#HouseHistory: Moss Kendrix '39 – The PR Pioneer Who Transformed Coca-Cola Alumnus Moss Kendrix '39 was a public relations pioneer whose work not only revolutionized advertising but also reshaped the way corporate America engaged with Black consumers. Kendrix honed his voice as editor of The Maroon Tiger and co-founded the Phi Delta Delta Journalism Society, the first organization of its kind for Black journalism students. After being drafted into the U.S. Army, he established The Moss Kendrix Organization, a PR firm that attracted powerhouse clients like Ford, Carnation, and most notably, The Coca-Cola Company. In the mid-20th century, Coca-Cola had yet to recognize the buying power of Black consumers. Kendrix saw an opportunity to change that. At just 31 years old, he pitched Coca-Cola on the importance of marketing directly to the Black community—securing a historic deal as the company’s first Black PR consultant. Through his vision, Coca-Cola shifted its advertising strategy, fe...