Sheet1LMH10090H80M70L605040302010NumberRisk NameFull Risk CostRisk ProbabilityFactored Risk costRisk Impact to ProjectRisk Mitigation PlanPoint of ContactExpected Risk Retire date1$20,00020%$4,000L2$03$04$05$06$07$08$09$010$0$0$0 10 1 2 3 4 5 6 8 9 7 Sheet2 Sheet3 Case Study: Edward Bernays Public Relations Pioneer Who was Edward Bernays? Born in Vienna in 1891, distant nephew of Sigmund Freud His approach to public relations was to use symbols and the mass media to engineer consent He claimed the public was essentially reactive But the rise of the middle class meant that there was no longer the ruling class and the uneducated masses who followed dumbly . . . What did he believe? This emerging new social strata needed to be controlled and led. He believed in a completely hierarchical view of society: the intelligent few have been charged with the responsibility of contemplating and influencing the tide of history and of dealing with the masses. How did he deal with the masses? Used sociology, psychology and economics and applied them to the messages and methods He saw the PR expert as an applied social scientist educated to use an understanding of these three fields to influence and direct public attitudes (in a democratic society!) How did he deal with the masses? “The conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in a democratic society. Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country.” Edward Bernays What is PR? “Of course, you know, we don’t deal in images, we deal in reality.” For Bernays, PR was about creating and projecting credible renditions of reality itself. He called news any overt act which stands out of the routine. A PR expert carries out an overt act to interrupt the routine to bring out a response. PR is the science of creating circumstances which do not appear to be staged. Edward Bernays “The public relations counsel sometimes uses current stereotypes, sometimes combats them and sometimes created new ones. In using them, he very often brings to the public a stereotype they already know, to which he adds new ideas, this fortifies his own and gives a greater carrying power.” Edward Bernays He fully believed that to manipulate the public, one must know its public as well as know who influences that public PR experts, as molders of public opinion, must be ongoing monitors of social attitudes. Edward Bernays Part of this influencing involved using the implied authority, i.e. the social power of certain groups or leaders E.g. “Damaged Goods” – he promoted a play about syphillis by securing members of high society and doctors as advocates To encourage people to eat more bacon, he launched a campaign in which a doctor promoted the benefits of a hearty breakfast Lucky Strikes In 1929, Bernays was hired by the tobacco company that made Lucky S.

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Case Study:
Edward Bernays
Public Relations Pioneer
Who was Edward Bernays?
Born in Vienna in 1891, distant nephew of Sigmund Freud
His approach to public relations was to use symbols and the
mass media to engineer consent
He claimed the public was essentially reactive
But the rise of the middle class meant that there was no longer
the ruling class and the uneducated masses who followed
dumbly . . .

2. What did he believe?
This emerging new social strata needed to be controlled and led.
He believed in a completely hierarchical view of society: the
intelligent few have been charged with the responsibility of
contemplating and influencing the tide of history and of dealing
with the masses.
How did he deal with the masses?
Used sociology, psychology and economics and applied them to
the messages and methods
He saw the PR expert as an applied social scientist educated to
use an understanding of these three fields to influence and
direct public attitudes (in a democratic society!)
How did he deal with the masses?
“The conscious and intelligent manipulation of the organized
habits and opinions of the masses is an important element in a
democratic society. Those who manipulate this unseen
mechanism of society constitute an invisible government which
is the true ruling power of our country.”
Edward Bernays
What is PR?
“Of course, you know, we don’t deal in images, we deal in
reality.”
For Bernays, PR was about creating and projecting credible
renditions of reality itself.
He called news any overt act which stands out of the routine.
A PR expert carries out an overt act to interrupt the routine to
bring out a response.
PR is the science of creating circumstances which do not appear

3. to be staged.
Edward Bernays
“The public relations counsel sometimes uses current
stereotypes, sometimes combats them and sometimes created
new ones. In using them, he very often brings to the public a
stereotype they already know, to which he adds new ideas, this
fortifies his own and gives a greater carrying power.”
Edward Bernays
He fully believed that to manipulate the public, one must know
its public as well as know who influences that public
PR experts, as molders of public opinion, must be ongoing
monitors of social attitudes.
Edward Bernays
Part of this influencing involved using the implied authority,
i.e. the social power of certain groups or leaders
E.g. “Damaged Goods” – he promoted a play about syphillis by
securing members of high society and doctors as advocates
To encourage people to eat more bacon, he launched a campaign
in which a doctor promoted the benefits of a hearty breakfast
Lucky Strikes
In 1929, Bernays was hired by the tobacco company that made
Lucky Strikes. Just 12% of sales were attributed to women and
they wanted to increase the number of women smokers. So they
focused on slimness, which was coming into fashion, to
encourage smoking.
“Reach for a Lucky instead of a sweet” was the tag line that
promoted smoking as a calorie free way to satisfy hunger.

4. Lucky Strikes
Women were only permitted to smoke in the privacy of their
own homes. Public opinion and certain legislation at the time
did not permit women to smoke in public, and in 1922 a woman
from New York City was arrested for lighting a cigarette on the
street.
George Washington Hill, president of the American Tobacco
Company and an eccentric businessman, recognized that an
important part of his market was not being tapped into. Hill
believed that cigarette sales would soar if he could entice more
women to smoke in public.
Lucky Strikes
Bernays got photographers and artists to write letters praising
the beauty of slimness.
He got hotels to add cigarettes to the dessert menu.
He got a doctor to say that smoking a cigarette disinfects the
mouth and soothes the nerves.
He urged container makers to make canisters for cigarettes, like
for sugar and flour.
He got the Siegfried Girls to announce they were turning to
smoking to give up sweets.
He got a psychoanalysts to say cigarettes were Torches of
Freedom and then linked smoking to the women’s movement.
He got ten debutantes to march in the NYC Easter Parade and
light up.
Lucky Strikes

5. Mrs. Taylor-Scott Hardin parades down New York's Fifth
Avenue with her husband while smoking "torches of freedom,” a
gesture of protest for absolute equality with men.
Lucky Strikes
The result: at the end of a year,
sales were up $32 million.
Lucky Strikes
But in all of his dealings, never did he reveal that he worked for
a tobacco company. He would get opinion leaders and experts
to speak on the issue.
One thing he used frequently was front groups. He would
establish an organization to promote a certain ideal, then have
the organization send letters and write releases.
Think Green
In 1934, market research showed that women disliked the green
package of the Lucky Strikes box, so instead of changing the
color, which would undo the millions spent on advertising the
packaging, Bernays decided to change how we thought about
green.
Think Green
He came up with the concept of a Green Ball, where all the
dresses would be green. He identified a hostess, a woman who
chaired a charity, and promised her proceeds would go to her
charity.

6. Then he began shaping the fashion and accessory markets,
promoting green.
Think Green
He planned a Green Fashion Fall Luncheon, where all the food
was green and an art historian have a talk on the color green in
the works of great artists.
He created the Color Fashion Bureau, a front group that advised
home furnishing companies, interior decorators, dept. stores on
how to tap into the new fashion trend and incorporate the new
color in clothing into home furnishings.
Think Green
No one ever suspected that a tobacco company was trying to sell
more cigarettes.
Think Green
He repeatedly
proved he could reshape reality.
Oblique Approach
Examples of other campaigns include:
Getting a doctor to talk about the health benefits of a hearty
breakfast in order to sell more bacon

7. For a book publisher, he encouraged architects to design built in
bookcases in homes and offices to encourage the sale of books.
A soap carving contest for children encouraged them to use the
discarded bits for bathing.
Case Study Analysis
What was the problem?
List any outside concepts/theories that can be applied.
Qualitative data
Quantitative data
What is your analysis?
What alternative measures, actions, approaches could have been
used?
How would you have approached this problem?
World War II
Another example of a sweeping campaign to change how the
public thinks occurred during WWII.
World War II
1940-1945 Employment shortages caused by the war forced the
government to turn to an unlikely labor source, a group that
during the Great Depression had been discouraged from taking
jobs away from men - married women. Pulling out all the
stops, the Office of War Information utilized every possible
media outlet to change society’s perception of working women.
World War II

8. To control the content and imagery of war messages, the
government created the U.S. Office of War Information (OWI)
in June 1942.
World War II
Three key messages were developed:
Women’s presence in the workforce was temporary
Working was patriotic
Women still retained their femininity
World War II
These messages were found in
print and radio advertisements
news reels at the movies
movies themselves
magazine articles
short stories
posters
recruitment campaigns
registration drives
World War II
Publishers were asked to
devote a portion of ads to the theme of women war-workers
to develop articles and short fiction around similar themes.
A Magazine War Guide provided story ideas, plot samples and
background information and overtly asked fiction writers to
glamorize war jobs and break down prejudice against working
women.

9. Feminine
Feminine
Feminine
Patriotic
Patriotic
Patriotic
Patriotic

10. Temporary
Eureka Advertisement: Beautiful young woman holds a baby
with an expectant look on her face.
Ad salutes young women alone on this “great adventure” who
are doing all they can on the home front. States that 70% of all
Eureka employees, now working on war products, are women.
When war is over women can look forward to lighter more
powerful vacuum cleaners to help them enjoy the peace time
leisure they have so richly earned.
Women wait for victory to return to most important job of being
home.
Temporary
Fiction was used to create role models for women:
Promoted confidence in female ability
Legitimized female authority, temporarily
E.g. The Saturday Evening Post
“Dangerous Ways” – woman manages a shipyard and deals with
saboteurs when owner has an accident
“Heart on Her Sleeves” – daughter of plywood company owner
takes over when dad is ill.
“Taxi! Taxi!” – Sister of a taxi fleet owner takes over when
brother is drafted, hires brawny female drivers, defeats
international spy ring while making business more efficient.
Results
1940 - just 27 percent of women were working
1945 - 37 percent were working

11. Results
1940 women made up 25 percent of all workers
1945 - 35 percent
Results
1940 – U.S. workforce is 56 million
1945 – 65 million
Of the nine million new workers,
7 million were women.
Post World War II Campaign
By second half of 1944, with victory imminent, advertisers
began looking to the OWI for direction on how to handle the
transition to post-war messages.
Time for women to return to their proper place and a
corresponding sweeping campaign was launched.
Focused on supporting disabled veterans
Jobs waiting for returning soldiers
Encouraged women to return to traditional fields
Reversal of Fortunes
During the war, there was a 71% approval rating for working
women.
By 1945, 60 % of American no longer favored working women

12. New Messages
Returning soldiers needed jobs as part of their rehabilitation
Woman’s place is in the home
Working women contributes to rising juvenile delinquency rates
Manipulated or Not?
A 1951 Census Bureau poll of 4.2 million women asked war
workers why they discontinued working after the war.
Half cited family responsibilities
5% said unsuitable jobs
5% said husband objected
Reality Check
Working AND taking care of the family was essentially two
jobs – women were eager to focus on one
Living alone during war made many want to focus on building a
close family unit post-war
Reality Check
Some women NEEDED to work, before, during and after the
war.
They enjoyed the high wages paid during the war.
Financially stung as these jobs disappeared and they were
forced back into traditional jobs with lower pay.
Case Study Analysis
What was the problem?
List any outside concepts/theories that can be applied.
Qualitative data
Quantitative data
What is your analysis?
What alternative measures, actions, approaches could have been

13. used?
How would you have approached this problem?
Homework
Written Assignment: Select one Bernays campaign not
discussed in class and provide an analysis using the HBS
approach outlined in the previous slide.
Reading: The Father of Spin, by Larry Tye
https://www.edology.com/blog/marketing/pr-campaigns-edward-
bernays/
https://en.wikipedia.org/wiki/Public_relations_campaigns_of_E
dward_Bernays
http://theconversation.com/the-manipulation-of-the-american-
mind-edward-bernays-and-the-birth-of-public-relations-44393
Sheet1LMH10090H80M70L605040302010NumberRisk
NameFull Risk CostRisk ProbabilityFactored Risk costRisk
Impact to ProjectRisk Mitigation PlanPoint of ContactExpected
Risk Retire
date1$20,00020%$4,000L2$03$04$05$06$07$08$09$010$0$0$
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