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The Influence of Edward Bernays in PR

Jan 17, 2025

Edward Bernays: The Father of Public Relations

Background

  • Birth: 1891 in Vienna, Austria
  • Family: Nephew of Sigmund Freud
  • Education: Studied agriculture but pursued journalism

Early Career

  • First Exposure to Spin: 1912 as co-editor of the Medical Review of Reviews
  • Theatre Work: Used controversy to promote plays
    • Assisted by famous figures like Rockefeller and the Roosevelt family

World War and Propaganda

  • Committee on Public Information (CPI): Developed skills in psychological warfare
  • Post-War Realization: Propaganda could benefit society in peacetime

Public Relations Career

  • Psychoanalytic Techniques: Applied Freud's theories
    • Believed in manipulating public opinion

Key Campaigns

  • Beech Nut Packing Company (1920s):
    • Promoted bacon and eggs as a healthy breakfast to increase sales
  • Political Influence:
    • Worked on President Calvin Coolidge's image in 1924
  • Lucky Strike Cigarettes (1927):
    • Tackled taboo of women smoking and changed fashion trends to increase sales

Controversial Campaigns

  • United Fruit Company:
    • Involved in political manipulation in Guatemala in the 1940s-50s
    • Depicted the UFC as victims of communism, influencing US intervention

Philosophy and Legacy

  • Public Relations vs. Propaganda: Advocated for the engineering of consent
  • Publications:
    • "Propaganda" (1928): Influential work on public relations
  • Views on Morality:
    • Believed manipulation was necessary for democracy

Later Life

  • Reputation:
    • Seen as both innovator and controversial figure
  • Death: 1995 at 103 years old

Impact

  • Legacy in Marketing: Revolutionized how advertising creates desire
  • Influence on Political Campaigns: Techniques still used today

Closing Thoughts

  • Perception: Both a pioneer and a brainwasher
  • Relevance: Techniques remain integral to marketing and PR

Note: While Bernays claimed moral neutrality, his work has left a lasting impact on the industry of public relations and marketing.