Burson-Marsteller was one of the original innovative leaders in strategic, integrated approaches to communications, a force for change in public relations, marketing and other ways to reach key audiences. We have remained a leader ever since. Today this leadership is stronger than ever, as integrated communications continues to define what we mean by Burson-Marsteller, Being More. The power, speed and methods of communications are changing fast. But the core principles of integrated strategic communications and implementation on which Harold Burson and Bill Marsteller founded our firm 60 years ago have not changed. Burson-Marsteller, Being More means being more confident in our ability to communicate with more people, in more places, with bigger ideas, through constantly changing communications channels and with more impact.
In 2009 Burson-Marsteller internally rolled out a new firm-wide methodology for developing, monitoring and measuring communications programs. The approach was developed by the firm’s most experienced client leaders around the globe. The Evidence-Based approach is designed to ensure that all client programs are rooted in data. The approach also monitors progress throughout the program to make certain that clients achieve their original objectives. Results are measured to confirm the return on investment (ROI).
The key benefits of Burson-Marsteller’s commitment to the Evidence-Based approach are:
Evidence-Based Communications ends the guess work. All communications strategies are based in evidence, not speculation.
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.
Campaigns are 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.
The programs are nimble. Because Burson-Marsteller measures the impact of a program’s tactics at the beginning, middle and end, there is an opportunity to modify tactics in the middle of a campaign.
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.
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.