Great man Quote by Edward L. Bernays
““It is asked whether, in fact, the leader makes propaganda, or whether propaganda makes the leader. There is a widespread impression that a good press agent can puff up a nobody into a great man. The answer is the same as that made to the old query as to whether the newspaper makes public opinion or whether public opinion makes the newspaper. There has to be fertile ground for the leader and the idea to fall on. But the leader also has to have some vital seed to sow. To use another figure, a mutual need has to exist before either can become positively effective. Propaganda is of no use to the politician unless he has something to say which the public, consciously or unconsciously, wants to hear.””
About This Quote
Source Book: Propaganda by Edward L. Bernays, 1928
The relationship between leaders and propaganda is reciprocal; each needs the other to be effective, and both require an audience ready to receive the message.
In simple terms: Leaders and propaganda depend on each other and an eager audience.
Key Takeaway
Cultivate a clear, resonant message before seeking publicity.
Themes
leadership
media
influence
public opinion
communication
Mood
strategic
analytical
Type
theoretical
practical
When to use this quote
- political campaigns
- brand launches
- social movements
- crisis communication
Key Concepts
propaganda theory
mutual reinforcement
audience readiness
Questions to Reflect On
- What core message does your audience truly need?
- How can you gauge audience readiness before messaging?
A Different Perspective
If the audience is hostile or indifferent, propaganda may backfire.
![“The more modest its intellectual ballast, the more exclusively it takes into consideration the emotions of the masses, the more effective [propaganda] will be.” quote by Adolf Hitler](https://sms4smile.com/quotes/img-quotes/afa/adolf-hitler-253_ballast_the-more-modest-its-intellectual-ballast_169433.jpg)
