The Business of Persuasion: Harold Burson on Public Relations

The Business of Persuasion: Harold Burson on Public Relations

Much as Ogilvy wrote the bible on advertising, Burson has written the must-read book for the public relations industry.

Harold Burson, described by PRWeek as â€œthe [20th] centuryâ€™s most influential PR figure,â€ is perhaps the most recognized name in the industry today. The 96-year-old founder of PR giant Burson-Marsteller has had an incredible 70-year career, in which he built a global enterprise from a one-man consulting firm.

In this illuminating and engaging business memoir, Burson traces his career from studying at Ole Miss to serving in World War II, reporting on the Nuremburg trials, and joining with Bill Marsteller. Together, he and Marsteller made history in a new venture that would grow to be one of the biggest public relations companies in the world, with over 60 offices on six continents.

By way of personal and professional examples, Burson shows readers what public relations really entailsâ€•its challenges, methodologies, and impacts. His anecdotes on PR challenges like the â€œTylenol crises,â€ the removal of confederate flags from Ole Miss, and the introduction of â€œNew Cokeâ€ illustrate Bursonâ€™s time-tested tenets of great PR and crisis management. He interweaves iconic moments from the history of public relations into his story, making this a priceless and fascinating guide for professionals in any industry.

Public relations is practiced not only by every institution, but also by every individual. Throughout his ground-breaking career, which Burson describes as â€œa series of defining moments,â€ Burson set standards for corporate and individual behavior, insisting upon corporate social responsibility, product excellence, and unabated integrity. His legacy has shaped generations, and will shape many more to come.
Country USA
Brand RosettaBooks
Manufacturer RosettaBooks
Binding Hardcover
ItemPartNumber 9780795350450
ReleaseDate 2017-10-03
UnitCount 1
EANs 9780795350450

Country	USA
Brand	RosettaBooks
Manufacturer	RosettaBooks
Binding	Hardcover
ItemPartNumber	9780795350450
ReleaseDate	2017-10-03
UnitCount	1
EANs	9780795350450