{"product_id":"the-business-of-persuasion-harold-burson-on-public-relations-9780795350450","title":"The Business of Persuasion: Harold Burson on Public Relations","description":"\u003cp\u003eMuch as Ogilvy wrote the bible on advertising  Burson has written the must-read book for the public relations industry.  Harold Burson  described by PRWeek as the 20th centurys most influential PR figure  is perhaps the most recognized name in the industry today. The 96-year-old founder of PR giant Burson-Marsteller has had an incredible 70-year career  in which he built a global enterprise from a one-man consulting firm.  In this illuminating and engaging business memoir  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. Together  he and Marsteller made history in a new venture that would grow to be one of the biggest public relations companies in the world  with over 60 offices on six continents.  By way of personal and professional examples  Burson shows readers what public relations really entailsits challenges  methodologies  and impacts. His anecdotes on PR challenges like the Tylenol crises  the removal of confederate flags from Ole Miss  and the introduction of New Coke illustrate Bursons time-tested tenets of great PR and crisis management. He interweaves iconic moments from the history of public relations into his story  making this a priceless and fascinating guide for professionals in any industry.  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.\u003c\/p\u003e","brand":"My Store","offers":[{"title":"Default Title","offer_id":45647193473077,"sku":"ByrdShop_0795350457","price":34.31,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0627\/8139\/0901\/files\/9780795350450.jpg?v=1781689606","url":"https:\/\/atxbooks.com\/products\/the-business-of-persuasion-harold-burson-on-public-relations-9780795350450","provider":"ATX Books","version":"1.0","type":"link"}