Moss Kendrix: The dreamer who makes his dreams comes true
Moss Kendrix was born in Atlanta, Georgia in 1917. He attended public school like every other African American child his age. He attended Morehouse College in Atlanta, Georgia. While he attended Morehouse College he was the editor the Morehouse newspaper, The Maroon Tiger. He was a devoted member of the Alpha Phi Alpha fraternity, and co-founder of the Phi Delta Delta Journalism Society. He graduated from Morehouse College in 1939, and created the first National Negro Newspaper Week. He applied and then was accepted into Howard University’s Law School. He married Dorothy Johnson, and had two children with her. From 1941 to 1944 he served in the United States Army.
During his time served in the army he worked in the Treasury Department in the War and Finance Office. It was then he got his first taste of working with Public Relations. He appeared on television shows and talked on radio talk shows working to promote the war. In 1944 he started his own public relations firm, The Moss Kendrix Organization; the company’s motto was “What the Public Thinks Counts.” He started his business based on the conclusion that African Americans were a large part of the consumer market in the United States at that time. Knowing this he invested a large quantity of time and effort into the development of this highly unacknowledged market. The Coca-Cola Company, Carnation, the National Dental Association, the National Educational Association were some of his many clients. In addition to running his own Public Relations firm he was the host of a weekly radio program show, “Profiles of Our Times.”
During the early 1900s African Americans made up a large part of consumer market. Nehi’s grape and orange flavored soda was popular. Coca-Cola was also another popular brand of drink, but it wasn’t as popular in the African American society as it should have. Kendrix noticed this gap, and put his knowledge and skills to the...
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