“Being a Burson Person is something special”: Burson-Marsteller's influence in the Americanization of the public relations industry in Latin America (1980s – 2010s)

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dc.coverageDOI: 10.1016/j.pubrev.2024.102519
dc.creatorMiño, Pablo
dc.date2025
dc.date.accessioned46027,75492
dc.date.available46027,75492
dc.description<p>This article explores the Americanization of the public relations industry in Latin America, focused on Burson-Marsteller's (B-M) venture into the region. Coupling archives of personal documents owned by Harold Burson, one of the founders of B-M, with 10 interviews with key managers of the agency in the region between the 1980s and late 2010s, this article explores (1) the conception in the 1980s by B-M managers that public relations was less “sophisticated” in Latin America when compared to U.S. standards, (2) the strategies and tactics that B-M put forward in the region since the 1990s, which differed from the Latin American approach to the profession, and (3) the organizational and business-oriented culture of the agency, which influenced the work of public relations practitioners between the 1990s and 2010s in the region. These findings outline the hybridization between a managerial, American-based approach to public relations, with the relationship-based approach that characterized the region for most of the twentieth century.</p>eng
dc.identifierhttps://investigadores.uandes.cl/en/publications/2e97a333-faae-41b1-a09e-9a71bf261dc2
dc.languageeng
dc.rightsinfo:eu-repo/semantics/restrictedAccess
dc.sourcevol.51 (2025) nr.1
dc.subjectAmericanization
dc.subjectBurson-Marsteller
dc.subjectHistorical Research
dc.subjectInternational Public Relations
dc.subjectLatin American Studies
dc.title“Being a Burson Person is something special”: Burson-Marsteller's influence in the Americanization of the public relations industry in Latin America (1980s – 2010s)eng
dc.typeArticleeng
dc.typeArtículospa
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