1. Edward Bernays’
Doctrine for the
Public Relations
Professional
IMAGE CREDIT:
Capt Kodak

2. The counsel on public
relations must
maintain constant
VIGILANCE.
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VANCITYALLIE
2

3. The counsel
on public relations
must be in a position
to deal effectively
with RUMORS
and suspicions. IMAGE CREDIT:
HORRIGANS
3

4. He does not
accept a client
whose interests
CONFLICT with
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those of
LDAWEI another client.
4

5. He does not accept a client whose case he
believes to be hopeless or whose product he
believes to be UNMARKETABLE.
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MACCA
5

6. He should be CANDID
in his dealings.
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Erick-Pardus

7. IMAGE CREDIT:
TATTOOED JJ
He functions
primarily as an
adviser to his
client, very
much as a
LAWYER does. 7

8. The counsel on
public relations is
not an
ADVERTISING
man but he
advocates
advertising where
that is indicated.
IMAGE CREDIT:
THE-LANE-TEAM

9. His first efforts
are, naturally,
devoted to
ANALYZING his
client's problems.
His next effort is to
analyze his public.

10. He is NOT
DISSOCIATED from
the client in the
public's mind.
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MONJA · CON · PATINES

11. His function may
include the
DISCOVERY of new
markets, the
existence of which
had been
IMAGE CREDIT:
JCZART unsuspected.

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