Banking on Trust. History of the Swiss Bankers' Association's Public Relations Strategies (1912–2002)

This PhD thesis is aimed at analysing public relations (PR) in banking associations in Switzerland and Luxembourg in the twentieth century, so as to unravel their causes, origins, strategies and results. In doing so, it addresses the institutional structures of PR led at industry level and ambitions to test and measure their influence over the production of media content in Switzerland and abroad.