Bernays, Edward L.

Edward Louis Bernays, among the early leaders in public relations, advertising, and propaganda, is often referred to as the “father of public relations.” Known for linking the theories of psychoanalysis and the practice of public relations, Bernays effectively popularized techniques that influenced public opinion and changed consumer behavior, as described in the sections that follow.

In 1935, Time magazine proclaimed Bernays as “America’s #1 Publicist.” Bernays published several notable books such as Crystallizing Public Opinion (1923), Propaganda (1928), Public Relations (1945), and The Engineering of Consent (1955). Propaganda has been seen as a code of ethics for the profession of public relations, and The Engineering of Consent includes an eight-part formula that is widely utilized in modern public relations campaigns. These steps include 1) define objectives, ...