Caroline Hood, social and cultural capital, and women in US public relations, 1934–1973

Abstract

Purpose This article examines Caroline Hood's work at the Rockefeller Center (1934–1973) and her contributions to US public relations, while considering how social and cultural capital influenced her ability to build a career in public relations during the mid-twentieth century. Design/methodology/approach Based on traditional archival research using Hood's collection at the Radcliffe Institute at Harvard University, the article consults coverage in the mainstream media and the public relations trade press for triangulation. Secondary sources on the Rockefeller Center and on women in public relations history are also included. Findings Intelligence, creativity and hard work are the primary reasons for Hood's success in public relations, but she had to overcome obstacles caused by widely accepted gender norms and prejudices of the mid-twentieth century. She leveraged social and especially cultural capital to create support as she constructed her own career ladder at the Rockefeller Center. Research limitations/implications One individual's experience cannot be generalized to the larger population, so scholars should continue to examine the role of social and cultural capital in public relations careers. Originality/value As the first public relations woman to achieve a vice presidency of a major US corporation, Hood deserves to be included in PR historiography, yet she has been largely overlooked. Additionally, although global research has indicated the importance of social and cultural capital in careers in public relations, especially for women, this is the first article to analyze their role in depth.