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

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Jul 9, 2022

Dive into the fascinating world of public relations through the life of Edward L. Bernays, the original master of persuasion. Discover how he transformed consumer behavior by linking products to meaningful causes. Learn his unorthodox tactics that redefined advertising, like marketing cigarettes as symbols of women's empowerment. Explore the complex relationship between corporate interests and wartime hype, revealing the manipulative strategies that shaped American public opinion. Bernays' legacy continues to influence modern media and marketing today.

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INSIGHT

Unconventional Thinking

Embrace unconventional thinking to operate at the edge and push boundaries.
Not fitting in can be an advantage, leading to unique perspectives and innovative solutions.

ANECDOTE

Damaged Goods Play Promotion

Edward Bernays promoted a play about syphilis by reframing it as a public health issue.
He tied his private interest (selling tickets) to a public cause, attracting backers and generating demand.

INSIGHT

Psychology in Public Relations

Bernays applied psychology from his uncle, Sigmund Freud, to public relations.
He believed understanding individual motivations could shape mass behavior.

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Ogilvy on Advertising

David Ogilvy

This book provides comprehensive insights into the world of advertising, covering topics such as how to get a job in advertising, how to choose an agency for your product, the secrets behind effective advertising, how to write successful copy, and the role of research in advertising. Written with brutal candor and generosity, Ogilvy shares his extensive knowledge and experience in the industry, making it a valuable resource for both professionals and those interested in advertising.

The father of spin

Edward L. Bernays & the birth of public relations

Larry Tye

In 'The Father of Spin', Larry Tye presents a comprehensive biography of Edward L. Bernays, one of the first and most influential practitioners of public relations. Drawing on interviews and Bernays's private papers, Tye examines how Bernays used psychological insights, often borrowed from his uncle Sigmund Freud, to mold public opinion and shape consumer behavior. The book delves into Bernays's significant contributions to the field, which have had lasting impacts on both political discourse and commercial marketing.

The fish that ate the whale

The Life and Times of America's Banana King

Rich Cohen

This book tells the fascinating story of Samuel Zemurray, who started as a roadside banana peddler and eventually built a sprawling empire involving banana cowboys, mercenary soldiers, Honduran peasants, CIA agents, and American statesmen. Rich Cohen's narrative explores Zemurray's rise to power, his involvement in overthrowing Central American governments, and his complex role in American history. The book delves into Zemurray's personal life, his business exploits, and the moral implications of his actions, painting a nuanced portrait of a man driven by an indomitable will to succeed.

Shoe Dog

Phil Knight

Shoe Dog is a memoir that chronicles the journey of Phil Knight as he builds Nike from its humble beginnings as Blue Ribbon Sports. The book is a personal and detailed account of Knight's experiences, from his early days selling Japanese running shoes out of the trunk of his car to the global brand Nike is today. It highlights his relentless work ethic, the challenges he faced, and the key relationships with his partners and employees that were crucial to the company's success. The memoir also touches on Knight's personal life, including his family and the emotional struggles he encountered along the way[1][3][4].

John D.: The Founding Father of the Rockefellers

David Freeman Hawke

This biography, the first to make use of materials in the Rockefeller Archives, delves into the life of John D. Rockefeller, exploring his rise to becoming the richest man in the world. It examines his business practices, personal values, and the contradictions of his character, such as his aversion to losing money and his generosity in giving it away. The book provides a comprehensive look at Rockefeller's role in the oil industry and his impact on corporate history.

Titan

The Life of John D. Rockefeller, Sr.

Ron Chernow

This biography by Ron Chernow provides an in-depth look at John D. Rockefeller, Sr., the founder of Standard Oil and one of the most influential figures in American history. Drawing on unprecedented access to Rockefeller’s private papers, Chernow reconstructs Rockefeller’s troubled origins, his single-minded pursuit of wealth, and his profound religiosity. The book also delves into Rockefeller’s philanthropic efforts, including his generous donations to the Rockefeller Foundation, the University of Chicago, and Rockefeller University. Chernow’s narrative synthesizes Rockefeller’s public and private lives, revealing a complex and multifaceted individual who was both a ruthless businessman and a devoted philanthropist. The book captures a pivotal moment in American history, documenting the post-Civil War shift from small businesses to giant corporations and featuring cameos by notable figures such as Ida Tarbell, Andrew Carnegie, and J.P. Morgan.

The Dao of Capital

Austrian Investing in a Distorted World

Mark Spitznagel

Ron Paul

In 'The Dao of Capital', Mark Spitznagel presents a unique investment methodology that blends Daoist principles with the Austrian School of economics. The book takes readers on a journey through various historical and geographical contexts, from the Chicago trading pits to ancient China and 19th-century Austria, to illustrate the roundabout approach of seeking intermediate positional advantages rather than direct gains. Spitznagel emphasizes the importance of understanding markets as a process and the need to see time differently, highlighting the counterintuitive nature of Austrian investing where one gains by losing and loses by gaining. The foreword by Ron Paul adds additional insights into the application of Austrian economics in investment strategies.

The Man Who Sold America

The Amazing (but True!) Story of Albert D. Lasker and the Creation of the Advertising Century

Arthur W. Schultz

Jeffrey L. Cruikshank

This book tells the story of Albert D. Lasker, a pivotal figure in shaping modern advertising through innovative techniques like 'reason-why' advertising. Lasker's influence extended beyond advertising into politics, sports, and social services, leaving a lasting legacy on the 20th century. Despite his achievements, Lasker faced personal struggles with mental health throughout his life.

What I learned from reading The Father of Spin: Edward L. Bernays and the Birth of Public Relations by Larry Tye.

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Get access to the World’s Most Valuable Notebook for Founders at Founders Notes.com

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[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 indirectly promoting your product.

[15:36] Set yourself to becoming the best-informed person in the agency on the account to which you are assigned. If, for example, it is a gasoline account, read books on oil geology and the production of petroleum products. Read the trade journals in the field. Spend Saturday mornings in service stations, talking to motorists. Visit your client’s refineries and research laboratories. At the end of your first year, you will know more about the oil business than your boss. — Ogilvy on Advertising by David Ogilvy (Founders #82)

[17:13] Humans love if other humans will do their work for them.

[19:01] A lesson he is learning promoting: Public visibility had little to do with real value.

[24:13] The Man Who Sold America: The Amazing (but True!) Story of Albert D. Lasker and the Creation of the Advertising Century by Jeffrey L. Cruikshank and Arthur W. Schultz (Founders #206)

[24:35] He never, never, never, never has just one plan of attack. It is always many, many, attack vectors, relentlessly.

[28:29] Shoe Dog: A Memoir by the Creator of Nike by Phil Knight. (Founders #186)

[37:23] The outcome was one that most publicity men can only dream about. An irresistible script for a stunt flawlessly executed, covered in nearly every paper in America, with no one detecting the fingerprints of either Bernays or his tobacco company client.

[38:18] John D: The Founding Father of the Rockefellers by David Freeman Hawke (Founders #254) and Titan: The Life of John D. Rockefeller by Ron Chernow (Founders #248)

[44:15] His philosophy in each case was the same. Hired to sell a product or service, he instead sold whole new ways of behaving, which appeared obscure but over time repaid huge rewards for his clients.

[44:26] The Dao of Capital: Austrian Investing in a Distorted World by Mark Spitznagel (Founders #70)

[45:00] He was convinced that ordinary rules did not apply to him. He repeatedly proved that he could reshape reality.

[45:21] The formula was simple: Bernays generated events, the events generated news, and the new generated a demand for whatever he happened to be selling.

[48:47] In an era of mass communications modesty is a private virtue and a public fault.

[52:45] The best defense against propaganda is more propaganda.

[59:54] Advice to younger parents from Eddie’s wife: Be certain to keep a balance where that little girl is concerned. Be sure not to let her get lost in your busy life. (The little girl was 2 or 3 at the time)

[1:09:14] He's like journalists, writers, media representatives, news anchors — You have something very valuable that I want —the attention of the public. If I can make your job easier, I am more likely to get some of that attention for my private interest.

[1:14:55] I still earned fees until I was 95.

[1:17:29] His children remained mystified as to how Eddie managed to die with so few assets.

[1:17:37] Sometimes later in life Eddie told me that he hadn't spent his money wisely. It is the only time he ever told me that he regretted anything.

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