Often referred to as “the father of public relations,” Bernays in 1928 published his seminal work, Propaganda, in which he argued that public relations is not a gimmick but a necessity:

"The conscious and intelligent manipulation of the organized habits and opinions of the masses is an important element in democratic society. Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country.

We are governed, our minds are molded, our tastes formed, and our ideas suggested, largely by men we have never heard of…. It is they who pull the wires that control the public mind."

-Edward Bernays

Having seen how effective propaganda could be during war, Bernays wondered whether it might prove equally useful during peacetime.

Yet propaganda had acquired a somewhat pejorative connotation (which would be further magnified during World War II), so Bernays promoted the term “public relations.”

Drawing on the insights of his Uncle Sigmund – a relationship Bernays was always quick to mention – he developed an approach he dubbed “the engineering of consent.” He provided leaders the means to “control and regiment the masses according to our will without their knowing about it.” To do so, it was necessary to appeal not to the rational part of the mind, but the unconscious.