Crystallizing Public Opinion
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About This Book
1923. Bernays, regarded by many as the father of public relations, has tried to set down in this book the broad principles that govern the new profession of public relations counsel. Part I-Scope and The Scope of the Public Relations Counsel; The Public Relations Counsel; the Increased and Increasing Importance of the Profession; and The Function of a Special Pleader. Part II-The Group and the What Constitutes Public Opinion?; Is Public Opinion Stubborn or Malleable; The Interaction of Public Opinion with the Forces that Help Make It; The Power of Interacting Forces that Go to Make Up Public O...
Chapters (229)(click to expand)
- Crystallizing Public Opinion
- PREFACE TO NEW EDITION
- FOREWORD
- CONTENTS
- PART I Scope and Functions
- CRYSTALLIZING PUBLIC OPINION CHAPTER I THE SCOPE OF THE PUBLIC RELATIONS COUNSEL
- CHAPTER II THE PUBLIC RELATIONS COUNSEL; THE INCREASED AND INCREASING IMPORTANCE OF THE PROFESSION
- CHAPTER III THE FUNCTION OF A SPECIAL PLEADER
- PART II The Group and Herd
- CHAPTER I WHAT CONSTITUTES PUBLIC OPINION?
- CHAPTER II IS PUBLIC OPINION STUBBORN OR MALLEABLE?
- CHAPTER III THE INTERACTION OF PUBLIC OPINION WITH THE FORCES THAT HELP TO MAKE IT
- CHAPTER IV THE POWER OF INTERACTING FORCES THAT GO TO MAKE UP PUBLIC OPINION
- CHAPTER V AN UNDERSTANDING OF THE FUNDAMENTALS OF PUBLIC MOTIVATION IS NECESSARY TO THE WORK OF THE PUBLIC RELATIONS COUNSEL
- CHAPTER VI THE GROUP AND HERD ARE THE BASIC MECHANISMS OF PUBLIC CHANGE
- CHAPTER VII THE APPLICATION OF THESE PRINCIPLES
- PART III Technique and Method
- CHAPTER I THE PUBLIC CAN BE REACHED ONLY THROUGH ESTABLISHED MEDIUMS OF COMMUNICATION
- CHAPTER II 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
- CHAPTER III AN OUTLINE OF METHODS PRACTICABLE IN MODIFYING THE POINT OF VIEW OF A GROUP
- PART IV Ethical Relations
- CHAPTER I A CONSIDERATION OF THE PRESS AND OTHER MEDIUMS OF COMMUNICATION IN THEIR RELATION TO THE PUBLIC RELATIONS COUNSEL
- CHAPTER II HIS OBLIGATIONS TO THE PUBLIC AS A SPECIAL PLEADER
- FOOTNOTES
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