Burson handled this assignment poorly. In the end, he claimed his actions to be a "misguided decision." Burton should have stuck with the basics and discussed the positives Facebook. This could include its large data base of worldwide users or its ability to maintain relationships via the Internet. Instead, Burson took a completely opposite direction by throwing Google under the bus. Burson only allowed for clients to see what Google was doing wrong, rather than showing what made Facebook a better competitor. In the end, both companies went against the PR firms claiming their media efforts were taken in the wrong direction. Burson was left with bad publicity and negative professional image.
Yes, a public relations client should always be identified. In the end, the firm is doing the job they were hired to do. I do not think Public Relations is a field where one gets to pick and choose as to what they should and shouldn't receive credit for. The goal of Public Relations is to help one maintain a positive image. In this situation, Facebook attempted to sneak around the system by making them look innocent in the whole ordeal. It would not have been fair for Burson to take all the blame.
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