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.