The idea of public relations as a profession is relatively young. PR is a 20th Century phenomenon and Edward Bernays, often credited as the "father of public relations," played a major role in defining the industry's philosophy and methods. 31

Bernays saw public relations as a science and believed that social sciences made mass persuasion possible. While he used the social science theories, he knew that the "engineering of consent," is only possible when it is in the public's best interest. 32

Bernays developed the PR model that is often used today: the two-way symmetric approach.

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