Edward Louis Bernays (November 22, 1891 – March 9, 1995) was an Austrian-American pioneer in the field of public relations and propaganda, referred to in his obituary as "the father of public relations".[1] He combined the ideas of Gustave Le Bon and Wilfred Trotter on crowd psychology with the psychoanalytical ideas of his uncle, Sigmund Freud. He felt this manipulation was necessary in society, which he regarded as irrational and dangerous as a result of the 'herd instinct' that Trotter had described

Life and influences Born 1891 in Vienna to Jewish parents, Bernays was a double nephew of psychoanalysis pioneer Sigmund Freud. His mother was Sigmund's sister Anna and his father was Ely Bernays, brother of Freud's wife Martha Bernays. In 1892 his family moved to New York City, where he attended DeWitt Clinton High School.[4] In 1912 he graduated from Cornell University with a degree in agriculture, but chose journalism as his first career. He married Doris E. Fleischman in 1922.[5] Bernays, working for the administration of Woodrow Wilson during World War I with the Committee on Public Information, was influential in promoting the idea that America's war efforts were primarily aimed at “bringing democracy to all of Europe". Following the war, he was invited by Woodrow Wilson to attend the Paris Peace Conference in 1919. Stunned by the degree to which the democracy slogan had swayed the public both at home and abroad, he wondered whether this propaganda model could be employed during peacetime. Due to negative implications surrounding the word propaganda because of its use by the Germans in World War I, he promoted the term "Public Relations".[6] According to the BBC interview with Bernays's daughter Anne, Bernays felt that the public's democratic judgment was "not to be relied upon" and he feared that "they [the American public] could very easily vote for the wrong man or want the wrong thing, so that they had to be guided from above". This "guidance" was interpreted by Anne to mean that her father believed in a sort of "enlightened despotism" ideology