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Continued from A1...

     Crystallizing Public Opinion is a book written by Edward Bernays and published in 1923. It is perhaps the first book to define and explain the field of public relations.

     Bernays defines the counsel on public relations, as, more than a press agent, someone who can create a useful symbolic linkage among the masses. Appropriate messages should be crafted based on careful study of group psychology, and disseminated by not merely purveying but actually creating news.

     He gives examples from his early career and cites ideas from theorists including Walter Lippmann and Wilfred Trotter.