The Burson-Marsteller Public Relations Scandal

1923 Words Feb 2nd, 2018 8 Pages
Even though it is headquartered in New York, it has a presence in nearly 100 countries throughout the world (Burson-Marsteller, 2005). Because of its large presence, it is often asked to take on high-profile and high-dollar clients. Sometimes this is done in order to make the client look better after a problem has been detected, and other times it is done in an effort to build information about a client so that he or she looks better to the public or gets noticed by the public. There does not have to be a scandal the client is attempting to mitigate in order to have PR work done, but that is most often the case (Atkinson, 1982; Burson-Marsteller, 1988; Hilts, 1982; Sobczynski, 1986). Still, Burson-Marsteller has been asked to provide information about companies that can be found by the public. While that information was already available, the desire was to make sure the public was aware of it. That is the issue here, because Facebook contracted with Burson-Marsteller and asked it to look into Google and provide specific information about that company's social media workings to the public (Arlidge, 2012; Kucera, 2011). One of the reasons this was so significant was that Google and Facebook, along with Amazon and Apple, are part of the "fab four" of US technology firms (Arlidge, 2012). Their relationship is very special, considering they all…
Open Document