Follow  the  leader:  The  psychology  of  public  rela7ons  

“The  group  mind  does  not  think  in  the  strict  sense  of  the  word.”  

“In  place  of  thoughts,  it  has  impulses,  habits  and  emo<ons.”  

“Its  first  impulse  is  usually  to  follow  the  example  of  a  trusted  leader.”  

“The  leaders  who  lend  their  authority  to  any  campaign  will  do  so  only  if  it  can  be  made  to  touch  their  own  interest.”  

"It  is  one  of  the  func<ons  of  the  public  rela<ons  counsel  to  discover  at  what  points  his  client’s  interests  coincide  with  those  of    other  individuals  or  groups.”  

   Edward  Bernays  (1891-­‐1995)  •  Arguably    the  father  of  public  

rela<ons  •  Coined  “public  rela<ons  

counsel”  •  Author  of  “Crystalizing    Public  

Opinion”    Influenced  by:  •  Wilfred  TroTer  (1872-­‐1939),  

pioneer  in  social  psychology  •  Gustave  Le  Bon  (1841-­‐1931),  

early  theorist  in  crowd  psychology  and  author  of  “The  Crowd”  

•  Walter  Lippmann  (1889-­‐1974),  poli<cal  commentator  and  author  of  “Public  Opinion”  

•  Bernays’  uncle,  the  father  of  psychoanalysis,  Sigmund  Freud  

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 Quotes  from  Bernays’  1928  book  “Propaganda,”  pages  71-­‐82.