Edward Bernays
Edward Louis Bernays was an Austrian-American pioneer in the field of public relations and propaganda, referred to in his obituary as "the father of public relations". While credited with advancing the profession of public relations, his techniques have been criticized for manipulating public opinion, often in ways that undermined individual autonomy and democratic values.
His best-known campaigns include a 1929 effort to promote female smoking by branding cigarettes as feminist "Torches of Freedom", and his work for the United Fruit Company in the 1950s, connected with the CIA-orchestrated overthrow of the democratically elected Guatemalan government in 1954. Bernays' involvement in Guatemala facilitated US imperialism and contributed to decades of civil unrest and repression, raising ethical concerns about his role in undermining democratic governance.
He worked for dozens of major American corporations, including Procter & Gamble and General Electric, and for government agencies, politicians, and non-profit organizations.
Of his many books, Crystallizing Public Opinion and Propaganda gained special attention as early efforts to define and theorize the field of public relations. Citing works of writers such as Gustave Le Bon, Wilfred Trotter, Walter Lippmann, and Sigmund Freud, he described the masses as irrational and subject to herd instinct—and he outlined how skilled practitioners could use crowd psychology and psychoanalysis to control them in desired ways. Bernays later synthesized many of these ideas in his post-war book, Public Relations, which outlines the science of managing information released to the public by an organization, in a manner most advantageous to the organization. He does this by first providing an overview of the history of public relations, and then provides insight into its application.
Bernays was named one of the 100 most influential Americans of the twentieth century by Life. His work has been linked to the rise of modern propaganda techniques that some argue have eroded democratic engagement and suppressed dissent. He was the subject of a full-length biography by Larry Tye entitled The Father of Spin and later an award-winning 2002 documentary for the BBC by Adam Curtis entitled The Century of the Self.
Family and education
Edward Bernays was born in Vienna to a Jewish family. His mother, Anna, was Sigmund Freud's sister, and his father Eli was the brother of Freud's wife, Martha Bernays; their grandfather, Isaac Bernays, was the chief rabbi of Hamburg and a relative of the poet Heinrich Heine.The Bernays family moved from Vienna to the United States in the 1890s. After Eli Bernays started working as a grain exporter at the Manhattan Produce Exchange, he sent for his wife and children. In 1892, his family moved to New York City, where Bernays attended DeWitt Clinton High School. In 1912 he graduated from Cornell University with a degree in agriculture, but chose journalism as his first career.
He married Doris E. Fleischman in 1922. Fleischman was a member of the Lucy Stone League, a group which encouraged women to keep their names after marriage.
Later, however, she changed her mind and her name, becoming Doris Bernays. By all accounts, Fleischman played a major though quiet role in the Bernays public relations business—including ghost-writing numerous memos and speeches, and publishing a newsletter.
Career
After graduating from Cornell, Bernays wrote for the National Nurseryman journal. Then he worked at the New York City Produce Exchange, where his father was a grain exporter. He went to Paris and worked for Louis Dreyfus and Company, reading grain cables. By December 1912, he had returned to New York.Medical editor
Following a meeting in New York with school friend Fred Robinson, Bernays became co-editor of Medical Review of Reviews and Dietetic and Hygienic Gazette in 1912. They took editorial positions in favor of showers and against corsets, and distributed free copies to thousands of physicians across the country.Two months later they took up the cause of Damaged Goods, an English translation of Les Avariés by Eugène Brieux. After publishing a positive review of the play, Bernays and Robinson wrote to its lead actor, Richard Bennett: "The editors of the Medical Review of Reviews support your praiseworthy intention to fight sex-pruriency in the United States by producing Brieux's play Damaged Goods. You can count on our help."
The play controversially dealt with venereal disease and prostitution—Bernays called it "a propaganda play that fought for sex education." He created the "Medical Review of Reviews Sociological Fund Committee" and successfully solicited the support of such elite figures as John D. Rockefeller Jr., Franklin Delano Roosevelt and Eleanor Roosevelt, Reverend John Haynes Holmes, and Anne Harriman Sands Rutherford Vanderbilt, wife of William Kissam Vanderbilt.
Press agent
After his foray into the world of theater, Bernays worked as a creative press agent for various performers and performances. Already, he was using a variety of techniques that would become hallmarks of his later practice. He promoted the Daddy Long Legs stage play by tying it in with the cause of charity for orphans. To create interest in Sergei Diaghilev's Ballets Russes, he educated Americans about the subtleties of ballet—and publicized a picture of Flore Revalles, wearing a tight-fitting dress, at the Bronx Zoo, posed with a large snake. He built up opera singer Enrico Caruso as an idol whose voice was so sensitive that comically extreme measures were taken to protect it.World War I
After the US entered the war, the Committee on Public Information hired Bernays to work for its Bureau of Latin-American Affairs, based in an office in New York. Bernays, along with Lieutenant F. E. Ackerman, focused on building support for war, domestically and abroad, focusing especially on businesses operating in Latin America. Bernays referred to this work as "psychological warfare".After fighting ended, Bernays was part of a sixteen-person publicity group working for the CPI at the Paris Peace Conference. A scandal arose from his reference to propaganda in a press release. As reported by the New York World, the "announced object of the expedition is 'to interpret the work of the Peace Conference by keeping up a worldwide propaganda to disseminate American accomplishments and ideals.'"
Bernays later described a realization that his work for the CPI could also be used in peacetime:
Counsel on public relations
Bernays, who pursued his calling in New York City from 1919 to 1963, styled himself a "public relations counsel". He had very pronounced views on the differences between what he did and what people in advertising did. A pivotal figure in the orchestration of elaborate corporate advertising campaigns and multi-media consumer spectacles, he is among those listed in the acknowledgments section of the seminal government social science study Recent Social Trends in the United States.Notable clients and campaigns
Bernays used ideas of his uncle Sigmund Freud to help convince the public, among other things, that bacon and eggs was the true all-American breakfast.In the 1930s, his Dixie Cup campaign was designed to convince American consumers that only disposable cups were sanitary, by linking the imagery of an overflowing cup with subliminal images of genitalia and venereal disease.
He was publicity director for the 1939 New York World's Fair.
Light's Golden Jubilee
Political clients
In 1924 Bernays set up a vaudeville "pancake breakfast" for Calvin Coolidge to change his stuffy image prior to the 1924 election. Entertainers including Al Jolson, Raymond Hitchcock, and the Dolly Sisters performed on the White House lawn. The event was widely reported by American newspapers, with The New York Times running the story under the headline "President Nearly Laughs".A desperate Herbert Hoover consulted with Bernays a month before the 1932 presidential election. Bernays advised Hoover to create disunity within his opposition and to present an image of him as an invincible leader.
Bernays advised William O'Dwyer, in his candidacy for mayor of New York City, on how to appear in front of different demographics. For example, he should tell Irish voters about his actions against the Italian mafia—and Italian voters about his plans to reform the police department. To Jews he should appear as a committed opponent of the Nazis.
He helped to name the President's Emergency Committee for Employment, suggesting this name as preferable to the "Committee for Unemployment".
During World War II, Bernays advised the Office of War Information, as well as the Army and Navy. He was chairman of the National Advisory Committee of the Third U.S. War Loan, co-chairman of the Victory Book campaign, and part of the New York State Defense Council. During the Cold War he advised the United States Information Agency.
Bernays reported turning down the Nazis, Nicaragua under the Somoza family, Francisco Franco, and Richard Nixon as clients.