17. Render into English.

В последние десятилетия в большинстве стран Запада были созданы эффективные PR службы при правительствах. Перед этими службами поставлены две основные задачи: просвещать общественность в отношении деятельности госу- дарственных институтов и информировать министров и дру-

гих лиц, принимающих решения, о существующей и возмож- ной реакции общественности на проводимую реформу.

В Великобритании существует Центральное управление информации — специализированное координирующее уч- реждение по связям с общественностью всех государствен- ных организаций. ЦУИ имеет широкий спектр экспертов по разным направлениям организации связей с общественнос- тью. Помимо того, ЦУИ снабжает все государственные под- разделения информацией по вопросам рекламы, занимает- ся подготовкой фильмов, фотоматериалов и публикаций, проведением выставок.

В США аналогичную роль в государственном секторе вы- полняет Информационное агентство. Целью этого агентства по всему миру является распространение информации о США, американском народе, культурной и политической жизни страны. В начале 21 века цель Информационного агентства была сформулирована следующим образом:

• способствовать построению интеллектуального и институ- ционального фундамента демократии в разных странах мира;

• развивать способы передачи информации об изменениях в окружающей среде по всему миру;

• поддерживать войну против наркотиков;

• говорить правду любому обществу о совершенных ошиб- ках и быть открытыми для общения;

• давать советы президенту по вопросам изменения обще- ственного мнения.

It’s interesting to know

• Render the text into English (Russian).

Edward Louis Bernays (November 22, 1891-March 9, 1995) is considered one of the fathers of the field of public relations along with Ivy Lee. Combining the ideas of Gustave LeBon and Wilfred Trotter on crowd psychology with the psychoanalytical ideas of his uncle, Sigmund Freud, Bernays was one of the first to attempt to ma- ni pulate public opinion using the psychology of the subconscious.

He felt this manipulation was necessary in society, which he re- garded as irrational and dangerous as a result of the “herd instinct” that Trotter had described. The 2002 BBC documentary The Century of the Self credited Bernays as the originator of modern public relations.

He was named one of the 100 most influential Americans of the 20th century by Life magazine.

Born in Vienna to Jewish parents, Bernays was nephew to psychoan- alyst pioneer Sigmund Freud. His father was Ely Bernays, brother of Martha Bernays (Freud’s wife). He was married to Doris E. Fleischman.

As well as being influenced by his uncle Sigmund’s ideas of the unconscious, Bernays applied the ideas of French writer Gustave LeBon, the originator of crowd psychology, and of Wilfred Trotter, speaking world in his famous book Instincts of the Herd in Peace and War. Bernays refers to these two names in his writings.

Bernays’s public relations efforts helped popularize Freud’s theo- ries in the United States. Bernays also pioneered the PR industry’s use of psychology and other social sciences to design its public persua- sion campaigns. “If we understand the mechanism and motives of the group mind, is it not possible to control and regiment the masses ac- cording to our will without their knowing about it? The recent prac- tice of propaganda has proved that it is possible, at least up to a cer- tain point and within certain limits.” He called this scientific tech- nique of opinion-molding the “engineering of consent.”

One of Bernays’ favorite techniques for manipulating public opin- ion was the indirect use of “third party authorities” to plead his cli- ents’ causes. “If you can influence the leaders, either with or without their conscious cooperation, you automatically influence the group which they sway,” he said. In order to promote sales of bacon, for example, he conducted a survey of physicians and reported their rec- ommendation that people eat hearty breakfasts. He sent the results of the survey to 5,000 physicians, along with publicity touting bacon and eggs as a hearty breakfast.

Bernays also drew upon his uncle Sigmund’s psychoanalytic ideas for the benefit of commerce in order to promote, by indirection, commodities as diverse as cigarettes, soap and books.

PR industry historian Scott Cutlip describes Bernays as “perhaps public relations’ most fabulous and fascinating individual, a man who was bright, articulate to excess, and most of all, an innovative think- er and philosopher of this vocation that was in its infancy when he opened his office in New York in June 1919.”