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Crystallizing Public Opinion
Edward Bernays' 1923 classic Crystallizing Public Opinion set down the principles that corporations and governments have used to influence public attitudes over the past century.
| Clasificación: | Libro Electrónico |
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| Autor principal: | |
| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
New York :
G & D Media,
2019.
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| Edición: | Original Classic edition. |
| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Cover; Title Page; Copyright; Dedication; Contents; Introduction; Foreword; Part I: Scope and Functions; 1 The Scope of the Public Relations Counsel; 2 The Public Relations Counsel; the Increased and Increasing Importance of the Profession; 3 The Function of a Special Pleader; Part II: The Group and Herd; 1 What Constitutes Public Opinion?; 2 Is Public Opinion Stubborn or Malleable?; 3 The Interaction of Public Opinion with the Forces That Help to Make It; 4 The Power of Interacting Forces That Go to Make up Public Opinion
- 5 An Understanding of the Fundamentals of Public Motivation Is Necessary to the Work of the Public Relations Counsel6 The Group and Herd Are the Basic Mechanisms of Public Change; 7 The Application of These Principles; Part III: Technique and Method; 1 The Public Can Be Reached Only Through Established Mediums of Communication; 2 The Interlapping Group Formations of Society, the Continuous Shifting of Groups, Changing Conditions and the Flexibility of Human Nature Are All Aids to the Counsel on Public Relations; 3 An Outline of Methods Practicable in Modifying the Point of View of a Group
- Part IV: Ethical Relations1 A Consideration of the Press and Other Mediums of Communication in Their Relation to the Public Relations Counsel; 2 His Obligations to the Public as a Special Pleader