Record-Breaking as Relationship Building

"Kaiser's first job in California gave him an opportunity to demonstrate some of his best promotional skills. Not content simply to build the road, he boasted that he was doing so, or would do so, in record time.29 It is not clear how Kaiser knew what the old ''record'' was, but the challenge seemed to spur his men to greater achievement, and the "records" helped to establish relationships with state officials. Kaiser did naturally what many professional promoters did: announce a new record by virtue of being the first to keep track of milestones. The public, meanwhile, enjoyed the idea of a record-breaking performance.30 This was a golden age of self-promotion in the United States. A trait commonly associated with the American character was being institutionalized in the new profession of public relations, as personified by Ivy Lee and Edward Bernays."

"Kaiser not only had done considerable work for the state by this point, but his self-promotion had clearly paid off. The state engineer noted: "The work done by this firm has *always been completed in record time,* and their . . . experience and ability to carry through the contract of the above nature is unquestioned."35"

"Kaiser, not content with a passive role, displayed some of the salesmanship that would latewin federal contracts for his companies. Perhaps sensing he would not be the low bidder, Kaiser submitted a project plan to accompany his bid. The plan warned that "unless the job was carefully executed on a carefully estimated and preconceived plan, it could easily be disastrous to both the contractor and the public." Kaiser went on to list the equipment needed to complete the job successfully, noting that his organization already had such equipment. Kaiser closed by warning that "the problems on this job are of such a serious nature that there would be dire consequences unless the organization doing the work is thoroughly equipped and trained." Kaiser got the job.36"