Bernays is considered as one of the originators of the modern Public Relations industry. If you work in PR, it is essential reading. But it also serves as a dramatic sociological text, full of hard truths about the reality of modern life. This is the reason why Noam Chomsky recommends this book so strongly.
Bernays, as one would expect from the most successful propagandist of the 20th century, has a thorough grasp of psychology and sociology. His psychological view is based on "Uncle Siggy" - his Uncle Sigmund Freud. The origin of his sociological views, however, are less clear, but he shares the views of many liberal thinkers that a real democracy is a danger to be avoided, and not an ideal to be sought.
Bernays likes to point out the fact that we like to think that we are "free", but we are often led by the "experts": in business, in politics, in science, philosophy, ethics. The PR agent serves the interests of the minority who control the interests and habits of the masses (what Bernays calls the "invisible Government"), by using the media industry itself, without its exclicit knowledge.
He describes an example from the fashion industry that is so obvious, that one feels very stupid in not noticing it.