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To public relations professionals, Edward L. Bernays is another
sort of “American Idol.” Most of us have never heard
of him, but all of us have been affected by him.
Also known as the “father of spin,” Bernays was responsible
for national campaigns promoting acceptance of World War I, the
success of the NAACP, the ACLU, the ballet in America, making “Ivory
Soap” a household name, and equating women smoking cigarettes
with freedom.
He brought us Lucky Strike cigarettes, Banana Republic, the Russian
Ballet, Crisco, and CBS. Without Bernays, who knows what might have
happened to the concepts of fluoride in drinking water, equality
in education and voting, crisis management, community relations,
celebrities who lend credibility to ideas, and hairnets in food
stores?
The nephew of Sigmund Freud, Bernays was an innovator in what he
termed the “social science" of influencing public opinion
and behavior
Some of his clients were:
The Hotel Association of New York City; the Waldorf-Astoria; Procter
& Gamble Company; Celanese Corporation; Continental Baking Company;
General Electric Company; General Motors Corporation; Philco; United
Fruit Company; Westinghouse Electric Corporation; Time Inc.; CBS,
and NBC. He also handled publicity for Clare Boothe Luce and Samuel
Goldwyn. ‡
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American Idol (in Public Relations), Edward L.
Bernays