Crystallizing Public Opinion
10.2019β―Π³. Β· Courier Dover Publications
ΠΠ»Π΅ΠΊΡΡΠΎΠ½Π½Π° ΠΊΠ½ΠΈΠ³Π°
144
Π‘ΡΡΠ°Π½ΠΈΡΠΈ
reportΠΡΠ΅Π½ΠΊΠΈΡΠ΅ ΠΈ ΠΎΡΠ·ΠΈΠ²ΠΈΡΠ΅ Π½Π΅ ΡΠ° ΠΏΠΎΡΠ²ΡΡΠ΄Π΅Π½ΠΈ Β ΠΠ°ΡΡΠ΅ΡΠ΅ ΠΏΠΎΠ²Π΅ΡΠ΅
ΠΡΠΈΡΠΊΠΎ Π·Π° ΡΠ°Π·ΠΈ Π΅Π»Π΅ΠΊΡΡΠΎΠ½Π½Π° ΠΊΠ½ΠΈΠ³Π°
Famed as "the father of public relations," Edward Bernays pioneered the technique of working to change attitudes rather than just selling products. In this 1923 classic, the first book ever written about the public relations industry, he delineates the approaches that corporations and governments have taken for the past century to influence social tendencies.
Crystallizing Public Opinion identifies the techniques employed by public relations professionals, from authoritative-sounding surveys to persuasive endorsements from opinion leaders, celebrities, and experts. Bernays β whose high-profile clients included Procter & Gamble, General Electric, CBS, NBC, and Time, Inc. β cites examples from his successful campaigns, including a physician-endorsed promotion of bacon as a healthy breakfast option. He quotes leading theorists on the role of herd mentality in the minds of the educated as well as the ignorant, and he explains the value of communicating the right facts at the right time to a targeted audience. Although technology has changed in the years since this book's debut, human nature has not, and these principles remain of timeless value to business and marketing professionals, students of public relations, and other readers.
Crystallizing Public Opinion identifies the techniques employed by public relations professionals, from authoritative-sounding surveys to persuasive endorsements from opinion leaders, celebrities, and experts. Bernays β whose high-profile clients included Procter & Gamble, General Electric, CBS, NBC, and Time, Inc. β cites examples from his successful campaigns, including a physician-endorsed promotion of bacon as a healthy breakfast option. He quotes leading theorists on the role of herd mentality in the minds of the educated as well as the ignorant, and he explains the value of communicating the right facts at the right time to a targeted audience. Although technology has changed in the years since this book's debut, human nature has not, and these principles remain of timeless value to business and marketing professionals, students of public relations, and other readers.
ΠΠ° Π°Π²ΡΠΎΡΠ°
Edward Bernays (1891β1995) was a pioneer in the field of public relations who emigrated from his native Austria to the United States in the 1930s. During his career in public relations, Bernays devised and popularized many techniques for influencing public opinion on behalf of a huge roster of clients that included many corporations and industrial organizations, governments around the world, and advocacy groups in many fields. "Public relations, effectively used, helps validate an underlying principle of our society β competition in the market place of ideas and things," he wrote in 1971.
ΠΡΠ΅Π½Π΅ΡΠ΅ ΡΠ°Π·ΠΈ Π΅Π»Π΅ΠΊΡΡΠΎΠ½Π½Π° ΠΊΠ½ΠΈΠ³Π°
ΠΠ°ΠΆΠ΅ΡΠ΅ Π½ΠΈ ΠΊΠ°ΠΊΠ²ΠΎ ΠΌΠΈΡΠ»ΠΈΡΠ΅.
ΠΠ½ΡΠΎΡΠΌΠ°ΡΠΈΡ Π·Π° ΡΠ΅ΡΠ΅Π½Π΅ΡΠΎ
Π‘ΠΌΠ°ΡΡΡΠΎΠ½ΠΈ ΠΈ ΡΠ°Π±Π»Π΅ΡΠΈ
ΠΠ½ΡΡΠ°Π»ΠΈΡΠ°ΠΉΡΠ΅ ΠΏΡΠΈΠ»ΠΎΠΆΠ΅Π½ΠΈΠ΅ΡΠΎ Google Play ΠΠ½ΠΈΠ³ΠΈ Π·Π° Android ΠΈ iPad/iPhone. Π’ΠΎ Π°Π²ΡΠΎΠΌΠ°ΡΠΈΡΠ½ΠΎ ΡΠ΅ ΡΠΈΠ½Ρ
ΡΠΎΠ½ΠΈΠ·ΠΈΡΠ° Ρ ΠΏΡΠΎΡΠΈΠ»Π° Π²ΠΈ ΠΈ Π²ΠΈ ΠΏΠΎΠ·Π²ΠΎΠ»ΡΠ²Π° Π΄Π° ΡΠ΅ΡΠ΅ΡΠ΅ ΠΎΠ½Π»Π°ΠΉΠ½ ΠΈΠ»ΠΈ ΠΎΡΠ»Π°ΠΉΠ½, ΠΊΡΠ΄Π΅ΡΠΎ ΠΈ Π΄Π° ΡΡΠ΅.
ΠΠ°ΠΏΡΠΎΠΏΠΈ ΠΈ ΠΊΠΎΠΌΠΏΡΡΡΠΈ
ΠΠΎΠΆΠ΅ΡΠ΅ Π΄Π° ΡΠ»ΡΡΠ°ΡΠ΅ Π·Π°ΠΊΡΠΏΠ΅Π½ΠΈΡΠ΅ ΠΎΡ Google Play Π°ΡΠ΄ΠΈΠΎΠΊΠ½ΠΈΠ³ΠΈ ΠΏΠΎΡΡΠ΅Π΄ΡΡΠ²ΠΎΠΌ ΡΠ΅Π± Π±ΡΠ°ΡΠ·ΡΡΠ° Π½Π° ΠΊΠΎΠΌΠΏΡΡΡΡΠ° ΡΠΈ.
ΠΠ»Π΅ΠΊΡΡΠΎΠ½Π½ΠΈ ΡΠ΅ΡΡΠΈ ΠΈ Π΄ΡΡΠ³ΠΈ ΡΡΡΡΠΎΠΉΡΡΠ²Π°
ΠΠ° Π΄Π° ΡΠ΅ΡΠ΅ΡΠ΅ Π½Π° ΡΡΡΡΠΎΠΉΡΡΠ²Π° Ρ Π΅Π»Π΅ΠΊΡΡΠΎΠ½Π½ΠΎ ΠΌΠ°ΡΡΠΈΠ»ΠΎ, ΠΊΠ°ΡΠΎ Π½Π°ΠΏΡΠΈΠΌΠ΅Ρ Π΅Π»Π΅ΠΊΡΡΠΎΠ½Π½ΠΈΡΠ΅ ΡΠ΅ΡΡΠΈ ΠΎΡ Kobo, ΡΡΡΠ±Π²Π° Π΄Π° ΠΈΠ·ΡΠ΅Π³Π»ΠΈΡΠ΅ ΡΠ°ΠΉΠ» ΠΈ Π΄Π° Π³ΠΎ ΠΏΡΠ΅Ρ
Π²ΡΡΠ»ΠΈΡΠ΅ Π½Π° ΡΡΡΡΠΎΠΉΡΡΠ²ΠΎΡΠΎ ΡΠΈ. ΠΠ·ΠΏΡΠ»Π½Π΅ΡΠ΅ ΠΏΠΎΠ΄ΡΠΎΠ±Π½ΠΈΡΠ΅ ΠΈΠ½ΡΡΡΡΠΊΡΠΈΠΈ Π² ΠΠΎΠΌΠΎΡΠ½ΠΈΡ ΡΠ΅Π½ΡΡΡ, Π·Π° Π΄Π° ΠΏΡΠ΅Ρ
Π²ΡΡΠ»ΠΈΡΠ΅ ΡΠ°ΠΉΠ»ΠΎΠ²Π΅ΡΠ΅ Π² ΠΏΠΎΠ΄Π΄ΡΡΠΆΠ°Π½ΠΈΡΠ΅ Π΅Π»Π΅ΠΊΡΡΠΎΠ½Π½ΠΈ ΡΠ΅ΡΡΠΈ.
