Edward Bernay 's Crystallizing Public Opinion

: The Public Relations game is fast changing. The industry has been found to be intimidating in its approach, especially for those who do not practice it. PR is no more cut and dry it used to be in the past. In the current scenario, the domain is all about maintaining focus on the art and science of creating and promoting favourable relationship with the public.

Ever since Bernany’s work, public relations have continued to become a vital part to businesses success, as the field continues to grow. While this progression has occurred, different public relations functions also have developed. Specifically,

Namely, a judge is one of the influential career positions which carries prestigious recognition throughout our nation for centuries. Typically, the average citizens are not able to accurately describe what a judge’s day to day responsibilities coincide. Nevertheless, usually, we see them striking the podium with the gavel demanding the courtroom to remain under control and refereeing the verbal sparring section prosecuting and defense attorneys are having to develop their cases in their favor. However, judges have several other responsibilities behind the scenes, which serve an important purpose in the US criminal justice system.

For my second observation it was a criminal case. When I got to the courtroom the case has already started. This case was about a guy who had already been sentencing to jail and he came back so the judge could reviewed his sentencing. The defendant was on his late 20s and he had previous criminal history. The defense attorney wrote a motion for the judge to review his client’s sentencing because he believed the first judge did not use his discretion wisely. So, therefore he believed that his client should have be sentencing differently. When I got to the courtroom, the judge was reviewing all the defendant’s charges and he was asking the defense attorney questions as well. At the end, the judge decided that the defendant ‘s sentencing would

Public relations practitioners have to cautioned because the demographics of the United States is not monolithic, instead it is very diverse and complex in aspects as geography, history, economics, ethnicity, generational, socio-economic status. The PR practitioners must understand and act base on those aspects to positive approach the audience. Otherwise, the communication with the audience will be not effective and the channel use may be not the adequate for the specific

Harlow (1976) defines public relations (PR) practice as “the distinctive management function which helps establish and maintain mutual lines of communications, understanding, acceptance and cooperation between an organisation and its publics”. PR plays an important role in organisations because they are representing a broader group of activities, even encompassing all communication activities of an organisation (Lee, 2011). To put in a laymen term, public relations practitioners (PR) work to build long-term relationships among individuals and institutions through planned promotions of goods, services, and images of a company to create a good will for a person, place, and event and also to helps management to be informed and responsive to public opinion to further improve the organisation.

I do not know much about public relations (PR), but if I can attempt to put it in a single definition it would be the communication or process in connecting to the mass media. The mass media is any consumer, voter or supporter of that particular company or person. When I envision what a person might do in a career in public relations I immediately think of Olivia Pope from ABC’s popular show Scandal. Public relations is involved with creating press releases, curating charities and essentially anything that will helps improve that business’ brand or that party’s’ image significantly. Unlike a management position, public relations comes in and consults during a crisis or scandal that affects the public and leaves when the situation is resolved.

As public relations and journalism, the PR practitioners and the journalist are always related to each other nowadays. Both of them are important factors of the modern mass media, which aim to influence public opinions since the early twentieth century (Coombs and Holladay, 2010). In order to sharp citizen’s opinions, Charron(1989) mentions that the PR practitioners and journalists often prefer to work together and share information as cooperation. The dependent relationship, as Coombs (2010) explains, the PR practitioners scheme to cover through media, while the journalists are exploiting

Not only will they be seen as a communication specialist, but a mentor to other employees on current and future organizational demands. With this, relationships are developed within the company, finalizing the PR practitioner’s responsibility in building relationship with the public, stakeholders, and finally the

“For diverse motives, including prestige, local benefits, or re-election, some judges want to hear more cases. When plaintiffs have wide choice of forum, such judges have incentives to make the law more pro-plaintiff, because plaintiff's choose the court.” (qtd.

The most recent definition of public relations, according to the Public Relations Society of America (2012), states that “Public Relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” Through the rapid advancement of modern media and technology, there have never been more outlets and opportunities available for accomplishing the goals of public relations. Believing the development of social media has not created serious changes in the way public relations practitioners go about their duties would be foolish and a fast track to falling behind in this rapid world of communication. The main goals of public relations are “to

Judges represent many roles. Judges have a tough profession. They, under oath, are held to uphold and honor the laws. They understand the law, evaluate the evidence submitted, and manage how hearings and trials unfold in their courtrooms. The most crucial of all, judges remain impartial decision-makers in the pursuance of justice. We have what is acknowledged as an adversarial practice of justice. Specifically, legal cases are contests within opposing sides, that assures evidence and legal disputes will remain fully presented. The judge, nonetheless, remains above the fray, rendering an independent and impartial assessment of the facts and whereby the law pertains to those facts (Bohm & Haley, 2011).

Due to the world's rapid change through advanced technology public relation became more and more a global activity. Nowadays it is one of the fastest-growing

The theory explains that the value of public relations in organization and society lies in socially responsible managerial decisions and quality organization to public relations. Organisations must behave in ways that solve the problems and satisfy the goals of the stakeholders as well as the management in order to be effective. Good relationship with organisation’s strategic publics is helpful in developing and achieving goals desired by both the organization and its publics, reducing costs of negative publicity, and increasing revenue by providing products and services needed by stakeholders. Practitioners identify publics who are affected by or affect organizational decisions and communicate symmetrically with them to build high quality long term relations.

Only recently being recognized as a discipline in itself, modern day professional public relations practices can trace its roots to the early 1900s where the first public relations firm, the Publicity Bureau, was founded in Boston. In 1923, Austrian-American public relations pioneer, Edward Bernays, identified three fundamental concepts of public relations. In 1984, American theorists, Grunig and Hunt, conceptualized the now-famous four models of public relations and the excellence theory that were generally adopted by public relation agencies across the globe. With so many significant milestones and theories of public relations established in the United States, it stands to reason that public relation practices would naturally adopt a western perspective.