ARTÍCULO

A herstory of public relations: Teresa Dorn, from Scott Cutlip to Burson-Marsteller Europe (1974-1995)

Autores: Rodríguez Salcedo, Natalia; Gómez Baceiredo, Beatriz
Título de la revista: JOURNAL OF PUBLIC RELATIONS RESEARCH
ISSN: 1062-726X
Volumen: 29
Número: 1
Páginas: 16 - 37
Fecha de publicación: 2017
Lugar: WOS
Resumen:
This research concentrates on Teresa Dorn's contributions to the history/ herstory of public relations through the analysis of her first 20 years in the profession, 15 of which were devoted to making Burson-Marsteller a prominent multinational company in Spain and Europe. The study explores the process of how Burson-Marsteller became one of the top consultancies in a country with a newly established democracy through the report of a life history. This methodology leads to a better understanding of when, why, and how the first international consultancy was settled in Spain and succeeded under the guidance of an American female practitioner.