The 20th century witnessed a dramatic evolution in public relations (PR) campaigns, many of which have left lasting legacies. 

Beginning in the early 1900s, muckraking journalism exposed societal ills, as seen with Upton Sinclair's "The Jungle," prompting major reforms in the meatpacking industry. The 1910s were marked by WWI propaganda, which rallied nations and showcased the immense potential of PR to shape national consciousness. In the 1920s, Edward Bernays redefined women's smoking as an act of emancipation through the "Torches of Freedom" campaign. The 1930s saw the Rockefellers' image makeover, revealing the power of PR in crisis management. The 1940s spotlighted Hollywood's influential role in WWII propaganda, uniting entertainment and strategic objectives. 

These campaigns highlight the foundational principles of PR: the power of storytelling, societal alignment, and prompt crisis response. While tactics evolve, the essence of PR remains steadfast. So now we take a look at the rest of the story: the biggest PR campaigns - both positive and negative - from the 1950s and to today.

1950s: "See the USA in Your Chevrolet"

The 1950s was a decade marked by post-war optimism, economic prosperity, and the rise of consumer culture in the United States. One of the most iconic PR campaigns of this era was spearheaded by General Motors for their Chevrolet brand. The campaign, "See the USA in Your Chevrolet," captured the spirit of the times, tapping into the nation's burgeoning love affair with the automobile and the freedom of the open road. Coupled with the development of the U.S. Interstate Highway System, which began in the mid-'50s, this campaign inspired Americans to embark on road trips and explore the vast landscapes of their country. The catchy jingle, popularized by Dinah Shore on her television show, became an anthem of sorts, echoing the aspirations and wanderlust of a generation eager to embrace the possibilities that lay ahead.

The campaign's success was multifaceted. Beyond just promoting Chevrolet cars, it tapped into a larger narrative of American freedom, exploration, and the pursuit of the "American Dream." The imagery of families packing up their Chevys and setting off on adventures showcased the automobile as more than just a mode of transport—it was a passport to discovery. This campaign not only solidified Chevrolet's position in the American market but also highlighted the transformative power of PR when it aligns with broader societal trends and desires. The 1950s thus bore witness to a masterclass in branding, where Chevrolet became synonymous with the quintessential American road trip experience.

Ford didn’t want to be left out - but the biggest 1950s-era Ford PR push was more of a cautionary tale. The Ford Motor Company launched an ambitious PR campaign for its newly designed model, the Ford Edsel. Touted as the "car of the future," the Edsel's promotional buildup was massive, with Ford spending millions on teasing the public about this innovative vehicle, keeping its design a secret until its grand reveal. Advertisements and marketing materials promised groundbreaking features, style, and performance. However, despite the enormous hype and anticipation, the Edsel's debut in 1957 turned out to be a commercial flop. While the campaign itself was noteworthy for its scale and intensity, the Edsel has since become a cautionary tale in public relations and marketing, underscoring the risks of over-promising and under-delivering.

1960s: “Think Small” - the Volkswagen Beetle

We promise, we aren’t only going to talk about cars … but when it comes to marketing in the 60s, it’s impossible to ignore the Beetle. In the 1960s, the world witnessed an array of sociopolitical changes, and amidst this transformative period, one PR campaign stood out both in its scope and its impact: The "Think Small" campaign for the Volkswagen Beetle. Orchestrated by the Doyle Dane Bernbach (DDB) agency, this campaign radically shifted the way automobiles were advertised and positioned the Beetle as the antithesis of the big, flashy American cars of the era.

Rather than trying to compete with the luxurious and oversized vehicles that were popular in the U.S., Volkswagen embraced the Beetle's unique design and modest size. The "Think Small" ads featured the car prominently against a plain, white background, drawing attention to its simplicity and compact form. The copy was witty and self-deprecating, acknowledging the car's quirks while simultaneously highlighting its reliability, efficiency, and affordability. The approach was revolutionary at the time, presenting a stark contrast to the grandiose car advertisements that dominated magazines and billboards.

The "Think Small" campaign was not just memorable—it was monumentally effective. It not only bolstered the Beetle's sales but also reshaped the advertising industry by proving that sometimes, less truly is more. DDB's counterintuitive approach resonated with the emerging counterculture of the 1960s, appealing to a demographic that valued authenticity and substance over extravagance. The campaign has since been lauded as one of the most brilliant and influential in advertising history, cementing the Volkswagen Beetle's place in American pop culture.

During the 1960s, another PR campaign that left a lasting impact was the introduction and promotion of the Marlboro Man by Philip Morris. Initially, Marlboro was marketed as a women's cigarette with the slogan "Mild as May." However, to tap into a broader market and redefine its brand, Philip Morris repositioned Marlboro as a cigarette for men. The Marlboro Man, characterized as a rugged cowboy in a pristine wilderness setting, became the face of this transformation. The imagery evoked a sense of masculinity, freedom, and the American frontier spirit. This rebranding was a massive success, leading to a dramatic surge in sales and establishing Marlboro as one of the leading cigarette brands worldwide. Unfortunately, while the campaign's effectiveness in the world of PR and advertising is undeniable, its legacy is also tied to the promotion of smoking and its associated health risks.

1970s: The Energy Crisis - "Don't Be Fuelish"

In the 1970s, one of the most memorable and impactful PR campaigns revolved around the energy crisis. The 1970s saw two major oil shortages, which sent shockwaves throughout the global economy. In response, governments, especially in the U.S., launched massive public relations initiatives to promote energy conservation.

The U.S. government's campaign was multifaceted, focusing on both short-term and long-term solutions. In the short term, Americans were encouraged to turn down their thermostats, carpool, and reduce their speed on highways – epitomized by the nationwide 55 mph speed limit imposed in 1974. The campaign used slogans such as "Don't Be Fuelish" and made use of various media outlets to reinforce the importance of conserving energy. These immediate measures were complemented by longer-term strategies, which sought to change American consumption habits, fostering a culture that was more energy-conscious and less wasteful.

Beyond government initiatives, the energy crisis also prompted businesses to rethink their strategies and public images. Companies in the auto industry, for instance, began heavily promoting smaller, more fuel-efficient cars in response to changing consumer demands. This shift in marketing wasn't just a fleeting trend; it signaled a broader change in the auto industry's approach, with fuel efficiency and environmental consciousness becoming enduring priorities in car design and advertising. The PR efforts of the 1970s in response to the energy crisis laid the groundwork for many of the sustainable practices and eco-friendly initiatives that have since become commonplace.

1980s: Just Say No

The 1980s ushered in the era of the "Just Say No" campaign, a vast public relations effort led by First Lady Nancy Reagan aimed at addressing the increasing drug epidemic in the United States. Emerging against the backdrop of rising drug abuse, especially regarding crack cocaine, this campaign sought to target young people directly, educating them about the dangers of drug consumption.

At the heart of the "Just Say No" campaign was a series of TV advertisements, school programs, and public events. The First Lady herself took an active role, touring schools across the nation, talking to students about the dangers of drugs, and urging them to resist peer pressure. The campaign's messaging was clear and direct: when offered drugs, young people should simply "just say no." The phrase became an iconic slogan of the decade, symbolizing the broader war on drugs that defined much of the 1980s in the U.S.

However, while the "Just Say No" campaign raised significant awareness about drug use, its effectiveness in reducing drug abuse rates remains a topic of debate. Some critics argue that the campaign's simplified approach failed to address the root causes of drug addiction and lacked nuance in understanding the complexities surrounding drug use. Nonetheless, there's no denying the campaign's cultural impact and the way it set the tone for subsequent anti-drug initiatives. The 1980s "Just Say No" campaign remains one of the most prominent public relations efforts of the era, with a lasting legacy in American drug policy and education.

1990s: the Birth of Windows

The 1990s bore witness to the meteoric rise of technology and the internet, changing the way people communicated, worked, and played. At the forefront of this digital revolution was Microsoft, and its campaign to launch Windows 95 stands as perhaps the most iconic PR effort of the decade. Windows 95 was more than just an operating system; it was a symbol of a new era of personal computing, and Microsoft intended to launch it with unparalleled fanfare.

Microsoft's promotional blitz for Windows 95 was nothing short of spectacular. The company reportedly spent an estimated $300 million on the marketing campaign. Streets in major cities were adorned with banners proclaiming "Start Me Up" — a reference to both the operating system's new Start button and the Rolling Stones song of the same name, which Microsoft licensed for a whopping sum, using it as the soundtrack for their TV commercials. The media hype was inescapable; from special broadcasts on television networks explaining the features of Windows 95, to a collaboration with Jay Leno for the official launch event, and even a special edition of The Times newspaper in the UK that was given away for free, courtesy of Microsoft.

The result? Windows 95 became a cultural phenomenon, not just a software product. On the day of its release, people lined up at electronics and software retailers, eagerly waiting to get their hands on a copy. The buzz generated ensured that Windows 95 sold millions of copies in just a few weeks, solidifying Microsoft's dominance in the personal computing space. The Windows 95 launch exemplified the power of an integrated PR campaign to not only introduce a product but to embed it in the cultural zeitgeist of the time.

2000s: Apple Takes a Bite

The 2000s marked a pivotal era for technology, social media, and global communication. Among the myriad of launches and advancements, one PR campaign that stands out prominently from the rest is Apple's introduction of the iPhone in 2007. The iPhone not only represented a new product but signaled the dawn of an age where smartphones would become indispensable to daily life, revolutionizing communication, entertainment, and work.

Leading up to the iPhone's launch, Apple skillfully employed a mix of secrecy and strategic leaks to build unprecedented anticipation. Months before its release, speculation about an Apple phone ran rampant in tech circles and the media. When Steve Jobs finally unveiled the iPhone at Macworld in January 2007, declaring it a "revolutionary and magical product," the presentation itself became a masterclass in product promotion. The combination of Jobs' charismatic presentation style, the iPhone's groundbreaking design and features, and Apple's meticulous event planning created a media frenzy. The subsequent PR campaign emphasized the iPhone's innovative multi-touch interface, its combination of iPod, phone, and "internet communication device," and its potential to change the way people lived and communicated.

The resultant buzz was palpable. Long lines snaked around Apple Stores worldwide ahead of the iPhone's release, and the product quickly became a cultural icon. Beyond the immediate success in sales, the iPhone launch set the standard for future tech product announcements and showcased Apple's unmatched prowess in creating and marketing products that resonated deeply with consumers. The iPhone's debut was not just a testament to Apple's innovative spirit but also underscored the profound influence of a perfectly orchestrated PR campaign in the digital age.

The Future of PR

Public Relations, since its inception, has proven to be a formidable tool in shaping perceptions, influencing behaviors, and steering societal and consumer trends. Tracing its trajectory through the 20th and early 21st centuries reveals its adaptability and the uncanny ability to evolve with changing technological landscapes and cultural shifts. As we stand on the threshold of a future marked by rapid advancements in artificial intelligence, virtual realities, and unprecedented global interconnectivity, the essence of PR will remain consistent: to forge meaningful connections and narratives. Yet, the strategies will inevitably morph, harnessing new platforms and resonating with ever-evolving audience sensibilities. In this dynamic dance between the past's lessons and the future's possibilities, PR will continue to be an indomitable force in the art and science of communication.

Imperium Group is an American public relations and marketing consultancy firm. Founded in 2016, it specializes in guaranteed placements, creating utmost transparency for its clients. Imperium Group generates over 15M impressions a month for its clients. Its team is based out of New York, Dallas, and Los Angeles.

For more information about Imperium Group, please see https://navigator.imperiumgrouppr.com/.