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1923 |
SOAP AND ART:Coincidence of Public and Private Industry Prize winners and honorable mentions from Ivory Soap's third annual soap sculpture competition. There is no better public relations casebook than the work that Bernays provided for Procter and Gamble (P&G) for more than thirty years. Ranging from product publicity to national programs, Bernays used community relations, crisis communications, public affairs, and media campaigns to advance P&G's position. In both thought and action, Bernays emphasized the "coincidence of public and private interest, of the supremacy of propaganda of the deed over the propaganda of the work, of the desirability of a large corporation assuming constructive leadership in the community." (continued) | ||
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1924 |
RECOGNITION THROUGH COLLABORATION:Art in Industry
Cheney Brothers, a 100-year-old New York-based family silk manufacturing business, found itself losing market share. They hired art director Henry Creange to establish a sense of style for the company, and Creange hired Bernays. When they began their campaign, the French had the monopoly on style. Rather than compete, Bernays co-opted. He created the Cheney Style Service, which included a free mat service for 300 small newspapers, fashion bulletins for department store salesmen, and letters about French fashion to hundreds of newspaper editors. (continued) | ||
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1928 |
WARMING UP CALVIN COOLIDGEBernays was asked to bring a celebrity group to visit the White House and demonstrate Coolidge's "warm, sympathetic personality." He decided that "stage people symbolize warmth, extroversion, and Bohemian camaraderie," and set up a star-studded breakfast at the White House. He arranged for a group of actors to take the midnight train from New York to Washington after they finished their shows. The cast included Al Jolson, Ed Wynn, The Dolly Sisters, Charlotte Greenwood, Raymond Hitchcock, and other big stars of the time. Mrs. Coolidge greeted the guests. "I have met you all across the footlights," she said, "but it's not the same as greeting you here." The President was not quite as welcoming. "He was practically inarticulate, and no movement of any kind agitated his deadpan face," Bernays said later. When the group lined up for breakfast photos, the President remained as grim as ever. After breakfast, the group moved to the White House lawn where Al Jolson sang "Keep Coolidge," which he had composed for the occasion. Everybody sang -- except for the President. Despite Coolidge's demeanor, celebrity star power seems to have worked. Newspaper headlines reported, "Actor Eats Cake with the Coolidges...President Nearly Laughs...Guests Crack Dignified Jokes, Sing Song and Pledge To Support Coolidge." Probably no one looked at Coolidge again in the same way. | ||
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