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Stated at copyright: "First printing, December, 1923, Second printing, January, 1926." Fine navy full cloth boards, gilt spine titles with blind-stamped Boni & Liveright emblem, light shelf wear. Deckled pages near fine, clean; no writing. Bind fine, square; hinges intact. Rare dust wrapper, moderate edge wear, chip, rub, toning; unclipped 2.50, protected in new clear sleeve. Classic, uniquely 1920's wrapper design features bold red news-type titles over b.g. of collage newspaper headline clippings, with list of careers for spin and propaganda including: "Executives, Journalists, Heads of Institutions, Economists, Advertising Men and Advertisers, Public Officials, Publicists, Artists, Publicity Men, and Social Workers. And All Interested in Making Contact with the Public." Near fine second printing in rare complete wrapper. Printed in the United States of America. 232 pages. From front wrapper flap: "This is the first time that the profession of publicity or Public Relations Counsel as it is now being called, is dealt with in a way that relates its actual processees with its aims and its increasingly important place in our public life. The author, Mr. Edward l. Bernays, heads a large organization engaged in this work and is director of a course in Public Relations at New York University. In writing this book he draws upon an experience that has been international in its scope. To heads of institutions, directors of large buinsss organizations and industries, to advertising men, journalists. In all who a have a case to bring before the public, this book will be stimulating and useful." Back flap with string of beaming review quotes from those working in tandem. Back panel features reviews and summary description of two volume set entitled: "These United States. A Family Portrait of the American Nation. Edited by Ernest E. Gruening." From dedication page: "To My Wife, Doris E. Fleischman." She was Bernays' wife, a public relations exec., and an early activist of femin-ism. She was also a member of the Lucy Stone League, which encouraged women to keep their names after marriage. She was the first married woman to be issued a U.S. passport in her maiden name, Doris Fleischman, in 1925. Through marriage to Edward she was a niece to Sigmund Freud who was a double-uncle to Bernays. Includes a rare typed and signed letter from the 1928 desk of Edward Bernays. Letter measures 7 1/4" x 10 1/2". This intriguing message contains Bernay's printed letterhead: "Edward L. Bernays, 9 East 46th Street, New York, Telephone Vanderbilt 0963. August 21, 1928." Addressed to: "Mr. Erich Wurzweiler, Edward L. Mayer Company, 1 East 33rd Street, New York City." In this insightful letter appearing rather innocuous, but with some possible undertones, Bernays offers a glowing recommendation for a former secretary in part stating that: ". She can take the most difficult kind of dictation and turns out quick clean copy. Her personality is so good that we suggested to her the possibility of exploiting it as a model and. in her spare time act as stenographer and typist. I think that you will profit by having her with you." Contents: "Part I - Scope and Functions - I. The Scope of the Public Relations Counsel; II. The Increased and Increasing Import of the Profession; III. The Functions of a Special Pleader. Part II - The Group and Herd - I. What Constitutes Public Opinion?; II. Is Public Opinion Stubborn or Malleable?; III. The Interaction of Public Opinion with the Forces that Help to Make It; IV. The Power of Interacting Forces; V. Understanding Public Motivation Necessary to the Public Relations Counsel; VI. The Group and Herd are the Basic Mechanisms of Public Change; VII. Application of these Principles. Part III - Technique and Method - I. The Public can be Reached only through Established Mediums of Communication; II. The Interlapping Group Formations of Society, the Continuous Shifting of Groups, Changing Conditions and the Flexibility of Human Nature.
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