Burson is a global public relations and communications firm owned by WPP

Burson (officially Burson, part of WPP) is a multinational public relations agency that handles communications strategy, media relations, crisis management, and reputation work for corporations, governments, and institutions. The firm operates in more than 100 countries and employs thousands of communications professionals. It is one of the largest PR agencies in the world by revenue and staff.

Burson was founded in 1946 by Harold Burson and Bill Marsteller. The firm merged with Marsteller in 1953 to become Burson-Marsteller, then was acquired by WPP (a London-based marketing and communications holding company) in 2000. In 2020, WPP consolidated Burson-Marsteller with other PR agencies under the Burson brand.

The firm serves clients across industries: financial services, healthcare, technology, energy, consumer goods, and government. Burson's work ranges from day-to-day media outreach and social media strategy to managing high-stakes crises, regulatory communications, and reputation repair.

Key Takeaways

  • Burson is owned by WPP, a publicly traded holding company, and operates PR offices across more than 100 countries.
  • The firm handles media relations, crisis communications, corporate reputation, government affairs, and digital strategy for large organizations.
  • Burson's clients are typically large corporations, government agencies, and institutions rather than small businesses or individuals.
  • The firm's work is confidential; you will not see most of what Burson does because it happens behind closed doors between the agency and its clients.

What services Burson offers to clients

Burson organizes its work into several core service lines. Media relations involves pitching stories to journalists, arranging interviews, and building relationships with reporters and editors. Crisis communications means developing response strategies when a client faces public scandal, accident, regulatory action, or reputation threat — this includes drafting statements, preparing executives for media interviews, and managing the message across channels.

Corporate reputation work focuses on how the public, investors, employees, and regulators perceive an organization. This might involve research into what audiences think, strategy to shift perception, or campaigns to rebuild trust after damage. Government affairs and public policy communications help clients navigate regulatory environments, communicate with lawmakers, and shape policy discussions.

Burson also offers digital and social media strategy, employee communications, investor relations (managing how a company communicates with shareholders), and brand strategy. Many projects combine several of these services. For example, a pharmaceutical company facing a product safety issue might use crisis communications, media relations, regulatory communications, and investor relations simultaneously.

How Burson differs from other large PR firms

Burson competes with other global PR agencies like Edelman, Hill+Knowlton Strategies, and Ketchum — all of which are similarly large, multinational, and focused on enterprise clients. The main differences between these firms are often subtle: relationships with specific journalists or government officials, informed in particular industries, office locations, and the personalities of individual account teams.

Burson's ownership by WPP means it sits within a larger ecosystem of marketing, advertising, and communications companies. This can be an advantage (clients can access WPP's advertising, digital, and design capabilities) or a disadvantage (some clients prefer independent agencies without ties to a holding company). Burson's size — thousands of employees — means it can staff large, complex projects but may feel less nimble than smaller boutique firms.

The firm has faced criticism over the years for work on behalf of controversial clients and governments, a common issue across the PR industry. Like other large agencies, Burson's reputation is tied to both its successful campaigns and its client roster.

Who hires Burson and why

Burson's clients are predominantly large organizations: multinational corporations, major financial institutions, government agencies, and international organizations. A Fortune 500 company might hire Burson to manage its overall reputation and media strategy. A healthcare company facing a product recall might bring in Burson's crisis team. A government agency might use Burson to communicate a policy change to the public.

Organizations hire Burson because of its size, global reach, and experience managing complex, high-stakes communications. A company with operations in 30 countries needs a PR firm that has offices and relationships in those places. A firm in the middle of a crisis needs an agency with a proven playbook and senior crisis experts available when ready. A client navigating regulatory approval needs people who understand both the media landscape and the regulatory process.

Cost is a factor: Burson is expensive. A small business or nonprofit typically cannot afford a large global agency. Burson's minimum retainers (monthly fees for ongoing work) usually start in the tens of thousands of dollars, with crisis work and large campaigns costing significantly more.

How Burson's work actually happens

When a company hires Burson, the process typically begins with a discovery phase. Burson's strategists meet with the client to understand the business, the audience, the competitive landscape, and the specific communications challenge. They may conduct research — surveys, focus groups, media analysis — to understand how different audiences perceive the client.

From that research, Burson develops a strategy document that outlines goals, key messages, target audiences, and tactics. For a media relations campaign, tactics might include a press release, media pitches to specific journalists, and arranged interviews. For a crisis, tactics might include a holding statement, a detailed response plan, media training for executives, and a monitoring system to track coverage and social media reaction.

Burson then executes the plan. Account teams (usually a mix of strategists, media relations specialists, and junior staff) carry out the day-to-day work: writing, pitching, monitoring, reporting. The client receives regular updates and reports showing what coverage was generated, what messages landed, and what adjustments might help.

What you should know about Burson's transparency and ethics

Burson, like all PR firms, operates under professional standards set by organizations like the Public Relations Society of America (PRSA) and the International Association for the Measurement and Evaluation of Communication (AMEC). These standards require disclosure when communications are paid for or sponsored, honesty in statements to the media, and avoidance of deception.

In practice, this means Burson must disclose when it is representing a client in media outreach, cannot lie to journalists, and cannot impersonate independent voices. However, PR work by nature involves selective storytelling — choosing which facts to emphasize, which audiences to target, and which messages to amplify. This is legal and standard, but it is worth understanding that PR firms are hired to make their clients look good, not to provide neutral information.

Burson has faced public criticism for representing controversial clients, including governments with poor human rights records. The firm has also been involved in high-profile campaigns that later drew scrutiny — for example, work on behalf of tobacco companies decades ago. These controversies are part of the broader debate about what clients PR firms should represent and what responsibility they bear for their clients' actions.

How to learn about Burson is working on something

Most of Burson's work is confidential. You will not see a press release saying "Burson is representing Company X." However, you may notice signs of PR work: a sudden wave of media coverage for a company, a coordinated social media campaign, or a CEO appearing on multiple news programs in the same week. These are often signs that a PR firm is executing a campaign, though you cannot always tell which firm is involved.

Some PR work is disclosed. If Burson is doing government affairs work, lobbying disclosures may be filed (requirements vary by country and jurisdiction). If Burson is managing a crisis response, the client's own statements will be public. If Burson is running a social media campaign, the ads themselves will be visible, though the agency behind them may not be obvious.

Burson publishes case studies on its website describing past work (with client permission). These show the types of projects the firm handles and the results it claims to have achieved, though they naturally highlight successes rather than failures.

Frequently Asked Questions

Is Burson the same as Burson-Marsteller?

Burson-Marsteller was the firm's name from 1953 to 2020. In 2020, WPP consolidated several PR agencies under the Burson brand. If you see "Burson-Marsteller" mentioned in older articles or case studies, it is referring to the same organization, now called Burson.

How much does it cost to hire Burson?

Burson's fees vary widely depending on the scope of work, the client's industry, and the geographic reach needed. Monthly retainers typically start in the tens of thousands of dollars. Crisis work and large campaigns cost more. The firm does not publish standard pricing; costs are negotiated project by project.

Can a small business hire Burson?

Technically yes, but Burson is designed for large organizations. The firm's minimum fees and service model are built around enterprise clients. A small business would likely find better value with a smaller, regional PR firm or an independent consultant.

What is the difference between Burson and an advertising agency?

PR firms like Burson focus on earned media (coverage in news outlets, social media conversation, reputation) and strategic communications. Advertising agencies buy paid media space and create ads. Burson is owned by WPP, which also owns advertising agencies, so a client can use both, but they serve different functions.

How do I know if Burson is representing a company I am interested in?

You usually cannot know for certain unless the company or Burson discloses it. Some clues include coordinated media coverage, a sudden increase in the company's public visibility, or professional-quality social media campaigns. You can also contact Burson directly or check the company's investor relations materials, which sometimes list PR representatives.