The business of persuasion : Harold Burson on public relations : life-changing episodes in the seven-decade career of the 20th century's most influential global public relations consultant

“A wonderfully personal account of the thoughts behind a lifelong focus on the reputation of corporations around the world. Candid and straightforward .”— Huffington Post Harold Burson, described by PRWeek as “the [20th] century’s most influential PR figure,” is perhaps the most recognized name in the industry today. The founder of PR giant Burson-Marsteller 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 entails—its challenges, methodologies, and impacts. His anecdotes on PR challenges like the “Tylenol crisis,” the removal of confederate flags from Ole Miss, and the introduction of “New Coke” illustrate Burson’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 must-read for any PR professional” (Jack Welch, executive chairman, Jack Welch Management Institute). “Every detail of Harold’s professional life is brought alive through an interesting narrative of the highs and lows . . . There is loads of inspiration hidden in every page for everyone. Be it a reader with no interest in Public Relations or a veteran who wants to understand more about the profession.”— Reputation Today Title Page Copyright Contents Dedication 1. Defining Dream, Defining Moments The Right Parents, the Right Time “In the Know” “Call Me Ron.” “Yes, Mr. President.” Telling My Story: A Note About the Manuscript Takeaways 2. Making the Most of College Working Through School Was My Real Education My First Exposure to Publicity Covering an SEC Football Game Being a Generalist Cultivated All My Talents Supervising Others and the Power of Delegating Telling the Truth Got Me the Interview Reporting on Controversies My First Big Public Relations Campaign Takeaways 3. From Journalism to Public Relations Reporting on Wartime Construction Expansion Keeping Clients in the Know From Project Level to Corporate Public Relations Crash Course in Corporate Politics Countering Allegations With Facts The Importance of Corporate Culture Public Relations Is About Personal Relationships Informing American Households Takeaways 4. Developing Skills and Talent in the Army Great Ideas Can Come From Anyone My First Foray in Managing a Business Calling on My Network for a New Job The Press Camp: News and Boosting Morale Takeaways 5. Big-Time: Reporting the Nuremberg Trial Parlaying My Skills From Print to Radio Reporting on a Most Unusual Event The Biggest Story of My Career Creative Challenges Upon Arrival Defining My Role, My Goal, and My Audience Takeaways 6. Starting My Business: My Entrepreneurial Plan Defining Public Relations Differentiation: The Business-to-Business Sector The Wisdom of Professional Networks Growing My Firm, Growing My Family Navigating the Unexpected A Life-Changing Referral Rockwell and His Sikorsky Helicopter Plan B: The Deltashop for Do-It-Yourselfers A Second Referral Takeaways 7. Integrated Communications The Growth Plan for Our Global Service Agency Account Acquisition: Growth Strategy Pioneering a New Structure Tooling Up to Serve Clark Equipment Restaging Lincoln’s Cooper Union Address Preparing Gulf Managers for Crisis Takeaways 8. Going Global: Growth Strategy II Opening in Europe (1961) At Last, an Office in London Germany, France, Italy, and Spain Eastern Europe and the Former Soviet Union Opening in Asia (1973) Hong Kong, Singapore, and Kuala Lumpur Tokyo Beijing Sydney and Melbourne Opening in Latin America (1976) India, the Middle East, and Africa Takeaways 9. Broadening Services: Growth Strategy III Expanding Into Government Relations Keeping Clients in the Know Acquiring Ted Sills in the Food Category Landing Our First Major Consumer Account Hiring Women, Putting My Foot in My Mouth First Movers in Health Care and Pharmaceuticals Creative Acquisition: Cohn & Wolfe First Movers in Use of Technology First Movers in Staff Graphics Takeaways 10. Working With Clients Dinner With Coca-Cola CEO Roberto Goizueta Managing the Coca-Cola Relationship The Worldwide Symbol of Corporate America “Not That Dumb, Not That Smart”: New Coke How to Explain $80 Million A Loss for Coca-Cola, a Personal Loss for Me Public Relations Gets a Seat at the Table Takeaways 11. Crisis Management and Controversial Clients Bad Day at Black Rock Tylenol: Crisis Management Model A Lesson in Crisis Prevention: DuPont One We Didn’t Win: The Asbestos Industry Our Guidelines for Choosing Clients Taking on a Controversial Government Romania’s Nicolae Ceaus̨escu Tragedy in India: the Bhopal Explosion Takeaways 12. The Business Side of Public Relations A Code of Conduct Our Vision Our Values The Business Model of Public Relations Hiring, Training, and Developing Talent Advertising and Self-Promotion Keeping Employees in the Know New Business Development Merrill Lynch: A Tradition of Trust Los Angeles Olympic Torch Relay: AT&T Takeaways 13. The Corporation’s Role in Society Models of Industry and Philanthropy The Modern Corporation’s Duties to Society The Nature of the Corporation Fair Return Versus Maximum Return A New Social Contract Takeaways 14. Public Service Is Good Business John F. Kennedy Center for the Performing Arts Commission on the Fine Arts USIA Public Relations Advisory Committee Council on Economic Education Presidential Press Secretaries and Aides Economic Club of New York The Olympic Movement Takeaways 15. Corporate Culture and CEO Succession Making the Case for a Merger Sizing Up Suitors: Y&R and O&M A Common Purpose, a Cultural Fit A Self-Assessment of My Tenure as CEO My Management Style and My Team My Successors as CEO Takeaways 16. No Longer CEO: What Do You Do? Working With David Rockefeller After-Action Review of Exxon’s Valdez Response Our Greatest Tragedy: Why Tom Mosser? United States Postal Service in a Digital Age No More Rebel Flags on the Ole Miss Campus A Museum for the American Revolution Still Going to the Office Takeaways 17. Leading a Global Organization The Purpose of Recognition The Changing Way of Doing Business The Macro Situation The Future of Public Relations My Advice to Aspiring CEOs Takeaways 18. Postscript: The Role of Family Bette Foster Burson: 1925–2010 My Love Affair With Westies Final Thanks Index 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 the [20th] centurys most influential PR figure, 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 entailsits challenges, methodologies, and impacts. His anecdotes on PR challenges like the Tylenol crises, the removal of confederate flags from Ole Miss, and the introduction of New Coke illustrate Bursons 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 a series of defining moments, 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. ""A wonderfully personal account of the thoughts behind a lifelong focus on the reputation of corporations around the world. Candid and straightforward."--Huffington Post Harold Burson, described by PRWeek as "the [20th] century's most influential PR figure," is perhaps the most recognized name in the industry today. The founder of PR giant Burson-Marsteller 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 entails--its challenges, methodologies, and impacts. His anecdotes on PR challenges like the "Tylenol crisis," the removal of confederate flags from Ole Miss, and the introduction of "New Coke" illustrate Burson'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 must-read for any PR professional" (Jack Welch, executive chairman, Jack Welch Management Institute)." --Descripción del editor "Harold Burson's extensive memoir also serves as a comprehensive guide to the ins and outs of the world of public relations. From meetings with business tycoons and world leaders to dealing with famous (and infamous) PR challenges, follow his seven-decade career as the co-founder of Burson-Marsteller and learn the multitude of visionary takeaways and insights that came with it"--Page 4 of cover