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Crystallizing Public Opinion by Edward L. Bernays

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CHAPTER VII

THE APPLICATION OF THESE PRINCIPLES

Both Trotter, Martin and the other writers we have quoted confirm what the actual experience of the public relations counsel shows—that the cause he represents must have some group reaction and tradition in common with the public he is trying to reach. This must exist before they can react sympathetically upon one another. Given these common fundamentals, much can be done to capitalize or destroy them. It is as untrue to contend that public opinion is manufactured as it is to contend that public opinion governs the agencies which mould it.

The public relations counsel must continually realize that there are always these limitations to his effectiveness.

The very “leaders,” men who have been selected ...

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