Edward Bernays, famed as The Father of Public Relations, pioneered the technique of working to change attitudes rather than just selling products.
In this 1923 classic, he describes how public opinion is created and shaped, including the use of surveys and endorsements from opinion leaders, celebrities, and experts.
These methods formed the principles that corporations and governments have employed for the past century to influence social attitudes.
Dover Publications Inc. Crystallizing public opinion | edward bernays
