Ofield Dukes, a respected Washington, D.C., PR counselor and pioneering African-American practitioner in the industry, died Dec. 7 at Henry Ford Hospital in Detroit, where he started his career in journalism and returned earlier this year. He was 79 and suffered from a prolonged illness.
"Ofield was the best communications strategist in Washington," said Rep. Charles Rangel (D-N.Y.) in a lengthy statement. "His legacy will last throughout Washington and our country."
Dukes |
Dukes was on the staff of Vice President Hubert Humphrey during the Johnson administration and set up his long-running PR firm, Ofield Dukes & Associates, in 1969 with Motown Records as his first client in the capital. Soap manufacturer Lever Brothers, the predecessor to Unilever, was client No. 2.
“I had a love affair with my work,” he told the Black PR Society in New York in 2002, crediting his success to his mother, “the epitome of Christianity” who was “bursting with enthusiasm.”
Dukes’ agency ran continuously for 42 years as he made a mark in D.C. in and out of PR by endeavors like organizing the first Congressional Black Caucus dinner and founding the Black PR Society of Washington. He claimed to have advised every Democratic presidential campaign since 1972 and often ran professional development seminars for PR pros on multicultural PR and marketing.
His federal government PR work included campaigns for the U.S. Census Bureau, Dept. of Defense and U.S. Treasury, while private sector clients were CBS Records, AT&T, Anheuser-Busch and Don King Productions.
Later in his career he helped Howard University produce a PR curriculum and he taught the practice at American University.
PRSA gave him its Gold Anvil award in 2001, the group’s highest honor and its first recognition of an African-American practitioner.
Born in Alabama
Dukes, center, is honored in 2002 by Kojo Bentil, senior VP of his first and longtime client Motown Records. Alicia Evans, then-president of the Black PR Society of NY, is at left. |
Dukes was born in Rutledge, Ala., on August 8, 1932 and later served Army from 1952-54 before attending Wayne State University in Detroit and graduating in 1958 with a degree in journalism.
He went into journalism with WCHB radio in Detroit as news director. In 1961, he has said he was unable to get a job any of the white-owned newspapers in the city so he moved to The Michigan Chronicle, where he found considerable success.
President Lyndon Johnson later appointed him deputy director of the President's Committee on Equal Employment Opportunity & Plans for Progress and he then became deputy director of public affairs for the White House Conference to Fulfill These Rights in addition to the post on Humphrey's staff.
Between 1972 and 1983, Dukes served He was an adjunct professor of PR at Howard University in the 1970s and 1980s and since 1993 has served in the School of Communications at the American University in the same capacity.
Dukes had scaled back his agency over the past few years from a peak of more than a dozen staff. He moved back to Detroit in September.
Dukes is survived by his daughter, Roxi Victorian, son-in-law, Michael Victorian, grandson, Michael Dukes Victorian, and sisters, Lou Brock, Anne Harris, and Betty Hayden.
Funeral arrangements have not been finalized. Expressions of condolence to the Dukes family may be sent to 16140 LaSalle Avenue, Detroit, Michigan 48221.