1. Edward Bernays and the Advent of Modern Public Relations
Brian Conley
Associate Professor
Government Department
January 2017

2. Presentation Outline
1. Overview: Who was Edward Bernays? 2. Bernay’s Worldview a. Theory of Democracy b. Power Debate 3. Sample Public Relations Campaign: “Europe’s Contribution to American Civilization.” 4. Is Bernays still relevant in 2017? 5. Trump, Public Relations and the Media as an “Opposition Party.”

3. Bernays is widely considered a founder of Modern Public Relations theory and Practice. A Engineer of Consent: Bernays was part of a group of leading political and social thinkers in the 1920s who not only thought it was possible, but essential to “engineer the consent” of the masses as a means of ensuring a stable, free-market form of Democratic governance in a society.
Who was Edward Bernays?

4. Who was Edward Bernays?
Bernays’s Worldview: Applied Freudian A double nephew of Sigmund Freud, many of Bernays’s ideas about society, politics and the economy were influenced by his uncle’s work on the so-called “id,” particularly how group behavior may be shaped by appeals to the primitive, or sub- conscious desires of the individual.

5. Who was Edward Bernays?
Elite Control "We are governed, our minds molded, our tastes formed, our ideas suggested, largely by men we have never heard of." Need for Invisible Government: Those who shape our thoughts, direct our political and economic activities "constitute an invisible government which is the true ruling power of our country."

6. Who was Edward Bernays? Intellectual Elite of Democracy:
"Ours must be a leadership democracy
administered by the intelligent minority who
know how to regiment and guide the
masses."

7. Who was Edward Bernays?
Propaganda and Democracy: Propaganda exists in Democratic societies because in such countries choices are nominally free: We do not have "committees of wise men" making choices for us.

8. Who was Edward Bernays?
Propaganda and Democracy: People have to depend (and have "voluntarily agreed" to do so) on "an invisible government to sift the data...so that our field of choices shall be narrowed to practical proportions."

9. Who was Edward Bernays? Engineering Consent
Bernays directed his Public Relations
activities at efforts to shape:
1. Consumer Behavior
2. Political Behavior
… during a career that spanned most of the 20th century.

10. Why do so many people eat bacon and eggs in the morning?
Because Beech-Nut Packing Company asked Bernays if he could convince the American public that no breakfast was complete without them.
How did he do it? He promoted a medical study saying a “heavier” breakfast was healthier.

11. Why do so many people eat bacon and eggs in the morning?
“The newer salesmanship, understanding the group structure of society and the principles of mass psychology, would first ask: ‘Who is it that influences the eating habits of the public?’ The answer, obviously, is: ‘The physicians.’”

12. Who was Edward Bernays? Engineering Consent: “Torches of Freedom”
Among Bernays’s more infamous, and successful
early PR efforts involved breaking the
taboo on women smoking in public as part of an
campaign for the American Tobacco Company.
to expand cigarette sales to women.

13. Who was Edward Bernays? Engineering Consent: “Torches of Freedom”
It was --as Bernay would become renowned-- a
meticulously planned campaign involving:
- A detailed analysis of how to encourage women to change their mind about smoking - - A comprehensive communication/media plan
- a highly staged-managed public events (Easter Day Parade, NYC, 1929)

14. Advertising as Politics:
“Torches of Freedom” Cigarettes Liberating Women
“We removed the prejudice against cigarettes when we removed harmful corrosives[s]…Thus “Toasting” has destroyed that ancient prejudice against cigarette smoking by men and women.” (Lucky Strikes, s).
“Sexual liberation as a form of control…” (Michael Jones, 1999)

15. Advertising as Politics:
Liberating Cigarettes (and with them Society)
“We removed the prejudice against cigarettes when we removed harmful corrosives[s]…Thus “Toasting” has destroyed that ancient prejudice against cigarette smoking by men and women.” (Lucky Strikes, s).

16. Advertising as Politics:
Liberating Women and Cigarettes
“Women began to smoke…just about they began to vote…”
The Cynical Consumer: (who cares about the politics, it is the pleasure of smoking that matters…)
“but that’s hardly a reason for women smoking… I guess I just like to smoke, that’s all.”

17. Advertising Pleasure: Liberating Women as Possessive Individual
Maybe you will take up smoking simply as an expression of personal, self-confidence.

18. Third Party Advocacy:
The public understands that the company selling the product is bias, so it is better to get someone, preferably someone they trust and does appear bias to exclaim the product’s virtues.
Examples:
… Physicians say…
… 4 out of 5 dentists … recommends
“I’m not a doctor, but I play one on TV …”

19. Here is another example of third party advocacy: Celebrity Endorsements (thought leaders?)

20. Who was Edward Bernays?
Other Public Relations Campaigns:

21. Helped to Topple the Arbenz government in Guatemala in 1954 for client United Fruit.

22. Helped convinced the postwar public that fluoridation of the water supply was safe.

23. Who was Edward Bernays?
Bernays’s Influence on the Field of Public Relations

24. Marlboro Man: Where is “it,” the sub-conscious “id”?

25. Marlboro Man: There is “it,” the sub-conscious “id”!
You can be a tough guy and smoke filtered cigarettes.

26. Drink, Baby, Drink! Advertising Community:
Products, like soda, can delivery not what you drink from a bottle, but also what you desire: a sense of belonging.

27. Saving Europe from … US?

28. Who was Edward Bernays? Saving Europe from … US?
In the early 1960s, Bernays was asked to help (hired?) promote Europe in the United. Why did he decide to launch this campaign?

29. That is correct …
… in 1963.

30. Saving Europe from … US?
Bernays reached out to Suffolk in December 1962 about hosting a lecture series which came to be known as "Europe's Contribution to American Civilization." Classic Bernays: In an effort to change US public opinion about Europe for some unnamed client, he orchestrated an elaborate event, sponsored by the “whos who” of Massachusetts and national politics and business at the time. And, over the course of the lecture series Bernays made several large ($10,000 plus) donations to the University.

31. How do we know this? It has all been recorded and archived at the Moakley Archive and Institute here at Suffolk. 

36. Democracy and Power
Democracy
People

37. Democracy and Power Democracy Rational? Problem? Emotional?
Bewildered herd

38. Democracy and Power Democracy Need to direct public choices
Intellectual Elite
Engineer Consent
Rational?
Emotional?

39. Three Faces of Power Face of Power Features Inaction Pluralism
System is unfair, but open. You can act on your grievances.
Agenda-Setting
Those who control the agenda, control policy outcomes.
Hegemony
Those who shape perception, define what is politically possible.

40. Three Faces of Power Face of Power Features Inaction Pluralism
System is unfair, but open. You can act on your grievances.
Apathy, and ignorance.
Agenda-Setting
Those who control the agenda, control policy outcomes.
Hegemony
Those who shape perception, define what is politically possible.

41. Three Faces of Power Face of Power Features Inaction Pluralism
System is unfair, but open. You can act on your grievances.
Apathy, and ignorance.
Agenda-Setting
Those who control the agenda, control policy outcomes.
Rational calculation.
Hegemony
Those who shape perception, define what is politically possible.

42. Three Faces of Power Face of Power Features Inaction Pluralism
System is unfair, but open. You can act on your grievances.
Apathy, and ignorance.
Agenda-Setting
Those who control the agenda, control policy outcomes.
Rational calculation.
Hegemony
Those who shape perception, define what is politically possible.
Consequences of power: grievances are not recognized.