Which term did Edward Bernays coin that reflects his approach to public relations?

Edward Bernays coined the term "Engineering Consent" to encapsulate his innovative approach to public relations. This concept emphasizes the strategic manipulation of communication to foster public agreement or support for specific ideas, products, or policies. Bernays believed that public relations practitioners could use their understanding of human psychology and social dynamics to influence public opinion effectively.

By focusing on "engineering" as a proactive process, he recognized that PR could serve not only to inform but also to shape perceptions and attitudes. This approach aligns with the belief that public relations is not just about conveying information, but about actively creating a favorable environment for the client or organization through intentional messaging and engagement with the audience. Bernays's work laid the groundwork for modern public relations, highlighting the importance of planning and strategy in influencing public perception.