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Crystallizing Public Opinion: Shaping Modern Public Relations

In 1923, Edward Bernays published Crystallizing Public Opinion, a book that would forever alter the way organizations, governments, and individuals interact with the public. It wasn’t just a guide to publicity—it was a philosophical and psychological blueprint for engineering consent in a democratic society.

Bernays, often called the “father of public relations,” believed that shaping public opinion wasn’t manipulation—it was a necessary part of modern life. But the tools he developed to do that—media campaigns, expert endorsements, and emotional framing—still spark debate today.

Who Was Edward Bernays?

Born in 1891, Edward Bernays was the nephew of Sigmund Freud, and he brought his uncle’s psychoanalytic theories into the world of business and politics. Trained in journalism and propaganda during World War I, Bernays believed that mass communication could be used to guide public behavior in productive ways—but he also acknowledged that this power could be used unethically.

Bernays combined Freud’s ideas about subconscious desire with modern advertising techniques to create a new profession: public relations counseling. He saw PR not as mere publicity, but as strategic, research-driven persuasion.

“We are governed, our minds molded, our tastes formed, our ideas suggested, largely by men we have never heard of.”

— Edward Bernays, Propaganda (1928)

What Is “Crystallizing Public Opinion”?

The phrase refers to the process of shaping and solidifying diffuse public attitudes into clear, directed viewpoints. According to Bernays, people often lack strong opinions until someone presents them with a compelling frame, message, or emotional hook.

His goal was to help clients take advantage of this by:

  • Identifying public sentiments

  • Crafting messages that resonated emotionally

  • Using media and social influence to amplify them

Bernays argued that doing so was not only possible, but essential in a mass society where the public is overwhelmed with information.

Key Concepts in the Book

1. The Public Relations Counselor

Bernays elevated the PR professional from press agent to strategic advisor. A PR counselor helps organizations understand public attitudes and shape policies accordingly.

“The counsel on public relations not only knows what news value is, but knowing it, he is in a position to make news happen.”

He likened the PR counselor to a lawyer—someone who represents their client in the court of public opinion.

2. The Engineering of Consent

This is perhaps Bernays’ most famous and controversial idea. He argued that public consent could—and should—be engineered through the scientific application of psychology and communication.

This wasn’t deception, he insisted—it was guidance.

Of course, critics see it differently: Where’s the line between persuasion and manipulation?

3. Emotion Over Logic

Bernays believed the public made decisions based more on emotions, symbols, and associations than on rational arguments. He drew on Freud’s theories to suggest that effective messaging must tap into subconscious desires.

For example, instead of telling people a product was affordable or efficient, he’d ask: What feeling does this product inspire? What aspiration does it fulfill?

4. The Use of Experts and Third Parties

People trust authorities. Bernays frequently employed credible third parties—doctors, professors, civic leaders—to promote his clients’ messages.

He understood that trusted figures were more likely to influence people than direct advertising.

5. Creating News

Rather than simply pitching stories to journalists, Bernays believed in making events that generate news. This could mean stunts, symbolic acts, or partnerships timed to resonate with current events.

This practice became central to modern PR—and it’s still how most press events work today.

Case Study: The “Torches of Freedom”

One of Bernays’ most famous (and ethically murky) campaigns came in 1929 when he worked for the American Tobacco Company. At the time, it was taboo for women to smoke in public.

To break the stigma—and open a new market—Bernays organized a stunt: he hired women to march in the Easter Sunday Parade in New York City, each lighting a cigarette at a coordinated moment. He dubbed the cigarettes “torches of freedom” and made sure the press was there to capture the moment.

The campaign worked. Smoking became a symbol of independence, and sales surged.

The stunt wasn’t about tobacco—it was about framing. And it remains one of the most cited examples of emotional rebranding in PR history.

Here are six other specific campaigns and strategies he orchestrated, each revealing how he applied psychology, symbolism, and media savvy to shape public opinion:

1. Bacon and Eggs as the “All-American Breakfast” (1920s)

Bernays was hired by the Beech-Nut Packing Company, which sold bacon. To boost sales, he asked a physician whether a heavier breakfast might be healthier than the lighter fare many Americans ate. The doctor agreed—and Bernays then surveyed 5,000 other doctors, most of whom echoed this view.

He publicized the survey results, framing bacon and eggs as the “hearty, doctor-recommended breakfast.” Newspapers ran the story, and public habits began to shift. The result: a permanent association between bacon, eggs, and American identity—entirely manufactured through PR.

2. Calvin Coolidge’s Image Makeover (1927)

Coolidge, seen as stiff and unsociable, wasn’t winning hearts. Bernays organized a White House breakfast with celebrities, including Al Jolson and other Broadway stars, to project a warmer, more human side of the president.

Media coverage highlighted the event’s charm and celebrity flair. It was one of the first deliberate attempts at political rebranding through entertainment, something we now take for granted in campaigns.

3. Ivory Soap Sculpting Contests for Procter & Gamble (1920s)

To promote Ivory Soap, Bernays created soap sculpting competitions for schoolchildren. He framed it not just as marketing, but as educational enrichment and creativity.

Teachers, schools, and newspapers were brought on board, and the program ran for decades. This turned a bar of soap into a symbol of childhood development and civic participation, while embedding the brand in public consciousness.

4. The United Fruit Company and the “Banana Republic” Narrative (1950s)

Perhaps his most controversial work came on behalf of United Fruit Company (now Chiquita). When the Guatemalan government under President Jacobo Árbenz began land reforms threatening United Fruit’s holdings, Bernays helped frame the leader as a communist threat.

He fed carefully crafted stories to American journalists, lobbied Washington, and even influenced the CIA’s decision to support a coup in 1954. This campaign helped spark the Cold War notion of “banana republics” and is often cited as an early example of PR shaping U.S. foreign policy.

5. Promoting Fluoride in Drinking Water (1940s–1950s)

Bernays was enlisted to promote water fluoridation, a practice initially met with public skepticism. He framed fluoridation as a public health measure backed by science, enlisting endorsements from dentists and medical professionals.

His efforts helped normalize fluoridation in American cities, emphasizing third-party credibility and medical authority—techniques still used in health communication today.

6. Making Green the Fashionable Color for Lucky Strike Cigarettes (1934)

The green and gold packaging of Lucky Strike cigarettes clashed with women’s fashion trends, leading to lower sales among female consumers. Instead of changing the packaging, Bernays changed public taste.

He launched a campaign to make “green” the fashionable color of the season—convincing designers, department stores, and even socialites to embrace green in clothing and decor. The result: sales surged, and Bernays once again shifted culture to suit product needs.

Bernays’ Influence on Business and Politics

Bernays helped shape dozens of industries and campaigns:

  • Promoted bacon and eggs as the “All-American Breakfast”

  • Helped Calvin Coolidge soften his image

  • Advised Procter & Gamble on soap competitions for children

  • Supported United Fruit Company (later Chiquita) in shaping U.S. policy toward Latin America

Some of his techniques were subtle; others, controversial. But all were rooted in his belief that public opinion could be guided through strategic storytelling.

Criticism and Controversy

Not everyone was impressed. Bernays’ work raised critical questions:

  • Is it ethical to shape public opinion without full transparency?

  • Can a democracy function if opinion is “engineered”?

  • Where is the line between persuasion and propaganda?

His own work acknowledges the tension. In his later book Propaganda, Bernays defends mass persuasion but warns it can be dangerous if used by those with selfish or authoritarian aims.

And history shows he was right to worry.

Legacy: Why It Still Matters

In the 21st century, Bernays’ playbook is everywhere:

  • Influencer marketing

  • Political campaigning

  • Brand storytelling

  • Crisis communication

  • Social media virality

Modern public relations, advertising, and even journalism often rely on the principles Bernays outlined in 1923. His influence is baked into how we process news, advertising, and cultural signals.

And in a world of information overload, engineered simplicity often wins.

Related Thought Experiments and Connections

  • Plato’s Allegory of the Cave: Who controls the shadows on the wall?

  • The Experience Machine: Would you choose a comforting illusion over truth?

  • The Veil of Ignorance: How would public opinion change if people didn’t know their position in society?

All of these echo Bernays’ central question: How do we shape the reality people see—and how do they know what’s real?

Glossary of Terms

  • Public Relations (PR): Managing communication between an organization and its public.

  • Engineering of Consent: Bernays’ term for shaping public opinion through media and psychology.

  • Third-Party Validation: Using respected figures to support a message indirectly.

  • Framing: Structuring how an issue or product is perceived by highlighting certain aspects.

  • Mass Persuasion: Influencing large groups through targeted messages and emotional cues.

Discussion Questions

  1. Is “engineering consent” compatible with democratic values?

  2. What responsibilities do PR professionals have in shaping truth vs. perception?

  3. How much of your own opinion is shaped by media—and how would you know?

References and Further Reading