The most hated American family, or the revival of the Rockefeller

The most hated American family, or the revival of the Rockefeller

John D. Rockefeller - Jr. with photographers and journalists

Legendary billionaire once saved discovery: the world belongs to him who knows how to present himself. Since then, the business confirmed a new phenomenon - PR, or public relations.

May 2, 1914 five people with mourning armbands four o'clock silently picketed Rockefeller mansion on 54th Street in New York. Five days later at the same location it is already a huge crowd had gathered, blocking traffic. He headed it someone in a suit of Death. The demonstrators protested against the policy of the Rockefeller family in Colorado, where clashes with the authorities and the protection of mining companies killed striking workers. Rockefellers themselves took refuge in the estate in Pocantico Hills and intensely deliberated how to respond to the public prosecution. Rockefeller Jr. contacted the editor of the New York Evening Journal newspaper Arthur Brisbane, and he called the name of the desired person - Ivy Lee.

Dirt: Personal accounts

XX century the Rockefeller family met at the zenith of power. John D. Rockefeller - his father was the embodiment of the "American Dream": comes from the bottom, it is the home became the richest man in the world. Son of tycoon John D. Rockefeller - the youngest was a typical representative of the second generation of the family to become rich. Father, did not finish in time school made sure that the heir has received a university education and acquired the manners of a gentleman. Added respectability family devotion and generous donations to charity.

The most hated American family, or the revival of the Rockefeller

Two John D. Rockefeller - father and son

However, the ratio of Americans to their capitalist heroes began to change, largely because of the wave of investigative journalism. In 1906, US President Theodore Roosevelt, nicknamed "muckrakers" publicists, to expose corruption of politicians and dishonest business practices. One of them, Ida Tarbell, chose the most prominent target - the Rockefeller family, to which she had personal scores. The father of the journalist was an independent oilman, but went bankrupt because of unfair competition Rockefeller Senior. Ida Tarbell, gathered nationwide oral testimony and documents, wrote a shocking account of what methods were earned billions Rockefeller cartel deals, squeezing competitors, the brutal exploitation of the workers. In the years 1902-1904 Tarbell published an investigation in the form of essays in McClure's magazine, and then released a book entitled "History of Standard Oil".

The most hated American family, or the revival of the Rockefeller

Work Tarbell, who laid the foundations of modern investigative journalism, caused a sensation, and restored public opinion against the magnates. These sentiments have affected the business: in a few years, the Rockefeller was declared lawful monopoly and is divided into 34 firms. Stepping in the same, 1911 by Affairs, Rockefeller Sr. gave his son the management business empire, whose power was shaken, but resisted. But as soon as Rockefeller Jr. headed it, as there was a new problem.

Blood: The Coal War

In 1902, Rockefeller Sr. acquired a 40% stake in the Colorado Fuel and Iron, engaged in coal mining. The family of little delve into the affairs of the enterprise remote and lost sight of what he has got an asset fraught with social explosion. Colorado miners, mostly immigrants worked in difficult conditions and their families lived in cities with stringent corporate access mode, where schools, hospitals, shops owned by the company.

Losing a job meant being thrown into the street, and the disgruntled expelled immediately. Defending their rights, the miners to form trade unions, but they did not recognize the business owners. Desperate to get through to management, with the September 1913 performance of 20 companies, the largest of which was the Colorado Fuel and Iron, went on strike.

The most hated American family, or the revival of the Rockefeller

The police are preparing to attack Colorado miners One of the strikers organized tent camps near the village of Ludlow, which belonged to the company. April 20, 1914 of its security and police staff broke into the camp under the pretext that there are holding hostage. Several people were killed, the fire started in a shootout. In the morning it turned out that two women and 11 children, were hiding from the machine-gun fire, suffocated in the smoke when burned tent over them. Journalists and trade unionists called the tragedy "Ludlow Massacre" in the media storm arose. Rockefeller is the most influential owners of the ill-fated company, announced the main culprits of the incident.

Seven billionaires cursed in newspapers and on the streets. The miners rebelled throughout Colorado, attacked the Colorado Fuel and Iron offices, shot her guards. These events, called "Coal War", has cost the lives of fifty people. The US President was compelled to send in federal troops Colorado. The strike nevertheless lasted until December 1914 - as far as enough money from the trade unions and the miners.

The Truth: The right person

Later, Rockefeller son would call the tragedy in Colorado one of the most important milestones in the history of the family. It has become clear that the approach to the organization of work must be reformed. The Rockefellers have invited well-known expert on labor relations Mackenzie King (the future Prime Minister of Canada). On his advice, they made a plan to improve the life of the miners, which was supposed to take on the working of voting.

The most hated American family, or the revival of the Rockefeller

Refuge in Ludlow, where because of the fire killed the women and children

Equally important was the "clean up" the company's reputation and the clan, because the Rockefellers became the most hated American family. Debunks even their charitable activities. "Remember Ludlow! Remember men, women and children who had been sacrificed to J. Rockefeller -. Jr. could continue his career sublime benefactor and philanthropist, a good Christian, "- written in the press. The family sought the help of the representative of a new profession - public relations specialist Ivy Lee.

The most hated American family, or the revival of the Rockefeller

Ivy Lee in 1920

A former journalist, Lee founded in 1904, one of the country's first public relations companies in 1906 wrote the Declaration of principles of the PR man and the first in the history of the press release.

"I believe that my father and I highly misunderstood the press and the people. I would like to know how to advise you to clarify our position, "- he addressed to John, Jr., Ivy Lee, when they first met. Is it worth it to order materials in support of the papers of the family? A common practice at that time, but Lee rejected the idea: proplachennye article will be seen at once, and who would believe them? To restore public confidence, we must not isolate itself from it, not to hush up the problem and not to hide from the media. People need the truth - so you need to give it to them, and at first hand and in large quantities. Let the information space is filled with the truth in such angles, which beneficial management Colorado Fuel and Iron. Rockefeller Council liked.

Salvation: From the main entrance

Trains of Colorado, Lee studied the situation. He started sending the country's press releases to the media, newsletters about the strike, gets to the officials, editors, teachers, preachers, in the university libraries. Point of view, leading to them were the result of the conflict in Colorado proplachennoy campaigning trade unions, and the fire in Ludlow - an accident (on charges of misrepresentation Lee replied that since he was informed by different people).

Lee published open letters and speeches of company management, informed about the planned reforms in the booklets, leaflets, posters - his information was to get to every house. And provided feedback: hired a man who tracked all the publications in the press about the Rockefellers and the strike in Colorado and sent him clippings, and persuaded the boss to take steps to begin to respect the right of workers to bring complaints directly to senior management.

The most hated American family, or the revival of the Rockefeller

John D. Rockefeller - Jr. plays tennis on the roof

In 1915, we held a hearing at which the Commission on Industrial Relations, formed of workers, industrialists and members of the public, Rockefeller Jr. had to give an answer about the strikes in Colorado. Fearing protesters and reporters, one of the advisers tycoon insisted that he went to a hearing by the back door. Lee immediately retorted: "Time backdoor philosophy gone. Mr. Rockefeller will enter the same door as everyone else. " Lee instructed the defendant was able to pay the old mistakes to their advantage.

He admitted the charges fair that initially withdrew from the problems in Colorado, and from this it followed that directly to repressive measures innocent tycoon. However, now that he was aware of the situation, John Davison was the first industrialists will meet workers.

Rockefeller, Jr. invited unionists to his office and called Ivy Lee to reporters. 78-year-old activist Mother Jones, who spent several months in jail for campaigning in Colorado, admitted hospitable magnate that it represented a very different and was perhaps unfair.

On the advice PR man in the autumn of 1915 Rockefeller Jr. toured Colorado. Lee chronicles the efforts of the tour was conducted in the pages of many newspapers. Rockefeller commemorated in Ludlow, Rockefeller speaks with residents of mining towns, Rockefeller uniformed miner down the mine, Rockefeller waltzes with the wives of workers ( "From the newspapers I learned that the ability to dance - one of the greatest of your talents" - marveled in a letter to John his wife Abby: in her youth shy chosen avoided the dance). Such leniency business owners to the workers was unusual for the time, even sensational. As a result, a positive image of the Rockefellers has been restored, and the Ludlow Massacre is no longer associated with them.

In 1916, Ivy Lee left the headquarters of John D. Rockefeller to manage his own PR agency, but for many years, until his death, he continued to advise the former boss. "Mr. Lee - a lot more than just a specialist in public relations. He's one of our advisors on various political issues, "- said Rockefeller Jnr.

Latest PR service Lee family was a proposal called the office center is being built by their first name. Skyscrapers Rockefeller Center, reminiscent of the dynasty of billionaires - and nowadays one of the most famous attractions in New York City.