The Engineering Of Consent (PREMIUM)

: Setting clear, specific goals for what the public should think or do.

" The Engineering of Consent " is a seminal essay by Edward Bernays, first published in 1947 and later expanded into a book in 1955. Bernays, often called the "father of public relations," argued that in a democratic society, leaders must use scientific principles to persuade and win over the public to achieve socially constructive goals. The engineering of consent

: Bernays defined it as the "use of an engineering approach—that is, action based only on thorough knowledge of the situation and on the application of scientific principles and tried practices—to the task of getting people to support ideas and programs". : Setting clear, specific goals for what the

: Bernays argued that news is not just something that happens; it can be "planned deliberately" to dramatize an idea and capture public attention. : Bernays defined it as the "use of

: Using psychology and social science to learn why and how people act. Key Tactics