Editor’s Note: 

In our industry, Ivy Lee and Edward Bernays are well known, as both men played a significant part in establishing its foundation. Fewer are familiar with Doris Fleischman, Betsy Plank or Inez Kaiser. In light of Women’s History Month, our team put together a special series highlighting those whose role in creating the modern world is often overlooked. This one explores the story of Doris Fleischman. 

Edward Bernays has long been called the “Father of Public Relations,” and while his contributions to the field were indeed notable, so too were those of his wife, Doris. As he built his reputation as the face of PR, she was the silent force driving an industry built on visibility. Together, they were the definition of a “power couple,” but history has largely remembered only one of them.

The Beginning

Doris Elsa Fleischman was born in Harlem, New York, on July 18, 1891, to Samuel and Harriet Fleischman. One of four children, she grew up in an environment that valued education. Doris had a passion for learning, matched by her determination to carve a path for herself in a world that still relegated women to the background. After excelling at Hunter Normal School and the prestigious Horace Mann School, she attended Barnard College, where she pursued studies in English, psychology and philosophy. Beyond academics, Doris was a multi-sport athlete, earning varsity letters in tennis, softball and basketball.

Time at the Tribune

Throughout college, Doris kept in touch with a childhood friend, Edward Bernays. He recognized her talent as a writer, and after she graduated with her bachelor’s degree in 1913, he helped her secure a role at the New York Tribune. Back then, women were largely expected to cover fashion, home life and society. Although Doris started out writing for the women’s page, she was not interested in limiting her coverage to conventional topics.

She began reporting on politics and social issues and earned herself the title of “Assistant Sunday Editor.” In this role, she interviewed high-profile figures like Theodore Roosevelt, traveled to San Francisco to report on the International Conference of Women Workers to Promote Permanent Peace, and became the first woman to cover a boxing match. She also continued writing for the women’s page, focusing on issues they faced in their personal and professional lives.

Paving the Path for PR

Although it isn’t clear why, Doris left the Tribune in 1916 and began freelancing. Edward, meanwhile, had started gaining notoriety for his work as a publicist. After being retained by his first sizable clients, the U.S War Department and the Lithuanian National Council, he called on Doris to draft their press releases.

In 1919, Edward launched his “publicity direction” firm and Doris transitioned from a freelancer to his first permanent hire. The agency quickly began to grow, with Doris serving as the lead writer and Edward’s right hand as they put the spotlight on plays, films, fundraising initiatives and products such as radium. The firm also executed political campaigns and promoted major events hosted by organizations like ACLU, the Women’s Non-Partisan Committee for the League of Nations and the New York Society of Ethical Culture.

In 1920, the NAACP retained the agency to support its regional conference. Unlike previous events held above the Mason-Dixon Line, this one was set to take place in Atlanta. It was all hands on deck, with Edward reaching out to Northern newspapers offering to cover the event and Doris traveling to Georgia to build relationships with local officials. This was no easy task for the woman, who was threatened by people opposed to the movement and given the cold shoulder by politicians.

Still, Doris made headway. Although the Governor said he would be too busy duck hunting to attend, he did agree to Doris’ suggestion of having militia members there in case violence erupted. Another victory came when the pair was able to secure positive media coverage of the event, which was held without incident.  Unfortunately, despite their best — and objectively very successful efforts, there was still public backlash after the conference. However, the outcome may have been far worse without the agency’s work.

Somewhere in the Middle

In 1922, Doris’ title changed again. She married Edward at City Hall, becoming his wife and his business partner, holding equal stake in the agency. What did not change, however, was her last name. When the pair checked into the Waldorf-Astoria Hotel for their honeymoon, she signed the register with “Doris Fleischman.”

The move was so unusual that it made national headlines, which has led some to believe it was prompted by Edward to generate publicity around the couple and their firm. However, it was likely because Doris was a member of the Lucy Stone League, a women’s rights organization whose motto was: “A wife should no more take her husband’s name than he should hers. My name is my identity and must not be lost.”

Doris would make the news again the following year, when she requested a passport under the last name Fleischman to travel to Europe. When she received it, it said, “Doris Fleischman Bernays, professionally known as Doris E. Fleischman.” In 1925, she submitted another application, this time writing:

“Since it is apparent that the purpose of a passport is to establish identity, I assume you will not wish me to travel under a false name.”

The new document arrived, and Doris made history as the first married woman in the United States to have a passport under her maiden name. Although she maintained her identity, she couldn’t prevent it from being overshadowed and throughout her life, she struggled to truly define herself. In an article published in American Mercury, she wrote:

“Mrs. stands to the right of me, and Miss stands to the left. Me is a ghost somewhere in the middle.”

A Name Worth Remembering

Doris Fleischman died on July 10, 1980, after suffering a stroke. She was a gifted writer, a fierce journalist and a professional powerhouse far ahead of her time, raising two children on top of her career and advocating for women’s rights. She was Edward’s equal, his business partner, and, according to him, a key factor in the agency’s success.

Without her, Edward may never have become the “Father of Public Relations,” a field where women now make up the majority. Despite all of this, Doris is still largely known as “Edward Bernays‘ wife.” A mere footnote in his story, on the rare occasion she is mentioned at all.