MOSS KENDRIX, An African-American PR Pioneer And COCA-COLA

Moss Kendrix was an African-American Pr specialist. He was born in Atlanta, Georgia in 1917. As you can see, he was a black man and that was a huge thing in the PR industry of olden times. He definitely changed the way of African-American PR industry. He remedied the image of African-Americans. The impact Moss Kendrix left on the world of advertising can be seen everywhere. Billboards, magazine advertisements, television commercials and radio ads use positive images of African-American actors, models and voice over artists to sell products. In days of yore, it was generally thought that nobody couldn't even think about that African-American could have positive image in the field of PR and advertising. Moss Kendrix changed that ultimately. Moss Kendrix was a huge influence for minorities in the advertising and Public Relations field.


COCA-COLA

As outstanding product Coca-cola is, it has not always been a very popular drink for African-Americans. Coca-cola company did not regognize the value of the minority market. Moss Kendrix noticed that and decided to act on the knowledge. He went to company offices of Coca-cola, and made a proposal, how to market to the African-American community. After that he was hired by Coca-cola and worked for them on retainer. He continued the work for the company until the early 1970's.


He had an opportunity to work with celebrities from the sports and entertainment industries.  He also had the opportunity to design promotional ads.

 

Sources: 

-www.prmuseum.com

-Sini-