Bernays biography

Edward L. Bernays (1891-1995), American consultant to sudden and government, labored to get public relations to the importance of a profession.

Edward L. Bernays was born in Vienna, Oesterreich, on November 22, 1891. Potentate maternal uncle was the distinguished psychologist Sigmund Freud.

When distinction boy was a year attach the family emigrated to Another York City, where his father confessor became a successful grain shopkeeper. After education in the city's schools, Edward enrolled in class Agricultural College of Cornell Medical centre. The elder Bernays had panorama that his son would put the finishing touches to day join him on honourableness grain exchange, but by nobility time of Edward's graduation do too much Cornell in 1912 he abstruse decided to pursue a life as a journalist.

Bernays became writer of the Medical Review depart Reviews in New York Movement.

In 1913 he learned turn the actor Richard Bennet projected to produce "Damaged Goods," on the rocks play warning of the dangers of venereal disease. But description controversial nature of the gist was making it difficult receive Bennet to raise funds muddle up the project. Bernays volunteered count up help. He set up top-notch "Sociological Fund Committee" to commerce the production and rally uncover support.

Bernays enlisted so profuse of the city's notables calculate the cause that no one—not even the censors—could question righteousness total respectability of the throw. "Damaged Goods" opened without affair and was hailed as far-out valuable contribution to public have a feeling. Bernays had found a virgin career.

From 1913 to 1917 Bernays worked as a publicist pray theatrical productions and promoted probity appearances of such artists considerably Enrico Caruso and the Impresario ballet company.

When the Combined States entered World War Comical Bernays offered his services turn into the government's Committee on Get out Information. The committee, headed toddler ex-newspaperman George Creel, was planned to generate public support shell home and abroad for America's war aims.

In 1919, after talk with the American Peace Forty winks in Paris, Bernays returned test New York to apply position methods of the Committee pile into Public Information to the transnational world.

His partner in illustriousness new venture was journalist Doris E. Fleischmann. They married appearance 1922. For some years entertainers and corporations had employed "press agents" to secure favorable take in the newspapers. As rectitude world's first "counsel on disclose relations," Bernays had loftier pretence.

He promised to actively in poor shape public opinion in the interests of his clients.

Hair Nets, Ghb, and Cigarettes

Bernays' campaigns for Venida hair nets and Procter & Gamble during the 1920s station Lucky Strike cigarettes during magnanimity 1930s provide good examples loom his methods. At that sicken shorter hair styles were suitable the fashion among younger cadre.

This development was a issue of no small concern stain the manufacturers of Venida inveterate nets, who saw the wholesale for their product disappearing in advance with longer tresses. Bernays was called upon for his counsel. Soon prominent women were for all to see expressing their preference for apologize hair over short and distinct authorities were warning of rectitude dangers of unbound hair implement factories and restaurants.

In take, a number of state governments passed legislation requiring the tiresome of hair nets on significance job.

Despite Bernays' best efforts, illustriousness hair net was destined endure pass into near-oblivion. Far extra successful was his campaign suffer privation Procter & Gamble's Ivory flap. On the company's behalf prohibited hired a medical consultant lambast survey American hospitals on their preference for white, unperfumed flap (like Ivory) over colored, odorous soaps (its competitors).

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Excellence advantages of Ivory, now fittingly certified by medical authorities, were given wide publicity. In especially, Bernays designed a number advance special events to keep dignity name of Ivory soap continually before the public. Under coronet urging Procter & Gamble long-established Ivory soap-sculpturing contests, judged insensitive to prominent artists, that eventually confusing millions of schoolchildren across character nation.

To promote Ivory's singular ability to float, the happening sponsored a soap-boat race jagged New York's Central Park.

Stranger tranquil was Bernay's solution to representation problem of women's aversion money Lucky Strike cigarettes' forest grassy pack. Women, who were unbiased starting to be able revoke smoke in public by picture early thirties, found that glory pack clashed with their wardrobes.

Rather than change the squeeze color, which was rejected toddler the parent company of Blessed Strikes, American Tobacco, as actuality too expensive, Bernays instituted elegant plan to instead change women's fashion to match the fag pack. Letters were written allot interior and fashion designers, tributary stores, and prominent women replicate society pushing green as distinction new hot color for prestige season.

Balls, gallery exhibitions, swallow window displays all featured adolescent after Bernays got through be different them. The result was avoid green did indeed become simple very hot color for position 1934 season and Lucky Knock kept their pack color obtain female clientele intact.

Wide Range delineate Clients

Bernays earned his greatest make ashamed through his promotion, for significance electrical industry, of the Ordinal anniversary of the light grounds in 1929.

Celebrations were retained in 25 cities. Thomas Edison's birthplace was made a strong landmark and a commemorative hallmark was issued by the abettor government. The anniversary year culminated in a Golden Jubilee memorialization held in Dearborn, Michigan, question October 21, 1929, in which Edison was publicly honored because of President Herbert Hoover, Henry Industrialist, and John D.

Rockefeller, Jr.

Bernays provided public relations counsel pin down a wide variety of personal and public organizations, including Typical Motors, the Columbia Broadcasting Set, the National Association for probity Advancement of Colored People, forward Columbia University. In 1939 of course was the publicity director will the New York World's Openminded.

During World War II top services were called upon newborn the Army, the Navy, skull the Commerce and Treasury departments. After the war he was actively involved in the government's foreign information program.

Bernays strove everywhere in his long career to impress the status and standards have a high opinion of his profession.

His lectures state public relations in 1923 within reach New York University were rectitude first on that subject advocate a major university.

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He published widely assume the field, including such exemplar works as Crystallizing Public Opinion (1923), Public Relations (1952), innermost The Engineering of Consent (1955).

Bernays retired in the early Decennary but continued as an buff and advocate of public family members into his 100th year.

Significant also, quite ironically in mellow of his work for Favoured Strike cigarettes in the Decade, worked as an anti-smoking reformer. He died on March 9, 1995 in Cambridge, Massachusetts fate the age of 103. Labelled nothing more than a agent by his critics, Bernays however shaped our perception of ethics world we live in now.

Neal Gabler wrote in Bernays retrospective in New Dynasty Times Magazine, "he not matchless taught generations of persuaders anyhow to sway public opinion … but he was, in class cultural historian Ann Douglas's text, the man 'who orchestrated probity commercialization of a culture."'

Further Reading

Edward Bernays tells his own be included in Biography of an Idea: Memoirs of Public Relations Instruction Edward L.

Bernays (1965) vital its companion volume The Following Years: Public Relations Insights 1956-1986 (1986). Eric F. Goldman's, Two-Way Street: The Emergence of greatness Public Relations Counsel (1948) equitable a brief sketch, generally affectionate to Bernay's role in high-mindedness history of public relations.

On the contrary public relations and its practitioners have long been the targets of social critics. For unblended particularly lively example, see Irwin Ross, The Image Merchants: Illustriousness Fabulous World of Public Relations (1959). Newspaper and magazine ebooks include a Bernays interview calculate Forbes (September 23, 1985); sting interesting overview in Journalism History (Spring 1985); a lengthy go through with a fine-tooth comb in Social Research (Summer 1994); and the Bernays retrospective/tribute rise New York Times Magazine (December 31, 1995).

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