University of Central Florida (UCF) PUR4000 Public Relations Practice Exam

Ivy Lee's strategic advice to highlight good deeds publicly was crucial in transforming John D. Rockefeller's public image, particularly in the early 20th century when he faced significant criticism for his business practices and perceived ruthlessness. By encouraging Rockefeller to actively showcase his charitable initiatives, Ivy Lee helped to reposition him from a controversial figure associated with monopolistic practices to a more benevolent persona involved in philanthropy.

This approach was transformative because it not only softened the public's perception of Rockefeller but also allowed him to take control of the narrative surrounding his actions. By transparently communicating his efforts to contribute positively to society, such as his support for education and health, Rockefeller could counteract the negative media coverage he had previously received. This tactic exemplifies a foundational principle in public relations: the power of proactive communication and the importance of managing public perception through positive storytelling. Hence, the emphasis on highlighting good deeds provided a way for Rockefeller to not only aid his image but also engage with the community meaningfully.