In the wake of Burson-Marsteller's recent PR fumble, soliciting bloggers to place hit pieces about Google on behalf of Facebook without revealing it was working for the social media giant, PRWeek commissioned opinions about the controversy from senior members of the PR community (we made sure we told them who we were and what we wanted the comment for upfront...).

Careen Winters, EVP corporate communications, MWW Group:

“A successful PR campaign that achieves business results can be simplified into a formula: trust, ...