WASHINGTON: The Public Relations Society of America will honor
Ofield Dukes with its highest individual honor, the Gold Anvil award,
during its 2001 International Conference in Atlanta next week.
The award to Dukes, the first African-American to receive it, recognizes
the contribution he has made to PR during the past 32 years as head of
Ofield Dukes & Associates, as well as his other efforts to advance the
"The real measurement of a PR firm is not its size, but the quality of
its service. My goal was to be excellent every day," he said.
A native of Detroit, Dukes worked as an award-winning journalist for the
Michigan Chronicle before moving to Washington, DC in 1964, to join the
administration of President Johnson. He later served on the staff of
vice president Hubert Humphrey. Since 1972, he has served as a
communications consultant for every democratic Presidential
In 1969, Dukes opened his own PR agency at the National Press Building
with Motown Records as his first client, and Lever Brothers as his
Dukes also helped organize the PR curriculum at Howard University in
Washington, DC, and taught there as an adjunct professor for 17
For the past nine years, he has been an adjunct professor in the school
of communications at The American University.
Dukes also helped organize the first Congressional Black Caucus
For 10 years, he served on the board of the Martin Luther King Jr.
Center for Nonviolent Social Change.
In 1993, he founded the DC chapter of the Black Public Relations
Society, and has served as its president. Under his leadership, the DC
chapter has become the largest in the BPRS, with close to 200 members.