EDWARD BERNAYS & PUBLIC RELATIONS

Edward Bernays is often called one of the founders of modern public relations. He was an Austrian-American PR practitioner who developed many ideas about using psychology and public opinion in communication.

Contribution of Edward Bernays

1. Professionalising PR: Bernays helped establish PR as a professional field rather than simply publicity. He believed organisations should understand public opinion and communicate strategically.

2. Use of Psychology: Bernays applied ideas from psychology and social science to PR. He believed that understanding people's attitudes and behaviour could help organisations communicate more effectively.

3. Importance of Public Opinion: He recognised that public opinion was extremely important. PR professionals needed to understand what people thought and develop communication accordingly.

4. Publicity Campaigns: Bernays conducted creative campaigns to influence public attitudes.

One famous example was the "Torches of Freedom" campaign, which promoted cigarette smoking among women by associating cigarettes with women's independence.

5. Books on PR His books helped develop PR theory. His important work "Crystallizing Public Opinion" (1923) explained the role of public relations in shaping public opinion. Another important book was "Propaganda" (1928).

6. Two-Way Understanding: Bernays emphasised the importance of understanding the public rather than simply sending messages.

Edward Bernays helped establish PR as a planned, research-based and professional activity. His work connected PR with psychology, public opinion and strategic communication.