The Bernays Model

The Bernays Model, named after Edward Bernays, is a communication approach where a professional—such as a public relations expert—acts as a link between an organization and its public. In this model, the practitioner researches public opinions, crafts messages that influence attitudes, and then communicates these messages to the public. It emphasizes understanding societal needs and shaping perceptions through strategic communication to foster positive relationships and achieve organizational goals. Essentially, it's a way of managing how information is conveyed to influence public perception effectively.