Exporting Hollywood excellence : public relations excellence theory and the MPPDA's European public affairs program of the 1920s

Abstract

[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] To test the theory that the period between the mid-1920s and the 1950s was marked by the "two-way asymmetrical model" of public relations, this thesis searches for the modern elements of "excellence" in public relations management, as well as modern relationship cultivation strategies, within the European public affairs activities of the Motion Pictures Producers and Distributers of America, Inc., in the 1920s. Although many principles of modern excellence are lacking in this historical case study, substantial support can be found showing that the MPPDA did practice the modern two-way mixed-motive model of public relations, rather than the asymmetrical model. This finding contravenes previous historical understandings of this period in public relations. It also invites further research into other organizations' past public affairs programs to gain greater insight into the dynamics of modern PR techniques and to understand the industry's impact on wider historical processes.