Greenbaum Public Relations | Communication Blueprint™

Edward L. Bernays, considered the founder of professional public relations, created the term Engineering of Consent to define his "use of public relations principles and practices to persuade people to support ideas and programs -- the very essence of the democratic process." Bernays and Stuart Greenbaum collaborated on various public-interest campaigns, during which time Greenbaum relied on Bernays' experience and counsel to establish Greenbaum Public Relations and to create the firm's trademark Communication Blueprint.

Stuart Greenbaum with mentor Edward L. Bernays, who served as counsel to U.S. presidents, top corporations and governments, and was recognized by Life magazine as one of the 100 most influential people of the 20th Century.

The art of public relations is similar to a boy dropping stones into a half-filled pail of water. At first nothing happens. But gradually the water level rises, and finally the bucket overflows -- provided, that is, the boy keeps dropping stones long enough. Edward L. Bernays The Communication Blueprint process and product, which closely parallels Bernays' Engineering of Consent, is designed to define, research and validate each client's goals. From this process, themes and appeals are created; target audiences, strategies and tactics are outlined and prioritized; and schedules, resources and budgets are developed. The work product is then used to guide and measure the effectiveness of all ensuing activity.

Bernays' respect for the public relations profession, and the success he achieved representing his clients and the public interest, make his perspective particularly noteworthy. For example, Bernays explained, "When defining a public relations goal, it is essential to validate it through independent, impartial authorities. This represents to targeted audiences, and to the general public, that the goal is important and clearly in the public interest.

“Validation is analogous to playing the game of billiards instead of pool. If you assert yourself directly on the various elements of society, as one ball directly hits another in pool, you will be labeled a propagandist by those whose attitudes and actions you are attempting to influence. However, if you have independent sources deliver your message indirectly, as a billiard shot uses a cushion before hitting its target, you are more likely to gain acceptance and achieve the desired social ends.”

Greenbaum Public Relations’ distinctive approach to public-interest representation is a tribute to the intent of professional public relations as pioneered by Bernays.

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