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MOSS KENDRIX: REVOLUTIONIZING MEDIA DEPICTION OF THE BLACK COMMUNITY
02/20/2024
By Jared Meade
[Editor's Note: This piece was created by Jared Meade on behalf of the Museum of
Public Relations in honor of Black History Month. The museum exhibits an
extensive collection of Black history in the PR sector.]
The issue of underrepresentation of minorities in the media has been
controversial matter for many years. However, thanks to the tireless efforts of
many, harmful stereotypes and inadequate visibility are no longer as prevalent
as they once were. Significant progress has been made in portraying a more
accurate, equitable and just representation of various minority groups, such as
African Americans, Asians, Hispanics, and Native Americans in the media.
Moss Kendrix, a pioneer in the field of public relations, played a significant
role in transforming the portrayal of minorities, especially Black Americans, in
the media over 75 years ago. His relentless efforts and innovative work
revolutionized the depiction of the community, paving the way for improved
representation in the media.
KENDRIX'S HISTORY
Born in Atlanta, Ga., in 1917, Kendrix attended Morehouse College, an all-male
historically black college, where he was the editor of the school newspaper—The
Maroon Tiger, co-founder of Phi Delta Delta Journalism Society (the first and
only society of its kind for Black journalism students) and a member of the
historic Alpha Phi Alpha Fraternity, Inc. He graduated in 1939 and was accepted
into Howard University Law School but opted instead to gain work experience.
That same year, he married Dorothy Marie Johnson, a student at Spellman College,
the sister school to Morehouse, with whom he had two sons, Moss Kendrix, Jr. and
Alan Kendrix.
In 1941, Kendrix's life took a sharp turn when he was drafted into the United
States Army. He was assigned to work for the Treasury Department in the War
Finance Office. He traveled across the country to promote war bonds with Black
celebrities as part of his job. Two of his favorites were Duke Ellington and
singer Billy Eckstine.
After serving in the military, Moss Kendrix established a public relations firm
in Washington, D.C.—The Moss Kendrix Organization. He firmly believed that the
public's perception mattered the most, which became his company's motto, "What
the Public Thinks Counts!". The firm’s clientele included big names such as The
Coca-Cola Company, Carnation, Ford Motor Company, the National Dental
Association, the National Educational Association and the Republic of Liberia.
THE COCA-COLA YEARS
Kendrix and his firm are best known for bridging the gap between The Coca-Cola
Company and Black consumers. While Coca-Cola may be ubiquitous in 2024, there
was a time when this wasn’t true, especially in the Black community. During the
1920s and 1930s, the community preferred fruit-flavored beverages produced by
Nehi, a company that recognized the value of the minority market. At only 31
years old, Kendrix recognized the opportunity and presented Coca-Cola with the
idea of targeting marketing efforts toward the Black community. As a result, he
won the account, becoming the first Black PR representative to manage a major
corporate account.
With the guidance of Kendrix, Coca-Cola started to feature the newly affluent,
post-war Black consumers in a way similar to the "white suburban" markets.
Before the Second World War, Black Americans were often depicted offensively and
not given respect by advertisers. They were seen as a lesser class who produced
or served but not those who bought or consumed goods. Kendrix helped Coca-Cola
see the Black market as the consumers they were. The new advertisements
showcased Black families, young Black couples on dates and famous Black athletes
drinking Coke in various settings. In 1953, Coca-Cola published a full-page,
four-color ad in EBONY featuring the popular Harlem Globetrotter Reese “Goose”
Tatum. Kendrix also recruited Black college students such as Mary Alexander, the
first Black woman to appear in a Coca-Cola advertisement.
Kendrix continued to work with Coca-Cola, shifting the consumer image of Black
Americans in advertising until the early 1970s.
THE LEGACY OF KENDRIX
Kendrix’s push for more Black representation wasn’t limited to the media. In
1953, he launched the National Association of Market Developers (NAMD) at
Tennessee State University to encourage and support minorities in the public
relations field. NAMD was incorporated in D.C. in 1954 and is still in operation
today.
While the name Moss Kendrix may not be widely known, especially outside the
public relations field, his impact on advertising can be seen and heard in every
image and voice of a Black American used on billboards and in print, display,
mobile and broadcast advertising.
We may still have a way to go, but without the work of Kendrix and others like
him, the portrayal of Blacks, Asians, Hispanics, Native Americans and other
minorities wouldn’t be where it is today. Kendrix opened the eyes of corporate
America to the buying power of Black Americans, but he also opened the world's
eyes to the importance of accurately portraying minorities in breaking down
prejudices and stereotypes.
Kendrix passed away from a heart ailment on Jan 4, 1989, at the age of 71, in
his home in Washington. Despite his passing, he left a legacy that will touch
the lives of generations to come.
Jared Meade, MPS, APR, MPRCA is Founder and Principal, Rayne Strategy Group. He
is writing on behalf of the Museum of Public Relations.
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