CONTENTS
Edward L. Bernays
PART I—SCOPE AND FUNCTIONS
CHAPTER
PAGE
I
The Scope of the Public Relations Counsel
11
II
The Public Relations Counsel; the Increased and Increasing Importance of the Profession
34
III
The Function of a Special Pleader
50
PART II—THE GROUP AND HERD
I
What Constitutes Public Opinion?
61
II
Is Public Opinion Stubborn or Malleable?
69
III
The Interaction of Public Opinion with the Forces That Help to Make It
77
IV
The Power of Interacting Forces That Go to Make up Public Opinion
87
V
An Understanding of the Fundamentals of Public Motivation Is Necessary to the Work of the Public Relations Counsel
98
VI
The Group and Herd Are the Basic Mechanisms of Public Change
111
VII
The Application of These Principles
118
PART III—TECHNIQUE AND METHOD
I
The Public Can Be Reached Only Through Established Mediums of Communication
125
II
The Interlapping Group Formations of Society, the Continuous Shifting of Groups, Changing Conditions and the Flexibility of Human Nature Are All Aids to the Counsel on Public Relations
139
III
An Outline of Methods Practicable in Modifying the Point of View of a Group
166
PART IV—ETHICAL RELATIONS
I
A Consideration of the Press and Other Mediums of Communication in Their Relation to the Public Relations Counsel
177
II
His Obligations to the Public as a Special Pleader
208
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