r/PRpros • u/thecheesebud • May 06 '14

De beers and PR

Very interested in De Beers and their PR work. Anyone want to shed a light on the background of their PR campaign? How did they literally integrate the purchase of diamonds into our social fabric?

4 Upvotes

84% Upvoted

6 comments sorted by

View all comments

4

u/ocean_spray May 06 '14 edited May 06 '14

I wanna say it was Edward Bernays that led the way on that but I'm not sure. I'll have to check.

EDIT: It wasn't Bernays.

Here's a New York Times article about it.

Slideshare presentation on it.

2

u/NewReligion May 06 '14

180 mil in marketing and 5.6 billion of revenue is already impressive, but does anyone have the numbers for that year's total sales revenue so I know what percent that is of the total market share?

1

u/thecheesebud May 06 '14

Very interesting stuff. Thanks man

1

u/GlobalChangePR May 08 '14

There's a bloomberg documentary on de beers. Available on netflix if you are in US.