At the age of 80, Harold Burson has seen it all before, and, as his
interview with PRWeek shows, he is predictably unfazed by the current
climate of global economic and political uncertainity.
Those with less steely backbones should take heart from Burson's belief
in the PR industry's ability to weather the current crisis. He has the
longevity of experience to take an objective view of the economic
If there is any lesson to learn from Burson it is that the PR economy
will recover - it always does. The challenge is to balance the need for
lean and efficient management with the continued development of the
The industry has only just stopped bewailing the legacy of the last
recession in terms of lack of middle-management talent. Job cuts are
going to be unavoidable, but if the industry isn't going to lock itself
into a long-term trough of recruitment crisis, the emphasis must be on
cutting costs while minimising the long-term impact on the professional
resources of the industry.