ADVANTAGES

Television coverage not only revealed the reasoned appeals of those seeking change and the dramatic words and gestures of the struggle, it also spread news and exposed events in a way that put pressure on business leaders in these small towns. In Danville after the tension and violence in June 1963, the president of Dan River Mills, which employed over 6,000 people, sent the company's public relations coordinator to become the "press officer" for the embattled Danville mayor. The New York Times was running articles that questioned Dan River Mills' "corporate image" after television reports broadcast stories on the violence in the company's home town. Danville civil rights demonstrators took their protests to the Dan River Mills corporate headquarters in New York City where Reverend Lawrence Campbell led the picket line protest. Dan River officials met with Campbell and, according to news reports, the company moved to seek resolutions to the racial problems in Danville.

Testimonials

Satisfied customers are saying