EDITORIAL: B-M applies PR therapy to its PR

Burson-Marsteller has broken the mould this week by taking the radical step of advertising its services in the international press. In its ads in the Wall Street Journal B-M made a valiant effort to communicate the complex principles behind perception management to an audience of the uninitiated, as well as its own brand. This is a welcome move, especially considering how the PR community has consistently failed to communicate effectively the nature of its own industry.

Burson-Marsteller has broken the mould this week by taking the

radical step of advertising its services in the international press. In

its ads in the Wall Street Journal B-M made a valiant effort to

communicate the complex principles behind perception management to an

audience of the uninitiated, as well as its own brand. This is a welcome

move, especially considering how the PR community has consistently

failed to communicate effectively the nature of its own industry.



Certainly the industry should never reject the concept of advertising,

but if its objective is to communicate the validity of the discpline,

while winning new business in the process, it is essential that such

advertising campaigns are backed by the third party endorsement of well

informed editorial.



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