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Crystallizing Public Opinion by Edward L. Bernays

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CHAPTER III

THE INTERACTION OF PUBLIC OPINION WITH THE FORCES THAT HELP TO MAKE IT

The public and the press, or for that matter, the public and any force that modifies pubic opinion, interact. Action and interaction are continually going on between the forces projected out to the public and the public itself. The public relations counsel must understand this fact in its broadest and most detailed implications. He must understand not only what these various forces are, but he must be able to evaluate their relative powers with fair accuracy. Let us consider again the case of a newspaper, as representative of other mediums of communications.

“We print,” says the New York Times, “all news that’s fit to print.” Immediately the question arises (as ...

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