| Abstract: | When the public relations firm D-A-Y was dissolved into Ogilvy & Mather Public Relations November 1, 1988, the longest lived public relations agency disappeared into the sands of time that enveloped the first four agencies started in the first decade of the waning century. The D in D-A-Y stood for Pendleton Dudley, a venerable pioneer in this vocation, who had opened his agency in Wall Street in 1909 at the urging of his good friend, Ivy Lee. Dudley, a rugged, independent product of frontier America, headed his firm for fifty-seven years—a longevity record surpassed only by that of Edward L. Bernays, who started his firm in 1919 in the Post World War I public relations boom.Pendleton Dudley—known to his close friends as Pen and to his associates in his firm as PD, was born September 8, 1876, in a small frontier town of Troy, Missouri, when America was an agricultural nation. He came to pioneer as a counselor to the corporate giants, AT&T among them, in a complex, interdependent corporate industrial America. Pen Dudley did much to infuse this field with respectability in a time when it was viewed with suspicion or disdain in its early years. He was a strong advocate of research as the only sound basis for planning and executing programs to influence public behavior. He was also active in the Public Relations Society of America after it was formed in 1948 and was in the forefront of those creating the now extinct Foundation for Public Relations Research and Education. In 1965, he received the Distinguished Service Award from the New York PRSA Chapter. He died at the age of 90 in 1966.The author is Dean Emeritus of Journalism at the University of Georgia, and co-author Effective Public Relations, 6th Ed. |
