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Founders: #256 Edward L. Bernays (Public Relations, Advertising, & Persuasion)

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What I learned from reading The Father of Spin: Edward L. Bernays and the Birth of Public Relations by Larry Tye. ---- Get access to the World’s Most Valuable Notebook for Founders at Founders Notes.com ---- [0:54] The very substance of American thought was mere clay to be molded by the savvy public relations practitioner. [1:48] Bernays saved every scrap of paper he sent out or took in and provided them to be made public after his death. [4:15] The Fish That Ate the Whale: The Life and Times of America's Banana King by Rich Cohen. (Founders #255) [6:43] Thinking unconventionally, operating at the edge, and pushing the boundaries became his trademark over a career that lasted more than 80 years. [10:13] Problems are just opportunities in work clothes. [12:06] Eddie was convinced that understanding the instincts and symbols that motivate an individual could help him shape the behavior of the masses. [12:32] 1. Get hired to promote a product. 2. Attach that product to a cause that gives the consumption of that product a deeper meaning. 3. Use the cause to get a small newspaper/media organization to write about the product. 4. Use that media to get larger media to promote the cause in

[00:00:00] Edward Bernays almost single-handedly fashioned the craft that has come to be called public relations. He is widely recognized as the man who fathered the science of spin. Bernays was the man who got women to smoke cigarettes and who put bacon and eggs on the breakfast table, books in bookshelves, and Calvin Coolidge back in the White House. Although most Americans had never heard of Edward Bernays, he nonetheless had a profound impact on everything from the products they purchased to the places they visited to the foods they ate for breakfast. In doing so, Bernays demonstrated to…

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