These men should be appointed for life as are the tional Chairman of the Socialist Party, Candidate judges of our highest tribunals . . . should have for President, 1928, 1932, 1936, 1940." a deep love and understanding of the common The introductory note explains that "The Round interests of both countries and a knowledge of their Table, oldest educational program continuously common needs. . . . Such a Board should include on the air, is broadcast entirely without a script. from each country, one or two elder statesmen, a Subjects are chosen because of their social, political, social psychologist, a newspaper publisher or radio or economic significance. The program has no 'ax to executive, an adult educator, an expert in the field of grind.' In the selection of speakers, the effort is to public relations, and an advertising man. ... As provide a balanced discussion by participants who democracies, each country must work on the premise have special competence and knowledge. The opinion that if the people of both countries are given sound of each speaker is his own. ..." information, the countries themselves through their ELB is asked by Lasswell to define "morale": representative and executive officers will determine "Morale is behavior," he says, "behavior judged by in to our sound policies. A budget will be provided . . . pub someone on the outside relationship goal. licly to be accounted for as is that of the Canadian Under strong morale we have energy, enthusiasm, W.I.B. or our own O.W.I. It will learn just what the belief in our goals, and ideals. Under weak morale public of one country knows about the other, what we have apathy, frustration, and breakdown. A pre-conceived notions or ignorances prevent com strong morale means that we of the United States in plete understanding . . . will not mix into the must have a common goal, a belief our leaders, politics of the moment . . . will plan and work for a and a belief in ourselves." for long time rapprochement. . . . The board should Subsequently, under "Objective Questions stimulate relations between the two Examination," Round Table listeners are asked to consistently " countries through facilitating exchange of informa "Give Mr. Bernays' definition of 'morale.' Under

. . of . . tion and viewpoint of key people in great social forces "Questions [. wider scope .] For Analysis that make up both countries education, com and Discussion," listeners are asked to "Define your merce and industry, agriculture, labor, the profes concept of what is meant by the term 'morale.' . . . sions. The flow of ideas will not be a fortuitous one Does your viewpoint coincide with that of either Mr. the way flow . . . but rather . . . two-way . . . [in] Bernays or Mr. Thomas [who questioned sig fact and point of view." In presenting this "psy nificance of, and relation of, 'common morale' to, chological blueprint for the peace between my and as against 'a right goal in democracy itself']. country and yours," ELB bases his "analysis and ... If not, how does it differ?" interpretation" on "present-day facts and condi ELB agrees with Thomas "that the test of de

. is to be our suc tions . . [on] present war relationships [which] mocracy in the next few years going point the way to such a study" "mutual regard" cess in meeting unemployment and poverty. But," between the peoples of both countries, as shown by he adds, "the success of our present democracy is public opinion polls; the sense of being "natural going to depend upon this: Are we going to be able allies" in regard to international relations; coopera to meet the warfares against democracy that are tive activities, by agreement, of Canadian and taking place today . . . are we going to have U. S. War Information Services ('Under the urgency morale?"; he disagrees with Lasswell on the point of common need in war, the groundwork for our blue "that people in this country want democracy, but 47

. . . have no agreement on ways and means toward University of Cincinnati. "Tomorrow's Public democracy." ELB says: ". . . by the best statis Relations: A Blueprint for American Business." tical count, there are ten million people in this coun Text of a talk delivered before the Business try who are more sympathetic to other types of sys and Professional Men's Group, Cincinnati, Ohio, tems than they are to democracy. What I fear is Mar 10, 1944. 31pp. that we are so interested in discussing the future This address surveys the problems of post war plan that we don't pay the attention we should to realiz ning and readjustment and how public relations fits ing the same type of active, dynamic force for into the attempts to realize the goals set by various democracy as that developed by those who are op leaders and groups for a better world. After pointing " posed. . . out the extent to which planning was being used in ELB and Lasswell agree that "it is perfectly pos other fields, ELB urges comparable efforts in the sible for a democracy to fight a war," in contradic public relations field. Quoting from three different tion to Thomas who "won't say that it is wholly im sources, the Atlantic City conference of business, possible [but] it is extremely difficult . . . doubly labor and farm groups, the Baruch-Hancock report ... at long range"; after lively interchange, at on reconversion, and an address by Henry Wallace, tempting to clarify the implications, all speakers a synthesis of goals for public relations planning is concede that, for morale, it is important to "speak reached. After pointing out the necessity of studying " up and ACT for democracy. . . social facts and realities, and therefore the need for Declaring further that "what this country needs is studying them, recent polls are discussed which back a common goal," but in reference to Thomas up the delineation of public relations goals. with "men like you talking," ELB insists: "I believe ELB says: "Polls show our people want demo that ideas are weapons in a democracy; that public cratic justice in its broadest sense. . . . Polls prove opinion is the sum of individual opinions; that you that a great deal of ordinary living goes on outside are helping to make individual opinions; that the of working and that society must provide for the public makes national morale, national unity, and happy pursuit of this kind of living. . . . Polls national wealth; and that everyone can help share show too that if we practice sound public relations public opinion and public action. I remember that in one of the vitally important segments of our life- twenty years ago there wasn't anything like public business, we shall avoid revolution. . . . The ac relations. Today we know that leadership is largely ceptance of all these realities the pronouncement the result of effective planning of techniques and of American leaders, the social facts, the polls methods, and we can all be leaders in a democratic must govern the American businessman. ... In way. Totalitarian systems and enemies within our practicing effective public relations . . . you will country are waging a propaganda war to break down find that what you are really doing is practicing good democracy." leadership. Leaders in a democracy are men or In reference to ELB's question, "What do you women who win friends and influence people by think of the idea of getting experts in the field of word and deed. ... As forceful, socially minded, morale psychologists, neurologists, communica forward-looking leaders, businessmen can practice tion experts, men like Thomas who know and love and publicize socially sound policies and practices their country to work on a commission to give not only in business but in other fields as well. . . . counsel and advice where it is needed on problems American business men interested in preserving of morale having to do with everything from frus democracy and predominantly free enterprise must tration and prejudice and social behavior to the exert this kind of leadership effectively. . . . Nor problems that the army or ... navy ... or the can business men permit reactionaries to be their draft meets with men" Lasswell finally says, "I spokesmen and official leaders." think we need lots of service agencies for national defense to help people to understand just how they University of Virginia. "Freedom of Propaganda: can serve democracy in this crisis. To that extent I The Constructive Forming of Public Opinion." agree with the general conception of a morale com Talk delivered at the Institute of Public Affairs, mission. Then I think that represents our consensus July 16, 1936. Reprinted in "Vital Speeches of today on our question: Is morale our first line of de the Day." Vol. II, No. 24, Sept 1, 1936, pp. 744- fense? We have said: 'Yes, without it we cannot suc 746. ceed.' We have also said: 'No, morale is not our first ELB said: "Americans must recognize that in the line of defense because it is a result and not the science of propaganda they have at their command cause of a successful defense effort.' One thing has a real weapon with which to consolidate and make emerged clearly. We agree that we must have clarity effective the work and contributions of past and about the ends and means of the achievement of a present generations that have built up our present- democratic society." day system an economic and governmental sys Under "Suggested Readings" for Round Table tem which we do not desire to change for any listeners, six works are listed, including "Bernays, other."

Edward L., Speak Up for Democracy. . . . The Discussing the role of propaganda, ELB said: methods and strategies of modern public relations "Propaganda is the voice of the people in the de salesmanship applied to the job of 'selling' demo mocracy of today. Freedom of propaganda is as im cracy." portant as the other civil liberties freedom of 48 worship, freedom of the press, freedom of speech, relationship between the leader and his followers is freedom of radio, and freedom of assembly. . . . basic to victory, and that our many leaders must Propaganda is an important tool of sound social assume the responsibility of guiding their followers evolution and change. Propaganda makes it possible not only in peacetime pursuits, as they already do, for minority ideas to become effective more quickly. but for victory as well." . . . What is this propaganda that takes ideas and The Foreword states in part: "Edward L. Bernays, facts, and gains quicker acceptance for them that who has long enjoyed the reputation of being the modifies the motives, the thoughts, and the actions of nation's number one publicist, speaks, in this timely millions? Propaganda is applied psychology. Propa address, with the authority of one who has made ganda is an attempt to give currency to an idea by 'people' his life work. The demonstration contained finding the common denominator between the idea in this paper should give comfort to those who be and the public interest, and stating it. It is bringing lieve that there is no mass mind, but there are mo an old or a new idea to acceptance by the public. bile groups of educatable people who think in . . . The methods of propaganda are readily avail dividually and often act as a unit. His thesis makes able to all forces in society that wish to effect change stimulating reading." or to maintain the status quo. . . . From the broad ELB said, "The first step in forging psychological social standpoint, propaganda can be used in in unity in the United States is to discover how many dustry for a variety of purposes. It can be utilized potential war leaders there are in America who can to hasten or slow up the normal time lag in the public strengthen uncompromising determination for demo acceptance of a product. . . . Propagandas for the cratic victory. According to the latest available fig consumer's favor carry broad consequences in their ures, there are 788,257 such leaders. . . . Leaders, wake, and serve a useful purpose in the economic for their part, have access to the minds and wills of system. They serve to stabilize life for the producing their followers. They must assume their responsibil as well as the consuming elements. They tend to ities and mobilize the psychological front for victory eliminate the shocks and sudden changes which it is in this war of ideas. . . . We must not expect words clear our system cannot stand. . . . Propaganda alone, no matter how true or pointed, to build up our makes public interest the deciding factor, for the national will to victory. . . . Government is ex more propagandas there are vying for public interest pressed by acts and words. But the Government in and public attention, the freer is the public to choose our democracy depends upon the people, on what on the basis of its real wants. they want, on what they are willing to accept. The "What, you may ask, can be the rationalization of people depend to a great extent on thousands of lead these propagandas? namely this that as interest ers for guidance as to their attitudes and actions. We and attention are focused on these battles, disin always get back to the leaders no matter where we terested authority will align itself on the basis of start." The address continues with an identification merit with one side or another, and the presumption of the 25 most influential leaders of the day, and of is that that side will win in public favor which is in the leaders included in the figure quoted above of the public interest and at the same time satisfies the 788,257 leaders, and concludes with an appeal for private-profit motive that is at the basis of our more effective harnessing of this leadership to the present system. . . . Individuals, industries, and purposes of total war. organizations have not heretofore regarded them selves as part of a larger whole that must present a WOR Forum Book. Granik, Theodore S., ed. unified front to the public. The capitalistic system With a Foreword by Robert F. Wagner, U. S. has entirely neglected the larger implications of sell Senator from New York. N. Y: Falcon Press, ing itself against competitive systems to the public. Inc., 1933. 273pp. ... If we are to safeguard the principles of de This series of debates under the auspices of the WOR mocracy on which our country was founded, if we Forum Hour contains one between ELB and Silas are to safeguard democracy itself, we must first un Bent. A Who's Who of Contributors to this book derstand and then utilize effectively the science of describes ELB as follows: "A leader in the field of

. . relations. in field propaganda in its behalf. . The task of the counsel on public Has acted that propagandist is, in essence, the effective manage for foreign governments, industrial and public wel ment of the symbols at his command to bring about fare organizations, national associations, and individ desired responses from the public in order to achieve uals. Author of 'Propaganda' and 'Crystallizing " in the desired end. . . Public Opinion.' Maintains an office New York." Arguing the affirmative of the question, "Is Propa Western Reserve University. "Democratic Leader ganda a Constructive Force in American Life To ship in Total War" Address at Cleveland Col day?", ELB says: "The instruments by which public lege, Western Reserve University. 1943. 8pp. opinion are organized and focused may be misused In this address "presented at Cleveland College of just as other instruments in law and medicine are Western Reserve University, under the auspices of being misused; but such organization and focusing the Journalism Department," ELB said: "The re are necessary to orderly life. As civilization and the liance of democracy on its leaders is one of the great technique of spreading ideas have become more com safeguards in psychological warfare within and plex, the technician has arisen whose function it is outside the country. We must recognize that the to help in presenting a point of view and a product. 49

"Today, every idea and every product is compet indirectly, but nonetheless surely, to the happiness ing with every other idea and every product for of people generally. . . . During the last twenty favorable public opinion. years there has hardly been a single new idea, new "... The practice of propaganda since the war invention, or new product accepted by the public has assumed very different forms from those preva which was not made available for the public's benefit lent twenty years ago. This new technique may through the use of propaganda in one form or an fairly be called the new propaganda. The new propa other. Schools, colleges, churches, the theatre, litera gandist utilizes mass psychology and the technical ture, art, music, charities and other forms of social means of approach to the masses in order to give his service all have used propaganda effectively. . . . idea or object a greater value in the eyes of the 'The cure for propaganda is more propaganda.' It public. enables minorities to break up dominant groups. It is "The problems of business offer great opportunity the advance agent of new ideas and new products. for the propagandist, for everyone is competing Since it is available to all, it is an insurance against against everyone else for the consumer's dollar. . . . autocracy in government and against standardiza

Those businessmen . . . who have propagandized tion and stagnation. successfully for basically sound products, have not "It seems to me that the future historian will only added to the economic stability of their com ascribe to propaganda a very large share or respon munities, but by doing so, also have contributed, sibility for America's progress . . ." pp. 93-100.

Tart Two WRITINGS ABOUT EDWARD L. BERNAYS

C-i>Vy4s

53 Mention of article on "Molding Public Opinion" with a bio graphical sketch of ELB. p. 87. EDWARD L. BERNAYS Philadelphia, The Academy. Vol. 250, Mar 1947. 183pp. in Books This volume, devoted to the overall topic "Com munication and Social Action", contains an article by Arleigh B. Williamson on "Safeguarding Chan and Faith. Broad Abdullah, Achmed, Baldwin, nels of Communication" which refers to ELB's ar Interlude. N. Y: Payson & Clarke, Ltd., way ticle on the "Engineering of Consent," appearing in 1929. 306pp. the same volume, p. 5. Also: "Some large industries This novel of New York life contains the following and their advertisers, it has been said by Dudley and about a fictional character said to be mod passage Bernays, have become conscious that their ultimate eled on the late Otto Kahn: "Julius Beck had a welfare depends on public confidence." p. 8. strong passion for things of enduring beauty; fancied American Association of School Administra himself as Art's self-elected patron; had subsidized tors. "Public Relations For America's Schools: many a publicity expert and public relations counsel, Yearbook." Published the from Ed Bernays to Oliver Tayler, so that his fame Twenty-Eighth by American Association of School Administrators, as a Maecenas might spread from New York to a department of the National Education Asso London, and from the Atlantic to the Pacific." p. 118. ciation of the United States. 1950. 497pp. and Dale. Market Agnew, Hugh F., Houghton, Discussing The Superintendent's Leadership in Pub Policies. N. Y: McGraw-Hill Book Com ing lic Relations this article says: "The public relations Inc., 1941. 615pp. pany, point of view on leadership has been well expressed reference to "Bernays, E. L: 'Crys Bibliographical by Bernays: Leadership is the 'engineering of con Public N. Y: Boni and Liveright, tallizing Opinion,' sent.' It is getting people to follow you because they 1923." p. 460. want to, not because you want them to." Footnote Albig, William. Public Opinion. N. Y. and London: reference to ELB in "Tomorrow's Public Relations," McGraw-Hill Book Company, Inc., 1939. p. 128. Listing of ELB's "Crystallizing Public Opin 486pp. ion" in Selected References, Chapter I, p. 308. reference to ELB's book, Bibliographical Crys American Library Association, American Red tallizing Public Opinion, Chapts. I, II, "The Nature Cross, United Service Organizations. Final and Development of Public Opinion," p. 433; to Reports, Victory Book Campaign, 1942-43. his book, Propaganda Chapts. XVII, XVIII, "The 26pp. Nature and Art of Propaganda," p. 456; to his ". . . as Co-chairmen of the Campaign Commit article, "Manipulating Public Opinion," American tee [for public relations, publicity and collections], Journal of Sociology, 33:958-971, Chapter XIII, three well known men were selected, appointed and 451. "Opinion Change," p. consented to serve: Franklin P. Adams, author, American Academy of Political and Social columnist and 'Information Please' expert; Edward Science: Annals. Philadelphia, The Academy. L. Bernays, noted Public Relations Counsel; Nor Vol. 179, May 1935, 287pp. man Cousins, author, and editor of the 'Saturday In his article on "Party Campaign Propaganda," Review of Literature'." p. 14. D. "Edward L. has com Ralph Casey says: Bernays American Merchant Marine Conference. Pro plained of the great waste in the distribution of cam ceedings, Volume 12. N. Y: The Propeller Club paign propaganda and the failure to work out the of the United States, 1946. 335pp. entire campaign according to broad plans, with as As co-chairman, ELB, Counsel on Public Relations, scientific an analysis of the public to be reached as presided over the panel on Waterway Improvement possible." Footnote reference to ELB's book "Propa held at the Waldorf Astoria during the Propeller ganda." p. 82. Club's Twentieth Annual Convention, October In his article on "Official Publicity Under the New 18, 1946. Before introducing the first speaker, Deal," E. Pendleton Herring quotes the suggestion General Albert L. Cox, "in command of in ELB's book "Propaganda" that the "United Brigadier the Military District of Washington during the States Government should create a Secretary of war," ELB emphasized the importance of waterway Public Relations as (a) member of the President's in "maintaining and increasing our Cabinet. The function of this official should be to improvements standards of living in this country by reducing costs" interpret America's aims and ideals throughout the to the advantage of individual consumers, p. 174. world, and to keep the citizens of this country in touch with governmental activities and the reasons Art Directors Club of New York. 26th Annual of which prompt them. He would, in short, interpret Advertising Art. N. Y: Watson-Guptill Publica the people to the Government and the Government tions, Inc., 1947. 316pp. to the people." Footnote reference to ELB's book Excerpt from ELB's talk before the Art Directors "Propaganda." p. 172. Club, "More Power to Art Directors A Challenge The editors of this volume of the Annals, devoted to the Profession," is featured as introduction in a to "Pressure Groups and Propaganda," follow ELB's double-page spread, pp. viii-ix. 54

Author's and Writer's Who's Who & Reference standard Bernays books, Crystallizing Public Opin Guide. London: Shaw Publishing Co., Ltd., ion, and Propaganda, p. 293. 1948-49. 799pp. Becker, Carl L; Lerner, Max; Fly, James Law sketch: Edward L. B. S: Biographical "Bernays, rence; Cushman, Robert; Biddle, Francis; Vienna 1891. e: DeWitt Clinton Sch., Cornell High and Day, Edmund Ezra. Safeguarding Civil Univ. m: Doris E. Fleischman. d: 2. Mem. Nat. Liberties Today. The Edward L. Bernays Lec Publ. Rel. Cttee. Publ: Crystallizing Public Opinion; tures of 1944. Ithaca: Cornell University Press, for Broadway Anthology; Propaganda; Speak Up 1945. 158pp. Take Your Place at the Peace Table; Democracy; Preface by George H. Sabine, Vice-president of Public Relations: A Profession; Growing (Ed) Cornell University, records the contribution of the Outline of Careers, 1927. Ctr: Various, c: Century gift to Cornell University by ELB, an alumnus of Harmonic (N. Y.). a: 163 East 63rd St., Country, the Class of 1912, which made these Lectures possi Office 26 E. 64th New York Bernays Buildmg, St., ble; refers to his belief on the importance of under 21, N. Y., U. S. A." p. 54. standing civil liberties in America's social and politi Social Institutions. Barnes, Harry Elmer. N. Y: cal life; the volume has been planned "in the hope 1946. Prentice-Hall, Inc., 927pp. that . . . our heritage [of civil liberties] might be "Skillful advertising, suggested by E. L. Bernays strengthened." pp. vi-vii. and others, has popularized the use of the telegraph." Benedict, Agnes E. Progress to Freedom. N. Y: p. 478. A footnote on the same page says erro G. P. Putnam's Sons, 1942. 309pp. neously: "Bernays invented the slogan, 'Don't " In the Foreword of this "Story of American Educa write, telegraph.' Also: "The institution of the tion," "very special thanks" are given by the author Public Relations Counsel represents the most to ... "Mr. Edward L. Bernays, for his masterly sophisticated and subtle development of business criticism and practical guidance." p. vii. propaganda. The two most distinguished masters of Silas. Machine Made Man. N. Y: Farrar and this type of propaganda have been Ivy Lee and Bent, 1930. Edward L. Bernays." p. 568. Rinehart, 341pp. ELB is quoted indirectly as saying that the modern "Society in Transition: Problems of a publicity man is a special pleader before the court of Changing Age." N. Y: Prentice-Hall, Inc., 1939. public opinion, p. 139. 999pp. Rion. For Immediate Release. N. Y: In the chapter on "Mass Information and Mass Bercovici, Sheridan 1937. Propaganda," the author says: "The use of the House, 317pp. A chief character of this makes public relations counsel represents the most sophisti publicity man, novel, numerous references to ELB: "What has cated and subtle development of business propa Bernays that I haven't A smoother ganda. The two most distinguished masters of this got got? patter, psy better contacts. . . . But there's type of propaganda have been Ivy Lee and Edward chological aura, no reason I can't make the L. Bernays. In promoting particular products or why grade!" p. 82; movements, these men have found that direct and ". . . he looked at the Bernays book with respect. And . . ." ". . . I'm on blatant propaganda is very often harmful rather envy p. 92; creeping up and the Lee and than helpful. It only serves to increase the preju Bernays Boys, they're getting worried." a of the book" is dices already in the minds of those to be converted. p. 203; copy "Bernays 93 with his name Therefore, an indirect line of attack is formulated. mentioned, p. along among So-called institutes or foundations are created to those to whom authorship of "all the stuff written

about is attributed . . . serve as the ostensible voice of, or spokesmen for, publicity" "Bernays Doob . . . Walker . . . Creel . . ." 167. the interests served. This gives a sense of research, p. authority, and dignity to the propaganda which is Bickel, Karl A. New Empires. Phila: J. B. Lippin- issued. Even reputable scholars are employed to cott, 1930. 112pp. make studies which seem to support the contentions ELB is quoted at length from his "recent book, advanced in the propaganda." pp. 636-637. Propaganda," as to the importance of radio Also the section "Selected References" includes among the propagandist's tools; its uncertain future reference to "Bernays, E. L., Propaganda, Liveright, development as a competitor of the newspaper as an 1928," p. 988. advertising medium; and as a controlled channel for Barton, Roger, ed. "Advertising Handbook." N. Y: the publicity of large political, racial, sectarian, Prentice-Hall, Inc. economic, or professional groups, pp. 74-76. Footnote reference to ELB under "General Subjects. Biddle, William W. Propaganda and Education. L. Collection on Bernays, Edward L., Edward Bernays N. Y: Teachers College, Columbia University, Public Public Relations, New York. New York Bureau of Publications, 1932. 84pp. Library, 1947." p. 802. With a footnote reference to his book, Propaganda, Bastian, George C. Editing the Ray's News. Re ELB ["Himself a successful propagandist"] is " vised by Leland D. Case. N. Y: The Macmillan quoted: '. . . The minority has discovered a Company, 1933. 309pp. powerful help in influencing majorities. It has been Under "Newspaper Problems, Policies, and Ethics; found possible to so mold the mind of the masses The Radio," bibliographical references to two that they will throw their newly gained strength 55 in the desired direction. . . . Propaganda is the nays has both a clear and a very shrewd understand executive arm of the invisible government.' Or ing of his profession. . . . Bernays himself is quite again, 'But instead of a mind, universal literacy has the newest type of public relations specialist, so in given him [the common man] rubber stamps, . . . telligent and so free from the conventional inhibi inked with advertising slogans, . . . editorials, . . . tions that he assumes almost the character of a published scientific data, . . . trivialities of the phenomenon." The extract describes Bernays' key tabloids, and the platitudes of history, but quite role in dramatizing Light's Golden Jubilee and the innocent of original thought . . .' The result is 'to introduction on the market of a new Dodge car, control and regiment the masses according to our pp. 517-20. Another section of this book, "The will without their knowing it'." p. 2. Struggle Between Press and Radio," says: "It took the spectacular broadcast of the Dodge Motor Car Bingham, Alfred M., and Rodman, Selden, eds. company on January 4, 1928, an announcement of its Challenge to the New Deal. N. Y: Falcon Press, new Victory Six, to awaken publishers to the fact 1934. 284pp. that a rival for the advertising dollar had sprung "... They seem to have learned nothing from the into being. Edward L. Bernays . . . had charge of technique of propaganda, as it was carried to per this event," pp. 540-541. This section is an extract fection by the Lord Northcliffes in wartime Eng from "20,000,000 Hear Dodge Broadcast," by John land, the Edward Bernays in industrial Amer R. Lee, Sales Management, Vol. XIV, Apr 14, 1928, ica, . . ." p. 212. p. 591. Wilfred and Malcolm C. A Binkley, ., Moos, Block, Marine, ed. Current Biography. N. Y: H. W. Grammar Politics: The National Government. of Wilson, 1942. 940pp. N. Y: Alfred A. 1949. Knopf, 760pp. Section on ELB with portrait photograph. This Footnote reference to ELB's "Attitude Polls Serv biographical sketch says: "If the United States ants or Masters." 171. Footnote: p. "Certainly Government had in its cabinet a Secretary of Public not all of the electorate is familiar with the findings Relations a trained psychologist whose business of the In 1946 it was estimated that 38 polls. only it would be to control the mass mind the logical cent of the knew the results of the per people Gallup man for that position would be Edward L. Bernays, and Fortune polls. See Paul Harry Field, Lazarsfeld, United States Publicist No. 1, head of a profession Claude Robinson and Edward 'The Dis Bernays: which he built up, publicized, and named: counsel on cussion Goes On.' Public Opinion Quarterly (1945-6), public relations . . ." pp. 76-79. 9:404," p. 172. Bogardus, Emory S. Fundamentals of Social Psy Charles. Social N. Y. and Lon Bird, Psychology. chology. N. Y. and London: D. Appleton- don: D. 1940. Appleton Company, Inc., 564pp. Century Co., Inc., 1942. 538pp. Bibliographical references, Chapter IX, Propaganda, Bibliographical reference, Chapt. XXX, "Public to ELB's Public Crystallizing Opinion, and, p. 341, Opinion," to ELB's article in the American Journal his article in the American Journal of Sociology, 1928, of Sociology, Vol. XXXIII: 957-71, "Manipulating Vol. 33, 958-971, Public The Manipulating Opinion: Public Opinion," p. 463. Why and the How. Bone, Hugh A. "American Politics and the Party Bird, George L., and Merwin: Frederic E., eds. System." N. Y: McGraw-Hill Book Company, The and N. Newspaper Society. Y: Prentice- Inc., 1949, pp. 777. Hall, Inc., 1942. 627pp. Among the selected references for the chapter on This book is a of compilation statements on news "The Foundations of Opinion" is Crystallizing Public influence. A section entitled "Edward L. paper Opinion, by ELB. p. 39. Among the selected refer Bernays" is taken from "Edward L. Bernays, the ences for the chapter on "Propaganda and Campaign Science of T. The Atlantic Ballyhoo," by John Flynn, Literature" is Propaganda, by ELB. p. 620. Monthly, Vol. 149, May 1932, pp. 563-565, 569-570. Boomer, Lucius. Hotel Managment. N. Y: Harper Flynn says in part: "By no system of honest elim and 1938. ination can Edward L. Bernays be excluded from a Brothers, 341pp. "... Everyone responsible for hotel administra list of representative men in America. He has made tion should study such books as Propaganda, and an extraordinary success. He has been something of a Crystallizing Public Opinion, by Edward L. Bernays, pioneer. ... He numbers among his clients power who helped to develop this new profession," p. 189. ful millionaires, great corporations, even royal per sonages and governments. He has made a great deal Bower, Robert. The Annals, American Academy of of money a mark of importance that no American Political and Social Science. "Public Opinion will deny and, what is more, he has done it in the Polls and the Politician," Phila: The Academy, field of intellectual activity. For, after all, Bernays is Sept 1948. 207pp. a philosopher, not a mere businessman. He is a In the section, "Political Implications," there is the nephew of that other great philosopher, Dr. Sigmund statement: "We are no longer led by men, we are led Freud. Unlike his distinguished uncle, he is not around by the polls," with footnote credit to "E. L. known as a practicing psychoanalyst, but he is a Bernays, 'Attitude Polls Servants or Masters,' psychoanalyst just the same, for he deals with the Public Opinion Quarterly, Fall, 1945, pp. 264-68." science of unconscious mental processes. . . . Ber p. 106. 56

Brown, Francis James: Hodges, Charles and mocracy in a book, Speak Up for Democracy. . . . Roucek, Joseph Slabey, (ed.) "Contemporary You are shown how ... to work with ... to World Politics: An Introduction to the Problems plan ... to use all the available machinery . . ." of International Relations." N. Y: John Wiley & Chase, Stuart. Democracy Under Pressure. N. Y: Sons, Inc., London: Chapman & Hall, Limited, The Twentieth Century Fund, 1945. 142pp. " 1940, 780pp. . . . E. L. Bernays, working for the lobby, pro in The chapter on "Moral Disarmament" lists its duced a 'Joint Committee for Sound and Demo Selected References "Bernays, E. L., Propaganda. cratic Consumer Legislation,' and to make assurance New York: Liveright Publishing Corporation, 1928." doubly sure, a 'National Advisory Council of Con Producers'." 42. Brock, H. I. Meddlers: Uplifting Moral Uplifters. sumers and p.

N. Y: Ives Washburn, 1930. 307pp. . Government in Business. N. Y: The Mac In the chapter entitled, "Saving the Profiteers' millan Company, 1935. 296pp. Bacon," describing the meeting of Ford and Edison Extract from an interview with ELB, reported in the of the at Edisonford, on the edge the Ford airport, New York World-Telegram, April 9, 1935. Bernays on the author says: "The super press agent was job points out the growing influence of a quickened giving the gesture maximum visibility. It was not rate of change on "opinion management or pressure is a Ivy Lee this time, but Edward Bernays. Bernays politics or the technique of public relations or group later recruit to this branch of professional wizardry." leadership" which can [now] "assert itself much 263. Brucker, Herbert. Freedom of Information. N. Y: more effectively." p. The Macmillan Company, 1949. 307pp. Chayer, Mary Ella. Nursing in Modern Society. I of ". . . The World War example what propaganda N. Y: G. P. Putnam's Sons, 1947. 288pp. interested in could do ... was not lost upon those A brief discussion of the findings by ELB on nursing the business of manipulating public opinion. As one economics, based on a survey among nurses, pub of them, Edward L. Bernays, said later: 'It was only lished in April 1946. Footnote reference to the article, natural, after the war ended, that intelligent persons "Nurses and Their Professional Organizations," by to should ask themselves whether it was not possible ELB in American Journal of Nursing, Vol. 46:229, similar to the of apply a technique problems peace.' p. 35 with numerous other references to articles the It was. And the great discovery that more cap by him in the same periodical for the months of able ones like Bernays made was this: that effective May, November, December, 1945; January, Febru

. . 145. policy makes effective propaganda ." p. ary, March, April, June, July and September, 1946. Ministers of En Chapt. XI, "American Popular pp. 39, 265. makes footnote reference to ELB's lightenment," Childs, Harwood L. An Introduction to Public 298. book, Propaganda, p. Opinion. N. Y: John Wiley and Sons, Inc; and

Bryson, Lyman ; Finkelstein, Louis ; and Mac- London: Chapman and Hall, Ltd., 1940. 151pp. Iver, R. M. Approaches to Group Understanding. Under "Public Relations," bibliographical reference Sixth Symposium of the Conference on Science, to ELB's book, Propaganda, p. 145. and N. Y: Harper & Philosophy Religion. A Reference Guide to the Study of Public Brothers, 1947. 858pp. Opinion. Princeton: Princeton University Press, XI, "Bridges for Cultural Understanding or, Chapt. 1934. 105pp. Labor and Public Relations" Kermit Eby, CIO by In the "Acknowledgement," ELB is described by the of Education and Research, contains Department author as "among those whose genius enables them the comment by Pitman B. Potter in a following to bridge the chasm between the laboratories of footnote: "It seems to me that there is some danger academic endeavor and the world of practice." He is of of public relations techniques today development credited with the suggestion which led to the publi which the proper bounds of liberal demo go beyond cation of the book, along with practical aid which is cratic discussion and approach the methods of to gratefully acknowledged. This bibliography and talitarian dictators. I have discussed this in question outline contains references to ELB's 1 study frequent a long book review of Mr. Bernays latest pamphlet, books Propaganda, pp. 9, 13, 36, 53 and Crystallizing 'Take Your Place at the Peace Table,' published in Public Opinion, pp. 13, 18, 51, 53, 59, 73. The preface the American Political Science Review." p. 110. is by ELB. In "Contributors to 'Approaches to Group Under "Public in " Clough, Reginald. Relations," Ency ELB is listed as relations coun standing,' "public clopedia Americana, Vol. 22, N. Y. and Chicago: Public sel; author, Crystallizing Opinion, Speak Up Americana Corporation, 1948. 800pp. Take Your Place at the Peace for Democracy, Table, Several mentions of ELB, as a "leading pioneer" in and others." 821. p. the field of public relations, and as "an outside coun Bulletin of the Business Historical Society. See selor from the time he opened his own business," Addenda, Item 7. with bibliographical reference to Crystallizing Public 773. Burnett, Verne. You and Your Public. N. Y. and Opinion, pp. 770, 771, London: Harper and Brothers, 1943. 194pp. Gochran, Thomas G., and Miller, William. The "... Edward L. Bernays, public relations expert, Age of Enterprise. N. Y: The Macmillan Com tells how to build up ethical propaganda for de pany, 1942. 394pp. 57

In this "social history of industrial America," catalogues and also to be sent in tens of thousands of "Edward Bernays, perhaps the ablest public rela letters mailed weekly from the United States. In

. . . a of is tions man , himself nephew Freud," obtaining means of distribution, the confidential freely quoted, with footnote references to his work, lists of many great commercial interests were used. "Propaganda." His belief is approved that "There is The exporters put themselves solidly behind every no detail too trivial to influence the public in a favor resident commissioner, and the success of the pic able or unfavorable sense." pp. 310, 337. ELB torial service was entirely due to the fact that six quoted as saying: "Human desires are the steam hundred and fifty branches of American business which makes the social machine work," p. 328. houses scattered over the world put all their window Also: "In making up its mind," said ELB, "a group's space at the Committee's disposal." p. 266. 'first impulse is usually to follow the example of a Crowther, Samuel. "Public Opinion, Private trusted leader. ... As civilization has become Business and Public Relations." See Addenda, more the technical means have been in complex, Item 10. vented and developed by which opinion may be Dawson, Carl A., and Gettys, Warner E. An regimented'." p. 331. Introduction to Sociology. N. Y: The Ronald Columbia and Edited at Encyclopedia: Compiled Press Company, 1929. 866pp. Columbia N. Y: Columbia Uni University. Under "Explicit Controls," bibliographical refer Press, 1935. versity 1949pp. ence: "Bernays, Edward L., Manipulating Public In the article on reference to ELB's "Propaganda," Opinion: The Why and the How. American Journal book 1445. Propaganda, p. of Sociology, Vol. XXXIII, pp. 958-971. A treatment Cooley, Charles Horton: Angell, Robert Cooley: of the mechanism to be employed in generating and Carr, Lowell Julliard. "Introductory Sociol controlling public opinion." p. 705. ogy." N. Y: Charles Scribner's Sons, 1933. 516pp. Desmond, Robert W. "The Press and World Under "Public Opinion as Group Intelligence," Affairs." N. Y. and London: D. Appleton- reference bibliographical to ELB's book Crystallizing Century Company, Inc., 1937. 421pp. Public Opinion, p. 499. Footnote reference to ELB's book Crystallizing Pub lic 166. Crane, George W. "Psychology Applied." Chicago: Opinion, p. Northwestern University Press, 1941. 640pp. Dewitt Clinton High School, New York. The Bibliographical reference to ELB's book Crystallizing Clintonian [Seventh Annual]. N. Y: The School, Public Opinion, p. 375. 1907. 162pp. "E. Bernays, '08" is listed under members of Crawford, Kenneth. The Pressure Boys. N. Y: "Crafts", p. 55, and "E. Bernays, '09" under Execu Julian Messner, 1939. 308pp. tive Committee, Biological Field Club, p. 56; also, In this book, described by its author as "the inside under members of the Press Committee, p. 58. story of lobbying in America," ELB is presented as among "principal outside competitors" of Washington , The Clintonian [Eighth Annual]. N. Y: public relations men. "A nephew of Sigmund Freud The School, 1908. 163pp. of with of named Edward L. Bernays . . . launches an insti Photograph "Edward Bernays," summary his extra-curricular or officer tute at the drop of a hat . . ." p. 33; In reference to activities, as member the Tugwell Bill: "No less an expert than Edward L. of "Magpie Board, Press Committee, Biological Bernays, the big institute and foundation man from Field Club, Cross Country Squad, Crafts Club, City Memorabilia Athletic Asso New York, worked on the project . . . under the History Club, Society, sponsorship of the Joint Committee for Sound and ciation." p. 107. Democratic Consumer Legislation. . . . The Joint The Clintonian [50th Anniversary Issue]. Committee eventually gave way to the National N. Y: The School, 1947. 84pp. Advisory Council of Consumers and Producers." Under "Alumni of Renown," photograph of "Ed 87. pp. 86, ward L. Bernays, '08, Author and Counsel of Public Creel, George. How We Advertised America: The Relations." p. 4. First Telling of the Amazing Story of the Com Dobyns, Fletcher. The Amazing Story of Repeal. mittee on Public Information that Carried the Chicago: Willett, Clark and Company, 1940. Gospel of Americanism to Every Corner of the 457pp. Globe. N. Y. and London: Harper & Brothers, This book about the repeal of the 18th Amendment, 1920. 465pp. written from a Prohibitionist viewpoint, tells of the The author says: "Through various organizations of alleged role played by ELB, "America's most re United States exporters to foreign countries, an sourceful public relations counsel," as "director of Export Service was established under Mr. Edward publicity" for the United Brewers' Industrial L. Bernays, beginning with Latin America and Foundation. "The effectiveness of this propaganda finally taking in a large part of Europe. Our articles is shown by a booklet that was given wide distribu and photographs were printed regularly in the sev tion, Comments on the United Brewers' Industrial eral large export journals, and from our articles we Foundation, Its Purposes, Functions and Activities, by made, in various languages, brief inserts telling of Leaders of American Thought and Opinion. It con war aims and activities to be inclosed with business tains statements by a long list of professors, business- 58

men, labor leaders, editors, mayors, congressmen Chapter VIII, entitled "Advertising and Publicity," and others, showing that they had been converted to contains the following: "The third phase of activity, the idea that beer i^ America's way to prosperity, which brought into being the concept of the public health and true temperance." pp. 409-410. relations counsel, developed in the early 1920's. Edward L. and other leaders in Doob, Leonard W. Propaganda. N. Y: Henry Holt Bernays, Ivy Lee, sisted that while the should be informed of and Company, 1935. 424pp. public business it was also that business Reference to the debate on propaganda between activities, necessary should understand public attitudes and to ELB and Everett Dean Martin, p. 84. Footnote: attempt operate within the defined limits of the public in "Edward L. Bernays has justified his 'profession' by terest. The publicity man not only had a responsi pointing out the inevitability of propaganda in all bility to his clients, but to the general public. Out of parts of society (see the discussion of his philosophy this philosophy the modern practice of on p. 195ff)," p. 88. Footnote reference, p. 156, to emerged public relations." pp. 126-127. ELB's article "The Public Utility That Is Misunder stood," Public Utilities Fortnightly, Nov 27, 1930. Encyclopedia of the Social Sciences. Vol. 12. An 11-page critical discussion of the public rela N. Y: The Macmillan Company, 1934. tions techniques and achievements of ELB. The In the article on "Propaganda," the list of books to main theme is: "The society which Bernays helps to consult includes ELB's books Crystallizing Public direct has made him possible," pp. 195-205. ELB is Opinion and Propaganda, p. 528. incorrectly described as a of Freud," "nephew-in-law Fairchild, Henry Pratt. "General Sociology." N. Y: p. 195; Light's Golden Jubilee is called "one of the John Wiley and Sons, Inc., 1934. 634pp. of ever most astonishing pieces propaganda en in Bibliographical reference Chapter XI , "Social Con in this country during peace time," p. 195; gineered trol," to ELB's Crystallizing Public Opinion, p. 584. The article by John T. Flynn, "Edward L. Bernays," Fine, Benjamin. Educational Publicity. N. Y. and Atlantic Monthly, 1932, Vol. 149, p. 564, is quoted to London: and 1943. the effect that Bernays was working "not for Edison Harper Brothers, 320pp. in the field of are likewise or for Henry Ford, but for very important interests "Experts publicity that has no in a sound which saw in this historic anniversary an opportu agreed censorship place pro gram. ... A ... position is held by Edward L. nity to exploit and publicize the uses of electric light," Bernays: 'Everyone is a propagandist for some plat p. 196; ELB's book Propaganda is quoted on the form, and it is the freedom with which all may em relation of propaganda and society: "The conscious ploy the methods of propaganda that makes for and intelligent manipulation of the organized habits " safety and stability in a democratic country.' and opinions of the masses is an important element p. 223. Also a bibliographical reference to ELB's in democratic society." p. 196; Doob criticizes this: book, Crystallizing Public Opinion, p. 311. "Bernays' notion, then, seems to be the application of a laissez-faire system of economics, with its at Fleischman, Doris E. Careers for Women. N. Y: tending competition and individualism, to the sphere Doubleday, Doran & Co., 1928. 514pp. of public opinion." This is followed by quotations This "Practical Guide to Opportunity for Women in from ELB's book Propaganda and his article, "Our American Business" written "by 43 Successful Amer Debt to Propaganda," Forum, Vol. 81, p. 146, and an ican Business Women," is dedicated "To My Hus "address by Bernays before a Women's Club in New band, Edward L. Bernays." The chapter on Public York City," pp. 197-198. Further analysis and quo Relations is by Doris E. Fleischman, described as tations, pp. 199-204, are followed by the statement: "Counsel on Public Relations, in association with "The amazing thing about Bernays' technique is that Edward L. Bernays, Counsel of Public Relations to his desired integration is generally segmental, and Governments, Industries, Corporations and Trade

yet he uses central attitudes to bring about that. . . . Organizations." pp. 385-399. were When enough people's central attitudes aroused, Funk, Charles Earle. What's the Name Please? the conditions which about this arousal were brought N. Y: Funk and Wagnalls Company, 1936. 'news' to the as a country's press; result, Bernays' 176pp. received wide and in this he exploits publicity way In this "guide to the correct pronunciation of current secured a 204-205. perceptual advantage," pp. prominent names," there is the listing, "Bernays, Elfenbein, Julien. Business Journalism. N. Y. and Edward L. specialist in publicity Eddie Ber London: Harper and Brothers, 1945. 341pp. nays (rimes with her ways) Starts a new craze. "Two of the best-known publicists of modern times Finds that it pays." p. 20.

the late . . . and the of Dr. are Ivy Lee, nephew Gaige, Crosby. Dining with My Friends: Adven Edward L. 'U. S. Publicist Sigmund Freud, Bernays, tures with Epicures. N. Y: Crown Publishers, No. to Time." There is a footnote refer 1,' according 1949. 292pp. ence to "The Science of also, p. 254, Ballyhoo," by Under the heading "Edward L. Bernays," Crosby T. Atlantic Vol. 149, John Flynn, Monthly, May, Gaige says: "Wherever in Manhattan good eating is a of ELB. 1932, profile practiced publicly or privately, you are bound to Emery, Edwin. History of the American Newspaper encounter at one time or another Doris and Edward Publishers Association. Minneapolis: The Uni Bernays. Mr. Bernays is one of the leading American versity of Minnesota Press, 1950. 263pp. authorities on public relations." p. 11. 59

Gauvreau, Emile. My Last Million Readers. N. Y: public relations man to be the changing of both com E. P. Button and Company, Inc., 1941. 488pp. pany policy and public attitudes so as to bring about

"... Macfadden appointed a board of editorial a rapport between the two. . . . The public rela advisers who induced him to retain Edward L. tions counsel as described in Crystallizing Public Bernays, a celebrated counsel of public relations who Opinion marks the third stage in the volution of

met with us regularly, for an attractive fee, to give public relations thought in the United States. . . . our organization a new sense of direction. Bernays The public was to be understood understood as ruled out Macfadden's barefoot walks to his office an intricate system of group relationships and by an and his physical culture showmanship, which the expert with the technical equipment, the ethics, and publisher abandoned with reluctance. . . . Under the social view associated with the lawyer, doctor, or the direction of Bernays, the publisher was sent on a teacher." precipitous trip to London to address the House of After 1923, the author says, ELB maintained his

Commons as the Father of Physical Culture . . ." position of leadership. "Some of his services for p. 130. clients, most notably his work for General Electric and Westinghouse in connection with the Golden Gillette, John M., and Reinhardt, James M. Jubilee of the electric light, have become classics in "Problems of a Changing Social Order." N. Y: the field. . . . But no activity of Bernays' has been American Book Company, 1942. 824pp. more persistent or more skillful than his public rela Bibliographical reference, Chapter 26, "Public Opin tions for the public relations counsel. . . . 'Bernays ion and Its Agencies" to ELB's Crystallizing Public had more to do with developing acceptance for PR Opinion, p. 659. and public relations counsel than any half dozen Goldman, Eric F. Two-Way Street. Boston: Bellman other persons,' William H. Baldwin, of Baldwin and Publishing Company, 1948. 23pp. Mermey, summarized in 1948." pp. 12-21. In this book, the author, an Associate Professor of Goode, Kenneth M. How to Turn People into History at Princeton University, studies the rise and Gold. N. Y. and London: Harper and Brothers, development of public relations in the United States 1929. 221pp. from 1827 to the present. Public relations is seen as ELB's book Propaganda is quoted several times; on having developed through three stages: "the public the new salesmanship which utilizes societal forma be fooled". of the press agent; "the public be in tions, p. 47; on the group mind, p. 93; on advertising formed" of the earlier publicity man; and "the public appropriations, p. 198. be understood" of the public relations counsel. The narrative is highlighted by two focal figures in mod , and Powel, Harford, jr. What about ern public relations, Ivy Lee and ELB. Advertising. N. Y. and London: Harper and ELB is credited with developing the third or "pub Brothers, 1927. 399pp. lic be understood" phase of public relations, and with "As Mr. Edward L. Bernays puts it: 'He creates coining the phrase "public relations counsel." The events so interesting and important they inevitably author tells how ELB gave public relations advice to get talked about ...,'" etc., p. 39. Thomas Masaryk which resulted in making October Gras, N. S. B. Business and Capitalism. N. Y: F. S. 28 the founding date of the Czechoslovak republic. Crofts and Company, 1939. 408pp. ELB's Crystallizing Public Opinion is described as This "Introduction to Business History," says: "the first book-length writing devoted exclusively to ". . . Another such counselor is Edward L. Bernays. public relations." Outlining ELB's career, the author . . . His distinctive services have been given to highlights early clients like Caruso, Elsie Ferguson, the federal government, business firms, and trade as Ruth Chatterton, the Diaghileff Russian Ballet and sociations." p. 296. Nijinsky, sponsored by the Metropolitan Opera Company. The editor of Harper's Bazaar, recom Graves, W. Brooke, ed. Readings in Public Opin mending ELB for a post with George Creel's U. S. ion. N. Y. and London: D. Appleton and Com Committee on Public Information in World War I, pany, 1928. 1281pp. is quoted: "I consider E. L. Bernays one of the This book of readings contains a description of Con shrewdest and most effective publicity men in this tact, "an extremely interesting little paper" pub country." lished by ELB, p. 103; a long quotation from Crys The author also gives a detailed description of tallizing Public Opinion, by him, on the importance ELB's campaign which made Damaged Goods accept of public relations, p. 437; a two-page quotation able to the public and a box-office success by creating from the same book by Bernays on the role of the the Sociological Fund, consisting of leading American public relations counsel, p. 594-596; another from men and women. In 1923, "Bernays pushed toward the same book on the types of advice a public rela the professionalization of public relations by arrang tions counsel may give his clients, p. 600; a footnote ing with New York University to offer the first reference to Contact, p. 601; a bibliographical refer course in the ever to in the 601 subject appear curriculum ence to Crystallizing Public Opinion, p. ; a quota of an American university. The same year Bernays tion from "a short address" by ELB included in published his Crystallizing Public Opinion." Sum "The 3-Phase System for the Mass Production of marizing the main principles of this book, the author Style Goods," published by the New England says: "Bernays declared the primary function of the Council, p. 601; footnote reference to "a very excel- 60 lent chapter of Edward L. Bernays' Crystallizing book Propaganda, ed. Liveright Publishing Corp, Public Opinion" which "gives an outline of methods New York, 1928, p. 208. the of view of a practicable in modifying point Hacker, L. M; Selekman, B. M; Seward, R. T; another to Politics on the group," p. 761; "Putting Dickson, W. J; Smith, T. V. The New Market," an article by ELB in the Independent, May Industrial Relations. Ithaca: Cornell Univer "a for a new and more effective method 19, 1928, plea sity Press, 1948. 150pp. a of political campaigning," p. 921; long quotation The foreword by M. P. Gatherwood, Dean, New Public on "the of from Crystallizing Opinion pressure York State School of Industrial and Labor Relations, for admittance to the of foreign the public mysteries Cornell University, acknowledges the "grant from affairs." p. 1264. Edward L. Bernays" to sponsor this "series of lec Grey, Lennox, ed. What Communication Means tures by recognized authorities on various phases of Today: The Challenge to Teachers of English. industrial relations problems," p. vi. The paper Chicago: National Council of Teachers of "Industrial Relations and Modern Society," by English, 1944. 75pp. T. V. Smith, formerly Professor of Philosophy, Footnote references to ELB's book Crystallizing University of Chicago, and now, 1948, Maxwell Public Opinion, pp. 8, 32. Also: "In 1923, as the Professor of Citizenship and Philosophy, Syracuse country was returning to business as usual, Edward University, contains the following comment: in Public the Bernays reviewed Crystallizing Opinion ". . . It is to the easing, though not to the erasing, lessons of the war from the point of view of the pub of the conflicts which industry enshrines, from the lic relations counsel and the advertiser who have, focus to the fringe, that the lectures of which this of course, made very large contributions to our article was part were dedicated. That series of lec understanding of the arts of communication," tures bore a name that of Bernays distin three p. 32. This is followed by a long quotation guished in the delicate field of public relations. . ." paragraphs from ELB's book. Then: "Bernays p. 123. described the 'new profession of public relations Harlow, Rex F., and Black, Marvin M. Practical counsel* in the of various 'substanti light principles Public Relations. N. Y: Harper and Brothers, ated the of psychologists, sociologists, by findings 1947. 442pp. and newspapermen. Characterization of ELB by the Atlantic Monthly "Astute as Mr. was, he could hardly fore Bernays as "something of a pioneer" in public relations is see the of radio, nor did Walter Lipp- significance noted; reference is made to his being the author of mann." 32. p. several books; his division of United States public Griffith, Coleman R. "An Introduction to Applied relations development into four main periods is sum Psychology" N. Y: The Macmillan Company, marized; his comment on the "Remuneration of the 1937. 679pp. Public Relations Worker" is quoted; there are Footnote reference to ELB's book Crystallizing Pub numerous footnote references to Public Relations, lic Opinion, p. 163. ELB's Vocational and Professional Monographs, Griswold, Glenn, and Griswold, Denny. Your No. 58. pp. 23, 371, 372. Relations. N. Y: Funk & Public Wagnalls Harral, Stewart. Public Relations for Higher Edu 1948. Company-Modern Industry Magazine, cation. Norman: University of Oklahoma Press, 634pp. 1942. 292pp. to relations is acknowl ELB's contribution public ELB is described as "best-known of public relations in an extended discussion: "From the first edged counsels today," and as "perhaps the most articulate War and the of which fol World period adjustment of all members of the profession," p. 241; his re relations that lowed came many public techniques minder that "certain symbols have lost their value, are still effective today. From that period also came for" is re . . . have lost the meanings they stood some of the most effective elements of leadership. called, p. 261; and, among "Suggested Readings In addition to Lee and Arthur Page, George Ivy Steps in Setting up a Program," are listed his book Creel and Edward L. made their substantial Bernays Crystallizing Public Opinion [also, under "Ethics"]; and contributions to relations. . . . lasting public Speak Up for Democracy; articles in Annual Pro The of Edward L. in the history of position Bernays ceedings of the American College Publicity Associa relations is more debatable and more often public tion, 1936; Annals of the American Academy of of other man. He must be debated than that any Political and Social Science, 1935; and Saturday as one of the founders and leaders. Per recognized Review of Literature, 1941. pp. 271, 284, 285. haps as much as Ivy Lee it was Bernays who taught Case. "The Vicious Circlel business management that public relations belongs Harriman, Margaret The the Round Table." Illus at the policy-making level. He gave the field recogni Story of Algonquin trated Al Hirschfeld. N. Y: Rinehart & tion, professional status, and documentation in a by 310 See Addenda, day when few leaders commanded respect and atten Company, Inc., 1951, pp. Item 12. tion." p. 8. President's Haas, C. R. Theorie et Technique de la Publicite. Hayes, E. P. Activities of the Emergency N. H: Paris: Dunod, 1948. 213pp. Committee for Employment. Concord, 1936. Bibliographical reference to Edward L. Bernays' The Rumford Press, 151pp. 61

"Edward L. Bernays, Public Relations Counsel, Hotchkiss, George Burton. An Outline of Adver New York, N. Y.," listed among "Members of the tising. Revised Edition. N. Y: The Macmillan President's Emergency Committee for Employ Company, 1940. 631pp. ment", p. vii; credit is given to his initiating the Bibliographical reference: "E. L. Bernays, Crystal work of the Public Relations Section of the Com lizing Public Opinion." p. 596. mittee, as director, before the professional staff was "An Outline of Advertising: Its Philos and paid for from foundation funds, p. 151. expanded ophy, Science, Art and Strategy." Third Edition. Hepner, Harry Walker. Psychology Applied to N.Y: The Macmillan Company, 1950. 605pp. Life and Work. N. Y: Prentice-Hall, Inc., 1946. Footnote reference to "Edward L. Bernays- 771pp. 'Fifty Million Readers Can't Be Wrong'." Bibliographical reference: "Bernays, E. L., Crystal p. 494. Bibliographical reference to ELB's lizing Public Opinion" p. 573. book Crystallizing Public Opinion, p. 565.

. in Modern Business. N. Y: Psychology Hughes, Adella Prentiss. Music Is My Life. 1931. Prentice-Hall, Inc., 728pp. Cleveland and N. Y: The World Publishing Footnote reference: Edward "Bernays, L., Propa Company, 1947. 319pp. 496. ganda." p. The author praises ELB's work for the Russian Herring, E. Pendleton. "Public Administration Ballet, "placed ... in [his] hands [by] the Metro and the Public Interest." N. Y. and London: politan Opera people." "No project was ever better McGraw-Hill Book Company, Inc., 1936, 416pp. prepared for in ... publicity and promotion. . . . The chapter on "Publishing Administrative Activ The value and quality of the . . . material that ities" says: "Edward L. Bernays has gone as far as came from his office has never been equalled by any to suggest that 'the United States Government other organization within my experience . . ." should create a Secretary of Public Relations as p. 203. a member of the President's Cabinet. The function Husing, Ted. Ten Years before the Mike. N. Y: of this official should be to America's aims interpret Farrar and Rinehart, 1935. 298pp. and ideals throughout the world, and to keep the "Golden Jubilee of Light" is described as "the great citizens of this country in touch with governmental radio event of 1929 . . . luscious name, fragrant activities and the reasons which prompt them. He with the poetry of a public relations counsel's would, in short, interpret the people to the govern . . . Electric " imagination , a General publicity ment and the to the Footnote government people.' stunt hatched in the brain of Edward L. Bernays reference to ELB's book Propaganda, p. 370. . . . feats . . . , [as among] press-agent , tops." p. The Politics of Democracy. N. Y: W. W. 127. Norton and Company, 1940. 468pp. International Who's Who. London: Europa ELB's book Propaganda is quoted on the failure of Publication, Ltd., 13th Edition, 1949. 1015pp. politicians to use modern public relations methods, Biographical sketch: "Bernays, Edward L., B. S. p. 257. American Public Relations Counsel." p. 69. Hodges, Charles. The Background of International Frederick C. Public and Relations. N. Y: John Wiley and Sons, Inc., Irion, Opinion Propa Y. Crowell N. Y: 1931. 743pp. ganda. Thomas Company, Discussion follows mention of ELB's reference to 1950. 782pp. a sec propaganda as a power in the Great War "that Chapter XXII, "Future Methods," contains tion on which "Ed opened the eyes of the intelligent few in all depart "Propaganda Analysis" says: ward L. set the in the 1920's main ments of life to the possibilities of regimenting the Bernays pace by that will never die out. Intelli public mind," p. 518. In the "Reading References" taining propaganda is the mod under "Public Opinion in World Affairs" gent men must realize that propaganda ern instrument which can for ELB's book Crystallizing Public Opinion is men by they fight produc tive ends order out of chaos. tioned; under "Government, Press, and Propa and help bring Bernays said that what was with education and social ganda," his Propaganda is also listed, pp. 722, 723. wrong to mention but two was that were Chapter Note 18 gives the author's comment on work, fields, they not sufficient ELB's quoted remarks, p. 725. receiving publicity." Hope, Constance. Publicity is Broccoli. Indianapo Irwin, Will. Propaganda and the News. N. Y. and

lis and N. Y: The Bobbs-Merrill Company, London : Whittlesey House, McGraw-Hill Book 1941. 264pp. Company, Inc., 1936. 325pp. "As every serious student of the business knows, the Reference to "the professional whom Edward L. great Edward L. Bernays got his start in life through Bernays afterward called the Public Relations as to musical publicity. . . . Bernays, who worked for Counselor," p. 112; with subsequent discussion concert manager F. C. Coppicus and launched, how "Edward L. Bernays, in his clever book Propa among others, a young Italian tenor named Caruso, ganda, has described and defended this process as next branched out into publicizing music instru regards purely commercial uses, and . . . gives ments. . . . Bernays is now a famous Public Rela examples of press-agentry which rise above routine

tions Counsel." p. 142. and achieve real art . . ." pp. 117-118. 62

Johnson, James Weldon. Along This Way. N. Y: nomic life would be hopelessly jammed. To avoid The Viking Press, 1933. 417pp. such confusion, society consents to have its choice Describing the conference which the National Asso narrowed to ideas and objects brought to its atten ciation for the Advancement of Colored People held tion through propaganda of all kinds. There is conse at great risk in Atlanta in ... 1920, the author quently a vast and continuous effort going on to says: "Edward L. Bernays . . . handled the pub capture our minds in the interests of some policy or licity for us." p. 356. commodity or idea." pp. 32-33. There is also a pas sage about ELB: "After Ivy Lee, the best-known Key, V. O., jr. Politics, Parties and Pressure relations counsel in America is Edward L. Groups. N. Y: Thomas Y. Crowell Company, public who the is of interest married a 1947. 814pp. Bernays, point niece of the famous Freud." 98; this Discussing the need to "humanize" Calvin Coolidge psychologist p. is an error as is himself a of Freud's. prior to the Presidential campaign of 1924, the Bernays nephew achieved in October 1929 what Doob de author cites "Manipulating Public Opinion: the "Bernays scribes as 'one of the most of Why and the How," by ELB, American Journal of astonishing pieces propaganda ever engineered in this country (U.S.A.) Sociology, Vol. 33, 1928. pp. 958-71. during peace-time.' This was to work up a national that event in the "... [it] was suggested an which commemoration of Edison's invention of the in most human would be into groups brought juxta candescent lamp with Edison and the President of position with the would have the desired president the U.S.A. cooperating, the Government issuing a results. Actors and actresses were invited to break special stamp, and Henry Ford reconstructing fast with Mr. at the White House. The Coolidge Edison's birthplace and laboratory all for the felt that a man in the White House who country benefit of the electric light interests, who saw in this could with Al and the sisters was laugh Jolson Dolly historic anniversary a chance to exploit and publi not frigid and pp. 584-585. unsympathetic." cize the use of electric light." pp. 98-99. There is also Knight, Bruce Winton. How to Run a War. N. Y: a summary, with many direct quotations, of sections Alfred A. Knopf, 1936. 243pp. of ELB's book Propaganda, pp. 99-100. "For more dignified ballyhoo, you want the arts of an Landis, Paul H. Social Control. Phila., N. Y: J. B. Ivy Lee or an Edward L. Bernays." Mention in sub Lippincott, 1939. 507pp. sequent detail of "Light's Golden Jubilee," as an Bibliographical reference: "Bernays, E. L., 'Freedom example, pp. 61, 62. of Propaganda; Constructive Forming of Public Milton R. The Constitution and Civil Konvitz, Opinion," Vital Speeches, vol. 2, pp. 744-746. Sept 1, N. Y: Columbia Rights. University Press, 1936." p. 205. 1947. 254pp. Landry, Robert J. This Fascinating Radio Business. Footnote reference to Francis Biddle, "Civil Rights and N. Y: The Bobbs-Merrill and the Federal Law," in Safeguarding Civil Liberties Indianapolis 1946. Today, Edward L. Bernays Lectures, Cornell Uni Company, 343pp. This book tells of a woman, whose concern "about versity, 1945. p. 47. the bad name of propaganda" led to her offering Arthur Edwin. Production in Amer Krows, Play Edward L. Bernays "a substitute designation, '/- ica. N. Y: Henry Holt and Company, 1916. cumation' ('incu' . . . from 'incubate'; 'mation' 414pp. from 'information')." p. 245. Reference to "the stupendous national campaign for the Serge de Diaghileff Ballet Russe, so magnifi LaPiere, Richard T. Collective Behavior. N. Y. and London: Book cently waged by Edward L. Bernays," p. 303, who McGraw-Hill Company, Inc., "struck a newer field of co-operative press work" in 1938. 577pp. footnote metropolitan department store daily advertising, Under Chapt. XII, "Public Behavior," references: Public p. 333, and whose classification of press matter for "E. L. Bernays, 'Manipulating the ballet's road tour according to newspaper depart Opinion,' Amer. J. Social., 1928, Vol. 33, pp. 958- 971." 299. E. ments "probably set a precedent." p. 336. p. Also, "Bernays, L., Propaganda, 1928." p. 295. Lambert, Richard S. Propaganda. London: Social Thomas Nelson and Sons, Ltd., 1938. 161pp. , and Farnsworth, Paul R. Psy This English book quotes ELB, "an American chology. N. Y. and London: McGraw-Hill Book writer" as saying: "The conscious and intelligent Company, Inc., 1942. 511pp. manipulation of the organized habits and opinions of A footnote reference to ELB's Crystallizing Public the masses is an important element in democratic Opinion as one of the books which give "some idea society. Those who manipulate this unseen mecha of the complexities of the art of propaganda," p. 347. nism of society constitute an invisible government A footnote reference to his Propaganda as one of two which is the true ruling power of our country. . . . books "written by recognized masters in the art of In theory, everybody buys the best and cheapest personalizing corporations and of giving good names commodities offered him on the market. In practice, to men who need and can pay for them," p. 347. In if everyone went around pricing, and chemically the Appendix notes, and in the Bibliography and Au testing before purchasing, the dozens of soaps or thor Index, references to these two works, as well as fabrics or brands of bread which are for sale, eco to: "Bernays, E. L., 1928, 'Manipulating Public 63 " Opinion: The Why and How', Amer. J. Social., Vol. prefer to be called 'counsels on public relations.' 33, pp. 958-971." pp. 451, 452, 458. pp. 440-441. ELB's book Propaganda is quoted on the importance of propaganda in "whatever of social Larson, Henrietta M. Guide to Business History. importance is done today." p. 464. "E. L. Bernays Cambridge: Harvard University Press, 1948. dramatized the services of the power industry in 1181pp. " promoting Light's Golden Jubilee on October 21, Reference to, and brief description of, Bernays, 1929." p. 466. The Appendix contains bibliographi Edward L., ed. An Outline of Careers. N. Y: Doran, cal references to ELB's books Crystallizing Public 1927", pp. 737, 738. Mention of "The Evolution of Opinion and Propaganda, p. 764. a Profession" by ELB, as among articles in Public

Relations Directory and Yearbook, N. Y., 1945. p. 792. , ed. New Outline of The Principle of N. Y: Barnes & 1946. Lasswell, Harold D. Democracy Through Public Sociology. Noble, Inc., 355pp. Opinion. N. Y: Banta Publishing Company, Bibliographical references, under "Selected Read 1941. 175pp. ings," of Edward L. Bernays' book Propaganda. "Edward Bernays directed Latin American news p. 197. during the War period, and later became an influen tial figure in the field of public relations." p. 77. Lewis, Sinclair. It Can't Happen Here. Garden City: Doubleday, Doran and Company, Inc., . Propaganda Technique in the World War. 1935. 458pp. N. Y: Peter Smith, 1938. 233pp. "In the greatest of all native American arts (next to Under "General Studies of Public Opinion and the talkies, and those spirituals in which Negroes Propaganda," bibliographical reference to ELB's express their desire to go to heaven, to St. Louis, or book Crystallizing Public Opinion, p. 225. almost any place distant from the romantic old . Public Opinion in War and Peace. Wash plantations), namely, in the art of Publicity, Lee ington: National Association of Secondary- Sarason was in no way inferior even to such ac School Principals, and National Council for the knowledged masters as Edward Bernays, the late Social Studies, 1943. 68pp. Theodore Roosevelt, Jack Dempsey and Upton Bibliographical reference: to ELB's book Crystalliz Sinclair." p. 88. ing Public a relations counsel; Opinion, "by public Logan, Edward B., ed. The American Political summarizes several 47. campaigns." p. Scene. Revised Edition. N. Y. and London: Har 1938. , and Blumenstock, Dorothy. World per and Brothers, 311pp. Revolutionary Propaganda. N. Y. and London: Two footnote references to, and/or from, ELB's Alfred A. Knopf, 1939. 393pp. book, Propaganda, the second of which delineates Footnote reference: "See Universities Pathfinders briefly his "strategy of publicity" in reference to the in Public Opinion," A Survey by Edward L. Bernays, political campaign, pp. 227, 231. in collaboration with Doris E. Fleischman, N. Y., Logan, Spencer. A Negro's Faith in America. 1937. 7. p. N. Y: The Macmillan Company, 1946. 88pp. ; Casey, Ralph D; and Smith, Bruce Adele Franklin, instructor in charge of all-day Lannes. Propaganda and Promotional Ac school activities in New York City's Public School tivities. Minneapolis: University of Minnesota 194, is mentioned as "recent winner of the Edward Press, 1935. 450pp. Bernays $1000 award for outstanding contribution This annotated bibliography lists ELB's Crystal to the cause of democracy in education." p. 51. lizing Public Opinion "by a leading public relations Lowell, Joan. The Cradle of the Deep. N. Y: Simon counsel," and Propaganda, p. 32; Also lists: and Schuster, 1929. 261pp. Bernays, Edward L. "The Press Agent Has His Dedication: "To Edward L. Bernays and Hiram Day," Printers' Ink, Vol. 110: pp. 107-108, Febru Kelly Motherwell who encouraged me to write ary 26, 1920. p. 264; and, Pringle, F. "Mass Henry this book." Psychologists," American Mercury, Vol. 19, No. Walter and Lillian Eichler. 155-162, Feb., 1930 [on Edward L. Bernays]. p. 266. Lowen, A., Watson, How to Get a Job and Win Success in Advertising. Lee, Alfred McClung. The Daily Newspaper in N. Y: Prentice-Hall, Inc., 1941. 382pp. America. N. Y: The Macmillan Company, Footnote reference to Careers for Men, Edward L. 1937. 797pp. Bernays, editor, 1939. p. 300. A passage about Ivy Lee's motto: "Accuracy, Au Frederick E. Principles of Sociology. thenticity, Interest," points out that he made it his Lumley, N. Y. and London: McGraw-Hill Book Com business "to present only topics of real interest, 1935. phrased so as to attract attention of both editors and pany, Inc., 461pp. Footnote reference to "E. Bernays, 'Propaganda.'" readers never sensational, never libelous, always 434. accurate, always trustworthy, always readable." p. The author adds: "The viewpoint Lee thus out . The Propaganda Menace. N. Y: The lined, although later refined by him and by such as Century Company, 1933. 454pp. E L. Bernays, became and remains essentially that Footnote reference to ELB's article, "The Minority used by leading corporate press agents or as they Rules," The Bookman, April 1927; to his book 64

Crystallizing Public Opinion; and to John T. Flynn's clients, and he has pointed to some of his own propa article, "Edward L. Bernays: The Science of Bally ganda successes by using this device." hoo," Atlantic Monthly, May 12, 1932, p. 26. Foot In this connection, pages 201-203 of Crystallizing note references to ELB's book Propaganda, pp. 91, Public Opinion are referred to. 93, 102, 103. Quotation used in Contact by Bernays MacDougall, Curtis D. A College Course in Re No. 9, on the importance of frankness in rela public porting for Beginners. N. Y: The Macmillan tions, 106. Footnote reference to p. Propaganda. Company, 1932. 536pp. p. 109, 130. Quotation used by ELB in Contact No. Linking "Ivy Lee and Edward S. Bernays, Jr., [sic] 20, on the of 417- difficulty defining propaganda, p. of New York," as "the most outstanding public rela 418. tions officials in the country" recording their Lundberg, Ferdinand. America's Sixty Families. "boast that they never ask favors of editors and N. Y: The Citadel Press, 1946. 578pp. add that it is unnecessary for them to do so. They Footnote reference, quoting Prof. T. V. Smith, then merely advise their clients how to act so that the of the University of Chicago, defining the "Pluto- press is forced to recognize them" a discussion of gogue," as "the voice of the wealthy when they can how to create news-worthy publicity, p. 77. Biblio no longer speak for themselves, 'the successor of the graphic references to ELB's books Crystallizing plutocrat of other days. . . . Not Allah, but Allah's Public Opinion and Propaganda, p. 506. public relations counsel," and including "our late . Hoaxes. N. Y: The Macmillan Company, Ivy Lee and our ever present Edward Bernays." 1940. 336pp. p. 313. Reference to "Light's Golden Jubilee" as the type Lyons, George J., and Martin, Harmon C. The of "publicity stunt" which "worked, and . . . can Strategy of Job-Finding. N. Y: Prentice-Hall, hardly be called a hoax," because of the true news Inc., 1944. 408pp. in created events which "newspapers couldn't ig Bibliographical reference: "Bernays, Edward L., nore", p. 249. Also: "So daydreamers go on hoping ed. Careers for Men: A Practical Guide to Opportu and expecting . . . while men like Edward Bernays nity in Business. N. Y. 1939." p. 395. . . work silently behind the scenes." p. 261.

Me Bride, Mary Margaret, ed. How to Become a . Interpretative Reporting, N. Y: The Successful Advertising Woman. N. Y. and Macmillan Company, 1938. 682pp. Toronto: Whittlesey House, McGraw-Hill Reference to "Edward L. Bernays of New York, Book Company, Inc., 1948. 259pp. nephew of the great Sigmund Freud" and "foremost The chapter on "Futures in Public Relations," by living" public relations counsel. "Light's Golden Caroline Hood, Director of Public Relations, Jubilee" is given as an outstanding example of pub Rockefeller Center, Inc., says: "A sound public re licity well-inspired. The book calls Bernays' "psy in lations program has actually little to do with press chology . . . eminently sound," as "evidenced agentry. Edward L. Bernays, who is described by his two books, Propaganda, and Crystallizing Pub his Time magazine as 'United States Publicist No. 1,' lic Opinion," and quotes from the latter "part of says that public relations is just what it says it is: explanation and justification of himself and his 'relations with the public.'" pp. 114-115. The same calling." pp. 30, 31. contains a statement ELB on chapter long by op . Newsroom Problems and Policies. N. Y: for women in the of re portunities profession public The Macmillan Company, 1941. 592pp. lations, 124-125. p. Numerous references to and quotations from ELB's McCamy, James L. "Government Publicity." Chi book Crystallizing Public Opinion, pp. 132, 134; him and cago: University of Chicago Press, 1939. 275pp. reference to a public debate featuring Julian Footnote: "Edward L. Bernays, 'Molding Public S. Mason before the New York Newspaper Women's definitions of Opinion,' Annals, CLXXIX (May 1935), 85-87." Club in 1930, p. 241. Giving Bernays' of the p. 21. the role of the public relations counsel, and refer difference between propaganda and education ; McKean, Dayton David, "Party and Pressure ence to Golden Jubilee" and the "creation Politics." Boston: Houghton Mifflin Company, "Light's of 'front' organizations" such as "the Sociological 1949, 712pp. Fund by Bernays . . ." pp. 254, 258, 260. In discussing the word 'propaganda,' the author states: "After World War I the word came to be MacLatchy, Josephine H. Education on the Air. applied to 'what you don't like of the other fellow's Columbus: Ohio State University, 1942. 310pp. publicity,' as Edward L. Bernays said; but publicity This 13th yearbook of the Institute for Education by is too narrow a term to include the variety of activ Radio, reports annual radio conference sponsored by ities that are used to influence public opinion." Ohio State University. "Edward L. Bernays, coun In discussing "The Use of Speaking by Pressure sel on public relations and author of Speak Up for Groups," the author says: "Pressure groups, like Democracy, who was chairman and who had organ parties, find speaking the least expensive device of ized the panel," is recorded as presiding over the propaganda. Edward L. Bernays has called attention Panel Discussion on "Radio and Wartime Morale." to the lecture platform as a means of propaganda His various opinions on the subject are noted, that public relations counsel may suggest to their pp. 31-34. Among "... outstanding American ex- 65 perts in the field of radio and public opinion," ELB later married and who is now his partner." pp. 578- is also noted as participating in subsequent discus 579. sions, "Radio Discussion in Wartime A Program . The American Language, Supplement II. of the American Forum of the and "Radio Air," N. Y: Alfred A. Knopf, 1948. 890pp. News and Comments in his re Reports Wartime"; In two footnotes, Mencken lists ELB among those marks or those of others or his about him, views to whom he is indebted for information about are cited viz: frequently, pp. 36, 38-39, 42, 43, 44-45, words, pp. 718, 773. 46, 47, 48, 49, 50, 52, 53, 85-86. Mills, Alden B. Hospital Public Relations. Chi MacNeil, Neil. Without Fear or Favor. N. Y: Har- cago: Physicians' Record Company, 1939. court, Brace and Company, 1940. 414pp. 361pp. "There are of course capable press agents who pro Preface by ELB says this book "bridges the gap duce news by their intelligence and sense of news between existing knowledge of public relations and values. They make the event that makes the news, the need for that knowledge not only by hospitals and the newspapers cover it with their own reporters, but by other types of social service institutions as and gladly. Edward L. Bernays is such a one. His well," pp. vii-viii. The book contains a discussion of handling of the Light Golden Jubilee was masterly. Bernays' use of group leaders in public relations cam 26-27. Newspapers could not ignore it, for he brought paigns, pp. A discussion of the author ex Thomas A. Edison, Henry Ford and many other presses gratitude for this preface, p. 10. Bernays' notables to Dearborn, and had the President of the theories of the leadership principle in public relations United States deliver the principal address. As part is discussed, p. 36. A long quotation on public rela of his promotion he had the post office issue a special tions methods from ELB's book Propaganda, pp. stamp. Even more ingenious perhaps were his na 36-37. Bibliographical reference to Propaganda, tional contests and exhibitions of sculptures done in p. 55. Ivory Soap. These made good news stories. They had Mock, James R., and Larson, Gedric. Words novelty and supplied good pictures, even if they did That Won the War. The Story of the Committee bring publicity to Procter and Gamble and help to on Public Information, 1917-1919. Princeton: stimulate soap sales. It was good showmanship." Princeton University Press, 1939. 372pp. p. 311. "The Wireless-Cable Service was directed by Walter S. Rogers, and the news was Paul Mannheim, Karl. "Man and Society in an Age of prepared by As described in Edward L. Reconstruction" London: Routledge and Kegan Kennaday. Chapter XV, was in of news for Latin Paul Limited, 1948. 469pp. Bernays placed charge 239. "Latin America Bibliographical reference to "Berneys, E. Propa America," p. organization made Lieutenant F. E. Ackerman in South ganda. New York, 1928-1936." Bernays' name mis trips by America and S. P. Verner in Central Latin spelled, p. 421. America; American news directed by Edward L. Bernays," Martin, Everett Dean. The of a Liberal Meaning (p. 245). "The two most important figures in the Education. N. Y: W. W. Norton and Company, CPI invasion of Latin America were Lieutenant Inc., 1926. 319pp. F. E. Ackerman and Edward L. Bernays," p. 321. Without this book his well-known naming ELB, gives "The other key man in the Latin American work definition of the difference between education and was Bernays, who today is widely believed to have propaganda. "A recent well-written book on the succeeded the late Ivy Lee as No. 1 public relations of a psychology advertising by gentleman who styles adviser to American businessmen. He came to the himself a 'Public Relations Counsel' explains the CPI in 1917 as a young . . . New Yorker who had technique of The author refers making propaganda. served as press agent for the Russian Ballet, Enrico to such efforts as and propagandist education, says Caruso and other top-rank artists. His most impor that the difference between education and propa tant work with the Committee was the conception ganda is this: when your side of the case is given pub and execution of plans for enlisting the help of Amer that is when licity, education; your opponent pub ican business firms. Toward the end of the war he lishes his that is 47. side, propaganda." p. was also in charge of the whole Latin American news and the Armistice he Mencken, H. L. The American Language, Supple service, following went to Paris with the CPI 322. "Creel ment I. N. Y: Alfred A. Knopf, 1945. 739pp. delegation," p. ap "Public Relations Counsel was launched by Edward plied for passports for the group he was sending to the L. Bernays of New York, one of the most dis Peace Conference, including Sisson, Byoir, Charles Carl E. tinguished members of the fraternity. It had been Bernays, Hart, Walberg, Major H. and E. H. 332. preceded by Councillor in (or on) public relations, Atterbury Shuster," p. occasionally used by Ivy L. Lee (1878-1934), an Mott, Frank Luther, and Casey, Ralph D., eds. other eminent publicist." This is followed by a long Interpretations of Journalism. N. Y: F. S. Crofts memorandum "issued from the Bernays office" and and Company, 1937. 533pp. giving "the history and true meaning of Public rela "Electric Light's Golden Jubilee" included among tions counsel." The term was invented by "Mr. illustrations that "a cause can be 'litigated' for a and Bernays Doris E. Fleischman, a young woman client while the publicity expert remains entirely in with in his working him office at the time, whom he the background." p. 406. Ivy Lee mentioned as 66

"representative of the most skilled type of propa Reference to ELB's success in handling publicity gandist effort," and ELB among "others [who] for the National Association for the Advancement have served corporations and business groups of of Colored People's conference in Atlanta, Georgia. almost equal prominence." p. 412. "Bernays' technique was to make friends of the reporters and do all their work." 178. Mott, George Fox, ed., and others. Survey of p. Journalism. N. Y: Barnes and Noble, 1940. Paustian, Paul W., and Oppenheimer, J. John. 381pp. "Problems of Modern Society." N. Y. and Lon Two bibliographical references. "Bernays, E. L., don: McGraw-Hill Book Company, Inc., 193 8. Crystallizing Public Opinion, 1924. An expert in 571pp. publicity applies mass psychology to his job." And Footnote reference to "Bernays, E. L., 'Molding "Bernays, E. L., Propaganda, 1928. Further analysis Public Opinion,' Annals of American Academy of of propaganda and publicity from the standpoint of Political and Social Science, vol. 179, pp. 84-85." the social psychologist." p. 364. pp. 299, 338. " Public Y: JY1 untz, Earl E. Urban Sociology." N. Y: The Mac- Pfiftner, John M. Administration. N. millan Company, 1938. 742pp. The Ronald Press, 1946. 621pp. "Selected Footnote reference: "Cf. Edward L. Bernays, Among Readings" for Chapter 35, "Ad ministrative Edward 'Moulding Public Opinion,' Annals of the American Public Relations": "Bernays, L. 'Public in Academy of Political and Social Science (May, 1935), Relations,' Edward L. Bernays (ed.), Careers Vol. 179, p. 84." p. 584. for Men. (Garden City Publishing Co., Inc., New 573. National Committee on Atomic Information. York, 1939)." p. How to Reach 37,000,000 Homes with the Basic Phelps, George Harrison. Tomorrow's Advertisers. 1929. Facts about Atomic Energy: A Progress Report. N. Y. and London: Harper and Brothers, Washington, D. C: National Committee on 256pp. "In his recent Edward L. Ber Atomic Information, May 14, 1946. 24pp. book, Propaganda, Mention of "Edward L. Bernays' 'Take Your Place nays makes this significant statement: 'Mass pro at the Peace Table,' Duell, Sloan and Pearce, New duction is only profitable if its rhythm can be main York" as "a manual." tained that is, if it can continue to sell its product helpful " in steady or The author com Nerney, Mary Childs. Thomas A. Edison. N. Y: increasing quantity.' ments, "In a sense that is what advertising is all Harrison Smith and Robert Haas, 1934. 334pp. about." p. 183. "And although the latter (General Electric) did not Paul. or Domination." N. Y. use his (Thomas A. Edison's) name in their corporate Pigors, "Leadership and Boston: Mifflin 1935. title, they continued to use it in business and other Houghton Company, ways, at times aggravating to its owner, as upon the 354pp. Footnote reference to ELB's book, Propaganda, p. occasion of Light's Golden Jubilee celebration . . . 253. after B. F. [sic] Bernays was retained to handle the news of the mammoth party, the motive power be Poole, Ernest. The Bridge. N. Y: The Macmillan tween the tail and the dog would get short-circuited Company, 1940. 422pp. now and then, raising doubts as to which was which. "Under the guidance of Edward Bernays, one of the The General Electric, as a result of this campaign, ablest and most devoted younger workers on our was said to have enormously increased its sales of staff [Committee on Public Information], from our articles inserts in their ex lamps all over the world . . ." pp. 176-177. they [exporters] printed port journals and catalogues and in thousands of Odegard, Peter. The American Public Mind. N. Y: business letters sent to foreign lands each week." Columbia University Press, 1930. 308pp. p. 335. Bibliographical references to ELB's books Crystal Porter, Philip W., and Luxon, Norval Neil. The lizing Public Opinion, p. 280; and to Propaganda, Reporter and the News. N. Y. and London: D. p. 287. Appleton-Century Co., Inc., 1935. 560pp. Osborn, Alex. Your Creative Power. N. Y: Charles "Those who are seriously interested in publicity as a Scribner's Sons, 1948. 375pp. profession can find adequate material for study in ELB with the author in as as quoted, agreement, the works of Edward L. Bernays, Ivy Lee and other serting that progressive management has already leaders . . ." p. 499; ELB's books Crystallizing demonstrated an attack on industrial relations Public Opinion, and Propaganda, are listed in the problems, but that "additional and methods ways Bibliography under "Assigned Readings." p. 505. must be found." pp. 299, 300. Pringle, Henry F. Big Frogs. N. Y: The Vanguard Osborne, Letitia Preston. Glass. Through Purple Press, 1928. 276pp. Phila. and N. Y: B. 1946. J. Lippincott, 288pp. "Like so many other big New Yorkers, he (Bernarr A of manners," dedicated: "For "gay comedy MacFadden) has recently engaged a press agent. Edward L. Bernays." Having first considered engaging Ivy Lee, he later Ovington, Mary White. The Walls Came Tumbling turned to Edward L. Bernays, only slightly less re Down. N. Y: Harcourt, Brace and Company, nowned in the public relations field. Mr. Bernays 1947. 307pp. has already pulled one big stunt, that of persuading 67

the amiable Mayor Walker to receive his client at on interviews. ELB is described in this chapter as "a City Hall. This historic event was duly described in man who's continued to be increasingly successful a full page in the Graphic while even the other New all through the Depression." He is quoted as saying: York dailies carried a paragraph or two about it. A "I will work very hard and at the end of the day similar feature printed at approximately the same I'd like to start another day at once. ... I don't time told of a dinner given the physical culturist by think I've ever in my life been bored." p. 301. members of Parliament on the occasion of a visit to Reed, Anna Y. Guidance and Personnel Services in London." p. 132. Education. Ithaca: Cornell University Press, Quiett, Glenn C., and Casey, Ralph D. "Prin 1944. 496pp. ciples of Publicity." N. Y. and London: D. Ap- "The first edition of An Outline of Careers, edited by pleton Company, Inc., 1926. 420pp. Edward L. Bernays, is a good example of a collection Bibliographical references to ELB's books Crystalliz of carefully prepared monographs for the use of ing Public Opinion, p. 399, and Propaganda, p. 409. mature students." p. 91.

Radvanyi, Laszlo, ed. "International Directory of Reck, W. Emerson. Public Relations: A Program Opinion and Attitude Research." Mexico: The for Colleges and Universities. N. Y. and London: Social Sciences Publishers, 1948. 292pp. Harper and Brothers, 1946. 286pp. The entry on ELB says: "Professional Activities'. "Edward L. Bernays, one of the nation's leaders in Lecturer, pub. opin., Univs. of Princeton, Columbia, the field," quoted on the "fundamental characteris Harvard, Yale, Stanford; member, Pres. Hoover's tics essential for the public relations counsel," p. 23, Emergency Com. for Employment, 1930-31; New and on the importance of analysis before interpreta York State Com. on Discrimination in Employment, tion in the college field, pp. 41, 42. 1942; co-chmn., Victory Book Campaign, 1943; Reuter, E. B., and Hart, C. W. Introduction to chmn. U. S. Treasury Natl. Publicity Advisory Com., N. Y. and London: McGraw-Hill Third War Loan; Natl. Publ. Relations Com., Sociology. Book 1933. American Red Cross. Company, Inc., 548pp. Bibliographical Reference: "Bernays, E. L. 'Manipu "Fields of Interest and Research: Pub. relations. lating Public Opinion: The Why and the How,' Major Surveys or Research Projects Directed: Labor- American Journal of Sociology, 33. (1927-1928), management relations; race relations; internatl. as 958-971." p. 435. pects of pub. opinion. "Author: Crystallizing Public Opinion, Liveright Richmond, Arthur, ed. Modern Quotations for Pub. Corp., 1923; An Outline of Careers, Geo. H. Ready Reference. N. Y: Dover Publications, Doran Co., 1927; Propaganda, Liveright Pub. Corp., Inc., 1947. 507pp. 1928; Speak Up for Democracy, Viking Press, 1945; This book contains six quotations from the writings Monograph on Public Relations, Bellman Pub. Co., of ELB. Under Advertising: "Once a searching study 1945 Article for of ; Current Controversy on Need for a public attitudes has been made, and the program Secretary of Public Relations in Cabinet, 1935; coordinated with these attitudes, many channels Higher Education, a Public Relations Problem, that reach the public will be found," p. 2; under Amer. College Publicity Assn., June 1935; Recent Government: "For the capitalist system to be main Trends in Public Relations Activities, Pub. Opin. tained, it is important that the public and the private Quart., Dec. 1936; Public Relations First in the interest be closely interrelated," p. 89; under In Order of Business, Bus. Week, 1937; Public Educa dustry and Business: "Business must tell what its tion for Democracy, Amer. Mercury, 1938; War services to the public are, how its product is manu Against Words, Infantry Journal, 1940; Preview of factured and distributed, the labor and the expense American Public Opinion, Amer. Mercury Survey, involved in manufacturing and servicing; it must 1944; Postwar Responsibility of the American Press, make clear how prices are determined, and why a Journ. Quart., 1944." p. 23. certain price is just," p. 107; under Propaganda: "Propagandists have existed ever since Eve per Raushenbush, Winifred. How to Dress in War suaded Adam to eat the first apple, and they will time. N. Y: Coward: McCann, Inc., 1942. 198pp. exist as long as one person attempts to convince "Mr. Edward L. Bernays, the well-known public another of anything." Also: "The conscientious relations counselor, believes that during the second propagandist and there are many such will year of the war functional clothes will be stressed. have nothing to do with a product or a cause that is He predicts that during 1944 the designers and the socially vicious." Also: "It is my belief that propa stores will be interested in dressing the new wartime ganda serves a useful purpose. It increases general elite represented by officers' wives, and that this knowledge. It tends to keep open an arena in public trend will affect fashions generally. This prediction life in which the battle of truth may be fairly fought," is very astute." pp. 155-156. p. 201. Also: "The difficulty propagandists have in Ray, Marie Beynon. Two Lifetime in One. Indianap pleading any cause is that they must deal in facts, olis and N. Y: The Bobbs-Merrill Company, not only as they are abstractly, but as they appear 1938. 311pp. to be to individuals or groups who react emotionally," This book about abundant energy closes with a final p. 201; under War: "In the next war, words will be chapter, "Strong Men and Lovely Women," based as important as bullets." p. 280. 68

Riegel, O. W. Mobilizing for Chaos. New Haven : Roosevelt, Eleanor. // You Ask Me. N. Y: Yale University Press, 1934. 231pp. D. Appleton-Century Co., Inc., 1946. 156pp. "The field of national propaganda has attracted Mrs. Roosevelt answers two questions proposed by professional American publicity men. Edward L. ELB No, to whether or not she feels there should Bernays looked after the public relations of Lat be a Secretary of Public Relations in the Cabinet, via . . ." p. 206. This is an error; it should be pp. 21, 22; Yes, on the need of a peacetime agency in "Lithuania." the U. S. comparable to the OWL Riesman, David. A Yearbook of the Graduate School Rorty, James. Our Master's Voice Advertising. of Public Administration, Harvard University. N. Y: The John Day Company, 1934. 394pp. Cambridge: Graduate School of Public Ad "The majority of successful propaganda practice, ministration, 1942. 275pp. whether by commercial 'public relations counsel In the chapter "Civil Liberties in a Period of Transi lors' like Edward Bernays or Ivy Lee or by radical tion," footnote reference to "Edward L. Bernays, propagandists, is overt; the name of the propagandist

Crystallizing Public Opinion (new ed., 1934), . . . or the company or organization he represents is and Propaganda (1928)." p. 82. typed or printed at the top of his release." p. 171. Fred ed. as Americans See It." Ringel, J., "America Ross, Ishbel. Ladies of the Press. N. Y. and London : N. Y: Harcourt Brace and Company, 1932. Harper and Brothers, 1946. 622pp. 365pp. ". . . All these stories helped the status of the This symposium, with chapters by Stuart Chase, women reporters in New York. In 1915 the Tribune Robert E. Sherwood, Clifton Fadiman, Bruce Bliven, girls were brought downstairs to the city room. Clare Booth and others, contains a section on Women's news had now officially become part of the "Women: Types and Movements," by Doris E. general schedule. Bessie Breuer was the last person Fleischman, wife of ELB. Miss Fleischman is intro to shepherd the flock as a separate body. One of her duced by ELB, in a prefatory note, as follows: understudies was Doris E. Fleischman, who now "The census of the United States shows that 49% functions as a public relations counsel with her hus of the population are of the feminine sex. And yet band, Edward L. Bernays. She was graduated from women still seem to be the perennial novelty that Barnard in 1913, worked for the Tribune for two they have always been. Their place and evaluation years, and later became associated with Mr. Bernays. in the scheme of American things have been much Soon after this women ceased to be a novelty in the neglected. city room of the Tribune . . ." p. 125. "And I know, for when I have tried to base a Roucek, Joseph, ed. "20th Century Political propaganda directed to them on facts campaign Thought." N. Y: Philosophical Library, 1946. about them, it has been the dickens of a search very 657pp. to find these facts. Footnote reference: "E. L. Bernays, 'The Revolution "For facts, like truths, are usually hidden away in Publicity,' Saturday Review of Literature, XXIV and need digging. And after they have been dug up, (November 1, 1941), pp. 3ff." p. 379. they need interpretation and interpretation and , and Associates. Social Control. N. Y: interpretation. D. Van Nostrand Company, Inc., 1947. 584pp. "This, Miss Fleischman, over the last decade, has Footnote reference: "An earlier recognition of the done, as have few other Americans men or women contention of this section is E. L. Bernays' 'Manipu both as a contributor to national magazines on lating Public Opinion,' American Journal of So the subject, as editor of a book, 'An Outline of ciology, XXXIII, (May, 1928), 958-971." p. 409. Careers for Women,' and as a hard working counsel for public relations. Rugg, Harold. An Introduction to Problems of "I commend her not only as a wife and mother American Culture. Boston: Ginn and Company, but also as a writer and as an interpreter of 1931. 616pp. five American womanhood." p. 105. A quotation from Contact showing how New York five different versions of what Robinson, Thomas H., ed. and others. "Men, newspapers published when Alexander was attacked Groups and the Community: A Survey in the happened Kerensky in a New York theatre. Footnote reference: "From Social Sciences." N. Y: Harper & Brothers, 1940. Contact No. Edward L. 965pp. 17, published by Bernays, Public Relations New York 5. Footnote reference to ELB's book Propaganda. Counsel, City." p. Evart G. and Rogers, Charles Elkins. Journalistic Vocations. Routzahn, Routzahn, Mary Swain, See Addenda, Item 17. N. Y. and London: D. Appleton Co., Inc., 1931. 354pp. Sargent, Porter. Dangerous Trends: How Under "Ivy Lee and Edward L. Bernays, prominent in this currents Economic and Political Affect Education. field, have published books which undertake to ex Boston: Porter Sargent, 1948. 190pp. plain and defend their occupation. . . . Mr. Ber A second title page reads: "A Handbook of Private nays has been characterized as counsel of public Schools for American Boys and Girls: An Annual relations to governments, industries, corporations, Survey: Thirty-First Edition." A section is devoted and trade organizations." Footnote reference to to Public Relations. "The professional tone was "Edward L. Bernays' Propaganda." p. 227. given to the calling of publicity agent by E. L. 69

Bernays and his wife, Doris Fleischman, who in Sargent, S. Stansfeld. "Social Psychology: An vented the term 'public relations counsel' in their Integrative Interpretation." N. Y: The Ronald book Crystallizing Public Opinion, 1923. The public Press Company, 1950. 519pp. was no longer to be fooled or merely informed, it In this chapter on "Propaganda," the author says: was to be understood. Bernays, an intellectual and "Many are the stories about our two most noted a nephew of Sigmund Freud, recognized the need for public relations counsels, Ivy Lee and Edward L. psychological and sociological knowledge. (Goldman, Bernays. . . . Bernays showed even more ability pp. 13-19). "p. 170. There is a summary of the March (than Lee) in the art of mass persuasion. One of his 1947 issue of The Annals of the American Academy early achievements was to make possible the produc of Political and Social Science. Under the heading tion of Brieux's DamagedGoods, a play about syphilis, "The Successful Leader," Sargent says: "The cli by organizing a number of prominent persons into a max of the symposium in The Annals was left to 'Sociological Fund' which backed the production and E. L. Bernays, introduced in an editorial note as gave it an aura of respectability. Later, he showed the leading exponent of the public relations profes his inventiveness by publicizing the products of sion. 'In that capacity he has served governments, Procter & Gamble (Ivory Soap) in a national soap trade associations, and profit and non-profit organ sculpture contest, and by organizing the Golden izations.' He has the brains and techniques to bring Jubilee of electric light on behalf of General Electric the American people or any section of them to be and Westinghouse. Bernays helped to explain and in lieve anything that the budget will permit. The po terpret the newer trends in publicity work, and in his lite way to put this is to speak of 'The Engineering of book Crystallizing Public Opinion, published in 1923, " is his Consent,' which title," p. 173. This is followed he coined the term 'public relations counsel.' p. 360. a of ELB's "The of by summary paper Engineering Savidge, Anne Lane, and Horn, Gunnar. "Hand Consent." 173-174. pp. book for High School Journalism." Boston: D. C. Heath and 1944. Getting Us into the War. Boston: Porter Company, 133pp. references to ELB's books Sargent, 1941. 640pp. Bibliographical Crystalliz Public and 63. In chapter notes, the author says: "The most effec ing Opinion Propaganda, p. tive propaganda is that 'of the deed, not that of the Seldes, George. Freedom of the Press. Garden City: word,' and 'when events do not serve their purpose Garden City Publishing Company, 1937. 380pp. they (propagandists) create them. Many of the news "The late Mr. [Ivy] Lee's leading competitors are events about which we read are deliberately staged Edward L. Bernays, who is credited with getting an by the governments in the interests of propaganda,' Edison electric light bulb on a postage stamp, E. L. Bernays, the highest paid propagandist ('pub and . . ." p. 136. lic relations counsel') in this country, pointed out to Lords of the Press. N. Y: Julian Messner, the Guardian Midwinter Conference on 'Propaganda.' Inc., 1938. 408pp. ('What Makes Lives,' p. 189)." p. 135. A quotation from Dr. T. V. Smith, "professor of of the of War and Education. Boston: Porter philosophy University Chicago, practical politician . . . and author of many books," defining Sargent, 1943. 506pp. "plutogogue." According to Smith, is "The 'Psychological Barriers in Health Education' "plutogogue the voice of the wealthy when they can no which have long prevented the desired result that longer speak for themselves. . . . He is not but 'Everyone Should Receive Adequate Health Edu Allah, Allah's public relations counsel. You will hear his cation' were exhaustively reported on by Edward L. soft-spoken message in the columns of our sophisti Bernays, Public Relations Counsel, for the New York cated Walter Lippmanns and our unctuous Glenn Academy of Medicine, at its Annual Health Educa Franks. You will see or gently feel his gloved hand tion Conference in New York City, Nov. 18, 1941. in the eulogistic releases of our late Ivy Lees and our (Vital Speeches, Jan 1, 1942.)" p. 309. A long quota ever-present Edward Bernays," p. 304. "The pluto tion from this report by ELB in which he recom gogue of plutogogues is Edward L. Bernays who mends that "a national council on public health usually hires himself for the better causes, the demo should be formed by all health education groups for cratic nations. But he is also the best defender of our the exchange of ideas and methods, for orientation of business civilization." p. 312-313. aims, goals, themes and values," p. 310. Chapter Gilbert. Proclaim N. Y: footnote: "E. L. Bernays, the highest paid propa Seldes, Liberty. The Grey- stone 1942. gandist (public relations counsel) in this country, Press, 202pp. pointed out to the Harvard Guardian Midwinter "Propaganda must be independent. . . . Mr. Gorham Conference on Propaganda early in 1940 that the Munson, preceded by Mr. Edward L. Bernays in most effective propaganda is that 'of the deed, not 1928, has proposed a Secretary for Propaganda in that of the word,' and 'when events do not serve the Cabinet, which would make the direct line of Executive to the their purpose they (propagandists) create them. authority from the administrators Many of the news events which we read are de of policy, without interference." p. 65. liberately staged by the governments in the interest Smith, Bruce Lannes; Las well, Harold D; and " of propaganda.' p. 359. A chapter footnote quotes Casey, Ralph D., eds. Propaganda, Communi at length from "The Revolution in Publicity," by cation and Public Opinion. Princeton : Princeton ELB, Saturday Review, Nov. 1941. p. 425. University Press, 1946. 435pp. 70

The long annotated bibliography lists the following Starch, Daniel; Stanton, Hazel M; Roerth, works by Edward L. Bernays: Crystallizing Public Wilhelmina. Controlling Human Behavior. Opinion: "A U. S. public relations counsel's early N. Y: The Macmillan Company, 1937. 638pp. formulation of the techniques of his calling, with Under the title, "What is Propaganda?", among some attention to its social consequences," p. 129; comments by Walter Lippmann, Calvin Coolidge and "Recent Trends in Public Relations Activities (of Frederick E. Lumley on "good and bad propaganda," large corporations and trade associations)" Public a formal definition by "E. L. Bernays, the publicist" Opinion Quarterly, Vol. I, No. I: 147-51, January is presented: "Modern propaganda is a consistent, 1937: "by a U. S. public relations counsel," p. 193; enduring policy of creating or shaping events to in Speak Up for Democracy: What You Can Do A fluence the relations of the public to a given enter Practical Plan for Action for Every American Citizen: prise." p. 559. N. Y., Viking Press, 1940: "Noted public relations Stewart, Donald Ogden, ed. Fighting Words. N. Y: counsel urges all U. S. citizens to 'speak up for de Harcourt, Brace and Company, 1940. 168pp. mocracy' through every available channel of commu On the half-title, from a speech by ELB: "In the nication. He outlines 'twenty common charges next war, words will be as important as bullets." against democracy' and answers them. He maps out Rex. Silent a complete public relations program, utilizing the Stout, The Speaker. N. Y: The Viking 'group leadership approach' and a multitude of chan Press, 1946. 308pp. nels such as holiday celebrations, press conferences, In a Nero Wolfe novel, an incident provokes the direct mail, forums, radio, movies, youth groups. comment, ". . . Who you want is not Nero Wolfe, Symbols involved include celebrated American docu but Russell Birdwell or Eddie Bernays . . ." p. 82. ments on the Bill of cer (emphasis Rights), patriotic Strong, Edward K., Jr. "Psychological Aspects of emonies, birthdays of famous Americans, and lists of Business." N. Y. and London: McGraw-Hill appeals to special interest groups. Includes extensive Book Company, Inc., 1938. 629pp. bibliography on democratic practice, dictatorships, Footnote reference: "Flynn, J. T., 'Edward L. Ber U. S. customs, leadership techniques and public nays,' Atlantic Monthly, 193,2, Vol. 149, 567-568." p. 227. reference to a book opinion," Bibliographical p. 271. let by ELB and Doris E. Fleischman: Universities: Summers, Robert E., ed. Federal Information Con Pathfinders in Public Opinion: The Authors, 1937. trols in Peacetime. The Reference Shelf, Vol. 20, "Lists 'Courses in Public Relations, Public Opin No. 6. N. Y: The H. W. Wilson Company, ion, and Related Subjects Offered by American " 1949. 301pp. Universities.' p. 297. Bibliographical reference to Inaccurate bibliographical reference: "Bernays, Ed ELB in connection with Public Policy, Yearbook ward L. Safeguarding Civil Liberties Today." Ithaca, of the Graduate School of Public Administration of New York: Cornell University Press, 1945, referring Harvard University, 1942, Vol. 3: "Edward L. to the Edward L. Bernays Lectures published under Bernays . . . presents a hortative discourse on 'The this title, p. 291. Integration of Morale'." p. 150. Sutherland, Robert L., and Woodward, Julian L. Smith, Charles W. t jr. Public Opinion in a De Introductory Sociology. Philadelphia, N. Y: mocracy. N. Y: Prentice-Hall, Inc., 1939. 598pp. J. B. Lippincott, 1940. 863pp. "E. L. Bernays describes public opinion as 'an ill- Footnote: "The studies of Harwood L. Childs, L. W. defined . . . and changeable group of individual Doob, E. L. Bernays, B. L. Pierce, R. Ponsonby, judgments,' the 'aggregate result of individual and J. D. Squires, all add further information to opinions' of the people who make up a society," show that accurate evidence on controversial issues is p. 16. Footnote reference to ELB's book Crystallizing seldom available to a public." p. 340. Public Opinion, p. 16. "In 1938, when public and congressional criticism of radio reached a point Tebbel, John. An American Dynasty. Garden City: where it seemed likely to lead to governmental in Doubleday and Company, Inc., 1947. 363pp. vestigation and perhaps to new tax or regulatory Quotation from a speech delivered by "Edward L. measures, the National Broadcasting Company hired Bernays, the public relations counsel" before the Edward L. Bernays, one of the ablest publicity men National Newspaper Promotion Association in 1944, in the country, as public relations consultant." p. 116. and reprinted in the Journalism Quarterly, point Bibliographical references to ELB's books Crystalliz ing out the "great gap between the platform of the ing Public Opinion, p. 567 and Propaganda, p. 569. newspapers and public acceptance of them" and advocating remedial public relations techniques; the Sobel, Bernard, ed. The Theatre Handbook. N. Y: "overwhelming response" to the printed version is Crown Publishers, 1940. 900pp. noted, that of those few "who scoffed at "At the time of the Great War, with the development including the whole business." p. 337. of modern business methods, press agentry attained dignity and became one of the first national forces. Thompson, Dorothy. / Saw Hitler. N. Y: Farrar But the term was straightway changed; leaders like and Rinehart, 1932. 36pp.

Edward Bernays and Ivy Lee calling themselves ". . . But if you want to gauge the strength of the publicity directors, propagandists and counsellors Hitler movement, imagine that in America, an orator in public relations." p. 632. with the tongue of the late Mr. Bryan and the his- 71 trionic powers of Aimee MacPherson, combined with products and corporations (as for instance when the publicity gifts of Edward Bernays and Ivy Lee Bernays staged a 'Green Ball' to popularize the in of a should manage . . ." pp. 34-35. color green, the expectation creating demand for Lucky Strikes)," p. 14; "Of the independent Thurber, James. The Thurber Carnival. N. Y: Har counsel, the best-known are perhaps Edward L. per & Brothers, 1945. 305pp. Bernays, Carl Byoir, Bernard Lichtenberg and T. J. This anthology of Thurber's writings contains Ross of the famous firm of Ivy Lee and T. J. Ross. the story Something to Say, which first appeared in These firms advise more than one client . . . and The Middle-Aged Man on the Flying Trapeze. The they draw considerable fees. For instance, according story includes the following passage: "Somehow or to reports filed with the S.E.C. . . . Allied Chemical other we kept him out of trouble until the night of & Dye paid Bernays $25,185; and the American the sailing, when we gave a going-away party for Tobacco Company paid Lee and Ross $23,096 and him at Marvin Deane's house. Everybody was there: Bernays $24,000 ... p. 26. "Bernays, like the Gene Tunney, Sir Hubert Wilkins, Count von Luck- others, knows that it is better to implant an idea in a ner, Edward Bernays, and the literary and artistic group leader's mind and let him spread it than to crowd generally." p. 95. write up an idea and send it to the papers as a re Vaughan, Wayland F. Social Psychology. N. Y: The lease, in the old-fashioned way; because what an Odyssey Press, 1948. 956pp. independent big-wig says is news. He has developed A discussion, with examples from his handling of spe the technique further than anybody else. Here, for cific projects, of the work of ELB, who "conceives of example, is a recent example of his shrewd use of his profession as 'the conscious and intelligent ma group leaders. In 1934, Philco, a client of Bernays' nipulation of the organized habits and opinions of at the time, was developing for its radios what it the masses'." "Through his expert control over the called 'high fidelity reception.' No public announce 'mass mind,' the public relations counselor is said to ment was made. Instead, Bernays had letters sent function as 'the invisible government,' and ELB is to a list of well-known music critics asking what said to act 'as an adviser to his client.' . . . Unlike they thought of radio reception. Then he per Reichenbach, who did not want to see the article suaded Pitts Sanborn to edit and issue under his own he was to publicize for fear he would be disillusioned, name a 'symposium' of opinions on radio reception Bernays insists on knowing what it is he is pushing wherein the answers to Bernays' letters appeared, and he will not commit himself to its promotion making the point that reception was generally bad. until he is convinced of its value. He will not feature Names make news; the 'symposium' got a great deal a product he believes to be fraudulent or a cause he of reception in the press. When it had been well believes to be antisocial. Bernays says that the chief publicized Philco was ready to announce 'high fidel assets of the public relations counsel are honesty ity reception,' and to hold an exhibit celebrating and candor. Maybe so, but Bernays' crowning it as the answer to the currently poor reception. achievement, the handling of Light's Golden Jubi At the same time, still under Bernays' supervision, lee, the fiftieth anniversary of Edison's discovery of Philco set up an organization called the Radio Insti the electric light, was put over in a very subtle fash tute of the Audible Arts, which Pitts Sanborn was ion . . ." This is followed by quotations from arti persuaded to head. The Institute began to issue cles by "W. W. Parrish, in the Literary Digest, booklets and surveys on good reception, children's June 2, 1934"; by "J. T. Flynn: 'Edward L. Ber programs, etc; these were sent to schools, clubs and 1 nays. The Atlantic Monthly, May, 1932"; and by the like, where they were well received because each "J. R. Dill: 'Unhappy Days for the Brewer." Chris one was written by an authority. Philco's name ap tian Century, June 30, 1937." pp. 374-78. peared only briefly as the founder of the Institute. Thus Philco and 'quality radio' associated them Viereck, George Sylvester. Spreading Germs of selves firmly in the public mind." p. 26-27. Hate. N. Y: Horace Liveright, 1930. 327pp. In this work, with a foreword by Colonel Edward M. Walker, Stanley. City Editor. N. Y: Frederick A. House, ELB is referred to as "a distinguished expert Stokes Co., 1934. 336pp. on propaganda"; his definition as to the difference "Press agents, in their multifarious wigs and masks, between propaganda and education is given, p. 10. sometimes seem almost as necessary to the modern

Walker, S. H., and Sklar, Paul. Business Finds Its newspaper as a posse of reporters. . . . Members of Voice: Management's Effort to Sell the Business this strange profession range from the frightened, Idea to the Public. N. Y. and London: Harper somewhat ratty Broadway hanger-on, who hopes to and Brothers, 1938. 93pp. pick up a few dollars for whistling up any fly-by- "They (the National Electric Light Association) night enterprise, to such elegant and philosophical could study the work of public relations counsels practitioners as Ivy Lee and Edward L. Bernays, like Ivy Lee and Edward L. Bernays, recalling that who represent large interests and movements di it was Lee, more than anybody else, who had rected at what is known as the Mass Mind, and who transformed John D. Rockefeller in the public mind have brains," p. 134. "Many newspapermen, view from a symbol of greed to a symbol of aged benevo ing the careers of such men as Bernays, Lee, Hanne- lence, and that Bernays and his colleagues had in gan and many others, are inclined to be envious," vented many ingenious ways of publicizing men, p. 138. "If the young publicist attaches himself to 72

the right interests, and studies the methods not only ELB's book Propaganda listed among "Readings." of Bernays and Lee but of lesser masters as well, p. 148. he may go far," p. 143. "It has been the custom , and Willey, Malcolm M. "Readings in to hold up Ivy Lee as the greatest example of what Sociology." N. Y: F. S. Crofts and Company, a do when he enters newspaperman may upon pub 1930. 639pp. licity work . . . but it is probable that Bernays ELB's book Crystallizing Public Opinion listed is the more important as an American phenomenon. among "Readings." p. 365. He is more of a psychologist, or psychoanalyst, than Press Lee. That Daniel Boone of the canebrakes of the Washburn, Charles. Agentry. N. Y: Na tional Library Press, 1937. 153pp. libido, Dr. Sigmund Freud, is his uncle. Bernays the Mass VIII, Mind ; Edward has taken the sideshow barker and given him a Chapter "Molding L. is devoted to ELB. One section philosophy and a new and awesome language: 'con Bernays," entirely deals with the inevitable rise of the relations ditioned reflexes,' 'the creation of events and circum public counsel, pp. 92-95. A brief biographical sketch of stances," 'dramatic high-spotting,' and 'continuous ELB, "Bernays is definitely a counsel on public relations, interpretations.' He is no primitive drum beater. the mass mind. is as as He has written books and lectured at New York molding He good they come," 95. Reference to Golden 95. University on the methods and underlying psycho p. Light's Jubilee, p. "Today, at the height of his powers, he serves as logical principles of his high art. He is devoid of adviser to great corporations and to individuals of swank and does not visit newspaper offices, ..." both national and world eminence in the dual task p. 143. "The record of Mr. Bernays is full of exam of interpreting the public to them, and them to the ples of showmanship which could not be ignored by public," 95. and the newspapers. There was, for example, Light's p. History, analysis summary of article ELB, "How to Restore Confidence Golden Jubilee. The story of Edison's invention was by in Business and Economic Winter retold. To Dearborn went Edison, Henry Ford and Finance," Forum, 1935. Main ideas: Business must sell the even the President of the United States, as well as a Issue, whole idea of business to the public; business must great crowd of other important figures. It was not and its func Mr. Ford's show, or Edison's, or even the President's. continuously cumulatively explain tion to the public; the value of must be It was simply a publicity stunt pulled off by Ber symbols stressed; the public must be pleased, not damned; nays, representing powerful and rich interests, to leadership today rests on an ability to understand, exploit the uses of electric light. Newspaper editors interpret and utilize symbols; symbols are the who understood this may have felt sad, but what short cut to and action; it is not a could they do about it with the President making understanding problem today of getting pieces into the papers; it a speech and all those important persons there?", p. is a of an idea that business and 144. "Again, Mr. Bernays was employed by Procter question selling finance are essential parts of our system, pp. 96-98. and Gamble, makers of Ivory Soap. He popularized "There have some sane the author the nation-wide contests for the best examples of you pretty stuff," comments, p. 98. Extensive quotations from "Pre soap sculpture. It is really startling what anyone senting American Business," by ELB, Today, March with a bent for sculpture can do with a little soap. 28, 1936: "Bernays sums it all up beautifully and For the first few years he gained enormous publicity, in plain language. He is quite right when he declares and then the publishers asked abruptly, 'What the that 'present-day business sails little-known waters hell?' and now the publicity is much less," pp. studded with the bars and shoals of adverse public 144-145. "Bernays must receive credit, or blame, for opinion.' It is small wonder, then, that the captains an important shift in the methods used by the larger of industry need advice from a pilot the public advertising agencies. ... A few years ago adver relations counsel," p. 104. "Bernays has further tising agencies devoted their attention to straight contributed to the study of public opinion in an advertising. . . . Now they have added research article, 'Molding Public Opinion,' which should be workers (which may be a good thing) and great read man desirous of following a career numbers of thinkers, behaviorists, trend-observers, by every that will shape the destinies of men and their move experts with chart and graph, child trainers, students ments. He says: 'Once a searching study of public of sleep and what not," pp. 145-146. "The Great attitudes has been made, many channels that reach Man racket, which consists of the inflation and label " the public will be found.' ling of enormous stuffed shirts, is always with us.

. . . Bernays defends it on its higher levels on the Who Knows and What Among Authorities ground that the public is entitled to know the sort Experts and the Specially Informed. of man, his background and personality, who is the Chicago: The A. N. Marquis Company. 1949, brains of an industry which furnishes the public 796pp. with its goods," p. 150. "It would do no harm for Entry 716-24 says: "Bernays, Edward L. Public newspapers to point out that a light jubilee is a relations and opinion; Propaganda, b '91. BS '12 Bernays project," p. 151. (Cornell U.). Author: Crystallizing Public Opinion '24, and others. Served with US Com on Public Wallis, Wilson D., and Wallis, Grace Allen. "0r Information at Peace Conf '18-19; asst commr US Social World." N. Y. and London: McGraw- Dept Commerce Paris Expn '25; counsel on pub Hill Book Company, 1940. 402pp. relations in partnership with Doris E. Fleischman 73

since '10; U lecturer on pub relations. Nat Pub Rela Bibliographical references to ELB's books Crystalliz tions Com. Bernays Building, 26 E. 64th St., NYC." ing Public Opinion and Propaganda, p. 133. p. 716. Willey, Malcolm M., and Rice, Stuart A. Com Who's Who in America. Chicago: The A. N. munication Agencies and Social Life. N. Y. and Vol. 25, Fiftieth Anniver Marquis Company, London: McGraw-Hill Book Company, Inc., 1950-1951. sary Edition, 3347pp. 1933. 229pp. sketch: Edward L. Biographical "Bernays, (ber-naz), In this monograph, one of a series published under public relations counsel; b. Vienna, Austria, Nov. 22, the direction of the President's Research Committee s. and Anna edn. De 1891; Ely (Freud) B; Prep. on Social Trends, acknowledgments are given in the Witt Clinton Sch., New York; B.S., Cornell High preface to "Edward L. Bernays, Public Relations U., 1912; m. Doris E. Fleischman, Sept. 16, 1922; ' Counsel," among those in a long list, p. xii. children Doris Fleischman, Anne Fleischman. Wrote for newspapers, N. Y. City, 1913-15; publicity Wilson, Francis Graham. "The Elements of Modern mgr. Russian Ballet tour in U. S. for Met. Opera Politics: An Introduction to Political Science." Co., 1915-16, of Caruso and other musical stars, N. Y: McGraw-Hill Book Company, Inc., 1936. 1917-18; served with U. S. Comm. on Public Infor 716pp. mation; at Peace Conference, Paris, 1918-19; re- Bibliographical reference under "Selected Readings" employ ex-service men, U. S. War Dept., 1919; to ELB's book Crystallizing Public Opinion. asst. commr. U. S. Dept. of Commerce, Paris Expn., "The American Political Mind" N. Y: 1925; counsel on public relations to Light's Golden McGraw-Hill Book Company, Inc., 1949. 506pp. Jubilee, 1929; counsel on public relations in partner In the chapter "The Republic and World Crisis," ship with Doris E. Fleischman to government, indus the author says: "With the emergence of superior tries, corps., and trade orgns. since 1919; lecturer on forms of public administration, the continued devel pub. relations, New York U., 1923; adjunt prof opment of education, the production of goods for an pub. relations, N. Y. Univ. 1949. Dir. Merritt, abundant the of in Chapman & Scott Mem. President Hoover's Emer life, growth democracy industry, and a reconciliation between and gency Com. for Employment, 1930-31. Mem. N. Y. greater liberty the future must to the democratic State Com. on Discrimination in Employment, 1942; equality, belong of life." A footnote to this refers to ELB's book mem. Nat. Pub. Relations Com., Am. Red Cross, way Speak for Democracy as a of "literature since 1942; co-chairman Victory Book Campaign, Up sample dealing with this problem." 1943; chmn. U. S. Treasury nat. publicity adv. com. 3d War Loan. Awarded Office Pub. Instrn. (French), Wolseley, R. E. The Journalist's Bookshelf: An Christian Medal 1946. Clubs: 1926, King (Danish), Annotated and Selected Bibliography of United Harmonic York). Author: Century Country, (New States Journalism. Chicago: Quill and Scroll Public Crystallizing Opinion, 1924; (with others) Foundation, 1946, 133pp. 1917; 1928; Broadway Anthology, Propaganda, In the section "Propaganda," a bibliographical ref for Take Your Place Speak Up Democracy, 1940; erence to ELB's book Propaganda. at the Peace Table, 1945; Public a Grow Relations, In the section "Public Opinion," a bibliographical 1945 Editor of An Outline of ing Profession, ; Careers, reference to ELB's book Crystallizing Public Opinion. 1927; also contbr. to same. . . . Office: Bernays Building, 26 E. 64th Street, New York 21, N. Y." and Campbell, Laurence R. Exploring p. 211. Journalism. N. Y: Prentice-Hall, 1946. 482pp. ELB has been in every edition of Who's Who in "Modern public-relations counsel, however . . . America since 1926-1927. shun the crude and obvious methods of early press

to an event like . . . Who's Who in Commerce and Industry. Chi agents. They prefer engineer Light's Golden Jubilee, commemorating the fiftieth cago: The A. N. Marquis Company, Vol. 6, anniversary of Thomas A. Edison's invention of the 6th International Edition, 1948. 1552pp. incandescent lamp. Publicity specialists realize that Biographical sketch of "Bernays, Edward L., public in the long run it doesn't pay to fool the public. relations counsel . . ." p. 156. They have discovered that they can serve society, Who's in the East. A. N. Who Chicago: The as Edward L. Bernays declares, by 'crystallizing the Marquis Company. Vol. II, 1948. 1824pp. obscure tendencies of the public mind before they sketch: Biographical "Bernays, Edward L., public have reached definite expression which makes them

relations counsel . . ." 156. p. so valuable' ." p. 424. Who's Who in New York [City and State]. N. Y: Woodward, W. E. "The Gift of Life." N. Y: E. P. Lewis Historical Publishing Co., Inc., 1947. Dutton and Company, Inc., 1947. 436pp. llth Edition. 1235pp. In this autobiography, the author records that he sketch: Edward L.: Public Biographical "Bernays, lunched "at the Coffee Club with Hendrik Van Relations Counsel; . . ." p. 81. Loon" and met, among other well-known people, Wilkerson, Marcus M. "Public Opinion and the "Edward Bernays, the publicity man ... a nephew Spanish-American War." Baton Rouge: Louisi of Sigmund Freud, the most distinguished of psycho ana State University Press, 1932. 141pp. analysts." pp. 289, 290. Woolf, S. J. Here Am I. N. Y: Random House, tion that the interests of the whole nation were 1941. 374pp. greater than those of any group, all served to em "Most publicity men are incurable some of them phasize, according to Mr. Bernays, the need for are more or less dreamers like Carl Byoir; others, social consciousness and public responsibility. To like Edward Bernays, engage the largest suite in the continue Mr. Bernays' analysis, written in 1941, biggest hotel to give parties for a few of their intimate it might be said that the fifth period was marked by friends," p. 228. "When I arrived in Vienna, I tried a return to the First World War methods of selling to get in touch with Dr. Sigmund Freud. Through the public on war issues, but on a much larger pat friends of his, I made efforts to meet him, but was tern . . ." pp. 38, 39. "A vigorous criticism of unsuccessful. I even cabled Edith to go see Eddie public opinion polls was registered recently by Ed Bernays, who is the doctor's nephew, and Bernays ward L. Bernays, public relations counsel. In an in turn cabled him. But even this was to no avail." article in Public Opinion Quarterly, Mr. Bernays p. 253. said: 'Like vitamins and so many other good things, attitude polls have been adopted by America with Wright, J. Ilandly, and Christian, Byron H. its customary unthinking enthusiasm for new things. Public Relations in Management. N. Y: McGraw- Polls are an enormously useful implement when Hill Book Company, Inc., 1949. 229pp. honestly, efficiently and intelligently gathered and The magazine Fortune quoted: ". . . when Beech- understood. On the other hand, they are potentially Nut Packing Company, through Edward L. Ber dangerous weapons in the hands of the unwise, the nays, got doctors to come out for big breakfasts, inept, the dishonest or the antisocial.' Mr. Bernays knowing that the result would be more bacon sold proposed as a solution that licenses should be re . . . when society leaders, also through Bernays, quired for the practice of polling, and, secondly, that came out with statements that a woman should take educational activities, aimed at the public and their at least three dresses on the most informal weekend, leaders, should be carried on to acquaint them with and the luggage industry, as per plan, began to sell the significance of polls," p. 70. "It is probable that more bags . . . when President Hoover, Thomas for some time public relations counsel and workers in Edison and Henry Ford, again under Bernays' guid the field must set their own standards of conduct. ance, gathered at Dearborn to celebrate Light's However, in fairness to his calling counsel should Golden Jubilee, and the first lamp appeared on a not accept a client whose standards do not measure commemorative postage stamp ..." p. 5. "In his up to his own, in the opinion of Edward L. Bernays, book 'Propaganda,' published in 1928, Edward L. who writes: 'In law the judges and jury hold the de Bernays, public relations counsel, began with this ciding balance of power. In public opinion the public statement: 'The conscious and intelligent manipula relations counsel is judge and jury because through tion of the organized habits and opinions of the masses his pleading of a case the public is likely to accede is an important element in democratic society. Those to his opinion and judgment. Therefore, the public who manipulate this unseen mechanism of society relations counsel must maintain an intense scrutiny constitute an invisible government that is the true of his actions, avoiding the propagation of unsocial ruling power of our country.' In view of Mr. Bernays' or otherwise harmful movements or ideas. It is in reputation as the founder of the science of modern the creating of public conscience that the counsel on public relations, the reader may be forced to assume public relations is destined to fulfill his highest " that such 'conscious and intelligent manipulation* usefulness to the society in which he lives.' p. 221. of the mass mind is the chief mission of the prac Wright, Milton. How to Get Publicity. N. Y. and titioner. However, Mr. Bernays later offers in his London: McGraw-Hill Book Company, Inc., book a much more agreeable concept when he states: 1935. 226pp. 'The counsel on public relations, after he has exam "The closest approach to a professional status is that ined all these and other factors, endeavors to shape the reached by those publicity men who, individually or actions of his client so that they will gain the interest, 1 in partnership, maintain organizations where they the approval and the acceptance of the public ," p. serve numbers of clients in much the same way as a 30. "Edward L. Bernays divides the history of pub lawyer serves his clientele on the basis of an annual licity into four major periods. The first, 1900 to 1914, retaining fee. It is through this method that some was the period of muckraking versus whitewash of the outstanding figures in publicity men like ing. . . . The second major period was during the Ivy Lee, Edward L. Bernays and John Price Jones First World War, 1914 to 1918, when publicity have accomplished their results." pp. 210-211. was used for the first time on a mass scale to sell war aims and ideals. The third major period, , Public Relations for Business. N. Y: Whit- 1919 to 1929, was marked by an era of rising price tlesey House, 1939. 346pp. levels, new competition for the consumer's dollar, "Along these lines, Edward L. Bernays, a leading and a new appreciation of the consumer's interests. specialist in public relations, says: 'A public relations . . . Corporations appointed vice-presidents whose program or policy must be integrated into the entire prime duties were to make friends for the company functioning of the industry. It cannot be lip worship and to interest themselves in public affairs. The to an idea. It cannot consist merely of releases from fourth period began in 1929. The stock-market crash, a mimeograph machine. It must be part and parcel the advent of the New Deal, the awakening realiza of the thinking and action of the leaders in the 75

is What he does is to industry. And it may mean that such thinking and understood, really very simple. action must be decidedly changed in order to con create a demand by molding the public mind. He creates a desire for or ideas. The form to public demand and public objectives. Ideas specified goods first task of the relations is that are not generally accepted by the public can public counsel, however, to see whether his client offers which the be made acceptable only if they can be shown to be of something 'can be to It is sometimes value to the public, and if their appeal can be related public brought accept.' wiser to refuse a fee. . . . It is not often that to acceptable fact, opinions or customs'." pp. 48, 49. [but] mass psychology fails to find a solution. . . ." Young, John Orr. "Adventures in Advertising." Quoting ELB's work, Propaganda, and using many N. Y: & Brothers, [1948, by Printers' Harper illustrations of his activities as described in that Ink Publishing Company, Inc.], 1949, pp. 207. book and other writings "... Only recently, Dr. In a list of books on public relations, the author Bernays won the undying gratitude of the luggage states: "Edward L. Bernays and his wife Doris manufacturers. . . . Similarly with bacon. . . . Mr. Fleischman produced those interesting books Careers Bernays . . . once guided the sales psychology of for Men and Careers for Women." p. 103. the Beechnut Packing Company. . . . October 28 Kimball. "Source Book Social Young, for Psychol became the Czecho-Slovakian Fourth of July . . . N. Y: Alfred A. 1927. ogy" Knopf, 844pp. all because Eddie Bernays so decreed. . . . Richard "And illustrates from the case of Lithuania Bernays Bennett . . . was attempting to produce Brieux's done to arouse and to influence what can be public celebrated play, 'Damaged Goods' . . . [also] the the clever use of opinion on a situation through fight of the Dietetic and Hygienic Gazette and the and 783. Under publicity propaganda," p. "Propa Medical Review of Reviews [edited by ELB]. . . . Lithuania's cam ganda," large sections of publicity Soon the Sociological Fund had endorsements galore are paign reprinted. and also some cash. . . . On a historic night in "Social Psychology" N. Y: F. S. Crofts 1913, 'Damaged Goods' opened. . . . His [ELB's] and Company, 1947. 578pp. campaign for the production . . . was based on the ELB's book Propaganda is included among "sug soundest principles of mass psychology. Eddie used them . . . when the War gestions for further reading." p. 522. knowingly Department employed him after the war. . . . The assistance of Zink, Harold. "Government and Politics in the such organizations as the Fifth Avenue Association United States." N. Y: The Macmillan Company, was enlisted. . . . By means of [the formula] Eddie 1946. 1006pp. Bernays has increased the use of Ivory Soap . . . Footnote reference to "Edward L. Bernays, Propa has persuaded women to swathe themselves in ganda, Liveright Publishing Corporation, New York, velvets (Sidney Blumenthal Velvets) . . . [has 1928." p. 225. Selected Bibliography for Chapter 13, counseled successfully] American Tobacco Company "The Role of Public Opinion," includes "Bernays, . . . Ward Baking Company . . . Cheney Silks Edward L., Propaganda, Liveright Publishing Com . . . the Queensborough Corporation . . . Venida pany, New York, 1928." p. 238. Hair Net Company . . . Procter & Gamble com pany [also for Crisco, as well as in organizing the Profiles of National Small Sculptural Committee . . . giving $1,675 in prizes annually for the best sculpture exe

EDWARD L. BERNAYS cuted in Ivory Soap . . . with such famous artists as Gutzon Borglum, Lorado Taft, Harvey Wiley American Mercury. "Mass Psychologist." Vol. Corbett and Charles Dana Gibson ... on the jury XIX, No. 74, Feb 1930. pp. 155-163. of award. ...]... Until 1929, [when] Eddie Ber Profile of about 5,000 words relating highlights in nays could hardly compete in professional standing the life and career of ELB. Henry F. Pringle, the with Ivy Lee. He had handled large accounts. His author, begins, "It is significant that Edward L. work had been, on the whole, satisfactory to his

Bernays, who has reduced the once jovial occupation clients. . . . But Ivy . . . had the Rockefellers.

is rater at . . . . . of press agent to a science, who f infacultate . Then the Pioneer Associates decided to New York University, and now labors 'in the spirit of stage a celebration to commemorate the fiftieth anni the laboratory,' is a nephew of the renowned Dr. Sig- versary of the invention of the electric light. Henry mund Freud. . . . Eddie knows a very great deal Ford . . . also . . . Christened Light's Golden Ju about psychology and cashes in on that knowledge. bilee . . . President Hoover, with his whole entour

. . . Only poets delude themselves with the notion age, paid tribute. . . . Ambassador Dawes, Charlie that love, that is to say sex, causes the world to re Schwab, John D. Rockefeller, Jr., Will Hays, Pat volve. Mr. Bernays, whose rank as public relations Crowley ... in brief, many men who were typical counsel is at least the equal of Ivy Ledbetter Lee's, Ivy Lee clients . . . did what Eddie Bernays told knows that it is really money that furnishes the mo them to do ... [but] ... He modestly denies that tive power. The mass psychologist, moreover, goes he caused the [Mazda] lamp to be engraved on the na much further than the psychoanalyst who . . . can tion's postage stamps. . . . Eddie Bernays shakes do no more than explain what has already taken his head. . . . Mass psychology might have had place. Eddie can foretell the future . . . [with] no something to do with it. Beyond that: 'Postmaster- claims to crystal gazing. . . . His science, once General Brown, I should say, was responsible for the 76 " stamps.' the article also gives autobiographical discriminating eye, and habitually turns down more data on ELB as a member of the Bernays-Freud jobs than he accepts. He insists that his projects be family, until the onset of his professional career. valid, legitimate and 'in the public interest.' Above all, they must be projects which the public 'can be Atlantic Monthly. "Edward L.Bernays, The Science brought to accept.' He has little patience with groups ofBallyhoo," Vol. 149, No. 5, May 1932, pp. 562- or individuals offering panaceas. A pragmatist who 571. has long recognized the necessity for improvements T. Flynn says: "By no system of honest elimi John in the functioning of the American system, he be nation can Edward L. Bernays be excluded from a lieves that the best hope for such improvement lies list of representative men in America. He has made in the men with the greatest stake in it the busi an success. He has been something of extraordinary nessmen of America." The article sums up with the his clients a pioneer. . . . He numbers among following: "Against the imponderables of the future even royal powerful millionaires, great corporations, his voice will have influence not so much because of and governments. He has made a great personages Bernays the man as Bernays the technician. Bernays deal of money a mark of importance that no the man believes in democracy. Bernays the tech American will deny and what is more, he has done nician can persuade people to make it work. In this it in the field of intellectual activity. . . . He is a decade there can be no more pressing assignment." social psychologist engaged in carrying out in actual practice and according to newer theories that branch Literary Digest. "He Helped Make Press-A gentry later " of psychology which August Compte and a 'Science,' Jun 2, 1934, p.26. Herbert Spencer, recognized as having a definite Full-page story by Wayne W. Parrish on ELB, relation to sociology." subtitled, "Success of War-Time Propaganda "As a matter of fact, Bernays has both a clear and Opened the Eyes of Edward L. Bernays, Nephew of a very shrewd understanding of his profession. As a Doctor Freud, to 'Invisible Government' and 'Mass Public Relations Counsel he is liaison officer be Mind' Control," says: "Mr. Bernays, in the event tween Big Business and the Monster. In odd mo that the reader never has heard of him, has become ments he has been a professor in very truth, for until one of the nation's two leading 'public relations recently he lectured on his system in New York counselors,' a post-war term attached to the rela University." tively new 'science' of press-agentry. As a super- "Bernays himself is perhaps best known for two ex salesman without portfolio, working entirely behind amples of dramatic high-spotting which were really the scenes, his operation of what he calls 'opinion- no more than grandiose, glorified publicity stunts. management' has guided many to buy more lug One of these was Light's Golden Jubilee. Surely you gage, eat bacon for breakfast, smoke more cigarettes, will not have to be reminded of that amazing jam wear velvet instead of some other material, express boree which took place when the story of Edison's preference for certain types of automobiles, and to invention of the incandescent lamp was reenacted in ask for a certain soap at the corner store. He has in Dearborn, with Edison himself, Henry Ford, and the fluenced opinions of certain governments and of cer President of the United States playing the leading tain institutions and groups. He has worked to finan roles, while droves of great industrialists and modify hundreds of ordinary habits, but always by ciers played the parts of villagers and supers in the the unconscious transference of ideas and objects cast, and radios and newspapers fought for the privi through created events and circumstances." of broadcasting it. Henry Ford was supposed to lege Der. and be the manager of the show, but the man who set the Querschnitt, "Humbug, Bluff Ballyhoo: Von Varnum bis Bernays," Der Querschnitt, stage and pulled the strings attached to all the digni 13 Heft 4, 1933, pp. 255-269. fied marionettes was Edward L. Bernays. . . . Jahrgang, Apr A of Edward L. Arthur Rundt, His other outstanding performance was when he profile Bernays by in a leading German magazine subsequently sup spent nearly $70,000 for a single hour's show on the the Nazis. radio to introduce a new Dodge car to the market." pressed by himself is the newest of "Bernays quite type public Reader's Digest. "The Science of Ballyhoo." Vol. so and so free from the relations specialist, intelligent XXI, No. 122, Jun 1932. pp. 5-8. conventional inhibitions that he assumes almost the This profile of ELB by John T. Flynn is a condensa character of a phenomenon." tion of one which appeared in Atlantic Monthly, Design and Paper. "Edward L. Bernays and the May, 1932, see above. American Mind." No. Dec 3, 1946. 14pp. 23, Review of Reviews. "Mass Psychologist." Vol. P. K. outlines ELB's position in public Thomajan LXXXI, No. 3, Mar 1930. relations in the light of his intellectual background, This profile by Henry Pringle about ELB is con conscience and Out intellect, insight, philosophy. densed from the article of the same title in the lines methods of in action for a procedure planning American Mercury, Feb 1930, see above. client and touches upon some of outstanding jobs, a "Man the Month: Edward L. Bernays." i.e., Beech-Nut Packing Company and as member Scope. of of Woodrow Wilson's Creel Committee on Public London: Dec 1949, ill por. pp 56-69, 91. Olive Moore. A Information during World War I. Mr. Thomajan A 15-page profile of ELB by "... of at random from the of notes states, "Bernays selects his clients and causes with a handful words pile 77 taken in a day-long interview with Bernays when he way in the 400 years since . . . The Prince. . . . was in London recently, and [we] see not only what We find the Public Relations men more powerful he gives as service when he 'appraises' a firm's prob than any princes, for their followers are the peoples lems, but exactly why American business is willing of the earth, their territory the hearts and minds of to pay him such sums as $100,000 a year as retainer everyone." The work and opinions of "pioneer for appraisal and advice," the writer says in Bernays [who] dissociated Public Relations from reporting the development of public relations as press agenting as surgery dissociated itself from the given by ELB, who "as he talks, . . . constantly barber's pole ... in ... twenty-five years of un stresses the sense of social and moral responsibility clouded success" are analyzed and discussed com underlying the work of the Public Relations Coun prehensively, and with much detail, in relation to " sel." ELB is further characterized as 'No. 1 U. S. the field as well as to the personality. The intro

Publicist,' . . . highest-paid public relations man ductory note says: "By precept and example Ed in the world, getting as much as $125,000 for a single ward L. Bernays, . . . has turned public relations

...... so the of job , a kind man [with] views ... from by-ways press agent trickery to a strict urgent and . . . tongue so fluent, that it is hard to and respected profession on a level with law, medi tear oneself away from his words to his personality cine and teaching. To Bernays, industrial public re

. . . like all top-flight Americans . . . [met in the lations is a top-management function, not a matter course of this job] very friendly, very unassuming, of press hand-outs and defending the status quo. amazingly well-informed, staggeringly energetic, The final paragraph states: "Bernays is neither

. . . immensely eager to know and see . . . [with] witch-doctor nor medicine man, nor wise guy. Just a that trait so noticeable in Americans and so endear man who discovered how to hold up all problems, ing, complete candour and with malice toward none. industrial or selling, to the X-ray of common sense

. . . The first hour is not wasted in getting ac and solve them by the light of reason. In thirty years quainted, it is all there in the first hand-shake and of doing so, it has not failed him. Being a generous the first smile. Fearless, is the word." man he has dissected for us the technique and science Beginning with a quotation from Machiavelli, the of his craft, hoping that it may help, or light a spark, account emphasizes also that "We have come a long or inspire an action."

Tart Three ADDENDA

81

ADDENDA must be attained. . . . Many industries have recog nized this new factor, but not all of them. It is ob This section contains necessary additions vious that, in this period of flux and competition, to items in the bibliography, and new the ones who fail to recognize it will not be able to

survive. . . . Public relations activities . . . items which the editors found after the body must of necessity play their part in this situation. And the of the book had been set in page proof. American business man must consider that not only as an individual must he his that 1. Advertising & Selling. "Molding Public Opin play part, but he must also take an in ion." Reprint of speech delivered on Sept 11 at interest seeing that American business as a whole Financial Advertisers Association Convention, establishes sound relations with the in order to re-establish itself in the Atlantic City, N. J. Vol. XXV, No. 20, Sept 12, public, public mind as a basic of the 1935, pp. 44-46. part American system." Condensation of talk summarized on 35 under page 4. .. "The Future of Private Enterprise in the Financial Advertisers Association. Post-War World." Address before Fourteenth Conference, 1942. 2. Boston Conference on Retail Distribution. An analysis of the economic, social and "Mass Psychology and the Consumer." An ad psychological problems which are likely to face post-war free en dress on September 22, 1930, before the Boston terprise. Conference on Retail Distribution, University ELB says: "The kind of peace that will be made, Club, Boston, auspices Retail Trade Board of the psychology of all nations, the political, economic, the Boston Chamber of Commerce in coopera and sociological forces that will arise these all tion with Harvard University Graduate School will be the background for the type of private enter of Business Administration, Boston University prise that we shall have, if we have it. ... We shall College of Business Administration, Massa have to go from war to peace in terms of a planned chusetts Institute of Technology, 8pp. approach to a continuing problem if chaos is not to A discussion of "successful mass psychology result. . . . Here in the U. S. we have had a work in American business and social life." system predominantly of free enterprise. . . . But economic and economic for 3. -. "Business Turns to Counsel on Public liberty, psychological security have not with freedom. Relations." pp. 39-41, 1936. everyone, kept pace political . . . The problems of free will Conference sponsored by Retail Trade Board, Bos postwar enterprise be, economic . . . the ton Chamber of Commerce in cooperation with first, secondly, psychological, social which attitudes of Harvard University Graduate School of Business human, problems, comprise people in and out of towards this new Administration, Boston University College of Busi government world of theirs. . . . The industrial and commercial ness Administration, Massachusetts Institute of world must undertake Technology and others. important research, and un dertake to build that will make a free Speaking on "Business Turns to Counsel on Public plans enterprise world and workable. Relations" ELB said: "Business exists to function thoroughly fairly But private industry must assume if it wants for the public. The public realizes this and judges leadership really and to survive into the businesses and their products by this criterion. The private enterprise democracy world. . . ." the main lines of public policy of a business can increase or decrease postwar Indicating study, ELB suggested of: termination of war sales as well as make or mar the reputation of a study time controls; financial labor business. That is a fact that American industry is problems; problems; industrial problems; agriculture problems; trade and only now commencing to realize. . . . No longer can commerce; and social "Business cannot any business stand alone. The problems of any one problems. the for its survival. It can business cannot today be isolated from the broad depend upon public depend only upon itself and its own actions. Commerce and problems of industry. Because of this, business is must that what serves the finding it essential to re-define its function and to industry recognize public interest serves its own interest as well. If it will act revalue itself in relationship to the other factors of civilization in on the recognition that private function activities the which it is operating. . . . The must be predicated on interest and businessman needs an expert in public relations to public responsi there will be less to fear." appraise his public, understand it and recommend bility, ways of conforming to public desire and need, as well 5. Bryson, Lyman; Finkel stein, Louis; and as ways to interpret his business" acts and policies Maclver, R. M., ed. "Approaches to Group to the public. . . . The public relations counsel has Understanding". Sixth Symposium of the Con made an intensive of the study public. ... He has ference on Science, Philosophy and Religion. come to the conclusion that in every case private N. Y: Harper & Brothers, 1947. 858pp. interest and public interest must coincide if business Chapter X, "The Public Relations Counsel and is to maintain its important position in our economic Group Understanding," is by ELB. pp. 100-106. and social life. ... It became evident to business After describing advances made by the sciences in and industry that the public was taking an interest understanding semantics and communications, ELB in the conduct of business. From that time forward points out that "an important trend in communica the will good of the public was a definite goal which tions is the development of technicians and profes- 82

sionals expert in the use of symbols to convey ideas" be stimulated and the latter be retarded?" He public opinion researchers, pollsters, advertising divides the problem of world communication into men, graphic-arts directors, public relations counsel. three parts: 1. The matter of providing abundant, Taking the public relations counsel as his theme, cheap, rapid communications for messages; physical ELB says that "public relations is concerned bas instruments have already provided, or may soon ically with developing understanding. The public provide, these means. 2. The matter of eliminating relations counsel must understand the public, its barriers to communications political, economic ideas, its philosophies, its points of view, its activities and language barriers; this is being given serious and what it means by the words it uses. All this he consideration by numerous bodies. 3. The problem must communicate to his client. The client, likewise, of improving the quality of ideas, of words and must be studied. Its actions, attitudes and principles pictures, of the symbols that pass over these media must be analyzed and be made understandable to to bring about the objectives all good and honest the public." men desire; this last problem certainly is the longest, The public relations counsel, ELB continues, hardest and most complex. works on the premise that any group in society must The answer to the last problem, ELB goes on to integrate with other groups at the highest possible say, depends on three forces: the professions and level for the common good. This means the public businesses involved, the law, and public opinion. relations counsel has a strong sense of social re He then urges that education and training in com sponsibility and must have the knowledge, ability munications be further stimulated in the universities and judgment to determine what, in our society, is and schools of journalism, and by the award of likely to be the common good. Anything the public prizes and fellowships. He also urges that research relations man undertakes must not run counter to in communications be stimulated. Those who are in the democratic goals of freedom, equality and orderly the communications field professionally, he says, justice. These goals are clearly denned in labor rela should have to meet higher standards. "Every man tions, race relations, housing, health, education, or woman who holds a position conveying symbols individual opportunity. to the public should be prepared to meet that re Describing the techniques of the public relations sponsibility by having a thorough grounding in counsel, ELB says he analyzes the public in its rela economics, human relations, and the social sciences, tionship to his client, surveys all contacts between as well as a knowledge of the techniques of communi the two. He also analyzes his client, studies the cation." ELB also urges continued education after latter's objectives to find out whether they represent people enter the communications field and criticism an attainable reality. He studies all phases of his to stimulate progress. client's activities so that he may compare them with 7. Bulletin of the Business Historical Society. the public's attitudes and the public needs. The Boston, The Business Historical Society, Inc., public relations counsel must then interpret his Vol. XIX. No. 4 Oct 1945, 195pp. findings to the client so the client may understand In his chapter on "Shifts in Public Relations," Prof. his own and the public's attitudes. On the basis of N. S. B. Gras of Harvard University lists ELB under this interpretation, counsel makes recommendations "Some Isolated Developments in the History of to the client and sets forth new ideas and procedures Public Relations Counsellors": "1919 Edward L. to meet the public's point of view in such a way that Bernays began his career as counsel on public rela the highest public good is achieved. Acts are more tions to governments, industries, corporations and important than words in any effort at persuasion. trade organizations. Term used was 'publicity An institution or corporation must act correctly in " direction'. p. 128. order to produce a good effect. In conclusion, ELB says that though there are 8. Chase, Stuart; Ruttenberg, Stanley H.; still large areas of ignorance about public relations, Nourse, Edwin G.; Given, William B., Jr. knowledge of the importance of this field is growing. "The Social Responsibility of Management." Those who depend upon the public are learning to The Edward L. Bernays Foundation Lectures profit from the professional use of public relations. of 1950. A Golden Anniversary Publication of the School of Commerce, Accounts and Finance, 6. .. "Learning and World Peace." Eighth New York University. N. Y: New York Uni Symposium of Conference on Science, Philoso versity, 1951. 83pp. phy and Religion. N. Y: Harper & Brothers, In a foreword to this book, which consists of lectures 1948. 694pp. delivered at New York University in April and May Chapter XXXVIII, "Mass Education, Idea Com 1950 by four experts on management relations, ELB munications and the Problems of National Sanity says the Edward L. Bernays Foundation which and International Cooperation," is by ELB. pp. sponsored the lectures, was established in 1946. Its 411-417. purpose is "to stimulate, promote, encourage and In this chapter, ELB discusses the following: advance scientific, educational, literary and/or "What trends in mass education and idea com charitable causes including, without limitation, the munications are making for national sanity and study of the science of public relations counseling to international cooperation? What elements are work further human relations, intercultural and intergroup ing in the opposite direction? How can the former relations and to advance a sound public interest 83

therein." Another purpose of the Foundation is "to truth. And unless everyone of us does, there may be study and conduct research into all phases of and no private interest left to worry about. conditions affecting human, cultural and group rela "Our national strength is founded on a unified, tions, and the changes and improvements in the powerful morale. conditions of life and work among people." "This morale is built by our common belief in our "The larger foundations in this country," ELB national goals and united action to achieve them. says, "sponsor extensive research in education, "The national emergency demands that all of us health and other fields, and in that way bring about on all fronts work together for the general good. improved public relationships and better human "Complete cooperation on the home front is as relations. But a foundation whose funds are limited vital to national survival as it is on the military front. finds it difficult to decide in what field it can help "For the sake of his own private interest the indi effectively." vidual must willingly sacrifice convenience, comfort In seeking to sponsor for the year 1950 some and profit for the common good, endure hardships activity in a field where the misunderstandings are and suffering. of major economic and human significance, the "For unless we maintain our continuity as a free, Edward L. Bernays Foundation decided upon the independent nation, we shall have nothing as indi field of management relationships. It was felt that viduals. one way of bringing the best thought in this field to a "Every American is responsible for our morale. point of high visibility would be to underwrite a Our national morale is the sum of our individual series of lectures on the social responsibility of morales. This means that all of us, men and women, management to be delivered at one of America's old and young, corporation executives and em leading universities situated in a key industrial ployees, must be willing to serve wherever and center. whenever we are needed. Any man who acts at the "What the Foundation had in mind," ELB con country's expense helps the enemy. If he injures his tinues, "was a series of lectures whose purpose country's strength, he destroys everything he values would be not to present one viewpoint or intensify for himself. present attitudes but rather to create a forum for "Acting at America's expense includes profiteer calling to public attention, and particularly to the ing, chiseling, black and grey marketeering, or doing attention of the business community, various view anything which places personal profit above the points which must be taken into consideration for a public interest. realistic understanding and appraisal of the social "It also includes slander, hate, rumor-mongering responsibility of management." and scapegoating at the expense of public officials For this purpose the Foundation lectures presented or private citizens. the diverse viewpoints of a social engineer, Stuart "Our national welfare in this emergency requires Chase; a trade union leader, Stanley H. Ruttenberg, that individuals, groups and corporations give the Director of the CIO's Department of Education and most painstaking attention to their public relation Research; a management executive, William B. ships. Given, Jr., Chairman of the Board, American Brake "They must insure, in their own interest and in Shoe Company; and an economist, Edwin G. Nourse, the public interest, that every action and utterance formerly chairman of the Council of Economic raises morale and does not lower or destroy it. Advisers to the President. "They must make certain that their policies, words, and acts are dictated not by narrow immedi " 9. Congressional Record. Your Public Relations ate expediency but by the broader interests of self in the National Emergency." Vol. 97, No. 24, and country. Feb. 7, 1951, Appendix, p. A678. "If ever there was a time when such public rela The Honorable Jacob K. Javits of New York ob tionships were indispensable, that time is now." tained permission on Feb. 7, 1951 from the House of Representatives to insert in the Congressional 10. Crowther, Samuel. "Public Opinion, Private Record "the following statement of Edward L. Business and Public Relations." N. Y: Liveright Bernays, well known authority on public relations of Publishing Corporation, 1934. 26pp. New York City, which appeared as a public adver The author cites ELB as spokesman for the methods tisement." The advertisement, headed "Your Public of legitimate propaganda. "If there is a case for Relations in the National Emergency," appeared in the existing basic order," Crowther says, "the case The New York Times, The New York Herald- ought to be tried out in the open ... by propa Tribune and the New York World-Telegram & The ganda. Every great question today has to be settled Sun during the week of December 26, 1950. The by propaganda. There is no other way of reaching statement appeared in the Congressional Record in one hundred and twenty million people. There full as follows: should be no other way in a nation that desires . . . "For some time now forward-looking Americans to govern itself. What are the methods of legiti have recognized that private interest must coincide mate propaganda? These have been very well pre with public interest. This is particularly true in the sented by Edward L. Bernays, public relations present national emergency. counsel who has for years worked with the mass "But some of us have not yet awakened to this mind." 84

Crowther then devotes the last four pages of the present war is one of the day's most formidable book to quoting the Atlantic Monthly profile of ELB marketing problems. Mr. Bernays discusses the (see p. 76) and from various articles and talks by problem with new insight in the following paper, ELB on public relations and the molding of public which he read before the New York Chapter (of the opinion. American Marketing Society) at one of its fall meetings." 11. Current and Forum. History "Speak Up for Speaking before America's entrance into World Vol. LII, No. 2, Oct 22, 1940. pp. Democracy." War II, ELB analyzes propaganda in World War I. 21-24. He cites various scientific authorities and reduces "No. 1 a boxed editorial note Captioned Publicist," "all psychological warfare" in the first World War "Edward L. United States Publicist says: Bernays, to three main elements: 1. heighten the morale Number is the man to write the authori One, logical unity of your own country; 2. weaken the morale of tative article on how individual Americans can your enemy; 3. win over the morale of neutrals. He become for In propagandists democracy. partner then analyzes in some detail psychological warfare with his Doris E. Fleischman, he conducts ship wife, techniques used by Germany, Great Britain and the Relations the leading Counsel on Public organization United States. in this Mr. has served the country. Bernays gov Since 1917, ELB continues, the situation has ernment and was a member of the many times, changed because technical means for spreading ideas United States Committee on Public Information have been improved; because the "common man" the World War. He is the author of Crys during plays a greater role in shaping political destinies; Public and two of the tallizing Opinion Propaganda, because the rise of Communists, Nazis and Fascists books on this and his under outstanding subject, has accelerated the effectiveness of manipulated of the mass mind is He has standing widely recognized. symbols; and because knowledge of the human mind lectured at Harvard, Yale and other leading universi has been greatly increased by the social sciences. All ties on the subject of influencing public opinion." these factors, and the experience of World War I, Pointing out that "millions of Americans are out lead to an "engineering approach" to psychological of with American democracy" because of sympathy warfare which must henceforth be based on "the the Depression, ELB's article calls upon everyone in engineering of consent in a democracy." the United States to "mold public opinion for democ In order that the United States which has racy to the limit of his own power." ELB lists eight mobilized the first selective serv common accusations against democracy in the already peacetime ice in its to be "for what United States and gives extensive replies to them. army history prepared ever the See ELB's book Speak Up for Democracy, p. 4. may come," ELB suggests following psy chological warfare program: 1. The Government 12. Case. "The Vicious Cir Harriman, Margaret needs to set up a psychological general staff to advise cle: The Story of the Algonquin Round Table." on all major questions of morale in industry, Illustrated by Al Hirschfeld. N. Y: Rinehart & civilian life, army and navy. 2. A program needs to Company, Inc., 1951. pp. 310. be set in motion to strengthen faith in democracy. This account of the Algonquin Round Table and 3. This should be accompanied by a program de its famous members Dorothy Parker, Heywood signed to make democracy work better, "making its Broun, Alexander Woollcott, Robert Benchley, ideals come true." George S. Kaufman, Robert E. Sherwood, Harold men, have laid a Ross, Franklin P. Adams and others devotes "Experts, including marketing sound basis for a scientific approach to the problem three pages to "Doris E. Fleischman . . . wife of warfare in the crisis we face Edward L. Bernays" as member and co-founder with of psychological today," Jane Grant and Ruth Hale of the Lucy Stone League ELB concludes. "America should not, cannot wait. and as the first married woman to obtain a U. S. She must apply today what she already knows passport in her own name. The book describes the toward meeting the problems she faces." enthusiastic cooperation "of Broun, Ross, Bernays and all the other partners in these independent 14. MacLatchy, Josephine H. "Education on the marriages." Air." Thirteenth Yearbook of the Institute for "One Lucy Stoner, Doris Fleischman, came out in Education by Radio. Columbus: Ohio State print in a magazine not long ago with the wistful University, 1942, 310pp. revelation that she would now like to be known as Speaking in the panel discussion, ELB said that in Mrs. Edward L. Bernays." She is now the book his opinion the war effort of the radio industry and of the Stone adds an active reorganizer Lucy the Government was inadequate. This conclusion is League. confirmed by authorities all over the country, many of whom radio's war effort as ineffectual, 13. The Journal of Marketing. "The Marketing of regard and These people National Policies: A Study of War Propaganda." inefficient, duplicating segmental. do not know where to turn, for there is no planned Vol. 6, No. 3, Jan 1942, pp. 236-244. radio's all-out conversion Editor's note: "The problem of using all this coun approach to the problem of in total over-all of try's resources to disseminate effectively the ideas war and no strategy psychological for which the democracies are contending in the warfare. Every program commercial, sustaining, 85

governmental should fit into a balanced pattern. 16. Public Utilities Fortnightly. "What Can Attempts are made by networks and individual Utilities Do about Public Relations Today?" stations to do this, ELB said, but the main basis of Jun 6, 1940, 128pp. judgment is still the cash register. Editorial note on ELB: "The scientific or 'engineer ELB then urged that the radio broadcasting indus ing' approach to the problem of public relations, try voluntarily organize for efficient handling of its according to this noted specialist in that field, is to total war effort. It should name a board of experts dig into it and determine the respective areas of in psychology, public opinion, radio programming agreement and disagreement. Only then can a sound and communications, to set up blueprints for ac and sure program for improving public relations be complishing the purpose a balance of entertain formulated." ment, escapism, information and criticism, and a ELB says in this article that the principal trouble line to follow as to content, theme, emotion and seems to have been not that the public utilities reason. The board, ELB said, should be in touch neglected its public relations, but that "it tried with government officials, informed about the war too hard to cultivate them on false grounds by mak and the demands of the national interest. Not ing use of spurious methods and generally going regimentation, he added, but intelligent planning. about it the wrong way." These actions led to agita This will not mean the elimination of the commercial tion for the Federal Trade Commission probe in system of American broadcasting and entertainment. 1928. ELB then gives results of poll he took among Entertainment is basic to morale. It will mean that leaders of industry, finance and the public on what radio's effectiveness will be measured, like education, the problems and solutions of public relations are. by its whole effect on the mind and character of an The replies showed group leaders think in terms of individual. their relationship to government; the public; bankers Only by such an approach, ELB concluded, can and stockholders; the community where their cus radio's real potentialities in the war effort be realized tomers are; the industry; and their workers. victory through another and equally potent air Applying this to public utilities, ELB says since power, pp. 33-34. government represents the people, the only modifica tion of government attitudes and activities must be 15. New York State Pharmacist. "The Bernays through modifying the people's attitudes through Drug and Pharmaceutical Survey," Oct 1943, the engineering of consent. Industry leaders agree pp. 9-12, 28-30. that government should go out of competitive An editorial note preceding ELB's talk before the business and should have no plants of its own; and Pharmaceutical Association says: "In the opinion of that more consideration must be given to public the writer the which we are printing here is one paper attitudes, policies and practices adopted by the of the most ones that has been important published industry. Key executives see good employee relations within a decade. ... Be sure to read this paper as a solution rather than as a problem. from beginning to end; it may not be all pleasant For the public utilities industry ELB suggests a reading, but we might as well know what the survey four-point program: 1. that some industrial commit of an expert firm found. We are printing the paper as tee should be entrusted with the study of the prob it was presented before the American Pharmaceutical lems and suggesting solutions for finding areas of Association at its recent meeting in Columbus, agreement; 2. that this committee develop a program Ohio," p. 9. In his talk ELB says: "Pharmacy of broad principles and practices for public utility has a choice. It can submit to pressures of public companies, then get the companies to accept them; 3. that technicians be to make a opinion, when they exert themselves, or it can competent engaged of the mind to find out what fulfill its vital role as the custodian of public wel study public present public attitudes are toward principles, practices and fare, at the same time gaining good will, strengthen goals upon which the industry will decide; this sur ing itself, and moving into its rightful place in our vey will attempt to find out the extent to which it is society. A unified public relations effort is the means possible to modify public attitudes and actions; 4. by which all of you can aid in bringing about this that the industry undertake a campaign of education objective. It is difficult to devise for immediate to win the support of the public. acceptance a uniformly acceptable course of action regarding all the trends and situations you face, but 17. Routzahn, Evart G., and Routzahn, Mary that factor in itself is one of the reasons why I be Swain. "Publicity Methods Reading List. Se lieve the immediate problems I presented are a lected References on Publicity in Social Work and common ground upon which all interested groups Kindred Fields." N. Y: Department of Surveys can carry on action. The proposed plan for public and Exhibits, Russell Sage Foundation. 1924. relations aimed at strengthening relations within the Under the heading "The Technique of Publicity," industry, between the industry, the pharmaceutical this bibliography lists Edward L. Bernays' book, profession and the government, and between the Crystallizing Public Opinion with the following industry and public is that type of common ground. comment: "The author discusses the scope and I hope in your own interest that you will study it function of a new profession, that of public relations further and act on it." counsel." 86

18. Saturday Review of Literature. Vol. XXV, field of public opinion as public relations counsel No. 10, Mar 7, 1942. for more than twenty years. His partner is Doris ELB was guest editor of this issue of Saturday Re- Fleischman. In the last war he served on the view of Literature, which is entitled "Censorship Committee of Public Information. He is the au- and Propaganda Number." An editorial note in thor of Propaganda and Speak Up for Democracy, "Contributors and Contents," says: "Edward L. Mr. Bernays reviews James R. Mock's Censorship Bernays, guest editor of this issue, whom Time calls 1917 on page 4, and writes the editorial on page 'U. S. Publicist No. 1,' has been working in the 10."

armed forces, radio, motion pictures, television, the theatre, the press, medicine, nursing, banking, trade, management- employee relations, women, poli tics, public opinion, attitude polls and many other fields. References to Mr. Bernays culled from many books indicate the wide impact of his ideas on the field. Edward L. Bernays is regarded as America's outstanding counsel on public relations, a profession he was instrumental in creating and naming. In partnership with his wife, Doris E. Fleischman, he has had a long, diversified prac tice, acting as public relations counsel to corporations, trade as sociations, newspapers, maga zines, scientific organizations and leading individuals since 1919. He was the first lecturer on public relations at any American university when he gave a course on that subject at New York Uni versity in 1923. In the past two years he has given public rela tions courses as Adjunct Profes sor at New York University and Visiting Professor at the Univer sity of Hawaii. Mr. Bernays has been advisor to Presidents and has represented the United States Government in various activities. He is the " author of Crystallizing Public Opinion," "Propaganda," "Speak up for Democracy," "Take Your Place at the Peace Table," and is other books ; he a frequent con tributor to magazines, social sci ence journals and newspapers; and is preparing a book on public relations for the University of Oklahoma Press.

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