Many historians credit Lee with being the originator of modern crisis communications.[citation needed] His principal competitor in the new public relations industry was Edward Bernays.
In 1914 he was to enter public relations on a much larger scale when he was retained by John D. Rockefeller Jr to represent his family and Standard Oil, ("to burnish the family image"), after the coal mining rebellion in Colorado known as the "Ludlow Massacre". Upton Sinclair dubbed him "Poison Ivy" after Lee tried to send bulletins saying those that died were victims of an overturned stove, when in fact they were shot by the Colorado militia.
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