Edward L. Bernays – Public Relations (2015/1923)

Edward L. Bernays – Public Relations

Public relations as described in this volume is, among other things, society’s solution to problems of maladjustment that plague an overcomplex world. All of us, individuals or organizations, depend for survival and growth on adjustment to our publics. Publicist Edward L. Bernays offers here the kind of advice individuals and a variety of organizations sought from him on a professional basis during more than four decades. With such knowledge, every intelligent person can carry on his or her activities more effectively.

This book provides know-why as well know-how. Bernays explains the underlying philosophy of public relations and the PR methods and practices to be applied in specific cases. He presents broad approaches and solutions as they were successfully carried out in his long professional career. Public relations is not publicity, press agentry, promotion, advertising, or a bag of tricks, but a continuing process of social integration. It is a field of adjusting private and public interest.

Everyone engaged in any public activity, and every student of human behavior and society, will find in this book a challenge and opportunity to further both the public interest and their own interest.

Contents:
Preface
Part One: The Growth of Public Relations
Introduction
1 Public Relations Today
2 Why Public Relations Knowledge is Vital Today
3 Origins of Public Relations
4 From the Dark Ages to the Modern World
5 American Public Relations from 1600 to 1800
6 The Public Relations of Expansion, 1800-1865
7 “The Public Be Damned”, 1865-1900
8 “The Public Be Informed”, 1900-1919
9 The Rise of a New Profession, 1919-1929
10 Public Relations Comes of Age, 1929-1941
11 The Era of integration, 1941-1951
12 The Ideal Public Relations Man
13 Extent of Today’s Public Relations
Part Two: Public Relations in Action
Introduction
14 The Engineering of Consent
15 Typical Action Blueprint for Public Relations Activity
16 Achieving Goals Through the Education of the Public
17 A Typical Survey Finding–America Looks at Nursing
18 Public Relations for a Profession–A Better Deal for Nurses
19 The Truth about House Magazines–Fifty Million Readers Can’t Be Wrong
20 Salesmanship and the Public Relations Approach–Hidden Markets in the Human Personality
21 Public Relations in the Theatrical World–The Crisis in the American Theater and Some Possible Solutions
22 Direct Mail: A Challenge to Research in Humanics
23 Advertising is Behind the Times–Culturally
24 A Different Kind of Poll–Preview of American Public Opinion
25 Attitude Polls–Servants or Masters?
26 Public Relations for Public Education
27 Public Relations for Higher Education
28 The Importance of Public Opinion in Economic Mobilization
29 Public Relations and Anglo-American Co-operation–How Can the Americans and the British Understand Each Other?
30 Public Relations as Aid to Ethnic Harmony: Hawaii–The Almost Perfect State
31 Human Relations–The Way to Labor-Management Adjustments
32 An Educational Program for Unions
33 How American Business Can Sell the American Way of Life to the American People
Selected List of Readings in Public Relations
Notes
Index

Format: MOBI
Length: 388 pages
Published: 2013 by the University of Oklahoma Press (first published 1952)
ISBN: 1419173383