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The Selling of Civil Rights

The Selling of Civil Rights. The Student Nonviolent Coordinating Committee and the Use of Public Relations. Historical Context. Corporate histories focus on PR as a manipulative tool--assumption is that PR is “inherently unethical.” Focus on elite corporate leaders, white males specifically.

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The Selling of Civil Rights

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  1. The Selling of Civil Rights The Student Nonviolent Coordinating Committee and the Use of Public Relations

  2. Historical Context • Corporate histories focus on PR as a manipulative tool--assumption is that PR is “inherently unethical.” • Focus on elite corporate leaders, white males specifically. • Broaden focus by examining PR and social movements. • Additional areas include government, education, and religion.

  3. Research • Historical method • Evidence • Interpretation • Narrative • SNCC papers • Oral histories • Autobiographies • Interviews • Magazines and newspapers

  4. SNCC history • The sit-in movement • Direct action • Christian ideals and pacifism • The beloved community • Political activism • Voter registration and political party building • Black Power • Separatism • Black pride and consciousness

  5. Integrated lunch counters Passage of civil rights legislation Civil Rights Act of 1964 Segregation illegal and the right to vote 1896, Plessey vs. Ferguson 1954, Brown vs. Board of Education of Topeka, Kansas Civil Rights Act of 1965 Outlawed literacy test. Federal oversight. Increased numbers of black voters Two nationally recognized black-based political parties Growing organizational fund and volunteer base. News coverage Agenda setting via special events 950 New York Times articles during the 1960s. Measurements of Success

  6. The early years • Ella Jo Baker organized efforts. • Raleigh, North Carolina • Easter weekend, 1960 • Communication and publicity as part of initial purpose. • Sent news releases • Produced Student Voice • Gained support from “sympathetic onlookers”

  7. Early PR efforts • Jane Stembridge • October 1960 communications report • Monthly newsletter • Appointment of a press committee • Promotional pamphlet • Release of monthly reports to state representatives • Appointed reporters for each protest area

  8. James Forman became executive secretary in the fall of 1961. Separate factions for direct action and political organization. Julian Bond joins staff as communications director. Phase II--Political Organization

  9. Communication Challenges • “Snick” vs. “Slick” • Reaching the press • “David against Goliath” • Mary E. King • Dorothy Zellner • Money • Safety • Communicating to state, local, and federal authorities.

  10. Addressing Challenges • Friends of SNCC groups • Satellite offices--NYC and D.C. • Media relations • Sent telegrams to federal government and filed affidavits and complaints with government agencies. • FOS contacts asked northern reporters to request story from the South.

  11. Freedom Summer • About 1,000 white students spent the summer of 1964 registering blacks in Mississippi. • The MFDP • Cheney, Goodman, and Schwerner. • Atlantic City • Fannie Lou Hamer

  12. Phase III--Black Power • Stokely Carmichael • The Lowndes County Freedom Organization • Black panther SYMBOL • Vietnam opposition and government intervention

  13. Black Power • 1965--transition • Many left the organization after MFDP defeat. Bond began working full-time toward political career. • Sense of defeat and disillusionment after MFDP defeat. • Increased tension with media. • 1966 report suggested that national media was “expendable.”

  14. Stokely Carmichael • Excessive media coverage. • Wide availability of television. • Defining Black Power • Iconic leader • Replaced after one year • H. Rap Brown become new chair in 1967.

  15. Summary • SNCC had a strong hand in advancing civil rights throughout the 1960s and used public relations as a primary tool. • Educated constituents (ranging from political leaders to illiterate sharecroppers) • Raised national awareness • Changed attitudes • Built financial and emotional support

  16. Documentaries • Eyes on the Prize • Freedom on my Mind

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