The Father of Spin

1. Public Relations is More Than Publicity: It's Shaping Behavior

Hired to sell a product or service, he instead sold whole new ways of behaving, which appeared obscure but over time reaped huge rewards for his clients and redefined the very texture of American life.

Beyond Traditional PR. Edward Bernays revolutionized public relations by shifting the focus from mere publicity to actively shaping public behavior. Instead of simply promoting a product, he aimed to influence consumer habits and societal norms, creating a demand that benefited his clients. This approach involved understanding the underlying motivations and desires of the public and then strategically manipulating those factors to achieve specific outcomes.

Examples of Behavior Shaping. Bernays's work for Beechnut Packing Company is a prime example. Instead of directly competing with other bacon producers, he sought to change America's breakfast habits by promoting the idea of a hearty breakfast, thus increasing the demand for bacon and eggs. Similarly, for book publishers, he didn't just promote individual titles but encouraged the construction of bookshelves in homes, thereby creating a need for more books.

Long-Term Impact. This focus on shaping behavior had a profound and lasting impact on American culture. By understanding and manipulating the psychological and social factors that influence people's choices, Bernays was able to redefine consumer habits, societal norms, and even political landscapes, leaving a legacy that extends far beyond traditional publicity.

2. The Power of "Big Think": Indirect Appeals and Strategic Vision

Bernays preferred the phrase “appeals of indirection,” plotting a path to a client’s goal that seemed roundabout but ultimately removed underlying as well as immediate impediments.

Strategic and Lateral Thinking. Bernays's "Big Think" approach involved looking beyond immediate solutions and considering the broader context in which his clients operated. This strategic vision allowed him to identify underlying issues and develop indirect appeals that addressed the root causes of problems, rather than just treating the symptoms. This often meant creating entirely new markets or redefining existing ones.

Examples of Indirect Appeals. When hair net sales declined due to shorter hairstyles, Bernays didn't try to convince women to grow their hair longer. Instead, he promoted the use of hair nets in food service and factory settings for hygiene and safety, thus creating a new demand for the product. Similarly, when luggage sales suffered due to changing travel habits, he promoted the idea of extensive travel wardrobes and the need for more storage space in homes.

Defying Convention. Bernays's "Big Think" often involved challenging conventional wisdom and defying established norms. He was willing to take risks and propose unconventional solutions, even if they seemed far-fetched at first. This willingness to think outside the box allowed him to achieve remarkable results for his clients and solidify his reputation as a visionary in the field of public relations.

3. Harnessing Social Symbols: Manipulating Trends for Client Benefit

He didn’t invent fashions like the pursuit of a svelte figure, but he was becoming the acknowledged master of accentuating such trends and capitalizing on them for his clients, a process he termed “crystallizing public opinion.”

Capitalizing on Existing Trends. Bernays excelled at identifying and amplifying existing social trends to benefit his clients. He understood that people are often influenced by what they perceive as popular or desirable, and he skillfully leveraged this tendency to promote his clients' products and services. This involved tapping into the collective unconscious and manipulating symbols to create a sense of urgency or desirability.

The "Torches of Freedom" Campaign. A prime example of this was his campaign to encourage women to smoke. By associating cigarettes with women's liberation and independence, Bernays transformed smoking from a taboo into a symbol of empowerment. This involved staging events like the "Torches of Freedom" parade, where women publicly smoked cigarettes as a form of protest, thus generating media attention and shifting public perception.

Creating New Associations. Bernays also had the ability to create new associations between products and desirable social values. By linking Lucky Strikes cigarettes with the pursuit of slimness, he tapped into the growing obsession with weight control and positioned cigarettes as a way for women to stay thin. This involved enlisting "experts" to promote the idea that cigarettes could suppress appetite and prevent weight gain.

4. The Ethics of Influence: Balancing Client Needs with Public Good

He viewed activities with which he was involved in epic terms, as events that helped shape American and world culture...

Ethical Dilemmas. Bernays's career raises important questions about the ethics of public relations. While he often claimed to be acting in the public interest, his work sometimes involved manipulating public opinion for the benefit of his clients, even when those clients were promoting harmful products or policies. This raises the question of whether it is ever ethical to use propaganda techniques to influence people's choices.

The Tobacco Industry. Bernays's work for the American Tobacco Company is a particularly troubling example. While he helped to break down social taboos and empower women, he also contributed to the widespread adoption of a deadly habit. This raises the question of whether the ends justify the means, and whether it is ethical to promote a product that is known to be harmful, even if it is legal.

The Role of the PR Professional. Bernays's career highlights the tension between the PR professional's duty to their client and their responsibility to the public. While he often claimed to be acting in the public interest, his primary loyalty was always to his clients. This raises the question of whether PR professionals have a moral obligation to consider the broader social impact of their work, and whether they should refuse to represent clients whose interests conflict with the public good.

5. Politics as Public Relations: Image Crafting and Persuasion

He helped win America over to an unpopular war using precisely the techniques he’d used to promote Daddy Long-Legs and the Ballet Russe.

Applying PR to Politics. Bernays recognized that the same techniques used to sell products could also be used to sell political candidates and policies. He saw politics as a form of public relations, where the goal was to shape public opinion and influence voters' choices. This involved crafting a compelling image for the candidate, identifying key issues, and developing persuasive messages that resonated with the public.

The Coolidge Campaign. Bernays's work for Calvin Coolidge's 1924 presidential campaign is a prime example of this approach. By staging events like the Broadway actors' visit to the White House, Bernays was able to transform Coolidge's image from a dour introvert into a more approachable and relatable figure. This helped to win over voters who might have been hesitant to support him otherwise.

The Limits of Persuasion. While Bernays was skilled at shaping public opinion, he also recognized that there were limits to what could be achieved through persuasion. His work for Herbert Hoover's 1932 presidential campaign demonstrates that even the most sophisticated PR strategies cannot overcome fundamental economic or social problems. Despite Bernays's efforts, Hoover was soundly defeated by Franklin D. Roosevelt.

6. The Art of the Campaign: Orchestration, Experts, and Media

The formula was simple: Bernays generated events, the events generated news, and the news generated a demand for whatever he happened to be selling.

Orchestrating Events. Bernays understood the importance of creating newsworthy events to generate media coverage and capture public attention. These events were carefully planned and staged to convey a specific message or image, and they often involved enlisting the support of prominent figures or organizations. This approach allowed Bernays to control the narrative and shape public perception in a way that benefited his clients.

Enlisting Experts. Bernays frequently relied on "experts" to lend credibility to his campaigns. These experts might be doctors, scientists, or other professionals who could provide seemingly objective endorsements of his clients' products or policies. By presenting his messages through trusted sources, Bernays was able to bypass skepticism and gain the public's trust.

Leveraging the Media. Bernays was a master of media relations, and he understood how to work with journalists to get his messages across. This involved providing them with compelling stories, offering exclusive access to information, and cultivating personal relationships. By building trust with reporters and editors, Bernays was able to ensure that his clients received favorable coverage in the press.

7. Bernays's Legacy: A Pioneer's Impact and Ethical Quandaries

He viewed activities with which he was involved in epic terms, as events that helped shape American and world culture, whether it was the Paris Peace Conference or the U.S. tours of Caruso and the Ballet Russe.

A Complex Legacy. Edward Bernays left a complex and often contradictory legacy. On the one hand, he was a pioneer who helped to shape the modern field of public relations and develop many of the techniques that are still used today. On the other hand, he was a controversial figure whose work sometimes involved manipulating public opinion for the benefit of powerful interests.

Ethical Debates. Bernays's career raises fundamental questions about the ethics of public relations. Is it ever ethical to use propaganda techniques to influence people's choices? What is the proper balance between a PR professional's duty to their client and their responsibility to the public? These are questions that continue to be debated in the field of public relations today.

Enduring Influence. Despite the ethical concerns, Bernays's influence on the field of public relations is undeniable. His emphasis on understanding the public, crafting compelling messages, and leveraging the media has shaped the way PR professionals operate for decades. And his "Big Think" approach continues to inspire PR practitioners to think creatively and strategically about how to achieve their clients' goals.

Last updated: March 12, 2025