Bernays says politicians have been slow to adopt the principles of public relations. Here are his re
According to Bernay’s politicians have a bad habit of not analyzing the bigger picture. They don’t know how to meet the conditions of the public mind. He explains that, “Whether in the problem of getting elected to office or in the problem of interpreting and popularizing new issues, or in the problem of making the day-to-day administration of public affairs a vital part of the community life, the use of propaganda, carefully adjusted to the mentality of the masses, is an essential adjunct of political life.” Politicians have a difficult time promoting their ideas and relating to the public. He recommends that political campaigns are similarly budgeted. This means that politicians need to be aware how the money is going to be spent and where it’s going to. Bernay elaborates how to appeal to emotions of the public by being adaptive and conform to the media of the distribution of ideas.
