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Follow the Leader: The Psychology of Public Relations
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Transcript of Follow the Leader: The Psychology of Public Relations
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Follow the leader: The psychology of public rela7ons
“The group mind does not think in the strict sense of the word.”
“In place of thoughts, it has impulses, habits and emo<ons.”
“Its first impulse is usually to follow the example of a trusted leader.”
“The leaders who lend their authority to any campaign will do so only if it can be made to touch their own interest.”
"It is one of the func<ons of the public rela<ons counsel to discover at what points his client’s interests coincide with those of other individuals or groups.”
Edward Bernays (1891-‐1995) • Arguably the father of public
rela<ons • Coined “public rela<ons
counsel” • Author of “Crystalizing Public
Opinion” Influenced by: • Wilfred TroTer (1872-‐1939),
pioneer in social psychology • Gustave Le Bon (1841-‐1931),
early theorist in crowd psychology and author of “The Crowd”
• Walter Lippmann (1889-‐1974), poli<cal commentator and author of “Public Opinion”
• Bernays’ uncle, the father of psychoanalysis, Sigmund Freud
ContentJournalist.com
Quotes from Bernays’ 1928 book “Propaganda,” pages 71-‐82.