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Crystallizing Public Opinion
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Audible Hörbuch
Spieldauer: 5 Stunden und 17 Minuten
Format: Hörbuch-Download
Version: Ungekürzte Ausgabe
Verlag: BN Publishing
Audible.de Erscheinungsdatum: 9. Juli 2019
Sprache: Englisch, Englisch
ASIN: B07TZSDMVJ
Amazon Bestseller-Rang:
Nr. 10.902 in Audible Hörbücher & Originals (Siehe Top 100 in Audible Hörbücher & Originals)
die Launen des Publikums sind wankelmütig und die öffentliche Meinung ändert sich oft. Wie und warum findige PR-Berater die öffentliche Meinung planen und steuern, kann in diesem Praktikerhandbuch gut nachgelesen werden. Obwohl das Buch schon hundert Jahre alt ist, funktionieren wesentliche Parameter heute wie damals nach denselben Gesetzmäßigkeiten.
For those who appreciate Strunk and White's The Elements of Style, Edward Bernays' 'Crystallizing Public Opinion' will have a similar impact: Concise Guidance and lucid - if due to the original publication in 1923 - somewhat dated examples make for encompassing reading. It is fascinating that most of the literature on PR which has appeared since does not surpass the insights Bernays expounded so long ago.Bernays thinking has two pillars. First, he recognizes that "the public, ...due to the spread of literacy and democratic forms of government (feels) that it is entitled to its voice in the conduct of these large aggregations, political, capitalist, or labor, or whatever they may be" (p.66). Therefore, any organization in society, no matter if it is a political entity, a company or a non-profit organization is looked at as some sort of public service. To succeed they will have to recognize this demand and communicate, accordingly.Second, Bernays regards the "average citizen (as) the world's most efficient censor. His own mind is the greatest barrier between him and the facts. His own 'logical proof compartments', his own absolutism are the obstacles which prevent him from seeing in terms of experience and thought rather than in terms of group reaction" (p. 133).This leads him to conclude that PR is of no use unless it has something to say which the public, consciously or unconsciously, expects to hear. PR is thus not primarily about authenticity or believability, as many current observers put it, PR is merely a communications effort which functions as a catalyst of change if it resonates with the public. As such PR may bring order to what is otherwise be conceived as chaos.Bernays sorts through and distills the pertinent literature of his age. Amongst them Instincts of the Herd in Peace and War: By W. Trotter, Walter Lippmann's Public Opinion and the unmentioned Gustave Le Bon's The Crowd, especially, are as compelling today as they were to Edward Bernays in 1923.This book is a key to PR, specifically, and, generally, the role of communications in modern society. As public opinion explodes in the age of the internet and currently causes change in the real world such as in Northern Africa and the Middle East, Bernays' book helps us to understand what is happening. Read it as an introduction or read it as a reference to everything you know about PR, either way it will be time well spent.
Fantastic and insightful read, Bernays was way ahead of his time. This edition, however, is riddled with terrible spelling mistakes, I'm talking one mistake per every second to third page, no kidding! If I'd get a penny for every time "public" is written as "pubic"... well, you know what I'm getting at. I recommend the book, but do look for another edition, this one is not worth your time and money. Get it together Ig Publishing (or whoever is responsible for this mess)!
zum Inhalt brauche ich denke ich nicht viel zu sagen; wer sich für das Werk interessiert hat davon ohnehin eine Vorstellung. Diese Ausgabe ist recht günstig aber trotzdem qualitativ in Ordnung. Mir sind keine Druckfehler oder sonstige Schwächen aufgefallen.
This is a really great and short book by Edward Bernays that basically summarizes a lot of things that he is known about. Nothing unnecessarry is provided here in comparison to his other books. IT is the best book from him to read.
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