The conscious and intelligent manipulation of the organised habits and opinions of the masses is an important element in democratic society. Those who manipulate this unseen mechanism of society constitute an invisible government which is the true ruling power of our country.

Any person or organization depends ultimately on public approval, and is therefore faced with the problem of engineering the public's consent to a program or goal.

The three main elements of public relations are practically as old as society: informing people, persuading people, or integrating people with people. Of course, the means and methods of accomplishing these ends have changed as society has changed.

Propaganda is the executive arm of the invisible government.

People want to go where they wanted to be led.

If we understand the mechanism and motives of the group mind, it is now possible to control and regiment the masses according to our will without them knowing it.

I believe that competition in the future will not be only an advertising competition between individual products or between big associations, but that it will in addition be a competition of propaganda.