Edward L. Bernays is considered the pioneer of the public relations industry. Born in Austria, he and his family moved to New York City where his uncle Sigmund Freud, the famed psychoanalyst, worked. Though he originally started work in agriculture, after helping to gain endorsements of the play Damaged Goods, Bernays found his true calling. After WWI, he and his soon-to-be wife started their own public relations business. Their customers included the US War Department, the Lithuanian government, and Proctor & Gamble. Bernays authored the books Crystallizing Public Opinion (1923), Propaganda (1928), and Public Relations (1952).