PR!: A Social History of Spin

499 Pages·1996·22.504 MB·English

by  Stuart Ewen

Social of
A HISTORY
S P I N
Stuart Ewen
B
BOOKS
A Memlwr of tlw Perseus Books Group
Social of
A HISTORY
S P I N
Stuart Ewen
B
BOOKS
A Memlwr of tlw Perseus Books Group
For Paul and Sam
La piu divina delle poesie
e
quella, amico,
che c'insegna amare!
-Rodolfo, in Giacomo Puccini, La Boheme
(Libretto by G. Giacosa & L. Illica)
Copyright © 1996 by Basic Books,
A Member of the Perseus Books Group
All rights reserved. Printed in the United States of America. No part of this book
may be used or reproduced in any manner whatsoever without written permission,
except in the case of brief quotations embodied in critical articles and reviews. For
information, address Basic Books, 10 East 53rd Street, New York, NY 10022-5299.
Designed by Laura Lindgren
Library of Congress Cataloging-in-Publication Data
Ewen, Stuart.
PR! :a social history of spin I Stuart Ewen.-1st ed.
p. em.
Includes bibliographical references and index.
ISBN 0-465-06168-0 (cloth)
ISBN 0-465-06179-6 (paper)
1. Public relations 2. Public relations-United States. I. Title.
HM263.E849 1996
659.2-dc20 96-2243
01 +!Him 10 9 a 1 6 5
For Paul and Sam
La piu divina delle poesie
e
quella, amico,
che c'insegna amare!
-Rodolfo, in Giacomo Puccini, La Boheme
(Libretto by G. Giacosa & L. Illica)
Copyright © 1996 by Basic Books,
A Member of the Perseus Books Group
All rights reserved. Printed in the United States of America. No part of this book
may be used or reproduced in any manner whatsoever without written permission,
except in the case of brief quotations embodied in critical articles and reviews. For
information, address Basic Books, 10 East 53rd Street, New York, NY 10022-5299.
Designed by Laura Lindgren
Library of Congress Cataloging-in-Publication Data
Ewen, Stuart.
PR! :a social history of spin I Stuart Ewen.-1st ed.
p. em.
Includes bibliographical references and index.
ISBN 0-465-06168-0 (cloth)
ISBN 0-465-06179-6 (paper)
1. Public relations 2. Public relations-United States. I. Title.
HM263.E849 1996
659.2-dc20 96-2243
01 +!Him 10 9 a 1 6 5
CONTENTS
(fred its VIH
PART 1 . Stagecraft and Truth in an Age
of Public Relations
1 Visiting Edward Bernays 3
2 Dealing in Reality: Protocols of Persuasion 19
PART 2. "The Crowd Is in the Saddle":
Progressive Politics and the Rise of Public Relations
3 Truth Happens: An Age of Publicity Begins 39
4 Controlling Chaos 60
5 "Educate the Public!" 82
6 House of Truth 102
PART 3. Changing Rhetorics of Persuasion
7 Social Psychology and the Quest for the Public Mind 131
8 Unseen Engineers: Biography of an Idea 146
9 Modern Pipelines of Persuasion 17 4
10 Optical Illusions 191
PART 4. Battles for the ''American Way"
11 Silver Chains and Friendly Giants 215
12 The Greater Good 233
13 The New Deal and the Publicity of Social Enterprise 24 7
14 Money Talks: The Publicity of Private Enterprise 288
PART 5. Commercializing the Cosmos
15 Public Ultimatums 339
16 Engineering Consensus 373
Coda: The Public and Its Problems: Some Notes for the
New Millennium 399
Notes 415
Bibliography 449
Index 471
CONTENTS
(fred its VIH
PART 1 . Stagecraft and Truth in an Age
of Public Relations
1 Visiting Edward Bernays 3
2 Dealing in Reality: Protocols of Persuasion 19
PART 2. "The Crowd Is in the Saddle":
Progressive Politics and the Rise of Public Relations
3 Truth Happens: An Age of Publicity Begins 39
4 Controlling Chaos 60
5 "Educate the Public!" 82
6 House of Truth 102
PART 3. Changing Rhetorics of Persuasion
7 Social Psychology and the Quest for the Public Mind 131
8 Unseen Engineers: Biography of an Idea 146
9 Modern Pipelines of Persuasion 17 4
10 Optical Illusions 191
PART 4. Battles for the ''American Way"
11 Silver Chains and Friendly Giants 215
12 The Greater Good 233
13 The New Deal and the Publicity of Social Enterprise 24 7
14 Money Talks: The Publicity of Private Enterprise 288
PART 5. Commercializing the Cosmos
15 Public Ultimatums 339
16 Engineering Consensus 373
Coda: The Public and Its Problems: Some Notes for the
New Millennium 399
Notes 415
Bibliography 449
Index 471
CREDITS ix
CREDITS currently librarian at the Carnegie Fbundation-escorted me on
many explorations through the stacks of the Watson business library
at Columbia University. At the AT&T Archive, Sheldon Hocheiser
was an invaluable tour guide. Pamela Wonsek, my friend and col
league at the Wexler Library at Hunter College, also took a special
interest in my project. The National Association of Manufacturers'
Over the course of a century-justly or not-the terms PR and willingness to open its historical archives to me added a rich dimen
public relations have become widely accepted shorthand for sub sion to the history told in Part IV of this book.
terfuge and deception. Between the lines of any book about the rise of In each research venue, I benefited also from the efforts of grad
public relations, then, exist unavoidable issues of honesty. uate research assistants. Steve Duncombe and Andy Mattson were,
This having been said, I feel compelled to testifY that the pres on many occasions, my travel companions on visits to libraries and
ence of one individual's name on the title page of this book is-as is archives. At times they scouted things out for me on their own. Their
often the situation with books and other such creations-somewhat marvelous efforts and their sensitive noses for good historical evi
misleading. Creative work is invariably sustained by vital collabora dence landed me a considerable cargo of material.
tions and in the case of this book this has been especially true. With Other students at Hunter College and the City University of New
'
this in mind, and to correct any such misconceptions, I embrace the York (CUNY) Graduate School made significant contributions to my
chance to acknowledge those people whose forbearance and friendship research and my thinking. Among them, Michelle Matthews, Susan
have allowed me to write the book you are about to read. Dessel, Lee Greller, Danielle Schwartz, Micki McGee, and William
First among my collaborators is Elizabeth Ewen. Fbr about thirty Tally deserve special mention. So, too, does Mark Pennings, my vis
years, Liz has scrutinized nearly every word I have written for publi iting doctoral student from the University of Melbourne.
cation. She has helped me to understand when I am communicating As the book moved toward production, Janet I.1eMoal and Nic
effectively, when I am not. Her ideas and insights have informed Sands were welcome comrades and editorial assistants. Their out
mine. She has been my most discerning editor and audience. Her standing efforts made space for me to turn my attention toward
prodigious capacity to read-to reflect critically on what she is teaching and other school-related responsibilities, secure that my
reading-have helped me to become a writer. To take a phrase from manuscript was in able and conscientious hands. Janet's contribution
the novelist Richard Powers, this "book is the dance card of ideas we to the visual dimension of this book was additionally helpful.
shared in the foyer of our joint life."
I want to recognize the meaningful contribution of students who
Unlike Liz, some of my collaborators are doubtless unaware of the enrolled in my CULT [u re] of Publicity course, taught at Hunter College
contributions they have made to this book. Much of my research, for between 1993 and 1995. When I first began teaching the class, I was
example, was done fairly anonymously at the New York Public Library; feeling a bit lost. I had not yet found my voice as far as the book's sub
the Wexler Library of Hunter College; the libraries at Princeton and ject matter was concerned. The 120 or so students who took the class
Columbia universities; the AT&T Corporate Archive at Warren, New during that period-through their critical listening, their thoughtful
Jersey; and at the NAM Archive at the Hagley Museum and Library in interventions, and their humane patience-helped me to find my way.
Wilmington, Delaware. In each case, these libraries and their staffs '1\vo members of the Hunter College administration-I.1aura
by providing their customary services-helped me enormously. 8truminglwr Schor and Car·Ios Ilor1,as-have been, ovt~t· a period of
In certain instances, however, librarians or archivists went beyond yeat·s, Ullspm·ing i11 tJwit· support of' tJw inquiry that has led to this
the eall of duty, taking a special interest in this project. Ron Sexton- hook. At a 1110111011t wlw11 IIIIUI.Y puhlh~ higluw edtwatioll "leadm·s" sub-
CREDITS ix
CREDITS currently librarian at the Carnegie Fbundation-escorted me on
many explorations through the stacks of the Watson business library
at Columbia University. At the AT&T Archive, Sheldon Hocheiser
was an invaluable tour guide. Pamela Wonsek, my friend and col
league at the Wexler Library at Hunter College, also took a special
interest in my project. The National Association of Manufacturers'
Over the course of a century-justly or not-the terms PR and willingness to open its historical archives to me added a rich dimen
public relations have become widely accepted shorthand for sub sion to the history told in Part IV of this book.
terfuge and deception. Between the lines of any book about the rise of In each research venue, I benefited also from the efforts of grad
public relations, then, exist unavoidable issues of honesty. uate research assistants. Steve Duncombe and Andy Mattson were,
This having been said, I feel compelled to testifY that the pres on many occasions, my travel companions on visits to libraries and
ence of one individual's name on the title page of this book is-as is archives. At times they scouted things out for me on their own. Their
often the situation with books and other such creations-somewhat marvelous efforts and their sensitive noses for good historical evi
misleading. Creative work is invariably sustained by vital collabora dence landed me a considerable cargo of material.
tions and in the case of this book this has been especially true. With Other students at Hunter College and the City University of New
'
this in mind, and to correct any such misconceptions, I embrace the York (CUNY) Graduate School made significant contributions to my
chance to acknowledge those people whose forbearance and friendship research and my thinking. Among them, Michelle Matthews, Susan
have allowed me to write the book you are about to read. Dessel, Lee Greller, Danielle Schwartz, Micki McGee, and William
First among my collaborators is Elizabeth Ewen. Fbr about thirty Tally deserve special mention. So, too, does Mark Pennings, my vis
years, Liz has scrutinized nearly every word I have written for publi iting doctoral student from the University of Melbourne.
cation. She has helped me to understand when I am communicating As the book moved toward production, Janet I.1eMoal and Nic
effectively, when I am not. Her ideas and insights have informed Sands were welcome comrades and editorial assistants. Their out
mine. She has been my most discerning editor and audience. Her standing efforts made space for me to turn my attention toward
prodigious capacity to read-to reflect critically on what she is teaching and other school-related responsibilities, secure that my
reading-have helped me to become a writer. To take a phrase from manuscript was in able and conscientious hands. Janet's contribution
the novelist Richard Powers, this "book is the dance card of ideas we to the visual dimension of this book was additionally helpful.
shared in the foyer of our joint life."
I want to recognize the meaningful contribution of students who
Unlike Liz, some of my collaborators are doubtless unaware of the enrolled in my CULT [u re] of Publicity course, taught at Hunter College
contributions they have made to this book. Much of my research, for between 1993 and 1995. When I first began teaching the class, I was
example, was done fairly anonymously at the New York Public Library; feeling a bit lost. I had not yet found my voice as far as the book's sub
the Wexler Library of Hunter College; the libraries at Princeton and ject matter was concerned. The 120 or so students who took the class
Columbia universities; the AT&T Corporate Archive at Warren, New during that period-through their critical listening, their thoughtful
Jersey; and at the NAM Archive at the Hagley Museum and Library in interventions, and their humane patience-helped me to find my way.
Wilmington, Delaware. In each case, these libraries and their staffs '1\vo members of the Hunter College administration-I.1aura
by providing their customary services-helped me enormously. 8truminglwr Schor and Car·Ios Ilor1,as-have been, ovt~t· a period of
In certain instances, however, librarians or archivists went beyond yeat·s, Ullspm·ing i11 tJwit· support of' tJw inquiry that has led to this
the eall of duty, taking a special interest in this project. Ron Sexton- hook. At a 1110111011t wlw11 IIIIUI.Y puhlh~ higluw edtwatioll "leadm·s" sub-
CREDITS xi
I X CREDITS
~--~-~-il!ililillliilllillllllliillillllil-
serviently pay tribute to a prevailing philosophy of money, their con He offered a compelling example of the ways in which some in the
tinued encouragement of intellectual investigation demands special field of public relations earnestly sought to make large corporations
more accountable to the needs of ordinary Americans. Given many of
recognition.
I also want to thank colleagues at Trent University in Ontario my own penchants and predispositions, this was a dimension I needed
and at the Gottlieb Duttweiler Institut in Zurich, who provided me to learn something about. Chester Burger was also a gracious host
with pleasant opportunities to try out pieces of this book at early and informative guide. His insider's knowledge of the rise of media
Consultancy was enormously useful to me. Shelley and Barry Spector,
stages in their development.
Alongside such distinctly human support, my ability to conduct two present-day professionals, provided me with important visual
necessary research was also supported by a two-year PSC-CUNY materials and sound advice. Interviews with Eugene Secunda and
funding grant from the PSC-CUNY. This money helped to under Philip Lesly were also useful.
write a number of pivotal research trips. It also paid for the tran I would love to have been able to acknowledge Leone Baxter here.
Her furtive efforts to squelch federally insured health care legislation
scription of taped interviews.
A number of leading actors in public relations history provided in the late 1940s, for example, deserve some explanation from her
me with extended face-to-face or telephone interviews. Some, as you own point of view. Her refusal to grant an interview has left empty
will see, appear directly in the pages that follow. All those who spoke spaces in the history that follows.
with me, however, augmented my understanding of the subject.
Among the interviewees, Edward L. Bernays-the PR pioneer whose Contact and discussions with many friends were powerful nourish
career dated back to the years preceding World War !-stands out. ment for mind and soul. Serafina Bathrick, Phineas Baxandall, Ros
Though approaching 100 years of age when we got together, his sharp Baxandall, Paul Breines, Steve Brier, Phyllis Ewen, Ferdinando Fasce,
wit and indefatigable spirit animated me. The interest that he took in Linda Gordon, Allen Hunter, Julie Kaye, Andrando del Mondo, Gail
this project and his willingness to correspond with me about it were Pellett, Marc Perry, Roz Petchesky, Chuck Reich, Sheila Rowbotham,
precious beyond words. Though Bernays and I saw the world very dif Anthony Saridakis, Herb Schiller, Harry and Elaine Scott, Stephan
ferently, I am unhappy that he did not live to see this book-and his Van Dam, and Joel Zucker have all been there for me. My parents
Scotty and Sol Ewen read and discussed pieces of this book with me,
role in it-in print.
Other interviewees also merit recognition as contributors to this to my considerable benefit. At critical junctures, Rita Meed helped
work. My neighbor Richard Weiner was an essential guide from early on. guide me through spells of confusion. The folks at the All State Cafe
His broad experience in the field of PR, as well as his associations with routinely provided Liz and me with an agreeable place to chill.
many in the profession, provided me with numerous important leads. More than thirty years ago, my teacher and friend George Mosse
Leo Bogart's abiding goodwill-and firsthand knowledge of Stan introduced me to some ideas that have flowered within this book, par
dard Oil's PR activities during the late 1940s-supplied me with fertile ticularly in Parts 2 and 3. Though we see each other only on rare
directions for my inquiry. Conversations I've had with him over the past occasions, ongoing connection to him and his ideas has been very
few years have helped me repeatedly. My dear friend, Julius C. C. Edel important to me.
stein, provided personal recollections of Franklin D. Roosevelt's White As ever, my soul mates at the Massachusetts Institute for a New
House and of the important place of public relations within it. I cannot History (MINH), in Truro, rate special recognition. Fbr over twenty
overstate my debt to him, and to Nancy Edelstein as well. Our regular five years tlwy hav<~ pt'Ovided me with an unbroken circle of friendship
dinners together provided good company and much food for thought. and a<lvieP.
In my visit to his home in Connecticut, W Howard Chase was a I must. also •~xt.nrul el'<~dit to my louhrt,irnn assoeiate Al'chin Bishop,
charming host and informative chronicler of public relations histm·y. who U.H m·nn.tivt~ dir·m~t.or· of Billhom·dH of tlw F'ut.m·•~ hu.s OIH~<~ u.gain