Evidence-Based Communications is a scientific approach to communications, driven by data at the beginning, the middle and the end.
With our long tradition of PR thought leadership, particularly in the corporate reputation, crisis and digital arenas, as well as our foundation in data-oriented issues work, launching the Evidence-Based Communications approach is a natural extension of our data-driven mindset. By institutionalizing our Evidence-Based methodology across Burson-Marsteller globally, we are committing to lead the industry on the road to a more scientific, accountable approach to communications work.
In addition to accountability, the Evidence-Based approach fosters creativity and flexibility, as listening to data and insights opens up new possibilities that strategizing alone cannot achieve. The approach is also extremely cost-effective, as it assures that dollars are being committed to tactics and messages grounded in Evidence, as well as monitoring program effectiveness throughout a communications initiative and allowing for course correction if necessary to optimize results.
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Evidence-Based Communications ends the guess work. All communications strategies are based in evidence, not speculation.
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It delivers better ROI. By using Evidence-Based Communications to develop programs, the firm is ensuring that each client’s communications dollars are spent on tactics and messages that will deliver results.
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It is measurable. By using Evidence-Based tools for benchmarking at the beginning of a program and measuring effectiveness at the end, clients can demonstrate a positive communications ROI.
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The programs are nimble. Because Burson-Marsteller measures the impact of a program’s tactics at the beginning, middle and end of program, there is an opportunity to modify tactics in the middle of a campaign.
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It is a holistic approach to communications. The Evidence-Based approach is a complete methodology. The approach ensures a thorough use of data and tools designed specifically to insert science into the process where appropriate.
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It provides proof of PR value to the organization’s C-Suite. By using an Evidence-Based approach, communications professionals can demonstrate the value that PR brings to their organization at large.