: Setting clear, specific goals for what the public should think or do.
: 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: The engineering of consent
: 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 : Setting clear, specific goals for what the
: 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". Scientific Method : The process involves four main
: Gaining a deep understanding of the issue.
: Using psychology and social science to learn why and how people act. Key Tactics
: Calculating available tools and budgets.