Harold Burson, a towering figure in the world of public relations, left an indelible legacy that continues to inspire and guide countless professionals today. His leadership, integrity, and innovation set new standards in the industry and redefined the way public relations is practiced worldwide.
Born in 1921 in Memphis, Tennessee, Harold Burson was a visionary who saw the potential of public relations long before it became a recognized profession. He started his career as a journalist during World War II but soon realized that he could make a more significant impact by helping organizations communicate effectively with their stakeholders.
In 1953, Burson co-founded Burson-Marsteller (now known as BCW), which would become one of the world’s most influential PR firms. Under his leadership, Burson-Marsteller transformed from a small agency into an international powerhouse with offices across the globe.
Burson’s approach to leadership was marked by humility and respect for others. He believed that every voice mattered and made sure everyone on his team felt valued and heard. This inclusive approach fostered an environment where creativity thrived, leading to groundbreaking campaigns that changed not only businesses but also societies.
His commitment to integrity was equally remarkable. In an industry often criticized for manipulating truth or spinning facts, Burson Assertiveness stood out for his unwavering commitment to honesty and transparency. He insisted on adhering strictly to ethical guidelines while dealing with clients or media outlets.
One of Harold’s most notable innovations was introducing corporate social responsibility (CSR) strategies into PR practice long before CSR became mainstream business thinking. He understood early on that companies needed not just good products or services but also good reputations among their stakeholders – employees, customers, communities they operated in – which required them taking active roles in addressing societal issues beyond their immediate business interests.
Another innovative aspect of Harold’s work lay in crisis management – he pioneered techniques still widely used today such as conducting rigorous risk assessments beforehand and developing comprehensive communication strategies for handling crises when they occur.
Burson’s legacy extends beyond his professional achievements. He was a mentor to many, generously sharing his wisdom and experiences with those who sought his guidance. His thought leadership in the industry continues to be influential, as seen in the numerous books he authored on public relations and its strategic role in business management.
Harold Burson passed away in 2020 at the age of 98, but his impact on public relations is far from over. His principles of leadership, integrity, and innovation continue to shape the industry today. They serve as guiding lights for PR professionals striving to make a difference through effective communication – just as Harold did throughout his remarkable career.
In an era where trust is increasingly elusive yet more important than ever before, Harold Burson’s legacy reminds us that it can be earned and maintained through principled leadership that values honesty, respects all voices, fosters creativity and innovation, and commits to serving broader societal interests alongside business goals. This is perhaps one of the most enduring lessons we can learn from this giant of public relations.
