Review article
https://doi.org/10.47960/2712-0457.2023.1.S.5.73
THE INFLUENCE OF EDWARD BERNAYS ON THE DEVELOPMENT OF PUBLIC RELATIONS AND PROPAGANDA
Sanja Bijakšić
orcid.org/0000-0003-4574-7610
; University of Mostar, Mostar, Bosnia and Herzegovina
Iva Buljubašić
orcid.org/0000-0003-3582-0060
; Academy of Arts and Culture, Josip Juraj Strossmayer University of Osijek, Osijek, Croatia
Marija Šain
orcid.org/0000-0002-1798-9973
; Academy of Arts and Culture, Josip Juraj Strossmayer University of Osijek, Osijek, Croatia
Abstract
Edward Bernays is surely one of the most influential scientists and practitioners who made an exceptional contribution to the development and recognition of public relations (PR) as a profession and scientific discipline. He is often called the “father of public relations”. There is no doubt that he improved and “revolutionized” the way companies communicate with the public. Bernays wrote several books and articles, the most famous of which are Crystallizing Public Opinion, Propaganda, Public Relations and Engineering of Consent. In addition to making a significant contribution to the development of public relations, he also had a significant impact on developmental propaganda. The paper gives a brief description of his life and work, as well as a review of the historical context in which E. Bernays worked. The paper includes an analysis of his key contributions and a discussion of the lasting impact of his work in public relations and propaganda, as well as comparisons of his work with other well-known names in the relevant field.
Keywords
Edward Bernays; public relations; propaganda; influence.
Hrčak ID:
309919
URI
Publication date:
1.11.2023.
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