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This article examines the connotative evolution of the term “publicity.” An historical analysis of articles written in magazines, journals, and newspapers from 1890 to 1930 illustrates how corporations and government co-opted ideas of the progressive movement into self-serving practices. Progressives viewed publicity as a moral reform that would open politics and business to public scrutiny and help prevent corruption. Over time, publicity evolved into a communication strategy for corporations seeking public approval. This study found that the change from a “broad searchlight” of publicity to a “narrow flashlight” of positive information in the hands of public relations experts allowed business and government to shape public opinion rather than be influenced by it.