Harold Burson and Burson-Marsteller
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details: |
Price: |
| Case Code |
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LDEN044 |
For delivery in electronic format: Rs. 300;
For delivery through courier (within India): Rs. 300 + Shipping & Handling Charges extraThemes
Entrepreneurship, Public Relations |
| Case Length |
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15 Pages |
| Period |
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1996-2006 |
| Organization |
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Burson-Marsteller |
| Pub Date |
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2006 |
| Teaching Note |
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Not Available |
| Countries
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US |
| Industry |
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Public
Relations |
Abstract:
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The case describes the contributions of Harold Burson (Harold) to the field of
international public relations. Harold is the founding Chairman of one of the
world's leading PR firm - Burson-Marsteller (BM). The case includes a brief note
on Harold's initial struggles as an entrepreneur and how he established himself
as a prominent PR practitioner.
It also describes the growth of BM and how it went on to become one of the
world's leading PR firms. The case highlights some of the well-known PR crises
that Harold successfully handled including those faced by General Motors,
Johnson and Johnson and Coca-Cola.
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Issues:
» Gain insights into the contributions made by Harold Burson to the field of
international PR
» Appreciate entrepreneurial capabilities of Harold
» Understand PR as an important corporate function
» To realize the importance of PR in developing and sustaining the image of the
organization
Contents:
Keywords:
Harold Burson , Burson-Marsteller , Public Relations,
Entrepreneurship, PR Crises, Crisis Management, General Motors, Unsafe at Any
Speed, Corvair, Johnson and Johnson, Tylenol Controversy, Coca-Cola, New Coke,
Pepsi Challenge Campaign, Advertising, Business-to-Business Communications
Harold Burson and Burson-Marsteller
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