Book Review: The Business of Persuasion - Harold Burson on Public Relations
There’s a lot to be said for taking a long view of a subject; gaining the perspective of time and tracing how an industry develops and evolves.
Careers in public relations practice don’t get much longer or distingusihed than that of the renowned Harold Burson - founder of public relations agency, Burson Marsteller - whose career spanned 70 years and helped shape the industry.
His 2017 memoir, The Business of Persuasion: Harold Burson on Public Relations, which charts his career at the pinnacle of the public relatiomns practice across the 20th century, makes a fascinating read for practitioners.
Burson died in 2020 aged 98, three years after this book was published. Described by PR Week as “the 20th century’s most influential PR figure”, his book tells an old-fashioned American Dream-type story. Growing up in a working class family in Memphis, his father lost his job in the Great Depression. But with hard work Burson got into ‘Ole Miss’ (the University of Mississippi) and eventually headed the world’s biggest public relations firm - still a giant today, in its current iteration as Burson.
In his career Burson represented huge brands like Coca Cola and AT&T, advised US Presidents, and as a young reporter, covered the Nuremberg trials.
Burson almost accidentally landed in public relations, after his stint in communications for the U.S. Army during the Second World War convinced him of the potential of practice to contribute to the public good.
Starting his business after the war, Burson shares what he has learned each step of the way as it grows and eventually goes global.
It’s interesting to identify the qualities that lie behind such a successful career. Burson sets himself clear goals, makes the most of every opportunity that comes his way and excels at building relationships.
But this is more than a memoir. It’s also a manual, and every chapter contains specific advice for practitioners.
There’s a lot to learn here about the principles of public relations, self-improvement, people management and growing a business.
While so much of Burson’s experience was gleaned in the 20th century, it’s startling how much of his advice remains relevant, even in today’s world where technology is changing practice at a breakneck pace.
Burson emphasises the importance of curiosity, high-quality content and stories, building a network and looking after your health. He focuses on key imperatives that remain essential today: the importance of corporate culture and that the essence of public relations is about personal relationships.
A capitalist who believes in growing his business, and supporting others to make profits, Burson nonetheless outlines how he sees ethics in business as more important than profit, and the value of the advisor in pointing this out to clients.
Ultimately there is poignancy in this memoir from a man who outlives some of the most important people in his story - his wife Bette and his business partner Bill Marsteller being the most significant. It prompts some deeper questions - what do we want to be remembered for? And are we staying true to ethical principles, while chasing career success?
This book will make you think about some of those deeper questions, alongside your own practice.
The Business of Persuasion: Harold Burson on Public Relations
Harold Burson
Rosetta Books
2017
About Claire Munro
Claire Munro Chart.PR, CMktr is an award-winning communications professional and manager with almost 20 years’ experience in PR, in the public, private and third sectors. Claire has served on the committee of CIPR Scotland and holds a CIPR Diploma in Internal Communications and the AMEC International Certificate in Measurement and Evaluation.