In Crystallizing Public Opinion , Edward Bernays lays out his founding principles for the field of public relations. He shows how he effectively used these methods to shape the perceptions and actions of those he set out to influence. Topics he discusses include: * The roles of a public relations counsel and their importance to organizations. * Herd mentality, how people's reasons for doing things is not always rational and how to use these factors to your benefit. * Identifying the best time and medium to communicate with certain groups of people. * How to determine what information to deliver.