John D. Rockefeller Inc.: Case Study

Although they were untrue, it still attracted public attention and defamed John D. Rockefeller Jr. and his family name (Seitel, 2006, pg. 29). These businessmen were so used to being in control and not answering to the people, that eventually all of the displeased public began voicing their opinions telling the businesses how they felt (Seitel, 2006, pg. 29).
Not knowing what to do, businesses tried to buy out journalists to silence them and to pay for advertisements in the newspapers (Seitel, 2006, pg. 29). This strategy did not work for long however because “the best way to influence public opinion was through honesty and candor” (Seitel, 2006, pg. 29). Out of this idea came the first great public relations counselor, George V.S. Michaelis

(Seitel, 2006, pg. 29). In 1900, he established the Publicity Bureau in Boston (Seitel, 2006, pg. 29). His description of what public relations specialist were supposed to do was to gather “factual” information about his clients and give it out to the local newspapers, almost like writing a news release (Seitel, 2006, pg.

29). Theodore Roosevelt utilized the Bureau’s services by making extensive use of press conferences and interviews to get policies out to the public (Seitel, 2006, pg. 29). In 1902, William Wolff Smith created the first Washington D.C. agency (Lattimore et. al, 2011, pg. 31). In 1904, “the real father of public relations,” Ivy Ledbetter Lee joined George Parker to form the nation’s third public relations firm (Seitel, 2006, pg. 29). Lee believed that a company or organization should always tell the truth and that if the truth would hurt the company instead of help it, they would have to be honest “without fear” (Seitel, 2006, pg. 30). Lee also knew that if the public did not support a company, the company could not look to influence public opinion (Seitel, 2006, pg. 30). In 1914, Lee was recruited by John D. Rockefeller Jr. to help with the Ludlow Massacre, where the Colorado Fuel and Iron Company attacked over one thousand miners and their families (Lattimore et. al, 2011, pg. 30). Lee encouraged Rockefeller to tell the truth and to go into the town and

talk to men and women of Ludlow in person to sympathize with them and find out what could make his company better (Lattimore et. al, 2011, pg. 30). By doing this, Rockefeller changed the entire image of the Rockefeller family and he owed it all to Lee. Even today Lee is still recognized as the man who built PR on “honesty and candor” (Lattimore et. al, 2011, pg. 31). In 1913, another public relations pioneer was Edward L. Bernays who began his career as a publicist (Lattimore et. al, 2011, pg. 32). Along with his wife Doris Fleischman they made “Edward L. Bernays, Counsel on Public Relations” a top public relations firm in the industry (Lattimore et. al, 2011, pg. 32). Bernays also taught the first public relations course in 1923.
The Great Depression of the 1930s caused major economic and social crises but gave a chance for public relations firms to show businesses what they could do (Lattimore et. al, 2011, pg. 34). Clients wanted the public relations firms to tell their stories of struggle and success to the public and to persuade America to still put trust and money in businesses even though the economy was not in good shape (Lattimore et. al, 2011, pg. 34). Public relations departments then became essential parts to companies such as Ford, General Motors, Standard Oil, and U.S. Steel (Lattimore et. al, 2011, pg. 34). Because of how much public relations helped big businesses get back on their feet and back in trust with the public, it almost stamped public relations’ presence as an essential part to a growing business post-Depression era and well long after World War II (Lattimore et. al, 2011, pg. 34).
Edward L. Bernays had experience with developing war propaganda, and after doing U.S. Government War propaganda in World War I, Bernays realized that "if [public relations] could be used for war, it can be used for peace" (“Edward Bernays,” 1995). Once Bernays’ office was established, he has a pretty impressive clientele. Some of them were Procter & Gamble Company, General Electric Company, General Motors Corporation, Westinghouse Electric Corporation, Time Inc., CBS, and NBC (“Edward Bernays,” 1995). Some of Mr. Bernays' campaigns became legendary such as when he tried to promote Ivory soap and bathing more fun for kids (“Edward Bernays,” 1995). To do this, he set up a national small-sculpture panel that would hold soap-carving competitions for many years and turned boring soap into something that everyone could enjoy. (“Edward Bernays,” 1995). In the early 1960's, he advocated for the anti-smoking campaigns (“Edward Bernays,” 1995). Because Bernays left such an impact on public relations firms for nearly his entire adult life several public relations firms took after him such as Hill & Knowlton and Burson-Marstellar (Lattimore et. al, 2011, pg. 32). For many years, Hill & Knowlton and Burson-Marstellar competed for top public relations firm in the counseling industry. Harold Burson, chairman of Burson-Marstellar, emphasized the combination of marketing and public relations “to help clients sell their goods and services, maintain a favorable market for their stock, and foster harmonious relations with employees” (Lattimore et. al, 2011, pg. 33). In the 70s and 80s, public relations firms had to expand their view of the public to cover minority rights, consumer rights, environmental implications, and several other social issues (Lattimore et. al, 2011, pg. 34). Firms also instilled in businesses that they have a social responsibility to give back to the public and began making businesses contribute to charities (Lattimore et. al, 2011, pg. 34).