The Business of Persuasion Harold Burson on Public Relations 1st Edition by Harold Burson ISBN 9780795350450 0795350457

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ISBN 10: 0795350457
ISBN 13: 9780795350450
Author: Harold Burson

The Business of Persuasion Harold Burson on Public Relations 1st Edition Table of contents:

1. Defining Dream, Defining Moments

The Right Parents, the Right Time

“In the Know”

“Call Me Ron.” “Yes, Mr. President.”

Telling My Story: A Note About the Manuscript

Takeaways

2. Making the Most of College

Working Through School Was My Real Education

My First Exposure to Publicity

Covering an SEC Football Game

Being a Generalist Cultivated All My Talents

Supervising Others and the Power of Delegating

Telling the Truth Got Me the Interview

Reporting on Controversies

My First Big Public Relations Campaign

Takeaways

3. From Journalism to Public Relations

Reporting on Wartime Construction Expansion

Keeping Clients in the Know

From Project Level to Corporate Public Relations

Crash Course in Corporate Politics

Countering Allegations With Facts

The Importance of Corporate Culture

Public Relations Is About Personal Relationships

Informing American Households

Takeaways

4. Developing Skills and Talent in the Army

Great Ideas Can Come From Anyone

My First Foray in Managing a Business

Calling on My Network for a New Job

The Press Camp: News and Boosting Morale

Takeaways

5. Big-Time: Reporting the Nuremberg Trial

Parlaying My Skills From Print to Radio

Reporting on a Most Unusual Event

The Biggest Story of My Career

Creative Challenges Upon Arrival

Defining My Role, My Goal, and My Audience

Takeaways

6. Starting My Business: My Entrepreneurial Plan

Defining Public Relations

Differentiation: The Business-to-Business Sector

The Wisdom of Professional Networks

Growing My Firm, Growing My Family

Navigating the Unexpected

A Life-Changing Referral

Rockwell and His Sikorsky Helicopter

Plan B: The Deltashop for Do-It-Yourselfers

A Second Referral

Takeaways

7. Integrated Communications

The Growth Plan for Our Global Service Agency

Account Acquisition: Growth Strategy

Pioneering a New Structure

Tooling Up to Serve Clark Equipment

Restaging Lincoln’s Cooper Union Address

Preparing Gulf Managers for Crisis

Takeaways

8. Going Global: Growth Strategy II

Opening in Europe (1961)

At Last, an Office in London

Germany, France, Italy, and Spain

Eastern Europe and the Former Soviet Union

Opening in Asia (1973)

Hong Kong, Singapore, and Kuala Lumpur

Tokyo

Beijing

Sydney and Melbourne

Opening in Latin America (1976)

India, the Middle East, and Africa

Takeaways

9. Broadening Services: Growth Strategy III

Expanding Into Government Relations

Keeping Clients in the Know

Acquiring Ted Sills in the Food Category

Landing Our First Major Consumer Account

Hiring Women, Putting My Foot in My Mouth

First Movers in Health Care and Pharmaceuticals

Creative Acquisition: Cohn & Wolfe

First Movers in Use of Technology

First Movers in Staff Graphics

Takeaways

10. Working With Clients

Dinner With Coca-Cola CEO Roberto Goizueta

Managing the Coca-Cola Relationship

The Worldwide Symbol of Corporate America

“Not That Dumb, Not That Smart”: New Coke

How to Explain $80 Million

A Loss for Coca-Cola, a Personal Loss for Me

Public Relations Gets a Seat at the Table

Takeaways

11. Crisis Management and Controversial Clients

Bad Day at Black Rock

Tylenol: Crisis Management Model

A Lesson in Crisis Prevention: DuPont

One We Didn’t Win: The Asbestos Industry

Our Guidelines for Choosing Clients

Taking on a Controversial Government

Romania’s Nicolae Ceaus̨escu

Tragedy in India: the Bhopal Explosion

Takeaways

12. The Business Side of Public Relations

A Code of Conduct

Our Vision

Our Values

The Business Model of Public Relations

Hiring, Training, and Developing Talent

Advertising and Self-Promotion

Keeping Employees in the Know

New Business Development

Merrill Lynch: A Tradition of Trust

Los Angeles Olympic Torch Relay: AT&T

Takeaways

13. The Corporation’s Role in Society

Models of Industry and Philanthropy

The Modern Corporation’s Duties to Society

The Nature of the Corporation

Fair Return Versus Maximum Return

A New Social Contract

Takeaways

14. Public Service Is Good Business

John F. Kennedy Center for the Performing Arts

Commission on the Fine Arts

USIA Public Relations Advisory Committee

Council on Economic Education

Presidential Press Secretaries and Aides

Economic Club of New York

The Olympic Movement

Takeaways

15. Corporate Culture and CEO Succession

Making the Case for a Merger

Sizing Up Suitors: Y&R and O&M

A Common Purpose, a Cultural Fit

A Self-Assessment of My Tenure as CEO

My Management Style and My Team

My Successors as CEO

Takeaways

16. No Longer CEO: What Do You Do?

Working With David Rockefeller

After-Action Review of Exxon’s Valdez Response

Our Greatest Tragedy: Why Tom Mosser?

United States Postal Service in a Digital Age

No More Rebel Flags on the Ole Miss Campus

A Museum for the American Revolution

Still Going to the Office

Takeaways

17. Leading a Global Organization

The Purpose of Recognition

The Changing Way of Doing Business

The Macro Situation

The Future of Public Relations

My Advice to Aspiring CEOs

Takeaways

18. Postscript: The Role of Family

Bette Foster Burson: 1925–2010

My Love Affair With Westies

Final Thanks

Index

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