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

This PhD thesis is aimed at exploring public relations (PR) in banking associations in Switzerland 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 based on a thorough, top down study of the Swiss Bankers' Association, and furthermore ambitions to test and measure its influence over the production of media content in Switzerland and abroad.