Working with the Ballets Russes

When Serge Diaghilev and the acclaimed Ballets Russes made a series of momentous tours to America in 1915, 1916 and 1917, publicity and promotion was managed by Edward L Bernays. Bernays is now an acknowledged pioneer of the concept of public relations and a man more recently described as the father of spin. For the Diaghilev tours he developed a highly successful publicity campaign, flooding American newspapers and magazines with images and stories about the company. He specifically promoted the company as one that was bringing disparate arts together, whose work and personnel could have an impact on the American way. His campaign was not without its flamboyant moments -- in one enlightened move he promoted the largely unknown dancer Flora Revalles by having her photographed in her costume as Zobéide in Schéhérazade with a live snake from the Brooklyn zoo draped around her neck.

Bernays found the experience of dealing with Diaghilev and his company fascinating, as he recalled his autobiography:

I had never imagined that the interpersonal relations of the members of a group could be so involved and complex, full of medieval intrigue, illicit love, misdirected passion and aggression. But while it happened I took it all for granted as part of a stimulating job. Nevertheless, my experience had a life long effect on me for it prepared me to understand and cope with the vagaries of men and women who lived in special worlds of their own.

"People, Patronage and Promotion: The Ballets Russes Tours to Australia, 1936-40" by Michelle Potter in Ballets Russes: The Art of Costume edited by Robert Bell. 2010.  Page 183.