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

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chapter 61

POSTWAR COMPETITION SPURS CORPORATE PUBLIC RELATIONS

MACK BUILDS TRUCKSAND A U.S. HIGHWAY SYSTEM

When I started my four years of publicizing Mack Trucks, I was sure I would be busily engaged in promoting motor vehicles. I was—but by the most indirect kind of indirection. Actually, I was propagandizing for a huge road-building program for the United States. I saw my ideas gain strength by chain reaction and translate themselves into a gargantuan reality, a dramatic demonstration of how private interest and public interest coincide in our society. To my surprise, the effort resulted in a $23 billion United States road building program, authorized by the Congress.

Mack Trucks had manufactured trucks for fifty years. The bulldog trademark ...

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