Marketing Strategies by Edward Bernays, father of public relations

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Discourse on the method
When I told my friends about some of Bernays's campaigns, they found them incredible. They found it hard to believe that such small seismic movements in culture could generate such a tsunami of consumption. This is because Bernays understood that there was a link between culture and consumption that could not be wasted. His methods were indirect and elusive, so that the public received propaganda messages without suspecting it. For example, Bernays was a precursor of indirect advertising in films: during his long and famous campaign for Lucky Strike, he got movie stars to smoke repeatedly in films.

Edward Bernays father of public relations
His mastery of public opinion was such that he even israel mobile database managed to impose it as a discipline. In 1928 he wrote the book Propaganda , in which he defined the limits of his specialty. After the war, the term “propaganda” acquired a negative connotation since it was used by the Nazis as a political tool. Then Bernays applied the golden rule of public relations, which was portrayed in the series about advertisers, Mad Men: “if you don’t like what’s being said, change the conversation.” Edward Bernays’ marketing changed the name “propaganda” to public relations” and the rest is history. What follows is a brief tour of some of the most important campaigns of this man behind the scenes.

Lucky Strikes Back
During the 1920s, the American Tobacco Corporation was looking to reach a wider audience of smokers. George Washington Hill, its president, was then in charge of the Lucky Strike brand. Hill set out to appeal to a previously untapped demographic: women. “We are losing half our market because men have invoked a taboo on women smoking in public,” he argued.