CRYSTALLIZING PUBLIC OPINION EDWARD L. BERNAYS [Illustration] LIVERIGHT PUBLISHING CORPORATION PUBLISHERS NEW YORK _Copyright, 1923, by_ BONI AND LIVERIGHT, INC. LIVERIGHT PUBLISHING CORPORATION PRINTED IN THE UNITED STATES OF AMERICA TO MY WIFE DORIS E. FLEISCHMAN PREFACE TO NEW EDITION In the ten years that have elapsed since this book was written, events of profound importance have taken place. During this period, many of the principles set forth in the book have been put to the test and have been proven true. The book, for instance, emphasized ten years ago that industrial organizations dealing with the public must take public opinion into consideration in the conduct of their affairs. We have seen cases in the past decade where the public has actually stepped in and publicly supervised industries which refused to recognize this truth. The field of public relations counsel has developed tremendously in this period. But the broad basic principles, as originally set forth, are as valid today as they were then, when the profession was a comparatively new one. It seems appropriate that this new edition, for which the publishers have asked me to write a new foreword, should appear at a time when the new partnership of government, labor and industry has brought public relations and its problems to the fore. The old group relationships that make up our society have undergone and are undergoing marked changes. The peaceful harmonizing of all the new conflicting points of view will be dependent, to a great extent, upon an understanding and application by leaders of public relations and its technique. In the future, each industry will have to act with increasing understanding in its relationship to government, to other industries, to labor, to stockholders and to the public. Each industry must be cognizant of new conditions and modify its conduct to conform to them if it is to maintain the good-will of those upon whom it depends for its very life. This principle applies not only to industry; it applies to every kind of organization and institution that uses special pleading, whether it be for profit or for any other cause. The new social and economic structure in which we live today demands this new approach to the public. Public relations has come to play an important part in our life. It is hoped that this book may lead to a greater recognition and application of sound public relations principles. E. L. B. _January, 1934_ FOREWORD