ABSTRACT
A historical approach can offer a deeper understanding of the modern-day public relations challenges of the Latter-day Saints (LDS) or Mormon Church. Coverage of Brigham Young in 1855 expressed disapproval of Mormon social practices and growing concerns about Young's power as territorial governor. Reports of famine among the Mormons during 1856 provided an unlikely opportunity for newspapers to print satirical stories about Brigham Young's leadership. As coverage of Brigham Young decreased in 1859, articles tended to portray him as an eccentric has-been, naively but ineffectually still balking at the authority of the federal government. By the end of 1860, reporting on Brigham Young and the Mormons took a back seat to the increasing sectional struggle over slavery. The period contributed to enduring public fears and political action, as well as a tradition of public relations challenges for the LDS Church.
