The Origins of PR and Its Influence Edward Bernays, known as the father of public relations, revolutionized how businesses influence consumer behavior. He orchestrated campaigns like promoting bacon and eggs for breakfast by leveraging endorsements from doctors or encouraging women to smoke Lucky Strike cigarettes through feminist movements. These strategies demonstrate the power of shaping societal norms via targeted messaging.
Shifting Focus: From Mass Communication to Personal Relationships Brands often prioritize reaching large audiences over nurturing existing relationships, despite evidence that trustworthiness and relevance are key in building mental space with consumers. The era of mass communication has shifted towards interpersonal connections due to social media's accessibility but limited attention spans demand meaningful engagement rather than sheer volume.
Harnessing Smart Minorities Against Stupid Majorities PR success lies in identifying 'stupid majorities'—widely held yet incorrect beliefs—and aligning with 'smart minorities' who challenge them. Examples include brands like Tesla proving electric cars viable or Alice Cooper gaining fame by provoking parents’ disapproval while appealing to rebellious youth. Strategic targeting fosters loyalty among those ready for change without resorting solely to controversy-driven tactics.