The PR industry must "go out of its way to show everyone, including the media, what we do," Harold Burson, founder of Burson-Marsteller, told members of the Iona College chapter of PR Student Society of America March 12.

He made the comment in answer to a question about the "negative image" that PR allegedly has among the media.

Burson said journalists may say they do not like PR, but they can all cite PR people who do a good job and help them in reporting news.

Congress also scores low in opinion polls but people have plenty of positive opinions about individual Congressmen, he noted.

Asked about integrated marketing, he said that it provides a framework for the various disciplines and that each should strive to do its best.

Also discussed was the role of the major ad/PR conglomerates, which now control about 60% of advertising in the U.S. and abroad. Burson says the conglomerates are growing and have a need for many PR people.