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Crystallizing Public Opinion by Edward L. Bernays

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CHAPTER II

HIS OBLIGATIONS TO THE PUBLIC AS A SPECIAL PLEADER

It has been the history of new professions—and every profession has been at some time a new profession—that they are accepted by the public and become firmly established only after two significant handicaps are overcome. The first of these, oddly enough, lies in public opinion itself; it consists of the public’s reluctance to acknowledge a dependence, however slight, upon the ministrations of any one group of persons. Medicine, even today, is still fighting this reluctance. The law is fighting it. Yet these are established professions.

The second handicap is that any new profession must become established, not through the efforts and activities of others, who might be considered impartial, ...

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