Edward Bernays, often dubbed the "Father of Public Relations," was an intriguing character who revolutionized the way we think about marketing and propaganda. Born on November 22, 1891, in Vienna, Bernays was a nephew of Sigmund Freud, which might explain his knack for understanding human psychology.
Bernays moved to the United States where he initially dabbled in journalism. However, his career took a significant turn during World War I when he worked for the Committee on Public Information. Here, he honed his skills in propaganda, which he later rebranded as "public relations" to give it a more positive connotation.
One of his most famous campaigns was for the American Tobacco Company. In the 1920s, smoking was considered unladylike. Bernays orchestrated the "Torches of Freedom" parade, where women marched while smoking cigarettes, framing it as a symbol of women's liberation. It was a sensation, and cigarette sales soared.
Bernays was also behind the promotion of Bacon and Eggs as an "all-American" breakfast. He conducted a survey of physicians who recommended a hearty breakfast and used these endorsements to market bacon and eggs as the ideal morning meal.
He wrote several influential books, including "Crystallizing Public Opinion" and "Propaganda," where he laid out his theories on public relations and mass persuasion. His ideas were groundbreaking and are still studied in marketing and communication courses today.
Bernays also played a role in shaping political landscapes. He worked on the presidential campaign of Calvin Coolidge and was instrumental in organizing a breakfast with celebrities to soften Coolidge's stern image.
A lesser-known fact about Bernays is his involvement in the United Fruit Company campaigns. His PR efforts helped to overthrow the democratically elected president of Guatemala in 1954, promoting it as a fight against communism, which is a chilling reminder of the power and ethical implications of his work.
Bernays lived a long life, passing away in 1995 at the ripe age of 103. Despite the controversies surrounding his methods, his legacy in public relations is undeniable. His techniques—whether you view them as manipulative or genius—have left an indelible mark on the world of marketing and communication.