What pioneering concept did Edward Bernays introduce into public relations?

Edward Bernays, often regarded as the father of public relations, introduced the concept of integrating social sciences and psychology into public relations strategies. He understood that public opinion could be shaped by understanding human behavior and motivations, which was a groundbreaking approach at the time. By applying psychological principles and social science theories, Bernays was able to craft campaigns that resonated deeply with audiences, ultimately influencing their perceptions and behaviors.

This integration of psychology allowed PR professionals to create more effective messaging strategies that could tap into the emotions and desires of the public, rather than relying solely on traditional marketing techniques or media strategies. His work emphasized the importance of research and understanding audience demographics, making PR a more strategic practice rooted in scientific principles, which paved the way for modern PR practices today.