Edward Bernays The founder of the modern science of PR. Date of Birth: 22.11.1891 Country: Great Britain

1. Biography of Edward Bernays
2. Early Career in PR
3. Contributions to PR
4. Recognition and Clients
5. Impact on Politics and Advertising

Biography of Edward Bernays

Edward Bernays, born on November 22, 1891, was one of the founders of modern PR. He was a true professional who had extensive knowledge of his work. Many American presidents and leaders of major global companies sought his expertise. Interestingly, Bernays could have also had clients such as Hitler and Franco, but he refused them, as if foreseeing their future destinies. He passed away on May 9, 1995.

Early Career in PR

Edward Bernays was born in Austria and began his professional career in PR in the mid-1910s in the United States. At that time, advertising was still at a relatively low level, providing a wide field of activity for the budding specialist. Bernays' first advertising campaign was for Sergei Diaghilev's ballet tour. By 1919, Bernays had his own successful firm, which was bringing in a substantial income. At that time, the profession of a public relations specialist did not yet exist, and Bernays became one of the pioneers in this field of human activity. He relied heavily on the works of Sigmund Freud, who dissected human nature into its smallest particles.

Contributions to PR

In 1923, Edward Bernays published his first book, which introduced many modern concepts and terms. This book became a breakthrough in the advertising world because the author was able to rearrange many things and explain the basics of marketing and PR in an accessible language. It is worth noting that Bernays, being Sigmund Freud's nephew, had direct access not only to his books but also to personal knowledge from Freud himself.

Recognition and Clients

Over time, Edward Bernays gained popularity and established himself as a true professional who knew everything about his work. He was sought after by many American presidents and leaders of major global companies. Among his prominent clients were companies such as Procter & Gamble and General Motors. He also closely collaborated with Eleanor Roosevelt and Calvin Coolidge. Today, Bernays' works are studied by everyone involved in PR. His approach was based not on persuasion and requests but on manipulating the subconscious of individuals.

Impact on Politics and Advertising

Bernays was able to apply his abilities in various fields. He created a range of successful advertising campaigns, making people believe in the "stories" he presented. He often worked with politicians who needed help attracting voters. Through simple yet effective methods, he drew attention to the desired candidates, thus significantly influencing the history of countries.