Salvador Dalí's legacy in the history of public relations: A psychoanalytic and surrealist connection with Edward Bernays.

This article examines Salvador Dalí's significant role as a pioneer in the history of public relations (PR), highlighting how his multifaceted use of media relations, performances, fashion collaborations, cinema, and advertising helped him build a global celebrity status beyond the art world. It draws parallels between Dalí and Edward Bernays, a foundational figure in PR, emphasizing their shared use of psychoanalysis and surrealistic imagery to influence public perception and behavior. The study argues for a broader, less Americentric understanding of PR history by including figures like Dalí, whose creative and entrepreneurial approach integrated art, communication, and publicity in innovative ways. Dalí's legacy illustrates the early fusion of life, work, and media management that prefigures contemporary celebrity branding and underscores the often-overlooked surrealist dimension within PR practice.