A familiar face from British Columbia’s political journalism scene is switching sides — from reporting the news to shaping it.
Richard Zussman, long recognized as one of B.C.’s most prominent political reporters, is stepping away from the media world and diving into public relations. His move has caught the attention of both media insiders and political watchers — and for good reason.
Earlier this month, Zussman revealed on social media that he would be leaving Global BC after years as the network’s legislative reporter, covering major political shifts and provincial debates from within the halls of the B.C. Legislature. His final day at Global BC was November 18, though at the time, he remained tight-lipped about what would come next.
Now the mystery is solved. On Tuesday, Zussman announced his next chapter: joining global communications powerhouse Burson as the British Columbia Vice President of Public Affairs. Burson, headquartered in New York, operates internationally and advises clients on strategy, reputation, and public discourse.
The firm welcomed Zussman in a LinkedIn post, highlighting his extensive background in political reporting and his nuanced grasp of both provincial and federal politics. “Richard brings experience in political reporting and a deep understanding of the provincial and federal landscape,” the statement read. “His knowledge will be invaluable to clients seeking to shape public conversations and pursue their strategic goals across Western Canada.”
In a personal statement shared online, Zussman wrote, “After a fulfilling career in journalism, I’ve decided it’s time for a new challenge. I’m excited to collaborate with amazing clients not just across British Columbia, but throughout the country and around the world.”
Zussman’s career spans several major outlets, including stints at CityNews and CBC, before becoming the face of political reporting at Global BC. Known for his energetic on-air presence and deep policy knowledge, he built a reputation as one of B.C.’s go-to reporters for all things political.
Even Premier David Eby took a moment to publicly thank him following news of his departure. “He’s a devoted father and someone who always brings positivity to the legislature,” Eby remarked. “We’re going to miss him tremendously. Thank you, Richard Zussman, for all you’ve done for this Legislature and for British Columbia’s journalism.”
But here’s where things get especially interesting — Zussman’s transition comes during a turbulent time for his former employer. Global BC’s parent company, Corus Entertainment, is facing serious financial headwinds. This month, it was announced that Corus’ debt holders have taken control of the company, following steep declines in television ad revenue — roughly 20 percent down year-over-year in its fourth quarter. The company is seeking relief from its debt burden through a recapitalization process.
Is this a sign of a larger shift in Canada’s media landscape — talented journalists moving to PR as traditional newsrooms shrink? Some see it as a natural career evolution, while others raise concerns about what this means for media independence and public trust.
So what do you think — is Zussman’s move a smart reinvention in a struggling industry, or a concerning trend for the future of journalism? Share your thoughts in the comments and join the debate.
