Page Center project uncovers hidden histories of public relations

For nearly three decades, the PRMuseum has been dedicated to preserving and exhibiting the industry’s evolution. Over the last ten years, however, this research has specifically prioritized the recovery of narratives surrounding marginalized practitioners—women and diverse professionals—whose contributions were virtually ignored in the classroom.

Furthermore, with this investigation of LULAC and other social advocacy organizations, the Museum seeks to explore the broader historical impact of public relations, uncovering how strategic communication demonstrates the unique social value of PR and its enduring role in serving the public interest.

The professionalization of food PR: Bee Marks

The career of Bee Marks, analyzed by Jaime Cohen Schwartz and Dr. Rachel Kovacs, represents a paradigm shift in the food PR specialty. Entering the field as a typist in 1965 at Botsford, Constantine & McCarty, an agency later to be acquired by Ketchum, Marks’ career was vastly transformed the day she was asked to present, alongside an all-male panel, a proposal to the Potato Board.

With potatoes facing stagnant sales, Marks utilized consumer research to identify a significant perceptual gap: while the public “loved” the taste and “low cost” of potatoes, they remained ignorant of their nutritional profile. Marks pioneered a science-based communications strategy, for the first time in the industry, utilizing nutritional data to dismantle the prevailing myths. By repositioning the potato as a health-conscious dietary staple, Marks not only secured the account but established a new methodology for the marketing of consumer food products.

Market integration and representation: D. Parke Gibson

Research conducted by David Brown and Chuck Wallington highlights D. Parke Gibson as a seminal figure in the creation of Multicultural Marketing. Establishing his firm in 1960, Gibson targeted the then-underrecognized "Negro" consumer market, now vastly more powerful thanks to America’s post-war economy. Despite the era's racial volatility and skepticism from predominantly white marketing executives, Gibson argued to the Fortune 500 that the emerging Black middle class represented a significant, yet underserved, economic force.

Through The Gibson Report and his landmark book, The $30 Billion Negro, Gibson demonstrated that effective engagement required a nuanced understanding of Black consumer attitudes and a genuine recognition of their identity and status in the nation. His insights bridged a critical divide between corporate interests and Black communities, fostering a shift from transactional marketing to a more individual-centric approach.

Strategic advocacy: The League of United Latin American Citizens (LULAC)

The strategic communications of LULAC, researched by Natalie Asorey and Sonia Diaz, illustrate PR’s role in civil rights advocacy. Founded in 1929 amid a surge in Mexican-American immigration and the imposition of discriminatory "Juan Crow" laws, LULAC has sought for nearly a century to achieve systemic equity for Latino communities.

From its modest beginnings, the organization pioneered a sophisticated multi-channel communications strategy—encompassing newsletters, community outreach, and public rallies—to unify a disparate demographic. Given the fact that there were no precedents for LULAC to rely upon at the time, their strategic approach was based on an intuitive understanding of the needs of their community members.

Rather than relying upon mere information dissemination, LULAC’s model focused on bidirectional communication to foster community bonds, trust and resilience. Nearly a century later, LULAC remains a testament to the power of two-way strategic communication as a tool for driving social change and justice.

As the PRMuseum continues to shine a light on these "forgotten" narratives, it becomes clear that today’s practice can benefit immensely from the unique case studies of these and dozens of other women and diverse pioneers. Perhaps just as important, these “hidden histories” can serve as critical role models for the next generation of PR professionals.

For more information about this study, email Spector at shelleyspector@prmuseum.org. These three projects were supported by a 2024 Page/Johnson Legacy Scholar Grant from the Arthur W. Page Center. Joining Spector on this project are Natalie Assorey, David Brown, Sonia Diaz, Rachel Kovacs, Jaime Schwartz Cohen and Chuck Wallington.