Public relations and business responses to the civil rights movement

During the 1950s and 1960s, U.S. civil rights protesters targeted businesses with demands for service, jobs, and equality. Employing historical method, this study considers the role of public relations by examining magazine, newspaper, and public relations trade press coverage of business responses to the civil rights movement. The analysis shows that, although all five motivations for the adoption of the formal public relations function—profit, legitimacy, recruitment, agitation, and advocacy—were present, business was slow to respond; that riots and concerns about corporate image drove business to take a public stand; and that professional public relations participation appeared to be minimal even as it was cited in press stories as a reason for the failure of many business initiatives. In addition, the analysis demonstrates the existence of a sixth motivation: fear.