Abstract
This article examines the role of public relations in aiding the growth of General Motors-Holden during the interwar period. Drawing extensively on the Holden archives, the article highlights attempts by Australian management to adapt public relations practices to local conditions. This meant tying the firm to the national story, softening its American image and placing General Motors-Holden at the forefront of capitalist development in Australia. Ultimately, this article challenges prevailing narratives surrounding public relations in interwar Australia and argues that the popular appeal of the Holden brand was always contingent on a manufacturing base.
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