6
WEDNESDAY, SEPTEMBER 22, 2004
PR executive discusses
changes to the industry
Burson shaped
public relations
BY CHARLOTTE MURPHY
STAFF WRITER
Harold Burson, co-founder of
Burson-Marsteller, the world’s
largest public relations firm, pre
sented Tuesday an overview of
developments in the field of public
relations.
Richard Cole, dean of the
School of Journalism and Mass
Communication, introduced
Burson as the man who helped
shape the field of public relations.
During his speech, Burson said
the first exercise of public relations
goes as far back as documents writ
ten to gain popular support for the
American Revolution.
Burson detailed the growth of the
field during the last 50 years, saying
there is “no time when file impact of
PR has been as great as it is today.”
Putting his points in the context
of the modern world, he pointed
to the corporate events of the past
several years that have sensitized
chief executive officers on the need
for effective public relations.
He said the growth of public
relations in the corporate world has
changed from a question of “How
do I say it?” to “What do I do?”
Burson discussed complicated
issues, such as corporate America’s
growing social responsibility and
the relationship between the
media and public relations. He
said one of a company’s most
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Other Car Free Day Partners include: Chapel Hill News, Chapel Hill Herald,
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important factors for corporate
success is having a reputation of
being a good corporate citizen.
Burson said factors such as the
pervasiveness of the media and the
speed at which news travels have
contributed to the change. “(This
shift has been) putting stress on
companies in managing how they
behave around the world,” he said.
Burson attributed his decades
long career to several defining
moments in his company’s history,
such as winning the bid for the
General Motors account as well as
expanding into Geneva in 1961.
“I often wonder if I would have
the guts to make that kind of deci
sion now,” he said.
He also talked about the love
hate relationship between public
relations representatives and jour
nalists. He said one of the major
developments throughout the years
has been the shift toward media
invading all aspects of life.
“You can create a personality
very quickly in this country, which
can be a good or bad thing,” Burson
said. “This has had a terrible effect
on public office-holders.”
The audience was receptive to
Burson’s speech, paying close atten
tion to his description of qualifica
tions he looked for when hiring.
Leadership, self-motivation and
good communication skills top the
list, he said. He added, with a laugh,
that it doesn’t hurt to be the editor
of a college newspaper, a reference
to his humble beginnings.
Lisa Mabe, a junior public rela
tions major, traveled from UNC-
From Page One
“It’s so encouraging
to see someone
from Tennessee
growing up to be a
multimillionaire
USA MABE, UNC JUNIOR
Charlotte to hear Burson speak.
To Mabe, he provided an exam
ple of the American dream.
“It’s so encouraging to see some
one from Tennessee growing up
to be a multimillionaire with the
most successful PR company in the
world,” Mabe said.
Contact the University Desk
at udesk@unc.edu.
RHA
FROM PAGE 1
Freshman Joey Polonsky, project
manager for the assignment, said
he hopes the site will compel stu
dents to vote.
Vote Carolina, a program initi
ated by the executive branch of
student government to prompt
campuswide registration, also is
working with several groups to
help disperse election information
throughout campus.
Amon Anderson, chairman of
the program, will be leading efforts
to encourage students to register
in Orange County or their home
county before the deadline.
Along with registering vot
ers, the program will provide
transportation to district poling
locations in and around Orange
County.
Contact the University Editor
at udesk@unc.edu.
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FINANCE
FROM PAGE 1
the organization’s mock wedding
and Sangam Nite programs. The
group also requested funding for
Aaj Ka Dhamaka, a dance compe
tition that raises money for a UNC
Mahatma Gandhi Fellowship.
Committee members said they
were reluctant to appropriate about
$5,000 for each event without see
ing specific details.
In addition, members voted
down the request to fund Sangam’s
second Sangam Nite, since the
event will be held off campus.
Typically, the Student Code does
not allow for student fees to fund
off-campus events.
Despite such sweeping fund
ing cuts, Sangam officials said
they understood the Finance
Committee’s concerns and knew
it treats all organizations with the
same amount of scrutiny.
“They were very rational and
methodical,” said Sumeet Banker,
treasurer of Sangam.
The Campaign to End the Cycle
of Violence received approval for
SSOO to bring former CIA analyst
Ray McGovern to the University
on Oct. 20. McGovern worked for
the CIA for 27 years under former
Presidents John F. Kennedy and
SUICIDE
FROM PAGE 1
schedule a consultation with her or
another professional.
“It’s a useful way to help people
confidentially access mental health
resources for something which is
often hard to discuss with someone
else,” said Bradley Gaynes, psychiatry
professor and task force member.
Officials must do a better job
recognizing those students who
need assistance and focusing on
how to help them, the task force’s
report states.
The report also addresses the
difficulties of coordinating care
and referrals with the restrictions
of students’ health insurance.
Jennifer Bushman, president
of the Graduate and Professional
STUDENT CONGRESS FUNDING
The Finance Committee of Student Congress met Tuesday night and approved $25,929.60 in requests
for student groups. Congress members will vote on the final appropriations next Tuesday.
GROUP Amount Proposed Amount Received
Sangam $19,806 $9,150
UNC-CH Walk-Ons $ 1.469 $ 275
Campaign to End the Cycle of Violence $ 1,946 $1,946
Vote Carolina $ 579.21 5 579.21
Wordshed Productions $ 4,100 $2,700
Graduate Romance Association $11,065 $8,485
Unite for Sight $ 3,248.68 5 513.39
UNC Collegians for a Constructive Tomorrow $ 1,531 $1,531
Executive Branch $ 750 5 750
SOURCE: STUDENT CONGRESS DTH/MARY JANE KATZ
George H.W. Bush.
Vote Carolina’s request for
$579.21 to publish and distribute a
voter guide with precinct locations
and Election Day transportation
services also was approved.
The panel passed part of the
Graduate Romance Association’s
request for speakers Amadou Kone
from Georgetown University and
Elena Poniatowska, an author and
former journalist from Mexico City.
Jordan Selleck, president of
UNC’s College Republicans,
attended the meeting to address
concerns regarding binding that
was approved for a speech by
Oliver North. The group canceled
Student Federation and chairwom
an of a CAPS advisory group, said
the report’s recommendations are
reasonable and well-researched.
“It gave us specific things to work
with,” she said. “CAPS actually now
has tangible goals to better suicide
prevention treatment and depres
sion treatment at UNC.”
The service added two full-time
psychologists and one full-time
psychiatrist to its staff this fall.
Bushman said the task force’s
best idea was to create a perma
nent suicide prevention or mental
health awareness group comprised
of students, faculty and staff.
“The task force was charged with
focusing on doing research else
where,” she said. “The new group
BSM
FROM PAGE 1
developed an involved service plan.
His objective is to curb domestic
'violence, promoting “Awareness,
Advocacy and Activism.”
Through an anti-violence art
show, workshops and a pledge
signed by members of the BSM,
Abrams said he hopes to positively
affect young black couples.
BSM members will have the
chance to pose questions to can-
PLEDGES
FROM PAGE 1
He said a couple of parents
already were aware that their sons
had been asked to go on personal
errands for fraternity brothers.
“The parents wanted to know
if that was allowed under the new
code,” Tatum said. “We are empha
sizing to the young people they
have the right to say no.”
Trustees have said they are
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the speech and now is using the
funding for two others.
“As scheduling progressed,
(North) started to add costs,”
Selleck said.
“There was no other funding
available. The only thing we had
left to do was cancel.”
Selleck said that in association
with the UNC Federalist Society,
the College Republicans now will
use the money to bring David
Limbaugh, brother of radio talk
show host Rush Limbaugh, to the
University on Oct. 4.
Contact the University Editor
at udesk@unc.edu.
would focus on internal issues and
on suicide.”
Taskforce members say they hope
the formation of advisory groups
will foster a climate of mental health
awareness and will improve student
access to campus services.
“The thing is, CAPS can’t do it
all,” said Daniel Gitterman, task
force member and professor of
public policy.
“We need to do a much better
job of training our (resident assis
tants) and anyone who comes
into contact with students. Those
most in need don’t always report
to CAPS.
Contact the Projects Leader
at mbhanson@email.unc.edu.
didates in a forum at 5:30 p.m.
today during the group’s regularly
scheduled meeting in the Upendo
Lounge, located in Chase Hall.
BSM members can make their
final vote Sept. 30 by visiting rep
resentatives in the Pit from 10 a.m.
to 2 p.m. and at Chase from 5 p.m.
to 7 p.m.
Winners will be announced at
the BSM Ball on Oct. 1.
Contact the University Editor
at udesk@unc.edu.
pleased with the developments,
but Carter emphasized the impor
tance of sticking to the regula
tions throughout the remainder
of pledge season.
“We delivered a serious mes
sage,” Carter said. “We are encour
aged by the leadership we are
seeing in the IFC and individual
chapters.”
Contact the University Editor
at icdesk@unc.edu.