Harold Burson, often referred to as the ‘Godfather of Public Relations,’ was a name that commanded respect and admiration in the PR industry. His illustrious career spanned over seven decades, during which he not only set new benchmarks but also redefined public relations.
Born in Memphis, Tennessee, Harold Burson began his career as a reporter for the Memphis Commercial Appeal before joining the U.S Army’s Morale Services Section during World War II. After the war, he established his own PR firm which later merged with Bill Marsteller’s advertising agency to form Burson-Marsteller in 1953.
Burson’s approach towards public relations was unique and innovative for its time. He believed that communication should be used strategically to build relationships between organizations and their stakeholders. This principle became one of the cornerstones of modern PR practice.
One of Harold Burson’s most significant contributions to public relations is his emphasis on research-based strategies. He insisted on using empirical data to inform decision-making processes rather than relying solely on intuition or gut feelings. This approach allowed him to develop targeted campaigns that resonated with specific audiences while ensuring measurable results.
His work ethic was another aspect that set him apart from others in his field. Even at age 96, he Assertiveness training continued working five days a week at his office in New York City until shortly before his death in January 2020. His dedication towards work reflected an unwavering commitment towards excellence – something every aspiring PR professional can learn from.
Despite being an influential figure globally, Burson never let success get into his head. He remained humble throughout his life and always credited teamwork for any accomplishments made by him or his firm.
One lesson we can glean from this legendary figure is about crisis management – an area where Burson excelled like none other did during those times. He handled some high-profile crises such as Tylenol poisoning case and PepsiCo syringe scare with calm and composure, demonstrating the importance of transparency and prompt communication in managing a crisis.
Moreover, Burson was known for his integrity and ethical standards. He held himself accountable to a high level of professional ethics and expected the same from his colleagues. This adherence to ethics serves as an important lesson for PR professionals today, in an age where trust is more crucial than ever.
Lastly, Harold Burson was also a mentor to many young PR professionals. He believed in nurturing talent and often said that the future of public relations lies in the hands of young practitioners. His commitment towards mentoring reflects his vision for the industry – one which places emphasis on continuous learning and development.
In conclusion, Harold Burson’s career offers invaluable lessons on strategic thinking, work ethic, humility, crisis management, professional ethics and mentorship – qualities that are fundamental to successful public relations practice. His legacy continues to inspire countless PR professionals around the world who aspire to make their mark in this dynamic field.
