Trains, chains, blame, and elephant appeal: A case study of the public relations significance of Mary the Elephant

Using the media coverage of the hanging of Mary the Elephant, the purposes of this article are to discuss the major implications of the press agentry model of public relations, the impact of corporate decisions on the reputation of its surrounding community, and how the values related to societal issues such as animal cruelty change over time. Findings reveal that public pressure, intense police attention, and the counsel of a master press agent led the circus owner to make the decision to hang Mary and ultimately adulterate the reputation of the town of Erwin, Tennessee indefinitely.

► This study examines primary and secondary sources to tell the story of the hanging of Mary the Elephant.
► Examination of the media coverage of the hanging reveals that the decision to hang Mary was based on public demand and the decision of a master press agent to use the hanging as a memorable publicity stunt.
► Research reveals that the decisions of an organization can ultimately affect the reputation of its surrounding community.
► Analysis of the media coverage also reveals a change in societal values related to the treatment of animals.