What was a defining feature of Edward Bernays’ work in public relations?

A defining feature of Edward Bernays’ work in public relations was the integration of psychology into PR strategies. Bernays is often referred to as the "father of public relations" because he recognized that understanding human psychology could significantly enhance the effectiveness of communication and persuasion in the field of public relations. He utilized concepts from psychology and sociology to craft messages that resonated with the public, effectively shaping public opinion and behavior.

For example, Bernays used psychological principles to create campaigns that not only promoted products but also aimed to change social attitudes and behaviors. One notable campaign was for the American Tobacco Company, where he linked smoking to women's liberation, coining the term "torches of freedom" during a parade in 1929. This use of psychological insights to influence consumer behavior and public perceptions illustrates how he transformed public relations into a more strategic and scientifically-informed practice.