Harold Burson and Burson-Marsteller

            
 
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Case Details:

Case Code : LDEN044
Case Length : 15 Pages
Period : 1996-2006
Organization : Burson-Marsteller
Pub Date : 2006
Teaching Note :Not Available
Countries : US
Industry : Public Relations

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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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Excerpts

Background Note

Harold was born to Maurice and Esther Burson in 1921. Maurice, who served in the British Army during World War I, suffered severe damage to his lungs after he was gassed while fighting against the Germans. After the War, the Burson family left Britain and settled in Memphis, Tennessee, US, in 1920. A year later, Harold was born.

Because of Maurice's health problems, Esther was the main earner in the family. She used to sell clothes door-to-door. Harold was three when Maurice started teaching him to read, using the newspaper The Commercial Appeal as a textbook. It was probably this that inculcated in him the habit of reading and the urge to 'know'...

Leadership and Entrepreneurship Case Studies | Case Study in Management, Operations, Strategies, Leadership and Entrepreneurship, Case Studies

The Growth of Burson-Marsteller

BM started its business by focusing on business-to-business (B2B) communications. However, by the late 1950s, the company had expanded its services to other business areas such as public affairs and marketing communications. In 1959, BM received its first PRSA Silver Anvil Award for its work on behalf of the Cooper Union for the Advancement of Science and Art. By the end of 1959, it had earned revenues of US$ 498,000...

Handling Public Relations Crises

Harold was often appreciated for his outstanding communication skills, presence of mind, ability to identify opportunities much before others, and for being an empathic listener and skillful observer. Throughout his career, he successfully helped the CEOs of a number of top-ranking blue chip companies in managing crises, media communications, and building up the public image of their company/brands. To overcome a crisis, Harold always suggested to his clients to focus upon three basic things - educating employees about the truth, telling the truth to the media, and not repeating the same incident...

Life Beyond Burson-Marsteller

Harold, at the age of 84, continued to guide BM as its Chairman and also lent his service to some of the special clients. Commenting on Harold's contributions, Christopher Komisarjevsky, President and CEO, BM (Worldwide) said, "Harold Burson's many contributions to the field of public relations cannot be underestimated and continue to be the foundation on which we have built our business and business practices over the last 50 years."...

Exhibits

Exhibit I: A Photograph of Harold Burson
Exhibit II: Awards/Recognitions Received by Harold Burson
Exhibit III: Awards/Recognitions Received by Burson-Marsteller
Exhibit IV: New Coke Advertisement

 

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