Rockwell Manufacturing, though publicly owned, in reality, was a family enterprise founded 25 years earlier by the father of the present CEO. It was therefore natural for Mr. Rockwell Jr. to suggest starting the assignment with in depth discussions with his eight to ten principal executives. In effect, the mission was two fold: to explain the role of public relations in the current business environment (Rockwell had no public relations department) and to gain an understanding of the company and its products (even though this had little to do with Burson’s specific assignment) - See more at: http://www.burson-marsteller.com/who-we-are/our-history/our-heritage/#sthash.vbhgslPJ.dpuf