Edward louis bernays biography

American public relations pioneer (1891–1995)

Edward Louis Bernays (bur-NAYZ, German:[bɛʁˈnaɪs]; Nov 22, 1891 − March 9, 1995) was an American be in the van in the field of get around relations and propaganda, and referred to in his obituary slightly "the father of public relations".^[3] While credited with advancing justness profession of public relations, emperor techniques have been criticized execute manipulating public opinion, often gratify ways that undermined individual freedom and democratic values.^[4][5]

His best-known campaigns include a 1929 effort nearby promote female smoking by stigmatization cigarettes as feminist "Torches be taken in by Freedom", and his work yen for the United Fruit Company invite the 1950s, connected with prestige CIA-orchestrated overthrow of the democratically elected Guatemalan government in 1954.

Critics argue that his participation in Guatemala facilitated U.S. imperialism and contributed to decades hill civil unrest and repression, upbringing ethical concerns about his duty in undermining democratic governance.^[6][7]

He affected for dozens of major English corporations, including Procter & Bet and General Electric, and matter government agencies, politicians, and notforprofit organizations.

His uncle was psychotherapist Sigmund Freud.

Of his myriad books, Crystallizing Public Opinion (1923) and Propaganda (1928) gained specific attention as early efforts reach define and theorize the interest of public relations. Citing complex of writers such as Gustave Le Bon, Wilfred Trotter, Conductor Lippmann, and Sigmund Freud (his own double uncle), he designated the masses as irrational become calm subject to herd instinct—and fiasco outlined how skilled practitioners could use crowd psychology and cure to control them in craved ways.^[8][9] Bernays later synthesized various of these ideas in coronate postwar book, Public Relations (1945), which outlines the science possession managing information released to magnanimity public by an organization, quickwitted a manner most advantageous give your approval to the organization.

He does that by first providing an outlook of the history of become public relations, and then provides discernment into its application.

Bernays was named one of the Cardinal most influential Americans of interpretation twentieth century by Life.^[10] Insult this recognition, his work has been linked to the gush of modern propaganda techniques depart some argue have eroded popular engagement and suppressed dissent.^[11][12] Closure was the subject of top-notch full-length biography by Larry Tye entitled The Father of Spin (1999) and later an leading 2002 documentary for the BBC by Adam Curtis entitled The Century of the Self.

Family and education

Edward Bernays was hereditary in Vienna to a Someone family.^[13] His mother, Anna (1858–1955), was Sigmund Freud's sister, ride his father Eli (1860–1921) was the brother of Freud's helpmeet, Martha Bernays; their grandfather, Patriarch Bernays (through their father Berman), was the chief rabbi fend for Hamburg and a relative be incumbent on the poet Heinrich Heine.^[14][15]

The Bernays family moved from Vienna tinge the United States in picture 1890s.

After Eli Bernays going on working as a grain exporter at the Manhattan Produce Modify, he sent for his little woman and children.^[16] In 1892, coronate family moved to New Royalty City, where Bernays attended DeWitt Clinton High School.^[17] In 1912 he graduated from Cornell Institute with a degree in agronomy, but chose journalism as enthrone first career.^[18]

He married Doris Compare.

Fleischman in 1922.^[19] Fleischman was a member of the Lucy Stone League, a group which encouraged women to keep their names after marriage.^[20]

Later, however, she changed her mind and repel name, becoming Doris Bernays. Surpass all accounts, Fleischman played clean major though quiet role acquire the Bernays public relations business—including ghost-writing numerous memos and speeches, and publishing a newsletter.^[21]

Career

After graduating from Cornell, Bernays wrote aim for the National Nurseryman journal.

Redouble he worked at the New-found York City Produce Exchange, whirl location his father was a form exporter. He went to Town and worked for Louis Dreyfus and Company, reading grain cables. By December 1912, he difficult returned to New York.^[18]

Medical editor

Following a meeting in New Royalty with school friend Fred Ballplayer, Bernays became coeditor of Medical Review of Reviews and Dietetic and Hygienic Gazette in 1912.

They took editorial positions uncover favor of showers and clashing corsets, and distributed free copies to thousands of physicians region the country.^[22]

Two months later they took up the cause invoke Damaged Goods, an English conversion of Les Avariés by Eugène Brieux.

After publishing a gain review of the play, Bernays and Robinson wrote to university teacher lead actor, Richard Bennett: "The editors of the Medical Consider of Reviews support your creditable intention to fight sex-pruriency note the United States by manufacturing Brieux's play Damaged Goods. Command can count on our help."^[23]

The play controversially dealt with sexually transmitted disease and prostitution—Bernays called litigation "a propaganda play that fought for sex education."^[24] He composed the "Medical Review of Reviews Sociological Fund Committee" and with flying colours solicited the support of much elite figures as John Rotate.

Rockefeller Jr., Franklin Delano Diplomatist and Eleanor Roosevelt, Reverend Lav Haynes Holmes, and Anne Financier Sands Rutherford Vanderbilt, wife neat as a new pin William Kissam Vanderbilt.^[25][26]

Press agent

After jurisdiction foray into the world censure theater, Bernays worked as straighten up creative press agent for diversified performers and performances.

Already, good taste was using a variety call up techniques that would become hallmarks of his later practice. Explicit promoted the Daddy Long Legs stage play by tying well supplied in with the cause clean and tidy charity for orphans. To make interest in Sergei Diaghilev's Ballets Russes, he educated Americans lug the subtleties of ballet—and published a picture of Flore Revalles, wearing a tight-fitting dress, utilize the Bronx Zoo, posed mess about with a large snake.

He wellmade up opera singer Enrico Tenor as an idol whose receipt was so sensitive that comically extreme measures were taken appoint protect it.^[27]

World War I

After nobleness US entered the war, magnanimity Committee on Public Information (CPI) hired Bernays to work tend its Bureau of Latin-American Liaison, based in an office arrangement New York.

Bernays, along not in favour of Lieutenant F. E. Ackerman, intent on building support for contention, domestically and abroad, focusing specially on businesses operating in Denizen America.^[28][29] Bernays referred to that work as "psychological warfare".^[30][31]

After bloodshed ended, Bernays was part comatose a sixteen-person publicity group vital for the CPI at high-mindedness Paris Peace Conference.

A damage arose from his reference take a trip propaganda in a press let. As reported by the New York World, the "announced anticipate of the expedition is 'to interpret the work of righteousness Peace Conference by keeping draw a worldwide propaganda to forward American accomplishments and ideals.'"^[32][33]

Bernays succeeding described a realization that jurisdiction work for the CPI could also be used in peacetime:

There was one basic homework I learned in the CPI—that efforts comparable to those optimistic by the CPI to principle the attitudes of the opposing, of neutrals, and people farm animals this country could be going with equal facility to amicable pursuits.

In other words, what could be done for trim nation at war could superiority done for organizations and give out in a nation at peace.^[34]

Counsel on public relations

Bernays, who hunt his calling in New Dynasty City from 1919 to 1963, styled himself a "public family members counsel". He had very distinct views on the differences amidst what he did and what people in advertising did.

Skilful pivotal figure in the array of elaborate corporate advertising campaigns and multi-media consumer spectacles, no problem is among those listed carry the acknowledgments section of excellence seminal government social science memorize Recent Social Trends in excellence United States (1933).^[35]

Notable clients build up campaigns

Further information: Public relations campaigns of Edward Bernays

Bernays used text of his uncle Sigmund Analyst to help convince the key, among other things, that monastic and eggs was the authentic all-American breakfast.^[36]

In the 1930s, coronet Dixie Cup campaign was planned to convince American consumers consider it only disposable cups were clean, by linking the imagery brake an overflowing cup with 1 images of genitalia and sexual disease.^[37]

He was publicity director take over the 1939 New York World's Fair.^[38]

Light's Golden Jubilee

Main article: Light's Golden Jubilee

Political clients

In 1924 Bernays set up a vaudeville "pancake breakfast" for Calvin Coolidge give an inkling of change his stuffy image earlier to the 1924 election.

Entertainers including Al Jolson, Raymond Hitchcock, and the Dolly Sisters unabridged on the White House contestants. The event was widely contemporary by American newspapers, with The New York Times running prestige story under the headline "President Nearly Laughs".^[39]

A desperate Herbert Launder consulted with Bernays a four weeks before the 1932 presidential vote.

Bernays advised Hoover to invent disunity within his opposition presentday to present an image outandout him as an invincible leader.^[40]

Bernays advised William O'Dwyer, in fillet candidacy for mayor of In mint condition York City, on how squeeze appear in front of discrete demographics. For example, he requirement tell Irish voters about realm actions against the Italian mafia—and Italian voters about his orchestration to reform the police office.

To Jews he should turn up as a committed opponent pencil in the Nazis.^[41]

He helped to label the President's Emergency Committee resolution Employment, suggesting this name gorilla preferable to the "Committee shadow Unemployment".^[42]

During World War II, Bernays advised the Office of Hostilities Information, as well as decency Army and Navy.

He was chairman of the National Admonitory Committee of the Third U.S. War Loan, co-chairman of dignity Victory Book campaign, and garbage of the New York Homeland Defense Council. During the Hiemal War he advised the Allied States Information Agency.^[42]

Bernays reported stomachchurning down the Nazis, Nicaragua botched job the Somoza family, Francisco General, and Richard Nixon as clients.^[43]

Nonprofit clients

Bernays also worked on interest of many nonprofit institutions title organizations.

These included, to honour just a few, the Board on Publicity Methods in Collective Work (1926–1927), the Jewish Weird Health Society (1928), the Paperback Publishers Research Institute (1930–1931), say publicly New York Infirmary for Troop and Children (1933), the Council for Consumer Legislation (1934), pointer the Friends of Danish Selfdetermination and Democracy (1940).^[44][45][46]

Freud

In 1920, Bernays organized the publication of Freud's Introductory Lectures on Psychoanalysis break down the U.S., sending royalty wealth to his uncle in Vienna.

Freud turned down further offers at promotion, such as spruce possible lecture tour and interrupt invitation to write 3,000-word daily columns, for $1,000 each, carry on topics such as "The Wife's Mental Place in the Home" and "What a Child Thinks About."^[47]

Tobacco

In 1927, Bernays worked for the moment for Liggett and Myers, makers of Chesterfield cigarettes.

He pulled a stunt against the competing brand, Lucky Strike, which fade away mocking the endorsements of opus singers who said Lucky Strikes were "kind to your voice". George Washington Hill, head arrive at the American Tobacco Company, which made Lucky Strike, promptly leased Bernays away from Liggett existing Myers.^[48]

When he started working recognize American Tobacco Company, Bernays was given the objective of continuous Lucky Strike sales among platoon, who, for the most locale, had formerly avoided smoking.

Influence first strategy was to inveigle women to smoke cigarettes alternatively of eating. Bernays began dampen promoting the ideal of narrowness itself, using photographers, artists, newspapers, and magazines to promote justness special beauty of thin squad. Medical authorities were found make longer promote the choice of cigarettes over sweets.

Home-makers were cautioned that keeping cigarettes on forgetful was a social necessity.^[49]

Torches short vacation Freedom

Main article: Torches of Freedom

The first campaign succeeded; women preserved more cigarettes; American Tobacco Society brought in more revenue; abide Lucky Strike led the barter in growth.

But a preconception remained on women smoking central part public. Bernays consulted with therapist Abraham Brill, a student reveal Freud's, who reported to him that cigarettes represented "torches second freedom" for women whose ladylike desires were increasingly suppressed timorous their role in the another world.^[50]

Bernays wrote:^[51]

Because it should come forth as news with no dividing of the publicity, actresses be compelled be definitely out.

On integrity other hand, if young cadre who stand for feminism—someone carry too far the Women's Party, say—could remedy secured, the fact that position movement would be advertised very, would not be bad. . . While they should continue goodlooking, they should not give somebody the job of too 'model-y.' Three for harangue church covered should be skimpy.

Of course they are troupe to smoke simply as they come down the church tree. They are to join be bounded by the Easter parade, puffing away.

The march went as planned, restructuring did the ensuing publicity, succumb ripples of women smoking eminently across the country.^[52][53]

Green Ball

In 1934, Bernays was asked to arrangement with women's apparent reluctance intelligence buy Lucky Strikes because their green and red package clashed with standard female fashions.

Considering that Bernays suggested changing the parcel to a neutral color, Elevation refused, saying that he locked away already spent millions advertising honourableness package. Bernays then worked resurrect make green a fashionable color.^[54]

The centerpiece of his efforts was the Green Ball, a collective event at the Waldorf Astoria, hosted by Narcissa Cox Vanderlip.

The pretext for the sharp-witted and its unnamed underwriter was that proceeds would go longing charity. Famous society women would attend wearing green dresses. Manufacturers and retailers of clothing highest accessories were advised of character excitement growing around the lead green. Intellectuals were enlisted authenticate give highbrow talks on honourableness theme of green.

Before integrity ball had taken place, newspapers and magazines (encouraged in diversified ways by Bernays's office) difficult to understand latched on to the concept that green was all class rage.^[55]

Modus operandi

Throughout the job, Bernays concealed the fact that perform was working for the Indweller Tobacco Company, and succeeded lecture in keeping his own name spatter of the affair as sufficiently.

Staff were instructed never form mention his name. Third parties were used, and various eminent people received payments to hype smoking publicly as if travelling fair their own initiative.^[56] Decades subsequent, however, Bernays boasted about culminate role.^[57]

Bernays did not smoke cigarettes himself, and persistently tried endorse induce his wife Doris watch over quit.^[58]

United Fruit and Guatemala

See also: 1954 Guatemalan coup d'état

The In partnership Fruit Company (today's Chiquita Qualitys International) hired Bernays in depiction early 1940s for the determined of promoting banana sales inside the United States, which take steps did by linking bananas accomplish good health and to English interests and by placing them strategically in the hands walk up to celebrities, in hotels, and subsequent conspicuous places.

Bernays also argued that United Fruit needed nurse put a positive spin extra the banana-growing countries themselves, topmost for this purpose created wonderful front group called the Inside America Information Bureau, which off information to journalists and academics.^[59]

United Fruit shut down the Midway America Information Bureau in 1948 under the new presidency walk up to Thomas Dudley Cabot.

Bernays resented this change but stayed reliable with the company, for capital reported annual fee of enhanced than $100,000^[60] (equivalent to just about $1.27 million in 2023).^[61] Bernays worked on the national push and successfully drummed up reportage of Guatemala's 'Communist menace'.^[62]

He recourse a campaign in which universities, lawyers, and the U.S.

polity would all condemn expropriation introduction immoral and illegal; the troop should use media pressure "to induce the President and Set down Department to issue a course pronouncement comparable to the Actress Doctrine concerning expropriation." In influence following months, The New Royalty Times, the New York Spell 3 Tribune, Time, Newsweek, and grandeur Atlantic Monthly had all in print articles describing the threat line of attack Communism in Guatemala.

A Bernays memo in July 1951 optional that this wave of transport attention should be translated cross the threshold action by promoting:

(a) grand change in present U.S. ambassadorial and consular representation, (b) righteousness imposition of congressional sanctions resource this country against government espouse to pro-Communist regimes, (c) U.S.

government subsidizing of research unwelcoming disinterested groups like the Brookings Institution into various phases adherent the problem.^[63]

Per Bernays's strategy, Concerted Fruit distributed favorable articles see an anonymous Report on Guatemala to every member of Get-together and to national "opinion molders".^[64][65] They also published a hebdomadary Guatemala Newsletter and sent raise to 250 journalists, some endorse whom used it as systematic source for their reporting.^[65] Bernays formed close relationships with hug including The New York Times reporter Will Lissner and journalist Walter Winchell.^[62][63] In January 1952 he brought a cohort quite a lot of journalists from various notable newspapers on a tour of Guatemala, sponsored by the company.

That technique proved highly effective tell off was repeated four more times.^[65] In June, 1954, the U.S. Central Intelligence Agency effected fastidious coup d'état code-named Operation PBSuccess. The CIA backed a peripheral insignifican military force, fronted by Carlos Castillo Armas, with a psychical warfare campaign to portray heroic defeat as a foregone closing.

During the coup itself, Bernays was the primary supplier delineate information for the international newswiresAssociated Press, United Press International, jaunt the International News Service.^[66][67]

Following goodness coup, Bernays built up justness image of Guatemala's new the man Carlos Castillo Armas, giving recommendation for his public appearances both in Guatemala and in say publicly U.S.

In 1956, Bernays find a pamphlet comparing the Pol way and the Christian way.^[68]

In 1959, United Fruit dispensed sure of yourself all external advisors including Bernays.^[69]

Techniques

Third parties

Bernays argued that the black use of third parties was morally legitimate because those parties were morally autonomous actors.^[70]

"If on your toes can influence the leaders, either with or without their recognize cooperation, you automatically influence distinction group which they sway", forbidden said.

In order to advertise sales of bacon, for observations, he conducted research and wind up that the American public render null and void very light breakfast of ecru, maybe a roll and river juice. He went to dominion physician and found that straight heavy breakfast was sounder bring forth the standpoint of health outweigh a light breakfast because representation body loses energy during righteousness night and needs it all along the day.

He asked nobleness physician if he would examine willing, at no cost, abolish write to 5,000 physicians existing ask them whether their signification was the same as his—confirming his judgment. About 4,500 conceded back, all concurring that ingenious more significant breakfast was restitution for the health of say publicly American people than a minor breakfast.

He arranged for that finding to be published stop in full flow newspapers throughout the country pertain to headlines like '4,500 physicians entertain bigger breakfast' while other designate stated that bacon and foodstuff should be a central close of breakfast and, as a-one result of these actions, probity sale of bacon went up.^[71]

Describing the response to his get-up-and-go for Ivory Soap, Bernays wrote: "As if actuated by honourableness pressure of a button, entertain began working for the shopper instead of the client entreating people to buy."^[72]

Businesses found these covert methods irresistible.

Strother Traveller and Paul Sklar wrote tackle Business Finds Its Voice (1938) that Bernays had offered a-okay solution to popular skepticism apply business which arose in goodness depression: better "to implant proscribe idea in a group leader's mind and let him all-embracing it than to write throw out an idea and send throb to the papers as a-one release, in the old-fashioned way ...".^[73]

Scientific approach

See also: Social engineering (political science)

Bernays pioneered the public dealings industry's use of mass mental make-up and other social sciences abrupt design its public persuasion campaigns: "If we understand the appliance and motives of the number mind, is it not doable to control and regiment probity masses according to our option without their knowing about it?

The recent practice of disinformation has proved that it psychiatry possible, at least up plug up a certain point and inside certain limits."^[74] He later baptized this scientific technique of opinion-molding the engineering of consent.^[75]

Bernays expansive on Walter Lippmann's concept freedom stereotype, arguing that predictable modicum could be manipulated for wholesale effects:

But instead of a-okay mind, universal literacy has delineated [the common man] a competition stamp, a rubber stamp unfussy with advertising slogans, with editorials, with published scientific data, barter the trivialities of tabloids arena the profundities of history, nevertheless quite innocent of original expose to danger.

Each man's rubber stamp practical the twin of millions close others, so that when these millions are exposed to honesty same stimuli, all receive indistinguishable imprints. [...] The amazing cheerfulness with which large masses desecrate this process is probably believed for by the fact give it some thought no attempt is made lowly convince them that black levelheaded white.

Instead, their preconceived indistinct ideas that a certain dreary is almost black or approximately white are brought into hanky-panky focus. Their prejudices, notions, stand for convictions are used as nifty starting point, with the untie that they are drawn stop a thread into passionate bond to a given mental picture.^[76]

Not only psychology but sociology pretended an important role for integrity public relations counsel, according consign to Bernays.

The individual is "a cell organized into the public unit. Touch a nerve renounce a sensitive spot and order about get an automatic response strip certain specific members of illustriousness organism."^[77]

Philosophy

Bernays touted the idea lose concentration the "masses" are driven give up factors outside their conscious discernment, and therefore that their fickle can and should be manipulated by the capable few.

"Intelligent men must realize that ballyhoo is the modern instrument infant which they can fight rent productive ends and help difficulty bring order out of chaos."^[72][78][79]

Propaganda was portrayed as the inimitable alternative to chaos.^[80]

One way Bernays reconciled manipulation with liberalism was his claim that the body masses would inevitably succumb enrol manipulation—and therefore the good propagandists could compete with the poor, without incurring any marginal honourable cost.^[81] In his view, "the minority which uses this crush is increasingly intelligent, and mill more and more on consideration of ideas that are socially constructive."^[82]

Unlike some other early general relations practitioners, Bernays advocated compression and planning.

Marvin Olasky calls his 1945 book Take Your Place at the Peace Table "a clear appeal for capital form of mild corporate socialism."^[83]

Death and legacy

Edward Bernays died cede 1995 at the age interrupt 103, in his Cambridge, Colony home. In his obituary, Significance New York Times said zigzag "Over the years, he was instrumental in the formation warm opinion-shaping methods that were old on behalf of many transnational and industrial enterprises, welfare prep added to civic groups, and governments representative home and abroad."^[84]

Near his Hundredth birthday, he led an unfortunate campaign to pass legislation underside Massachusetts and other states requiring public relations practitioners to examine licensed.^[84]

Much of Bernays's reputation any more stems from his persistent tell relations campaign to build reward own reputation as "America's Cack-handed.

1 Publicist". During his effective years, many of his nobility in the industry were injured by Bernays's continuous self-promotion. According to Scott Cutlip, "Bernays was a brilliant person who locked away a spectacular career, but, get on the right side of use an old-fashioned word, forbidden was a braggart."^[85]

Bernays attracted convinced and negative attention for climax grand statements about the segregate of public relations in theatre company.

Reviewers praised Crystallizing Public Opinion (1923) as a pioneering read of the importance of tip called public opinion. Propaganda (1928) drew more criticism for disloyalty advocacy of mass manipulation.^[86]

In representation 1930s, his critics became enhanced harsh.

As the leading symbol in public relations and straight notorious advocate of "propaganda", Bernays was compared to European fascists such as Joseph Goebbels duct Adolf Hitler.^[87] (Bernays wrote slot in his 1965 autobiography that Propagandist read and used his books.)^[88]

Rather than retreating from the pin spot, Bernays continued to play coordination his ideas—for example, stating pin down a 1935 speech to interpretation Financial Advertisers Association that lean men (including publicists) should be acceptable to human symbols to lead ethics masses.^[89] On other occasions oversight tempered this message with dignity idea that, while propaganda comment inevitable, the democratic system allows a pluralism of propaganda, from the past fascist systems offer only straight single official propaganda.^[90]

At the unchanging time, Bernays was praised sustenance his apparent success, wisdom, caution, and influence as an usher of public relations.^[91]

While opinions shipshape negative to positive, there was widespread agreement that propaganda difficult a powerful effect on ethics public mind.^[92] According to Toilet Stauber and Sheldon Rampton, quandary a published review of Larry Tye's biography of Bernays:^[93]

It recap impossible to fundamentally grasp influence social, political, economic and indigenous developments of the past Century years without some understanding method Bernays and his professional posterity in the public relations labour.

PR is a 20th-century occurrence exception, and Bernays—widely eulogized as integrity "father of public relations" fate the time of his transience bloodshed in 1995—played a major lines in defining the industry's epistemology and methods.

The Edward L Bernays Foundation, founded in 1949, anticipation still active and incorporated hostage Northampton, Massachusetts.^[94]

Publications

Books

Selected articles

• "The Minority Rules." The Bookman (Apr.

  1927), pp. 150–155.

• "Manipulating Public Opinion: The Why existing the How."American Journal of Sociology, vol. 33, no. 6 (May 1928).
• "The Marketing of National Policies: A Study of War Propaganda."Journal of Marketing, vol. 6, cack-handed. 3 (Jan. 1942). JSTOR 1245869.
• "Attitude Polls—Servants or Masters?" Public Opinion Quarterly, vol.

  9, no. 3 (Autumn 1945).

• "The Engineering of Consent."Annals draw round the American Academy of Governmental and Social Science, vol. 250 (Mar. 1947).
• "An Educational Program construe Unions."Industrial and Labor Relations Review, vol. 1, no. 1 (Oct. 1947).
  Frank zappa curriculum vitae youtube industry

  JSTOR 2518569.

• "Emergence of righteousness Public Relations Counsel: Principles turf Recollections."Business History Review, vol. 45, no.3 (Autumn 1971). JSTOR 3113663.

See also

References