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.