Trust is undoubtedly one of the most valuable currencies in business. Yet, why do so many companies focus more on flashy marketing campaigns and mediocre copy rather than on building and maintaining trust with their audiences?
Now, before I go any further, let me be clear: What Edward Bernays did for George Washington Hill, the president of the American Tobacco Company, had undeniably horrific long-term health implications. However, this specific campaign was one of the first I learned about in PR 101, highlighting both what PR is and its ethical implications.
That said, after a recent brainstorming session with a colleague and friend, I found myself explaining the differences between marketing and public relations (PR) (and honestly, one of my favourite conversations). But in doing so, I always reference Edward Bernays, the notorious father of modern PR, who masterfully illustrated the power of PR with his "Torches of Freedom" campaign back in the late 1920s.
Demonstrating the sheer influence of public trust and a good narrative, Bernays orchestrated a stunt during the New York City Easter Parade where a group of women, strategically placed by Bernays, lit cigarettes and marched, branding them as "torches of freedom." This simple act, meant to symbolize women's independence and equality, tapped into the growing feminist movement, having a profound, lasting impact.
This campaign didn't just sell cigarettes; it sold a new image of the modern, independent woman. Women smoking in public became a symbol of their freedom and equality, a message that was further reinforced through media portrayals, social events, and everyday interactions. By aligning the campaign with the values and aspirations of women seeking equality and independence, Bernays created a narrative that resonated deeply with the public. This alignment with societal values is a cornerstone of building trust among the sea of untrustworthy.
Now, it's not lost on me – as medicine advanced, his campaign didn't age well, but it did teach us two very valuable lessons: (1) the immense power of PR in shaping public perception and (2) the critical importance of aligning with societal values to build trust. As Ollivander once said, "After all, He-Who-Must-Not-Be-Named did great things — terrible, yes, but great."
Building Trust, Not Just Buzz: A Lesson from Edward Bernays on Building Public Trust. (2024). Retrieved from [LinkedIn]