Crystallizing Public Opinion 9781497698802, 9781322989198, 1322989192, 1497698804
A revolutionary work on public relations and marketing by the provocative thinker who was dubbed the father of public re
458 89 548KB
English Pages 213 pages Year 2015
Table of contents :
Cover Page
Title Page
Dedication
Contents
Introduction by Stuart Ewen
Foreword
Part I-Scope and Functions
I. The Scope of the Public Relations Counsel
II. The Public Relations Counsel
The Increased and Increasing Importance of the Profession
III. The Function of a Special Pleader
Part II-The Group and Herd
I. What Constitutes Public Opinion?
II. Is Public Opinion Stubborn or Malleable
III. The Interaction of Public Opinion with The Forces that Help Make It
IV. The Power of Interacting Forces that Go to Make up Public Opinion. V. An Understanding of the Fundamentals of Public Motivation is Necessary to the Work of the Public Relations CounselVI. The Group and Herd Are the Basic Mechanisms of Public Change
VII. The Application of These Principles
Part III-Technique and Method
I. The Public Can be Reached Only Through Established Mediums of Communication
II. The Interlappling Group Formations of Society, the Continuous Shifting of Groups, Changing Conditions and the Flexibility of Human Nature are All Aids to the Counsel on Public Relations. III. An Outlining of Methods Practicable in Modifying the Point of View Of a GroupPart IV-Ethical Relations
I.A Consideration of the Press and Other Mediums of Communication in Their Relation to the Public Relations Counsel
II. His Obligation to the Public as a Special Pleader
About the Author
Copyright Page.
