Crystallizing Public Opinion

by Edward L. Bernays

It is this attribute of men and women that again gives the public relations counsel free play.

A group leader of any given cause will bring to a new cause all those who have looked to his leadership. For instance, if the adherence of a prominent Republican is secured for the League of Nations, his adherence will probably bring to the League of Nations many other prominent Republicans.

The group leadership with which the public relations counsel may work is limited only by the character of the groups he desires to reach. After an analysis of his problem the subdivisions must be made. His action depends upon his selective capacity, and the possibility of approach to the leaders. These leaders may represent therefore a wide variety of interests—society leaders or leaders of political groups, leaders of women or leaders of sportsmen, leaders of divisions by geography, or divisions by age, divisions by language or by education. These subdivisions are so numerous that there are large companies in the United States whose business it is to supply lists of groups and group leaders in different fields.

This same mechanism is carried out in many other cases. In looking for group leaders, the public relations counsel must realize that some leaders have more varied and more intensified authority than others. One leader may represent the ideals and ideas of several or numerous groups. His coöperation on one basis may bring into alignment and may carry with it the other groups who are interested in him primarily for other reasons.

The public relations counsel, let us say, enlists the support of a man, president of two associations; (a) an economic association, (b) a welfare association. The issue is an economic one, purely. But because of his leadership, the membership of association (b), that is, the welfare group, joins him in the movement as interestedly as association (a) does, which has the more logical, direct reason for entering the field.

I have given this in general terms rather than as a specific instance. The principle which governs the interlapping and continually shifting group formation of society also governs the gregariousness.

Individualism, another instinct, is a concomitant of gregariousness, and naturally follows it. The desire for individual expression is always a trait of the individuals who go to make up the group. The appeal to individualism goes closely in hand with other instincts, such as self-display.

The instincts of acquisition and construction are minor instincts as far as the ordinary work of the public relations counsel is concerned. Examples of this type of appeal come readily to mind in the “Own your own home” and “Build your own home” campaigns.

The innate tendencies are susceptibility to suggestion, imitation, habit and play. Susceptibility to suggestion and imitation might well be classified under gregariousness, which we have already discussed.

Under habit would come one very important human trait of which the public relations counsel avails himself continually. The mechanism which habit produces and which makes it possible for the public relations counsel to use habit is the stereotype we have already touched upon.