01/11/2019 08:09 RECAP LIBRARY ANNEX PRODUCTION SYSTEM Pa 13 RPT# 02018690 popovich cpyzept. Deliver To Patron E-Mail: Oth Patron Info Def PickUp Lo: Delivery Meth Item BarCod Item Titl Item Autho: Item Call Number: Item Vol/Part: Article Title: Article autho: Art Vol/Part: Beg Page Other Info Notes: EDD RETRIEVAL RECEIPT 515216 EDD 01/11/2019 01/11/2019 23333102535950 jelouis123agmail.com EDD-ReCAP EDD EDD 33433023112760 Advertising & selling. Advertising & selling (New York, N.¥. : 1926) Advertising and Selling Vol. 8, No. 7, Jan 26, 19 Advertising and Selling Vol. 8, No. 7 p. 31 | End Page: p. 76€5 Coretinved ore I only need the pages which mention the Edward Bernays article, A public relations counsel states his views\" Total Pages: 0 TOTAL COUNT: 131 January 26,1927 ADVERTISING AND SELLING A Public Relations Counsel States His Views By Edward L. Bernays HERE is at least one subject I ‘on which as great misinforma~ Yon and misconception are rife as on the Russian situation— and that is the question of propa- ganda, Many discuss it at length and with conviction; even though they know nothing about it. There ig more propaganda for and against propaganda—and more of it false— than about most ‘of the causes in which propaganda is utilized as a weapon, ‘And possibly the reason’ for this misconception’ about. propaganda is that everyone treats it from his own angle. Iam hardly the one, there fore, it might be said, to discuss it disinterestedly. For counsel on public relations of which propaganda is a part is my profession. But at least I ean discuss it from the stand- point of a practitioner who actually knows his subject, and who ‘always has tried to romain an observer 28 ‘well as participant in the various activities in which he has engaged during the last fourteen years. ‘What are the misconceptions about the propagandist profession and its relation to the general social and economic life of today? First of all, the propagandist in his modern state {8 most often con- founded with the old-time press agent. That is, of course, a false conception. No one disputes the power of the press. Fortunes are ‘made by its advertisers, as well.as by its owners. But the press as an informer and then as a moulder of public opinion has rivals. ‘The radio is a regimenter of millions today. The movies and the pulpits; gven “Stories of Philosophy”—in editions ‘of 100,000—are foreés that influence ‘the public. Magazines of 2,700,000 cireulation compete for power with Nations of 50,000. ‘There are all sorts of printed word media. ‘The spoken word reaches the cars-of the public from the stage, the lecture platform and the schoolroom. And besides this the myriad group cleav- ‘ages of society are in themselves channels for the rapid transmission of thoughts and ideas. Members of ‘oups follow their leaders in their hibits of eating, thinking and dress- ing, praying and everything else. ‘Why discuss the special pleader only in terms of the press? Are there not all these other fields where he can legitimately, if he is ethical— and illegitimately, alas, if he i un- ethical—practice his profession? js should dispose of the first misconception: that the super- publicity man, or counsel on public relations, or whatever one may call , deals only with the press. NOTHER misconception is that the counsel on public relations simply a mechanical distributor to the press of news material which contains his client’s point, of view, for free publication. That view is equally false, Your modern public relations man, it is true, supplies the préss and his other media of thought communicatjon with infor- mation; for free publication when it is news, for paid publication when it is advertising. But he is more than a sublimated mimeograph machine or manifolding outfit. He is a erea- tor of circumstance, in that he is ‘guided in his work by the change he wants to bring about in his public. And he is a shaper of the actions of his clients, in order to produce cer- tain definite effects. ‘The old-time press agent simply called for his car- bon paper and sent his copy to the press. The modern public relations council studies the affairs of his oli- ent in relationship to the public; he studies his client in relationship to the product or idea he is bringing to that public; he studies his avenues ‘of approach to that public. And then he guides his client's actions so that they will produce the result he desires. ‘The public relations counsel is continually creating events, changing and modifying acts, now adding some actualities to life, now sub- tracting others, to accomplish his ends—and make the public receptive to his cause, In this work he must be keenly alive to public consclous- ness. Very often in this work, he isthe forerunner or the complement of an advertising campaign, which by itself is only one weapon. Learned men discuss propaganda in serious magazines. ‘They realize that modern polities is built upon the domination of the public mind by politicians and their carefully planned actions. When these analysts discuss business, the very foundation of the modern state, they begrudge its formula of suc cess. They dismiss the public rola- tions counsel lightly. They do not seem to realize that business ean and should employ the same technique in regimenting the minds of the pub- lic, in normal times as the govern- ments used during the war to create the famous “They shall not pass”. spirit of the Frénch. They are Dlind to everything but. the weapons of advertising and 6f salesmen. ‘They-do feel that the press has a magic power, but it is only a mystic inchoate power they seé in the news, columns, whjch would bring enor- mous wealth to them merely by pub- lishing accounts of their. wares, A great business leader told me a few days ago that he did not be- lieve in public relations work as much as he had before, because the competition in the marketplace of {ideas was becoming so great that he was afraid that he and his com- modity would be overwhelmed. He not recognize that human beings always respond to the great. basic appeals just as they have followed the great teachers, religious leaders, statesmen, business leaders of the past and the present. The study of the composition of these appeals and of the means of expressing them to his public would necessarily give him the desired approval. An article by an advertising msn, published in the Atlantic Monthly recently, dwells at length on the in consistencies of the press in men- tioning the names of products in its editorial “matter. He discusses propaganda mainly from the point of [conTEXUED oN PAGE 76]6 ADVERTISING AND SELLING January 26,1927 Ste STANDARD FUN ew DONC REGISTER Gives You This Service: 1. The Standacd Advertsing Register listing. 7,300" onal advertnera, 2. The Monthly Sapplemente which keep te up eo dae 3 The Agency Lin, Names of 1300, averting agen: og, thule personel “ad Secounts of "600" leading 4. The Geographical Index. Navonal™ alversers ranged by ‘cities and 5. Special Bullesing, Latest 6. Secvies Bureau, Other in: formation by mail “and telegraph. ‘Write of Phone National Register Publishing Co. Ine. RW. Ferrel Mer. 15 Moore Siew York City ‘Bowling Green 7086, Have you seen January ORAL HYGIENE? 1. An editorial contents page that few dentists can resist 2 Greater circulation than any previous Ere Soitat copie, 4, A record volume of advertising patron- age. : Why all this advertising? Nobody is obliged to advertise in Oral Hygiene, Falls advertie in O. H. beens they ‘They want to because year after year Oral Hygiene to are & fttered pirate Aclivers the goods. ‘And cvergbody knows thet ORAL HYGIENE Every dentist every month 1118 Wolfendale Street, N. S. PITTSBURGH, PA: ‘OHICACO:, WB Conant, Pesser Gee Bi, NEW YORK, Siyait'Ni“Stoley, 62 West 45th Bey Vinge Sb OU A, D. MeRinney, Syndiete Trot SAN “FRANCISCO: Roger A. Johnstons, 155 Montes Selah ake, Public Relations Counsel ' States His Views: CoonmiNvED FROM PAGE 31] view of an advertiser who doos not Understand the broad basis of news and Dublie information. "The name of a tobacco was not men- tioned ‘in tho press when the aviator foil from hia sfyawriting machine. Lax ‘was not named in the papers in con- nection with Lord Leverhulme’s. obit- ‘uary notice. ‘That has little importance in the whole subject of propaganda or counsel’ ‘on public relations. One sees fan jee erystal here and there—and not the giacier. "Now we come to a thitd misconcep- tion: the relationship of this new forse to the press, as a special pleader, as a chrrier of information, and asa cteator of opinion. What is’ the relationship Of news to advertising? "What are the elations of this new profession to the whole question have treated only of the press, “My own feeling is that. they have done so because they have thought no further. But in a sense the same Felationship is true of all methods of reaching the public, Lot us get down to definitions. By the press we mean the free pross of America, not the subsidized press, Sf this or aby other country. ‘The press Selects ‘ts news onthe basis of the mental” calibre of its readers. Any foaterial which this pres. pein’s Broadly be defined as’ ne Bed doen with all other 4 Publication st the. given tm ‘And. this definition, you will “note, tales: no acon of” the. advertising Stations of the ven material The Sela test appied to fe i ta value tothe fcader of the partienlar journal as une derstood by te editor, who. imows the Policy the sim, She ‘deals of he pare Hala? Journal.” On this tos only most ite or dall Wet “alferonce whether tho news concerns an advertised product or not? hat ditferenee whether tie news con ferns a reatesman,clergymany actor ot Sosineremany an long as tee ralue ox Inte ne the “given tie in relationship tale other values F the public relations man can ‘breathe the breath of life into an idea and make it take itg place among other deat and events, it will reeelve the public attention it merits, A temporary ensorship by one Journal, oF another cannot suppress a good idea. On tho other hand an advertiser whose produet hasnt become active Tews has ‘no cause for complaint if editorial judg- ‘ment bars his product on that secount. T admire the equity with which Mr. Ochs conducts the New York Times, News ‘ie printed because of its news value, and. for no other reason. “The Times, editors determine what fe, and what is not news with complete inde- pendence. ‘They brook no censorship. They are not influenced ‘by any exter- nal pressure of censorship, nor swayed by any values of expediency or oppor- I | tuniam. The New York Times is not a sole example. The conscientious edi- tor realizes that hig obligation to the Public is news. He is not governed in the use of news by @ consideration a to whether it was Created by a counsel fn public relations or by John Doe. ‘The fact of its accomplishinent makes it 1 HAVE, no navens ener wit one At, Meneses fron rand gmap Wine odin Press and change ine 8 median Sr patie See earners eee Seat a waa eee ae rey Na ate ete, LE. amy ete SF ates {Bice and refact to hal Be eee See te eet oes A eee Hane il atangel op tose Biethant congener eat at eee RN Meo emacanet aseegott the men geen Er ae ae wth eposhtading’ "cars an” opocke Maing aceon ay Saat, Rae mek de, ta t Teer ae conten tee df coe mune ries gon eg tal ell atin of ‘actors and ‘other well known mes tnd enantio cg Safari a oh ln ame ‘withetandlage a See eh igown advertising agent has tad that he Nepatd Tae ofa Beats ara es anol Secure Mee ns regan Soy ae, ee reare ene 2 Scopes Wage e Gee he ae Toning ni eet Sot al fallacy! 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