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Harold Burson on Public Relations

Engels | Druk: 1 | Hardcover | 9780795350450 | 400 pagina's

Harold Burson - 9780795350450

 

Engels | Druk: 1 | Hardcover | 9780795350450 | 400 pagina's

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] century's 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 entails—its 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 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 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.

 

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Harold Burson on Public Relations Engels | Druk: 1 | Hardcover | 9780795350450 | 400 pagina's
TaalEngels
BindwijzeHardcover
Druk1
Verschijningsdatumoktober 2017
Aantal pagina's400 pagina's
IllustratiesNee
Auteur(s)Harold Burson
UitgeverRosetta Books
Extra groot lettertypeNee
Gewicht635 g
StudieboekJa
Verpakking breedte159 mm
Verpakking hoogte30 mm
Verpakking lengte235 mm



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