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Crystallizing Public Opinion by Edward L. Bernays

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CHAPTER I

WHAT CONSTITUTES PUBLIC OPINION?

The character and origins of public opinion, the factors that make up the individual mind and the group mind must be understood if the profession of public relations counsel is to be intelligently practiced and its functions and possibilities accurately estimated. Society must understand the fundamental character of the work he is doing, if for no other reason than its own welfare.

The public relations counsel works with that vague, little-understood, indefinite material called public opinion.

Public opinion is a term describing an ill-defined, mercurial and changeable group of individual judgments. Public opinion is the aggregate result of individual opinions—now uniform, now conflicting—of the men ...

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