Burson calls on PR industry to counter bad publicity

Burson-Marsteller founding chairman Harold Burson has called on the PR industry to counter its "derogatory" depiction in the media, adding that licensing may be one method of improving public perception of PR consultants.

Speaking at the ICCO Global Summit 2006 in New Delhi, Burson (pictured) also said that PR agencies were losing their status as client partners. "Only infrequently nowadays are we regarded as long-term partners; rather we are often positioned as vendors," said the 85 year-old.

Burson's stance on licensing comes after he opposed such an idea 20 years ago. "It would overcome the derogatory manner in which we are depicted in the news media," he said.

"There are downsides, though - it would get in the way of how a lot of firms do business."