OTHER PUBLIC RELATIONS PIONEERS p.

46-47 -Benjamin Sonnenberg- believed that a brief mention of a client in the right context is better than a long-winded piece of flattery, proposed Texacos sponsorship after some segments of the American public criticized the company for negotiating with Adolf Hitler on an oil deal in the mid1930s. -Rex Harlow- the Father of Public relations research -first full-time PR educator -crisscrossed the country giving workshops and seminars for practitioners for about 20 years. 1952, founded the Social Science Reporter, first news letter in the field -Leone Baxter- first professional political campaign management organization in the United States. Some Whitaker & Baxter guidelines became standard political campaign tenets: - Attempt to create actual news instead of merely sending out publicity - More Americans like corn(simple) than cavier (exquitic) - the average American doesnt want to be educated, doesnt want to improve his mind, doesnt want to work, consciously, at being a good citizen. But most every American likes to be entertained... So, if you cant fight, put a show! -Never wage a campaign defensively! The only successful defense is a spectacular, hardhitting, crushing offensive -Henry Rogers- relaunched unknown starlet named Rita Hayworths career -He said that , Dog food and movie star are much alike because they are both products in need of exposure

SERVING ON THE MANAGEMENT TEAM -PR counseling is at its best when it functions at a very top level of management Arthur W. Page- have shaped todays practice by advocating the Philosophy that public relations is a management function and that it should have an active voice in management. -express the belief that a companys performance not press-agentry, comprises its basis for public approval Alfed P. Sloan(President of General Motors Cooperation) place great trust in public relations. - he hired Paul W. Garrett as his first public relations employee when hes business was attacked for its failures. -Garrett was charged with ascertaining public attitudes and executing a program to bring he companies full public approval by informing the management that it must interpret itself by words and deeds that had meaning to those outside the company, put the broad interest of the public first, develop sound internal relationship with its employees and must be frank and honest and explain the companies policies clearly to every possible medium.