Bernays published the first book on the PR profession, Crystallizing Public Opinion, in 1922. He felt that the average man is an intellectually limited, conformist creature, so it was up to the intellectual elite to mold public opinion. He felt that the so-called "intelligent few" were essentially social scientists who could guide the masses and influence history by applying the theories of mass psychology to corporate and political agendas. Not surprisingly, Bernays was approached for counsel by both Adolf Hitler and Spain's Francisco Franco ? and turned both down. An Austrian-born Jew, Bernays reportedly lamented the fact that Joseph Goebbels, the notorious Nazi propagandist, kept a copy of Crystallizing Public Opinion on his desk.
~Bernays pioneered the practice of promoting corporate agendas through social causes. In his own words, he helped his clients "create events and circumstances from which favorable publicity would stem." To that end, he developed "public service" agendas for unnamed corporate sponsors. After WWI, for example, he was called upon to help an ailing hair net company. Bernays urged labor commissioners to require women who worked with machinery to wear hair nets for their safety and waitresses to wear them in the interests of hygiene. He never named the hair net company, but sales improved. To help sell one client's bacon, he published a survey of 5,000 doctors who agreed that Americans should eat big breakfasts. He later orchestrated "Light's Golden Jubilee," a global media event in celebration of the invention of the light bulb, which was ghost-sponsored by General Electric.
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