Bernays applied the techniques he had learned in the CPI and, incorporating some of the ideas of Walter Lipmann, became an outspoken proponent of propaganda as a tool for democratic and corporate manipulation of the population. His 1928 bombshell Propaganda lays out his eerily prescient vision for using propaganda to regiment the collective mind in a variety of areas, including government, politics, art, science and education. To read this book today is to frightfully comprehend what our contemporary institutions of government and business have become in regards to organized manipulation of the masses. The systematic study of mass psychology revealed to students the potentialities of invisible government of society by manipulation of the motives which actuate man in the group. [2] 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.S. government to facilitate the successful 1954 coup against the democratically elected president of Guatemala, Jacobo Arbenz Guzman. Bernays's propaganda (documented in the BBC documentary The Century of the Self), branding Arbenz as communist, was published in major U.S. media. According to a book review by John Stauber and Sheldon Rampton of Larry Tye's biography of Bernays, The Father of Spin: Edward L. Bernays & The Birth of PR, "the term ' banana republic' actually originated in reference to United Fruit's domination of corrupt governments in Guatemala and other Central American countries." [4] Hygiene edit

To stand out from competitors. If businesses compete to have the lowest price, there is eventually no more profit margin. Public relations allows them to instead compete based on values. Let me put this in a more simple way… All groups have a leader. So one of Bernays’ most effective propaganda techniques is to influence people by reaching out to the trusted leaders of their groups. This point is most important in successful propaganda work. The leaders who lend their authority to any propaganda campaign will do so only if it can be made to touch their own interests. There must be a disinterested aspect of the propagandist's activities. In other words, it is one of the functions of the public relations counsel to discover at what points his client's interests coincide with those of other individuals or groups.The Century of the Self (2002), a documentary series about Bernays and the invention of public relations Vast numbers of human beings must cooperate in this manner if they are to live together as a smoothly functioning society. [1] And our extensive examination of 25 years of propaganda war against Hillary Clinton – Death by Propaganda sectetur adipiscing elit. Nam lacinia pulvinar tortor nec facilisis. Pellentesque dapibus efficitur laoreet. Nam risus ante, dapibus a molestie consequat, ultrices ac magna. Fusce dui lectus, congue vel laoreet ac, dictum vitae odio. Donec aliquet. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam lacinia pulvinar tortor nec facilisis. Pellentesque dapibus efficitur laoreet. Nam risus ante, dapibus a molestie consequat, ultrices ac magna. Fusce dui lectus, congue vel laoreet ac, dictum vitae The minority has discovered a powerful help in influencing majorities. It has been found possible so to mold the mind of the masses that they will throw their newly gained strength in the desired direction. In the present structure of society, this practice is inevitable. 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. Propaganda is the executive arm of the invisible government. [1]

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." The new salesman will then suggest to physicians to say publicly that it is wholesome to eat bacon. He knows as a mathematical certainty, that large numbers of persons will follow the advice of their doctors, because he understands the psychological relation of dependence of men upon their physicians. High-spotting is a public relations technique where you direct public attention to specific things, things you want to represent your whole reputation. You could organize a dramatic visual demonstration, build an outstanding flagship product, or take a strong symbolic stand. 5. Mental Clichés: Provoking a mass reaction starts with understanding people’s pre-existing ideas We are dominated by the relatively small number of persons who understand the mental processes and social patterns of the masses. It is they who pull the wires which control the public mind. [1] The engineering of consent is the very essence of the democratic process, the freedom to persuade and suggest. [2]Ask: What is ONE thing you could offer that is NEW and UNIQUE? Most beginner entrepreneurs make the mistake of trying to make their product appeal to everybody, but they end up speaking to nobody. The following is a list of public relations, propaganda, and marketing campaigns orchestrated by Edward Bernays (22 November 1891 – 9 March 1995).

Interest-based groups, for people who share the same passion, hobby, or sport. Like a book club or hunting association. If you can influence the leaders, either with or without their conscious cooperation, you automatically influence the group which they sway. But men do not need to be actually gathered together in a public meeting or in a street riot, to be subject to the influences of mass psychology. 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. His mind retains the patterns which have been stamped on it by the group influences.

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The juxtaposition of these leaders, and the idea which they are dramatizing, are then projected to the wider public through various publicity channels. Meanwhile, influential architects have been persuaded to make the music room an integral architectural part of their plans with perhaps a specially charming niche in one corner for the piano. Less influential architects will as a matter of course imitate what is done by the men whom they consider masters of their profession. They in turn will implant the idea of the music room in the mind of the general public. The Invisible Government: Propaganda makes life in a democratic society more organized and practical In 1984, Jobs launched the original Macintosh computer. Most computer companies would talk about “gigabits and megaflops,” but he focused on a story. Jobs made buying the computer feel like a revolution against an evil corporate power—their biggest competitor IBM. Today big businesses continue to use the same strategy, like Nike will pay top athletes to wear their shoes. And on a smaller scale, there is “influencer marketing,” where a company will pay someone with a social media following to promote their product. Professor Robert Cialdini is probably the world’s #1 expert on the psychology of influence. In his book Pre-suasion, he agrees that rational argument is usually not very persuasive. Instead, we need to pointing people’s attention in the right direction and set the right “psychological frame” for our message.

The American motion picture is the greatest unconscious carrier of propaganda in the world today. It is a great distributor for ideas and opinions. The motion picture can standardize the ideas and habits of a nation. Because pictures are made to meet market demands, they reflect, emphasize and even exaggerate broad popular tendencies, rather than stimulate new ideas and opinions. The motion picture avails itself only of ideas and facts which are in vogue. As the newspaper seeks to purvey news, it seeks to purvey entertainment. [1] No serious sociologist any longer believes that the voice of the people expresses any divine or specially wise and lofty idea. The voice of the people expresses the mind of the people, and that mind is made up for it by the group leaders in whom it believes and by those persons who understand the manipulation of public opinion. It is composed of inherited prejudices and symbols and clichés and verbal formulas supplied to them by the leaders. [2] The modern business guru Simon Sinek gives some great advice related to this: “Very few companies can clearly articulate WHY they do WHAT they do. When I say WHY, I don’t mean to make money—that’s a result. By WHY I mean what is your purpose, cause or belief? WHY does your company exist? WHY do you get out of bed in the morning? And WHY should anyone care?” Bernays once engineered a "pancake breakfast" with vaudevillians for Calvin Coolidge in what is widely considered one of the first overt publicity stunts for a US president.The normal school should provide for the training of the educator to make him realize that his is a twofold job: education as a teacher and education as a propagandist. [2] Eventually people like Bernays gave up trying to save the word propaganda, and switched to “public relations.” People want to buy from companies that share their values. By selling what you stand for, you give people a powerful reason to buy from you, and it costs you almost nothing. All these motives and group habits were put in concerted motion by the simple machinery of group leadership and authority. As if actuated by the pressure of a button, people began working for the client for the sake of the gratification obtained in the sculpture work itself. We have voluntarily agreed to let an invisible government sift the data and high-spot the outstanding issues so that our field of choice shall be narrowed to practical proportions. From our leaders and the media they use to reach the public, we accept the evidence and the demarcation of issues bearing upon public questions; from some ethical teacher, be it a minister, a favorite essayist, or merely prevailing opinion, we accept a standardized code of social conduct to which we conform most of the time. [2]