Penn Schoen Berland (PSB) collaborates with Burson-Marsteller to help global clients win by delivering an integrated strategic communications approach that is customized for each client's unique situation and needs. Founded in 1975, PSB brings together lessons from the campaign trail and the boardroom to create innovative strategies to handle complex situations. Its powerful hybrid model combines both political and corporate research, recognizing that the strategies used to effect change in one area can be innovative and effective in the other – the firm calls this this Winning Knowledge™.
PSB creates research that provides specific communications and business guidance and helps its clients make decisions – not just a description of the way things currently are. This approach is built on extensive experience in the political world, where PSB has personally advised more than 30 Presidents and Prime Ministers around the world and helped lead numerous other national political campaigns.
In the corporate space, PSB's political approach helps companies better understand the threats and opportunities they face, and how they can move forward in their competitive context. PSB’s experience in the lightning-fast political space means that it works fast – providing results overnight when needed for crisis work, and in a fraction of the time it takes other research vendors for more typical communications work.
PSB also has extensive experience on the corporate side in brand and corporate image strategy, advertising and PR campaign strategy development, execution testing, magazine and catalogue cover work, and movie positioning and trailer testing.