When I came back to the United States, I decided that if you could use — Edward Bernays

"Who are the men, who, without our realizing it, give us our ideas, tell us whom to admire and whom to despise, what to believe about the ownership of public utilities .. about immigration who tell us how our houses should be designed, what furniture we should put into them, what menus we should serve at our table, what kind of shirts we must wear, what sports we should indulge in, what plays we should see, what charities we should support, what pictures we should admire, what slang we should affect, what jokes we should laugh at?"

"The new profession of public relations has grown up because of the increasing complexity of modern life and the consequent necessity for making the actions of one part of the public understandable to other sectors of the public. It is due, too, to the increasing dependence of organized power of all sorts upon public opinion. Governments, whether they are monarchical, constitutional, democratic or communist, depend upon acquiescent public opinion for the success of their efforts and, in fact, government is government only by virtue of public acquiescence. Industries, public utilities, educational movements, indeed all groups representing any concept or product, whether they are majority or minority ideas, succeed only because of approving public opinion. Public opinion is the unacknowledged partner in all broad efforts. The public relations counsel, then, is the agent who, working with modern media of communications and the group formations of society, brings an idea to the consciousness of the public."

"But when the example of the leader is not at hand and the herd must think for itself, it does so by means of clichés, pat words or images which stand for a whole group of ideas or experiences. Not many years ago, it was only necessary to tag a political candidate with the word interests to stampede millions of people into voting against him, because anything associated with "the interests" seemed necessary corrupt. Recently the word Bolshevik has performed a similar service for persons who wished to frighten the public away from a line of action. By playing upon a old cliché, or manipulating a new one, the propagandist can sometimes swing a whole mass group emotions."

"Let us assume that our problem is the intensification in the public mind of the prestige of a hotel. The problem for the public relations counsel is to create in the public mind the close relationship between the hotel and a number of ideas that represent the things the hotel desires to stand for in the public mind."

"It is [the public relations counsels] capacity for crystallizing the obscure tendencies of the public mind before they have reached definite expression, which makes him so valuable.His ability to create those symbols to which the public is ready to respond; his ability to know and to analyze those reactions which the public is ready to give; his ability to find those stereotypes, individual and community, which will bring favorable responses; his ability to speak in the language of his audience and to receive from it a favorable reception are his contributions.The appeal to the instincts and the universal desires is the basic method through which he produces his results."

"The best defense against propaganda: more propaganda."

"If it fulfills our hopes, this center will be, at once, a symbol and a reflection and a hope. It will symbolize our belief that the world of creation and thought are at the core of all civilization. Only recently in the White House we helped commemorate the 400th anniversary of Shakespeare. The political conflicts and ambitions of his England are known to the scholar and to the specialist. But his plays will forever move men in every corner of the world. The leaders that he wrote about live far more vividly in his words than in the almost forgotten facts of their own rule. Our civilization, too, will largely survive in the works of our creation. There is a quality in art which speaks across the gulf dividing man from man and nation from nation, and century from century. That quality confirms the faith that our common hopes may be more enduring than our conflicting hostilities. Even now men of affairs are struggling to catch up with the insights of great art. The stakes may well be the survival of civilization. The personal preferences of men in government are not important--except to themselves. However, it is important to know that the opportunity we give to the arts is a measure of the quality of our civilization. It is important to be aware that artistic activity can enrich the life of our people, which really is the central object of Government. It is important that our material prosperity liberate and not confine the creative spirit."

"James Burford, collier and fitter, was the oldest soldier of all. When I first spoke to him in the trenches, he said: "Excuse me, sir, will you explain what this here arrangement is on the side of my rifle?" "Thats the safety catch. Didnt you do a musketry-course at the depôt?" "No, sir, I was a re-enlisted man, and I spent only a fortnight there. The old Lee-Metford didnt have no safety-catch." I asked him when he had last fired a rifle. "In Egypt in 1882," he said. "Werent you in the South African War?" "I tried to re-enlist, but they told me I was too old, sir... My real age is sixty-three."

"‘Gerrard is an excellent player, absolutely world-class. If I was a manager, everywhere I went I would buy Steven Gerrard. ‘He is what Brazil needs, because he is always looking forward and has a big heart. ‘Two years ago I saw Gerrard play and then I saw him in Tokyo in a game against Sao Paulo. I said then that Gerrard is a great player. To me he is one of the best midfielders in the world. He is an excellent player.’"

"General Franco made it clear that Spain could enter the war only when England was about ready to collapse."

"Canada is a filthy country run by fags, which has Draconian laws making it a crime to preach the Gospel there. All of these cowardly kissy-poo preachers who telecast their milquetoast sermons into Canada have to edit out every single word critical of fags -- snip, snip, snip -- or the fag officials of Canada will arrest and criminally prosecute the Canadian affiliates, and shut down their stations! Theres no freedom of speech in Canada. Theres no freedom of religion in Canada. It is against the law to read the Bible in Canada."

"Ah well, towards happiness others will lead me With their tresses knotted to the horns of my brow: You know, my passion, that purple and just ripe, The pomegranates burst and murmur with bees; And our blood, aflame for her who will take it, Flows for all the eternal swarm of desire."