THE BUSINESS OF PERSUASION

The life-changing episodes in the 70-year career of the 20th century's most influential globalist public relations consultantis the must-read book for the public relations industry; a candid, "in the know" primer on defining moments in public relations. Harold Burson's firm, Burson-Marsteller, founded in 1953, operates 67 wholly owned offices and 71 affiliate offices in 98 countries in six continents.

In this illuminating and engaging business memoir, Harold 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. His anecdotes on public relations challenges like the "Tylenol crises," and the introduction of "New Coke" illustrate Burson's time-tested tenets of great PR and crisis management.

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.

Harold Burson is the co-founder of Burson-Marsteller, one of the largest public relations firms in the world. Burson played a leading role in transforming the practice of PR from a cottage industry to a global enterprise over the course of the 20th century. He has been called "the [20th] century's most influential PR figure" by PR Weeka reflection of his role as a counselor for generations of CEOs, government officials, and public sector leaders.