: Bernays defined it as the "use of an engineering approach—that is, action based only on thorough knowledge of the situation and on the application of scientific principles and tried practices—to the task of getting people to support ideas and programs".
: Gaining a deep understanding of the issue. The engineering of consent
: Setting clear, specific goals for what the public should think or do. : Bernays defined it as the "use of
: Bernays famously used these principles to popularize bacon and eggs as the standard American breakfast by getting doctors to endorse a "hearty" breakfast in newspapers. Legacy and Criticism : Bernays famously used these principles to popularize
: He believed that because modern society is so complex, a leader often cannot wait for everyone to understand a policy fully. Instead, they must "engineer" approval through mass communication to ensure progress. Scientific Method : The process involves four main steps: