Edward Bernays, also frequently referred to as the “Father of Public Relations,” was a pioneering figure in the developing modern public relations practices. Bernays significantly shaped the public relations field through his innovative ideas on media influence, persuasion, and shaping public opinion. His work, was deeply rooted in psychology, and had a profound influence on communication strategies throughout the 20th century.
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Bernays’ and Shaping Public Opinion
Edward Bernays rose to fame during the “Booming 20’s” era of public relations. During this era, the use of motion pictures became more popularized with the purposes of visual content and promotions (Moore, 2024, What Is Public Relations).
One of Bernays’ main contributions during this time was his use of psychology in mass communications. He believed that people’s behaviors could be influenced through subconscious desires and emotions, and he, “sought to change habits by appealing not so much to rational thought, but rather to more primal human needs and desires” (Winocour, 2012). He used this skill to convince the public of many things, including the idea that bacon and eggs were the best all-American breakfast. Bernays successfully utilized this concept in various different campaigns, and influenced public opinion in ways that went beyond simple advertising campaigns.
For example, his famous 1929 campaign for the American Tobacco Company, the “Torches of Freedom”, sought to break the taboo against women smoking in public. The Society Pages writes that, “Bernays staged a dramatic public display of women smoking during the Easter Day Parade in New York City. He then told the press to expect that women suffragists would light up “torches of freedom” during the parade to show they were equal to men” (Christensen, 2012). By framing cigarettes as a symbol of female liberation, Bernays helped to shift societal attitudes toward smoking, which increased cigarette sales while also demonstrating the power of public relations in shaping cultural values.
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Bernays also had a hand in political public relations through his involvement in the U.S. government’s propaganda efforts during World War I. The Drilled podcast quotes Bernays on his rebranding of propaganda,
“When I came back to the United States, I decided that if you could use propaganda for war, you could certainly use it for peace. And propaganda had a sort of bad connotation because of the Germans. So what I did was try to find some other word, and we came up with counsel on public relations”
(Westervelt, 2020, 08:55).
His work helped the U.S. to craft messages that would gain public support for the war effort.
Bernays’ Impact on Public Relations
Bernays’ ideas are still very relevant in the profession today. The meshing of psychology and public relations techniques is visible in the ways that modern advertising and political campaigns work. Today’s public relations specialists still use many of his strategies, such as using media to frame issues in particular ways, and focusing on emotional appeals in order to shape public opinion. The rise of digital media has expanded on these ideas, as companies now push targeted messaging to shape public behavior, preferences, and beliefs. Bernays’ lasting legacy ultimately lies in his understanding that shaping public opinion is not about making facts known, but rather about creating narratives and appealing to emotions—a principle that continues to be key to effective public relations and marketing today.
Key Words/Tags
Edward Bernays, Impact, Public Opinion, Propaganda
References
- Christensen, W. (2012, February 27). Torches of Freedom: Women and smoking propaganda – sociological images. Sociological Images Torches of Freedom Women and Smoking Propaganda Comments. https://thesocietypages.org/socimages/2012/02/27/torches-of-freedom-women-and-smoking-propaganda/
- Moore, J. (Ed.) (2024). What is Public Relations and How Has it Evolved? Public Relations: Principles, Origins, and Practice. Cognella Academic Publishing. https://canvas.ou.edu/courses/355766/files/107742062?module_item_id=6602529
- Westervelt, A. (2020, February 25). Manipulating the Masses and Predicting the Future– Edward Bernays and W. Howard Chase. Drilled. https://open.spotify.com/episode/6WIt0OAdzaGkgZQs5sgcK7
- Winocour, J. (2012, April 13). Back to the Future: The link between psychology and PR. Hunter Public Relations. https://www.prweek.com/article/1279537/back-future-link-psychology-pr