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In Crystallizing Public Opinion (1923), Edward Bernays provides extensive explanations of the broad principles of the public relations profession. He seeks to recover the reputation of this field of study, helping readers to view it as a result of intellectual traditions. In his view, the goal of public relations is to facilitate public communications by crafting and maintaining a firm and direct simplification of complex social issues. He describes the public relations counsel as a social scientist who specializes in fully understanding the public opinion and knowing the means through which the public mind is influenced, touching on the subjects of propaganda, stereotypes, the press, and public interactions.
