Vast Numbers Of Human Beings Must Cooperate

The Public Is Not Cognizant Of The Real Value Of Education, And Does Not Realize That Education As A Social Force Is Not Receiving The Kind Of Attention It Has The Right To Expect In A Democracy.

A Single Factory, Potentially Capable Of Supplying A Whole Continent With Its Particular Product, Cannot Afford To Wait Until The Public Asks For Its Product; It Must Maintain Constant Touch, Through Advertising And Propaganda, With The Vast Public In Order To Assure Itself The Continuous Demand Which Alone Will Make Its Costly Plant Profitable.

The Engineering Of Consent Is The Very Essence Of The Democratic Process, The Freedom To Persuade And Suggest.

The Three Main Elements Of Public Relations Are Practically As Old As Society: Informing People, Persuading People, Or Integrating People With People. Of Course, The Means And Methods Of Accomplishing These Ends Have Changed As Society Has Changed.

No Serious Sociologist Any Longer Believes That The Voice Of The People Expresses Any Divine Or Specially Wise And Lofty Idea. The Voice Of The People Expresses The Mind Of The People, And That Mind Is Made Up For It By The Group Leaders In Whom It Believes And By Those Persons Who Understand The Manipulation Of Public Opinion. It Is Composed Of Inherited Prejudices And Symbols And Clichés And Verbal Formulas Supplied To Them By The Leaders.