LEXICON OF PUBLIC RELATIONS: EXPLORING EDWARD BERNAYS’ INFLUENCE ON INTRODUCING PUBLIC RELATIONS CONCEPTS AND VOCABULARY TERMS

Abstract

This paper delves into the profound influence of Edward Bernays, often regarded as the “pioneer of public relations”, on the lexicon and terminology of the field. It explores how Bernays redefined public relations from being associated with propaganda and manipulation to a profession of strategic counsel including persuasive communication that serves the public interest. His introduction of the term “public relations counselor” marked a pivotal shift, elevating the reputation of public relations professionals as the ones who provide strategic guidance to clients while considering the public interest. He laid the foundations for scientific approach as he advocated usage of techniques and methods to gauge public sentiment rather than simply disseminate messages to manipulate public opinion. Additionally, Bernays’ emphasis on “two-way communication”, although it was asymmetrical model, laid the groundwork for contemporary public relations and modern interactive public relations practices, fostering feedback and engagement with the public. His concept of the “engineering of consent” introduced a scientific approach to shaping public opinion, challenging conventional views. The notion of “third-party endorsement” highlighted the importance of credibility in messaging, opinion makers, influencing development of todays’ influencer marketing and endorsement strategies. Furthermore, Bernays’ focus on “image management” remains relevant, with the emergence of terms like “reputation management”. His contributions continue to shape the way in which public relations practitioners communicate and interact with the public, leaving an enduring impact on the profession. Bernays’ innovative concepts and enduring legacy continue to influence and guide the practice of public relations in the 21st century, solidifying his position as a key figure in the evolution of the field’s language and concepts. Keywords: public relations, Edward Bernays, public relations counselor, lexicon.