So one of Bernays’ most effective propaganda techniques is to influence people by reaching out to the trusted leaders of their groups. High-spotting is a public relations technique where you direct public attention to specific things, things you want to represent your whole reputation. The advertiser sought by means of reiteration and emphasis directed upon the individual, to break down or penetrate sales resistance. They do it through constant propaganda, mass surveillance, and severe punishment for those who don’t conform. The recent practice of propaganda has proved that it is possible, at least up to a certain point and within certain limits.

Edward Bernays said there is an “invisible government” run by “invisible governors” which really hold the power in every democracy. Because he was able to manipulate large groups of people through publicity campaigns, Bernays came to have a cynical worldview that people don’t think very much at all. For example, one technique was to repeat the same advertising message countless times, because repetition helps even a false message stick in memory. To improve the reputation of a university, they can open publicity offices, college news bureaus, and encourage professors to publicize their latest discoveries in popular media. American actor Richard Bennett hired him to defend a play that promoted sex education against police interference.Because man is by nature gregarious he feels himself to be member of a herd, even when he is alone in his room with the curtains drawn. These key persons affect other groups, lifting the idea of the music room to aplace in the public consciousness which it did not have before. Bernays's most extreme political propaganda activities were said to be conducted on behalf of the multinational corporation United Fruit Company (renamed Chiquita Brands International in 1984) and the U. Only by understanding them can the propagandist control that vast, loose-jointed mechanism which is modern society. First decide who you want to reach, then find out what groups they belong to, and then who the leaders of those groups are.

Bernays contacted psychoanalyst Abraham Brill to understand the societal perceptions that discouraged women from smoking. Whatever of social importance is done today, whether in politics, finance, manufacture, agriculture, charity, education, or other fields, must be done with the help of propaganda. S. postage stamp and Edison's "re-creating" the invention of the light bulb for a nationwide radio audience – provided evidence of Bernays's love for big ideas and "ballyhoo". And on a smaller scale, there is “influencer marketing,” where a company will pay someone with a social media following to promote their product. In the mass production of materials a broad technique has been developed and applied to their distribution.It is composed of inherited prejudices and symbols and clichés and verbal formulas supplied to them by the leaders.