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Biography of an Idea: The Founding Principles of Public Relations by Edward L. Bernays

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chapter 26

PROCTER & GAMBLE: 99 44/100% PURE

Procter & Gamble was my client for over three decades, from Harding’s Administration to the post-World War II years. Procter & Gamble proved to be a microcosm of industry. The company’s acceptance of public relations had a great influence on other companies, for Procter & Gamble had a reputation for being well managed, and other companies took their cue from them. Their changing attitude toward public relations in this period reflected industry’s changing attitudes.

In 1923 Procter & Gamble of Cincinnati, Ohio, was one of America’s largest soap and vegetable-fat manufacturers. Two products dominated its business—Ivory soap and Crisco. The company had adopted a revolutionary merchandising policy of ...

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