Public Relations Campaigns that Changed America

Regina Luttrell is Professor of Public Relations and Senior Associate Dean in the S.I. Newhouse School of Public Communications at Syracuse University, USA.

“Luttrell’s latest book Public Relations Campaigns That Changed America: How Strategic Messaging Shaped Culture, Industry, and Public Perception invites readers to better understand public relations through culture, nostalgia, and connections to everyday life. Not only does the author give the backstories and strategies of some of America’s most memorable campaigns (Ivory Soap, Prom Culture, and Casual Friday attire to name a few), she also offers The Bernays Blueprint, a new framework from which anyone can appreciate the creativity and intention of the communication used in these campaigns. This book is a must-read for students, educators, practitioners, and anyone who wants to know more about public relations and how it has connected products to American values and culture.”Brigitta R. Brunner, Auburn University, USA“This book vividly brings to life what Luttrell has coined as ‘The Bernays Blueprint.’ Luttrell, an innovative “pracademic” educator, takes the reader “behind the scenes” into the innerworkings of some of the most iconic and enduring PR campaigns of all time. This book shows the creative and cultural influence that public relations has on many aspects of American culture, from traditions like the Macy’s Thanksgiving Day parade to Coca-Cola’s makeover of Santa Claus.Matt Ragas, DePaul University, USA

• Author’s Introduction 1. Historical Roots of the Public Relations Campaign Part I: The Birth of Modern Influence 2. Floating Trust: Ivory Soap and the Birth of Brand Mythology 3. Breakfast, Reimagined: Bacon Becomes Breakfast 4. Torches of Freedom: Manufacturing Liberation Part II: Creating Culture, One Tradition at a Time 5. Macy’s Thanksgiving Day Parade: Where the Holiday Begins 6. The Man in Red: Coca-Cola’s Christmas Makeover 7. Rudolph’s Rise to Stardom: Department Store Giveaway to Christmas Classic Part III: Shaping the American Appetite 8. An Apple a Day: Hard Cider to Health Food 9. Orange: The Color of Decaf 10. Reimagining What’s for Dinner: Beef, Nostalgia, and American Identity Part IV: Designing Belonging 11. Diamonds Are Forever: The Business of “I Do” 12. The Prom Economy: American Teen Coming-of-Age Tradition 13. The Khaki Solution: Inventing Casual Friday 14. The Blueprint That Built America