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Profile: Matt Carter, CEO, Burson-Marsteller UK
Burson-Marsteller's new UK CEO Matt Carter talks to Arun Sudhaman about his political background and his new role.
Before joining Burson-Marsteller, Carter was the youngest general secretary of the Labour Party and is also credited with growing Penn Schoen Berland's European division. While Carter does have a PR background, he says: "The world that I come to B-M from is actually not that dissimilar in many respects,' he points out. 'And that world has had me working in this building for the past four years, albeit in a different part of it. So, I know an awful lot of the team."
Carter also notes that while B-M is mainly recognized for its corporate work and lobbying services, he wants to tell the story of B-M's good reputation for other services as well.
As seen in PRWeek UK
Publication Date: May 05, 2010
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We Want Companies to Do Good
Susan Kuchinskas references the 2010 Corporate Social Responsibility Perceptions Survey compiled by Penn Schoen Berland, Burson-Marsteller and Landor Associates in her piece about how CSR is factoring into spending.
Consumers want companies to give back, and they will "spend a little more to support corporations that exhibit social responsibility." However, many consumers don't fully understand what the term corporate social responsibility means and at times may be unaware of companies' CSR efforts.
Kuchinskas also wrote: "The Burson-Marsteller survey itself may do the most good in the long run. This global PR firm has massive corporate and political clout. When it advises mega-businesses to clean up their act, they'll listen."
As seen in Family Goes Strong
Publication Date: May 03, 2010
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2010 Agency Business Report: Burson-Marsteller
PRWeek just published its 2010 Agency Business Report which included Burson-Marsteller.
While 2009 was slow at first, business picked up during the second half of the year due to our notable issues and crisis work. There was no profit growth, but CEO Mark Penn noted, "In a year when many people were cutting back, some [opted] to embark upon major new efforts because of what was happening. That was a critical part of where we were able to be successful.” Significant new business wins also assited to our ongoing growth. Penn also said that he hopes to keep growing talent this year.
As seen in PRWeek
Publication Date: May 01, 2010
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Topic A: Does America need another party?
Burson-Marsteller CEO Mark Penn answers The Washington Post's Topic A.
He notes than there is a structural issue in both American parties as there are groups of Democrats and Republicans who are "not entirely comfortable with their party and have see-sawed in their voting." Along with this is an increasing numbers of independents, new media and new Supreme Court rulings "that make it easier and easier for non-party interests to participate in politics." Penn observes that if these trends continue we could possibly see more independent candidates.
As seen in The Washington Post
Publication Date: April 30, 2010
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PR Speak
Burson-Marsteller Asia-Pacific CEO Bob Pickard participated in an online Q & A with Preeti Hoon. Pickard discussed the evolution of the PR industry, 2009 vs. 2010, clients’ perceptions of PR, goals, strategy, challenges and growth in the industry.
Pickard is also quoted as saying: "Public relations used to be about communicating key messages top-down along a vertical axis from corporations to a mass consumer audience by earning editorial coverage. Now, PR is also about stimulating conversations between stakeholders on a peer-to-peer basis, where brands are co-created horizontally. PR these days really stands for ‘Public Relationships’, where we apply our traditional skills with journalists to many more communities of interest. These days, we are increasingly becoming ‘digital storytellers’."
As seen in exchange4media.com
Publication Date: April 27, 2010
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Former Shell comms chief Björn Edlund joins Burson-Marsteller as senior adviser
Björn Edlund, the former head of group communications at Royal Dutch Shell, has been appointed as a senior advisor by Burson-Marsteller. Edlund handled reputation management for Royal Dutch Shell for nearly five years. Burson-Marsteller EMEA CEO Jeremy Galbraith said “‘Björn brings vast experience of dealing with some of the toughest communications challenges faced by a wide variety of sectors. Securing Björn as an adviser is a real coup for us and our clients.’”
As seen in PRWeek UK
Publication Date: April 26, 2010
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Rub-A-Dub-Snub! Are Leaders Scrubbing Up?
Burson-Marsteller CEO Mark Penn analyzed the latest UK election debate which focused on foreign affairs.
He notes that Brown and Cameron certainly changed their strategies to counter Clegg's popularity after the first debate. Nevertheless, Clegg "still stands as a real force in the election and as someone who can mobilize young people." However, this debate posed questions more difficult for Clegg to answer.
Brown was able to use his experience as Prime Minister to his advantage, but he still didn't connect with the audience. Cameron was more passionate and confident this time around.
In the end, Penn suggests "Mr. Clegg has to keep his footing; Mr. Brown has to strike clear blows; and Mr. Cameron has got to inspire confidence he can bring change and lead the economy to safety."
As seen in SKY News
Publication Date: April 23, 2010
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Focus On… Japan
Burson-Marsteller Asia-Pacific CEO Bob Pickard was interviewed for this article examining the PR industry in Japan.
Pickard presents some the trends emerging in Japan include increasing budgets for corporate and product communications campaigns from the pharmaceutical industry and “the explosive growth of digital media.”
When discussing the influence of media, he also adds that Nikkei is at the “top of the media food chain in Japan.” Moreover, in regards to digital media, he notes that blogging in Japan is very different in nature than in the West.
As seen in PRWeek UK
Publication Date: April 23, 2010
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Burson-Marsteller to launch 'Evidence-Based Communications'
Burson-Marsteller launched its new Evidence-Based Communications approach.
Burson-Marsteller Asia-Pacific CEO Bob Pickard commented, "For Burson-Marsteller, 2009 was a record year for our firm in Asia, and we entered 2010 with a strong momentum right from the start. This year, we are launching ‘Evidence-Based Communications,’ our new research-rich approach to business-building communications. As public relations becomes more of a science rather than just an art, our clients are telling us that they want numbers that demonstrate the value that PR is adding, and we are uniquely positioned to provide such tangible and actionable business intelligence.”
As seen in exchange4media.com
Publication Date: April 22, 2010
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Strategy Corner: Time for a New Kind of Bold from President Obama
Burson-Marsteller CEO Mark Penn suggests that "it's time for a new kind of bold from President Obama" in his new column for The Huffington Post.
Penn suggest Obama should: focus on the economy, create a bipartisan group that oversees the execution of the health care plan, hold off on financial reform, focus on Iran, face discrimination issues, and "make democracy more responsive to the people."
Penn concluded, "The president was elected to change things and I believe he can be big and yet avoid the traps of governing too far to the left. Health care followed by financial reform can be portrayed by the Republicans as too much government at a time that people are increasingly in an anti-government mood. He can still reverse the brewing electoral storm, but the best way to do it is to be the 21st Century reformer America elected and wants."
As seen in The Huffington Post
Publication Date: April 20, 2010
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Too mad for our own good: Rage has become a cancer on our politics, says former top Bush aide
Burson-Marsteller Global Vice Chair Karen Hughes discusses society's anger toward politics.
She notes "the Gallup Polls shows America's favorable rating of the Democratic Party is at its lowest ever, 41%. But that's no cause for Republicans to gloat; Republicans are viewed favorably by an equally dismal 42%. Americans are surly and disgruntled; our politics feel blistered, as if our national skin has been burned."
Hughes believes this anger comes from fear, unfulfilled expectations and concerns for the future. However, Hughes says we need "to replace anger with action."
As seen in NYDailyNews.com
Publication Date: April 18, 2010
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Leaders' Debate: Lessons For Next Time
Burson-Marsteller CEO Mark Penn analyzes the first UK prime minister election debate. Penn discusses the performance of all three candidates: Brown, Cameron and Clegg.
He suggests that Clegg "looked the most comfortable in his own style and approach," and "the instant polls are re-enforcing the impression that he won and that he is carving out a serious third-way in British politics."
However, Penn notes after all three candidates have gotten a chance to "size each other up," "they will all come back with a fresh opportunity and a renewed challenge."
As seen in SKY News
Publication Date: April 16, 2010
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How To Get a Job In Social Media: Burson-Marsteller
PRNewser and AgencySpy are conducting a series of interviews with major agencies seeking social media hires in an effort to determine exactly what agencies and clients are looking for in this burgeoning field.
For this interview, they reached out to Jay Leveton, CEO of Proof Integrated Communications, a subsidiary of Burson-Marsteller.
In the interview, Jay talks about the core skills of the social media staff at Burson-Marsteller; what they do to stand out; what clients look for in social media and what Burson recommends they do.
As seen in mediabistro.com
Publication Date: April 12, 2010
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Burson Acquires Minority Stake in Polish Affiliate
Burson-Marsteller has announced that it has strengthened a partnership with the firm's Polish colleagues at Solski Burson-Marsteller by taking a 30% equity stake in the company. The original affiliate agreement that was established between B-M and Solski PR back in April 2008 was a significant event as it marked Burson-Marsteller’s return to the Polish market after an absence of seven years. Since then, the Solski Burson-Marsteller team has expanded considerably and acquired numerous, blue-chip clients.
As seen in The Holmes Report
Publication Date: April 05, 2010
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Korea; Asia’s PR powerhouse
Burson-Marsteller's Asia Pacific CEO Bob Pickard was interviewed for this article. According to Pickard, Korea shows tremendous promise as Asia’s PR powerhouse, for its obsession with speed and human relationships and digital savvy.
“In Korea, you have lots of people with master’s degrees and graduate level people who are passionate about communications ...In Korea the face-to-face element co-exists comfortably with digital."
Pickard suggests that the country’s PR industry is poised for continued growth and success, but the industry is likely to experience some structural changes due to overabundance of small companies operating in the area.
As seen in The Korea Herald
Publication Date: April 05, 2010
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Burson Taps Gerstle as Healthcare MD
Burson-Marsteller has hired Christine Gerstle as a Managing Director in the U.S. healthcare practice. Gerstle was formerly an SVP at Porter Novelli. She is reporting to Helene Ellison, the firm's new global chair of the healthcare practice.
As seen in PRWeekUS.com
Publication Date: April 01, 2010
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Survey: Consumers Prefer Socially Responsible Brands
The recession has had an affect not only on consumer purchases, but also on brand perception. According to a new survey by Landor Associates, Penn Schoen Berland and Burson-Marsteller, transparency and corporate responsibility have grown in importance for consumers, despite the downturn in the global economy.
The survey measured consumer perceptions of corporate social responsibility practices and ranked companies that are the most responsible. The survey revealed that despite the recession, 75% of consumers believe social responsibility is important, and 55% of consumers said they would choose a product that supports a particular cause against similar products that don't.
One industry where perceptions have changed considerably is healthcare, which the survey suggests is a result of Congressional debates on the issue.
As seen in BRANDWEEK
Publication Date: March 31, 2010
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Suite Talk, Newsom Alum Heads to Burson-Marsteller
Democratic strategist Nathan Ballard has joined Burson-Marsteller as a managing director in the firm's San Francisco office. Ballard was previously communications director for San Francisco Mayor Gavin Newsom from 2007-2009. He also served as the Democratic National Committee’s California communications director during the 2004 presidential campaign.
Ballard graduated from the University of California and has worked for many other Democrats, including California Rep. Jackie Speier and former California Rep. Vic Fazio. During the 2004 Democratic presidential primaries, Ballard served as Missouri communications director for retired Gen. Wesley Clark and press secretary in Northern California for Democratic nominee John Kerry.
As seen in Politico
Publication Date: March 25, 2010
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Christine Jones Rejoins Burson-Marsteller as Regional MD Asia-Pac
Burson-Marsteller has appointed Christine Jones as Regional Managing Director, Asia-Pacific. Jones has 25 years of experience working in several markets including Australia, Europe and Asia. She is an expert in pharmaceuticals, consumer health, consumer goods, and issues and crisis management and has maintained successful business relationships through recent times of economic expansion and recession.
Jones will report to Bob Pickard, Burson-Marsteller's Asia-Pacific President & CEO and will be based in Australia. In her new role, Jones will oversee strategic business development in Asia-Pacific, across B-M's 19-office region and will be instrumental in expanding existing client relationships, while also building new business relationships.
"Christine's return to Burson-Marsteller is emblematic of our firm's rising fortunes in Asia," said Pickard. "She has an outstanding track record building teams and businesses. Her expertise in pharmaceuticals will be invaluable as healthcare is our number one target growth sector in Asia and an area in which Burson-Marsteller has significant strength in the region and globally."
As seen in Asia Pulse
Publication Date: March 24, 2010
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Burson-Marsteller Appoints Healthcare PR Veteran Helene Ellison for Global Role
Burson-Marsteller has appointed veteran healthcare communicator Helene Ellison as global chair of the firm's healthcare practice. Ellison will be responsible for building and managing a global practice that has staff in every region of Burson-Marsteller’s global network.
Ellison will be based in New York and report to worldwide president and CEO Mark Penn. She will be also be working closely with US CEO Patrick Ford on managing the US healthcare practice. Ellison began her PR career at Burson-Marsteller in their media relations practice, where she worked on several high-profile projects including the influential Tylenol Crisis and the First National Breast Cancer Awareness Month. She later rejoined the firm as a vice-president in healthcare.
Ellison has worked with numerous blue chip clients, including Bayer, Genentech, GlaxoSmithKline, Schering-Plough and Roche. Before she worked at Burson-Marsteller, Ellison founded and was president and CEO of HealthStar PR. She also led the healthcare divisions at Edelman, Stratis/KPR and Wang Associates.
As seen in PRWeek UK
Publication Date: March 22, 2010
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Moving, But Not Far; From the Parliament to Communications for David Harley
David Harley is joining the Brussels office of Burson-Marsteller. Harley comes to B-M from the European Parliament, which he left on February, 28th. Harley was secretary-general of the Socialists' parliamentary group from 2004-07, before being promoted to deputy secretary-general.
Harley was director of information for the Parliament and spokesman for Pat Cox, the then president of the Parliament, in 2002-04.
As seen in European Voice
Publication Date: March 18, 2010
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Burson-Marsteller Adds New Hires to US Media Practice
Burson-Marsteller has added three new directors to its U.S. media practice: David Noonan, Angelena Abate, and Barbara Shear. Noonan comes from Newsweek, where he served as senior editor, Abate served as a producer for MSNBC, and Shear was SVP at MS&L.
Each of the new hires will be developing new client relationships and will report to Josh Gottheimer, Executive Vice President, Worldwide at Burson-Marsteller and Global Chair of the firm's Corporate and Public Affairs Practices.
As seen in prweekus.com
Publication Date: March 15, 2010
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Burson-Marsteller Lures Edelman Japan MD Margaret Key to Take Charge of Korea
Burson-Marsteller has hired Margaret Key as market leader of its Seoul, Korea office. Key comes from Edelman, where she worked for over a decade. She will report to Burson-Marsteller Asia-Pacific CEO and President Bob Pickard.
Key has led communications efforts for leading multinational enterprises in Asia and globally. As the head of Edelman’s Tokyo operation, she oversaw one of the largest offices in the firm’s Asia-Pacific network. She was responsible for the growth of its client base and for recruiting and mentoring talent in key practice and service areas.
As seen in PRWeek, UK
Publication Date: March 12, 2010
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Best Use of Social Media/Digital 2010
WPP Team & Ford won the Best Use of Social Media/Digital & Honorable Mention for Corporate Branding Campaign of the Year at the PRWeek Awards on March 11, 2010.
2009 was a tough year for car companies, many of which took a strong hit in terms of sales and reputation. Ford, which was the only domestic autoproducer to reject a government bailout, took a leap of faith by turning to social media to reach its audience of car buyers. Assembling a team of WPP Group agencies, including Ogilvy PR, Burson-Marsteller, Direct Impact, and Penn, Schoen & Berland, the company developed new relationships and bolstered its brand image, while developing major new social media programs.
Ford and Ogilvy PR 360 Digital Influence communicated to an audience of bloggers and online influencers, through Twitter, YouTube, and other social media sites. This outreach allowed drivers to take part in unique activities such as multiple-day test drives, recording their experiences with Flip Cams.
Ultimately, Ford's new communications strategy was met with much positive feedback.
As seen in prweekus.com
Publication Date: March 11, 2010
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Youth Preference for Gov't Jobs 'is a Disaster' - Official
The second annual ASDA’A Burson-Marsteller Arab Youth Survey was released on March 7, 2010. It gathers face-to-face interviews with 2,000 Arab youths in nine countries. The study finds that 46 percent of young Arabs would prefer to get a job in the government sector.
The ASDA’A Burson-Marsteller Arab Youth Survey also finds that 43 percent of young Arabs are concerned about unemployment, which was ranked third on the list of concerns, behind the rising cost of living and a shortage of affordable housing.
As seen in ArabianBusiness.com
Publication Date: March 10, 2010
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Five Reasons Companies Should Not Block Access to Social Networks
Proof’s B.L. Ochman provides her insights for this article on why companies shouldn’t block access to social networks at work. Among the main reasons, she cites:
- Resistance is futile
- Don't assume people won't find other ways to waste time
- Social networks can actually make workers more productive
- You'll miss great ideas
- Employees are much more trustworthy than companies think.
Ochman goes on to suggest that people who have an axe to grind will find a way to do so, with or without access to social networks, during business hours. She also suggests that negative feedback can provide an early warning that changes need to be addressed, either in policy or with regards to employees.
As seen in Advertising Age
Publication Date: March 09, 2010
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Strategy Corner: The Health Care Jam
Burson-Marsteller CEO Mark Penn provides his insights on healthcare reform for this article in the Huffington Post. Penn suggests that a "February CNN poll places voter support for the current bill (or a similar version) at only 25%. An equal percentage thinks Congress should forget health care reform altogether, while 48% think they should start work on an entirely new bill. Of more concern to any Democrat with an eye on reelection, Independents remain unmoved by the arguments in reform's favor, with only 18% supporting it and 52% calling for an entirely new bill."
He goes on to say that "the public is uncomfortable with the current bill and this is likely to be a Dirty Harry moment for the Republican party as they dare Democrats to "make their day."'
Public anxiety may lessen after the bill is passed, but history suggests Chief of Staff Rahm Emmanuel was on the right course when he called for more gradual progress.
As seen in The Huffington Post
Publication Date: March 05, 2010
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The Doctor Is In: A Global Social Media Check-up (Case Study)
As social media continues to relinquish control into the hands of the consumer, it has become apparent that organizations can no longer avoid it.
Many companies have been interacting with their community through blogs, however, with the popularity of sites such as Facebook, Twitter, and YouTube, the forum for distributing promotions and messages has grown considerably — and the audience is waiting in anticipation.
Burson-Marsteller collected data from the top 100 companies of Fortune’s Global 500 between November 2009 and January 2010 to for their latest Social Media Check-up study — and the results are revelatory.
The study reveals that, among the Fortune Global 100 companies, 65% have active Twitter accounts, 54% have Facebook fan pages, 50% have YouTube channels and 33% have corporate blogs.
As seen in thenextweb.com
Publication Date: February 24, 2010
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Fortune 100 Companies Rely on Blogs, Twitter in Asia
Top global companies are relying on social media to comunicate their messages to the public and their stakeholders, with 79 percent of Fortune Global 100 companies incorporating at least one social media platform in their communications strategy, according to the latest study from Burson-Marsteller.
"Asian companies are primarily focused on using local platforms such as Mixi in Japan, CyWorld in South Korea and Baidu Spaces and Renren in China to reach local audiences. Accordingly, their use of Facebook and Twitter is limited, and tends to be used for communicating with consumers in international markets,” indicates Bob Pickard, President and CEO of Burson-Marsteller Asia-Pacific.
Charlie Pownall, Burson-Marsteller Asia-Pacific’s lead digital strategist, also suggests that “International firms are leading by example in their use of social media; Asian companies have proved more conservative, remaining concerned about resourcing, costs, measurement and the potential reputational risks.”
As seen in media.asia.com
Publication Date: February 24, 2010
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Fortune Global 100 Rely on Twitter More Than Other Social Media
Burson-Marsteller's latest study called The Global Social Media Check-up, reveals that 65% of Fortune Global 100 companies have active accounts on Twitter, followed by 54% with a Facebook fan page, 50% a YouTube channel, and 33% a corporate blog. The study suggests, however, that only 20% of international companies are using all four platforms.
As seen in prweekus.com
Publication Date: February 23, 2010
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Asia's Leading PR Voices
Several PR giants in Asia were interviewed by media.asia to share their thoughts on the PR Industry in the wake of Media’s annual PR Report Card.
Among those interviewed providing their insights are Bob Pickard, newly appointed CEO of Burson-Marsteller Asia Pacific.
In the video interview, Pickard suggests what is shocking about PR programmes in Asia and around the world. He also indicates his excitement about digital and how the science of PR has become a primary force.
As seen in media.asia.com
Publication Date: February 22, 2010
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How to Fix the Senate?
The Washington Post reached out to a variety of scholars, executives and political pundits to provide their impressions on how to fix the senate. Among those that provided insights are Mark Penn, Worldwide CEO of Burson-Marsteller, who suggests that one of the Senate's greatest issues today stems directly from the separation of powers.
Penn suggests that "perhaps one of the biggest problems with the Senate and the government is too much separation at a time when they need more engagement. In short, too much separation can lead to isolation."
As seen in washingtonpost.com
Publication Date: February 21, 2010
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Industry Experts Insist Political Campaign Poster Still Valuable Weapon
PRWeek consulted with 15 of the biggest names in corporate PR for this article just as the Conservative Party launched its latest poster campaign this week.
Among the contributors offering their opinions on the value of campaign posters are Burson-Marsteller UK CEO Matt Carter, who suggests "The campaign poster is very much alive and kicking, but how it is used is changing with each election ... A problem lies in posters that can unintentionally be flipped to expose weaknesses in the party putting them forward."
As seen in prweek.com
Publication Date: February 19, 2010
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Obama Should Learn from Clinton, Political Strategist Says
Burson-Marsteller CEO Mark Penn discusses the current political landscape at the Clinton School of Public Service for this article.
Mark Penn, who first went to work for the Clintons in 1994 indicates that Obama faces many of the same challenges President Clinton faced 16 years ago. Clinton bounced back from those losses with “some small things like balancing the budget, reforming welfare and creating 24 million jobs,” Penn indicated during a talk at the University of Arkansas Clinton School of Public Service.
Penn suggests the media is focusing on voters with extreme views and not giving enough attention to voters in the center who historically have held “the governing mantle of the country.”
As seen in arkansasnews.com
Publication Date: February 17, 2010
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Interview: Bob Pickard, Burson-Marsteller's new Asia-Pacific CEO
PRWeek news editor Rose Gordon sat down with Burson-Marsteller's new Asia-Pacific CEO Bob Pickard for this interview, which covers the changing PR opportunities in the multifaceted region.
As seen in prweekUS.com
Publication Date: February 10, 2010
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Focus On ... India
India is often described as a country of paradoxes. This is also applicable to the country's PR industry, wherein sophisticated efforts co-exist comfortably alongside tried and true media relations techniques.
Many industry experts suggest that communications are undervalued by many in India, despite the fact that recent events have only intensified the need for it.
Reliance, the country's largest private sector enterprise, was split between the uber-wealthy Ambani brothers Mukesh and Anil in 2005. 'It continues to dominate from a corporate saga standpoint,' says Genesis Burson-Marsteller CEO Ashwani Singla. Both sides have made smart use of PR counsel, with Vaishnavi Communications assisting Mukesh, and Anil supported by his right-hand man, Tony Jesudasan.
As seen in prweekUS.com
Publication Date: February 08, 2010
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Firms Quantify the Bottom-Line Value of Social Media Activity
In December, Dell announced $6.5 million in revenue worldwide, owing largely to its presence on Twitter. PR agencies are still investigating how lucrative digital and social media can be for their bottom lines. Edelman is expecting to about $40 million in digital revenues for 2009, or approximately 9% of total revenues, explains Rick Murray, president of Edelman Digital. This is a substantial increase from several years ago, when digital comprised only about 1% to 2% of revenues, he adds.
"Obviously, it's a positive thing for the bottom line because digital has tremendously expanded the value that we are able to bring to our clients through new products, services, and strategies," says Erin Byrne, Chief Digital Strategist for Burson-Marsteller. Burson-Marsteller reports that digital makes up 15% of its revenues, and continues to grow.
As seen in prweekUS.com
Publication Date: February 01, 2010
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Internet Strategist B.L. Ochman Joins Proof Digital Media as Managing Director
Proof Digital Media, Burson-Marsteller's digital marketing and communications practice, has added Internet strategist B.L. Ochman to the firm. Ochman, has been assisting various corporations with the integration of social media into their marketing since 1995 and has been very influential in the social media space since its earliest incarnations.
Ochman will report to Proof Digital CEO Jay Leveton and is tasked with helping the agency become a leading digital firm. Ochman's company, whatsnextonline.com has helped corporations develop social media strategies and created social media integration programs for numerous Fortune 500 clients.
"I've been running my own business for decades," Ochman said "However, it's clear that the climate and timing are right to join a major organization with the resources and talent to become the leading agency in the digital space. I look forward to being part of Proof Digital's growth, and to counseling the biggest companies in the world to help them navigate the sea change occurring in marketing and communications."
As seen in Marketing Weekly News
Publication Date: January 30, 2010
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State of the Union Scorecard
Mark Penn looks ahead to U.S. President Obama's State of the Union Address and discusses what will most likely be his main topics of discussion, including the loss of the Massachusetts Senate Race, Wall Street vs. main street, the national deficit, the administration's stimulus package, healthcare, sending troops or bringing them home and other concerns.
As seen in huffingtonpost.com
Publication Date: January 27, 2010
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Burson-Marsteller Hires Industry Stalwart Bob Pickard to Lead Asia-Pacific
Burson-Marstellerhas appointed public relations industry veteran Bob Pickard as President and Chief Executive Officer, Asia-Pacific, effective February 1st, reporting to Burson-Marsteller Global CEO Mark Penn. Pickard was most recently President of North Asia for Edelman, leading its Korea and Japan operations.
Pickard succeeds current Asia-Pacific CEO Simon Pangrazio, who had advised the firm he will be leaving on February 26th to take up another professional opportunity.
As seen in PRWeek, UK
Publication Date: January 25, 2010
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Do the Clinton Years Hold Clues for Obama?
Mark Penn was interviewed on MSNBC's "Morning Joe." In the segment, Penn discusses lessons learned during U.S. President Clinton's administration and the impact of these lessons on the Obama administration.
As seen in MSNBC's Morning Joe
Publication Date: January 22, 2010
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25 Women That Rock Social Media
B.L. Ochman is among the 25 illustrious women who have impacted social media this past year for her innovation and influence.
B.L. Ochman was born in New York City, which makes her blog, AdAge DigitalNext articles and tweets both impactful and revealing. B.L. works with Proof Digital Media (part of Burson-Marsteller) as Managing Director of Emerging Media and was the lead on many of the earliest social media consulting projects. She's been blogging since 2004.
As seen in toprankblog.com
Publication Date: January 21, 2010
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Mark Penn: Strategy Corner: Stopping the Republican Comeback (Deja Vu All Over Again)
Mark Penn wrote this article, which offers Democrats advice following the loss of a key Senate seat.
As seen in huffingtonpost.com
Publication Date: January 21, 2010
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Focus on ... Singapore
From a PR perspective, Singapore is still one of the most important comms markets in Asia-Pacific due to its significance as an international trade hub, populated by a combination of regional MNC HQs and established local brands.
As a result, when the global financial crisis broke, Singapore was struck harder than most of its peers in the region, primarily because of its role as a gateway to Southeast Asia and beyond. Much of the country's attention over the past year has been on the fallout from the economic crisis.
According to Alison Lim, a managing director in Burson-Marsteller Singapore, the market is "one of the more open economies in the region, ... likely to benefit more and earlier from this than other Southeast Asian economies, but this is largely dependent on the pace at which international trade picks up, as well as any changes to the structure and systems of the global financial markets."
As seen in prweek.com
Publication Date: January 15, 2010
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Diversity in PR: Role Models Share Recommendations and Secrets of Success
Is your firm showing it best practices as related to diversity? Has your office environment achieved true cultural and ethnic diversity?
According to the sources in this article, the industry has made strides and can continue to improve. Diversity in the workforce is becoming much more commonplace, particularly at junior and mid-levels. What can be done to build the senior ranks and what career advice/counseling can we offer incoming employees of multicultural heritage to help develop the next generation of leaders?
For the answers to these questions, firmvoice interviewed several culturally and ethnically diverse role models at firms around the country—many of them industry pioneers who were instrumental in pushing diversity in the workforce into a new age
Among those interviewed are Theresa Rice, a Director from Burson-Marsteller Miami, who suggests: " ... the public relations industry has not been known for its diversity, but the situation is changing quickly as societies are becoming more plural... Companies are realizing that attracting and retaining a diverse workforce is the right thing to do, as well as something that serves them well from a business standpoint."
As seen in firmvoice.com
Publication Date: January 13, 2010
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Guerrilla Marketing's Newest Revolution
Social media is quickly becoming a natural extension of guerrilla strategies everywhere. “Guerrilla marketing has traditionally required a lot of time, elbow grease and creativity instead of just spending big ad dollars,” says Erin Byrne, Chief Digital Strategist for Burson Marsteller. “Social media is no different in that you have to be creative in creating content and an experience for people to want to carry the message for you.”
As seen in brandweek.com
Publication Date: January 09, 2010
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Is Maintaining a Standalone Digital Practice Still Preferable for an Agency?
Tony Telloni, Market Leader of Burson-Marsteller New York and Ken Makovsky of Makovsky & Co. weigh in on the merits of maintaining a standalone digital practice for this PR Week article.
According to Tony, everyone in the PR industry needs to have a strong foundation for how digital drives attention, reputation, and credibility. Clients, agencies and finance folks expect more and as long as this continues, the demand for separate digital expertise will remain a premium in the communications field.
As seen in PRWeek Insider Blog
Publication Date: January 01, 2010
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Religious Independents: God Without the Religion
Mark Penn's latest WSJ column tackles the issue of people who believe in God but don't affiliate with a religion.
Penn suggests that the belief in the traditional God revered by most mainstream religions is on the decline.
According to a recent American Religious Identification Survey, only 76% of Americans identify as Christians, down from 86% in 1990. But interestingly, while non-Christians are not choosing Islam or Judaism, neither are they choosing atheism. A Gallup poll conducted in 2008 found that 15% of Americans – up from 8% in 1999– say they don't believe in God, but they do believe in a "Higher Power" or "Universal Spirit."
Increasingly, Americans believe that the world was created by a spiritual being, but they reject religous texts such as the Torah, Koran and New Testament as explanations for it.
According to Penn, these universal-spirit worshippers (Religious Independents), have created a secular Third Way in religion. As a result, attendance at religious occasions such as Christmas mass are on the decline, while celebration of religious holidays such as Christmas remain popular. Overall, belief in a God is on the rise, while participation in organized religion is on the decline.
As seen in wsj.com
Publication Date: December 18, 2009
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New Impressions
Theresa Rice, a director in Burson-Marsteller's U.S. Hispanic practice, wrote this article on how LatAm nations can position themselves in the global economy.
International trade is becoming much more important to LatAm countries, which has created a need for them to go out and promote themselves. As a result, competition – both for trade and tourist dollars – has become fierce.
The challenge is for these countries to promote themselves in a distinct way, to improve their business climate, invest in education and carry out other reforms as part of their efforts to compete.
As seen in LatinTrade.com
Publication Date: December 17, 2009
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Burson-Marsteller Makes Commitment to “Evidence-Based Communications”
Burson-Marsteller has announced a new, data-focused approach to communications called “Evidenced-Based Communications.” During 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 media and communications landscape is changing and so have the needs of our clients.” said Burson-Marsteller CEO Mark Penn. “In a world of citizen journalism, social media and instant information about events happening around the globe, we are investing in a more diligent and scientific approach to developing and delivering key messages.”
As seen in Business Wire
Publication Date: December 14, 2009
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Burson Partners with Winning Strategies
Burson-Marsteller has announced a strategic partnership with Winning Strategies and will work with clients seeking outreach in multicultural, women's issues, coalition building, public policy advocacy, and CSR. Winning Strategies is a Washington-based public affairs firm.
As seen in prweekUS.com
Publication Date: December 01, 2009
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Big Brands are Failing Social Networking Test
Research from Burson Marsteller Australia on the top 20 brands indicates that many are mishandling their social networking strategies.
Burson Marsteller director Daniel Young indicated that many of the brands underestimated the importance of being fully prepared before launching a social media strategy.
Brands such as Telstra and Billabong have shown success at incorporating social media into their marketing and communications strategy, but many others failed.
Using Interbrand's measure of Australia's top brands, the research revealed that 40 percent of the top 20 brands had a Twitter account, but 44 percent of those were dormant or rarely used.
As seen in The Australian
Publication Date: November 30, 2009
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Ex-White House Press Secretary: Straight Talk on Careers
Before becoming Burson-Marsteller's Chief Issues Counselor for the U.S., Dana Perino had a long and varied career in politics, most notably as “White House Press Secretary” during the Bush administration.
Early on, in her mid 20s, Perino faced uncertainty about her career, which makes her particularly sensitive to young women in similar circumstances today. She provides inspiration to many ambitious women looking for advice in career advancement.
Recently, she devised “Minute Mentoring," which essentially crosses mentoring with speed dating. She coordinated the first event last Thursday in Washington D.C. at the offices of Bracewell & Giuliani, with the help of Susan Molinari, a former New York Congresswoman who is a senior principal at the law firm.
As seen in CNNMoney.com
Publication Date: November 24, 2009
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The Business of PR
Mark Penn recently participated in a panel on “The Business of PR” at the 92Y Tribeca in New York with Kathy Bloomgarden, CEO, Ruder Finn and Steven Rubenstein, President, Rubenstein Communications. The discussion was moderated by Matthew Bishop, US Business Editor and New York Bureau Chief for The Economist.
In the discussion, Mark mentions that despite the shrinking demand for newspapers, the demand for news and information in general is skyrocketing, and will continue to rise with the growth of the middle class.
As seen in blog.92y.org
Publication Date: November 18, 2009
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Turning to the Left or to the Center?
In this article, Mark Penn asks the question if President Barack Obama is governing from the left or from the center? According to Penn, the post-ideological positioning that worked so well during the campaign is not proving as effective at holding the electoral coalition together given the mounting pressures of governing.
During his campaign, Obama leaned to the left on the Iraq war and civil liberties, but also suggested to the center that he would operate in a bipartisan manner, pursue the Afghanistan war and not raise taxes on 95 percent of all Americans. Centrist voters are looking to see that these promises are kept.
As seen in politico.com
Publication Date: November 17, 2009
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The Unemployment Cushion
Mark Penn's latest WSJ column argues that since women have entered the workforce in large numbers the resulting multiple-income households can cope with periods of unemployment much better than in the past.
As seen in WSJ.com
Publication Date: November 17, 2009
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IPRA PERÚ 2010 - Burson-Marsteller, Strategic Ally for IPRA 2010 World Congress
Burson-Marsteller Peru has been chosen as a strategic ally of the Public Relations World Congress taking place in Lima during June 2010, hosted by the International Public Relations Association (IPRA). B-M Peru had to compete with other agencies in order to participate. This marks the Congress' return to Latin American... after a 15 year abscence. B-M LatAm CEO Santiago Hinojosa has been invited to participate as a special guest.
As seen in www.ipracongressperu.com
Publication Date: October 28, 2009
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White House is Right to Push Back
Mark Penn argues that the White House is justifed to step up its game with those that disagree with it. And the actions taken by the White House are mild compared with those of the Gingrich and Bush years. Penn points to numerous, egregious decisions former President Bush made during his time in the White House - such as failing to meet with the National Association for the Advancement of Colored People for many years — an organization that hosted every president since the Hoover administration.
As seen in politico.com
Publication Date: October 27, 2009
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PR Pitches Directly to Consumers as Media Market Shrinks
Erin Byrne, Chief Digital Strategist for Burson-Marsteller comments on the implications of the Google SideWiki.
Byrne suggests that "despite the newness of this specific concept, best practices still apply to any organization that wants to protect their brand given the newness of SideWiki."
"First, you should monitor SideWiki as it relates to key Webpages for your organization; both from a branded and contextual perspective. Second, you should be ready to engage and respond when necessary - empowering people within your organization to fulfill this function based on areas of expertise and comfort level with social media. Third, use common sense. You can and probably should respond to regular inquiries, comments and gently correct honest mistakes."
As seen in www.mediabistro.com
Publication Date: October 27, 2009
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As Media Market Shrinks, PR Passes Up Reporters, Pitches Directly to Consumers
Earned media is greatly sought after by marketers due to its relatively low cost and credibility with consumers. Brands that rely on earned media are faced with the obstacle of finding news outlets for their messages.
A huge number of reporters have left the industry since last year, a figure close to 30,000, according to the Web site Paper Cuts. As a result, many marketers are now directly engaging consumers through original content their agencies are creating. "The traditional one-way media model has definitely had its day," indicates Sam Lucas, chair of Burson-Marsteller's U.S. brand marketing practice. "So agencies are talking to clients about these engagement models much more."
As seen in AdAge.com
Publication Date: October 26, 2009
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Viewpoint: Fostering Trust: There's Ample Loyalty to Start
Andrew Goldberg, Chair of Burson-Marsteller's U.S. Corporate Practice wrote this article, which addresses the loyalty of U.S. consumers for their banks. The article also references a recent study by Burson-Marsteller that examined U.S. consumers in the South and Midwest. The study ultimately revealed that most people continue to view their banks favorably.
Despite the struggling national economy, numerous government bailouts and high-profile bank takeovers and credit losses, consumers are still showing considerable faith in their local banks.
As seen in American Banker
Publication Date: October 21, 2009
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Be Brief, Be Quick - Be the Message they Notice
Tony Telloni, Market Leader, Burson-Marsteller New York and President, Proof Integrated Communications wrote this article on diminishing attention spans in the Twitter age.
The older we get, the more difficult it is to stay focused, especially in today's sound bite-oriented world. Is society heading towards a Twitter culture, where an entire generation of colleagues and clients now have the mentality of get to the point, or I'm moving on?
Tony suggests that "most media outlets don't have the resources, the time, or the patience to listen to communications people like they used to. So does that mean our art of storytelling is dying like traditional print media? Not necessarily. But it does mean we need to understand and inspire conversation like Mamet or Maya Angelou and less like Herman Melville when speaking to and on behalf of clients."
As seen in PRWeek Insider Blog
Publication Date: October 21, 2009
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Lessons on Relevancy from an 8-Year-Old
Tony Telloni, Market Leader Burson-Marsteller New York and President, Proof Integrated Communications wrote this article on how to communicate with and stay relevant to your brands.
In the article, Telloni suggests that the best companies are taking the time to listen and ask questions, watch how competitors handle the issues, and then determining a level of engagement that resonates. Using his daughter as an analogy, he suggests that a father staying relevant to his 8-year-old can be as complex as responding to conversations about your product or brand in a social media environment.
As seen in PRWeek Insider Blog
Publication Date: October 19, 2009
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29 Under 29: Framing the Stars of the Future
PRWeek is once again assembling it's annual list of the 29 most promising young professionals in the UK industry under the age of 29. Nominations are assembled from agencies and communications teams, then reviewed by a panel of independent judges. Winners are chosen and announced on May 30th, 2009.
This year, Burson-Marsteller is proud to announce that one of the entries is Maria Stefanova, a Senior Associate from the London office. Bulgarian-born Maria Stefanova joined Burson-Marsteller New York as a summer intern. She relocated to the London office in 2007, where she makes use of her considerable PR skills to address the needs of clients on a global basis. Maria excels in client and media relations, stakeholder engagement and event and issues management.
As seen in PRWeek
Publication Date: October 16, 2009
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Pinning Down the New American Shopper
Burson-Marsteller's CEO Mark Penn wrote this essay on the post-recession American consumer. American ad-makers are now contending with smarter, more proactive consumers. These new American consumers respond to facts, not emotions. They are most concerned with value and they want safety, for themselves and the environment. As a result, marketers are now focussing more intently on consumers with long attention spans.
Today's consumers tend to be more educated, with many holding information-related jobs, thus their rising interest in - and greater capacity for - information and detail. Penn suggests that it is these "Long Attention Spanners" who often dominate the Internet, while searching for the perfect product.
As seen in BusinessWeek
Publication Date: October 15, 2009
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Companies Use Blogs to Tell Stories
Many large companies are now relying on blogs to fulfill functions that were previously carried out by spokesmen. Professional sports teams are among the early adopters that lean on player and employee blogs as a source of access for the media and the public.
While this trend has increased considerably, some feel that spokespeople will never entirely be done away with. Blogs are simply not equipped to handle all the questions facing journalists around the world. Approximately one-third of Fortune 100 companies have corporate blogs, with technology and telecommunications companies dominating the blogosphere, according to a recent social media study from Burson-Marsteller.
Microsoft has over 2,500 corporate blogs, but only 9% of the Fortune 100 oil refining companies have blogs and none of the major healthcare or property insurance companies do.
According to Erin Byrne, Burson-Marsteller's Chief Digital Strategist, "A company blog, when written by employees, has to balance the genuine nature of the blogosphere with the needs of the company. We never recommend that companies take a personal approach from the perspective of sitting around in your pajamas."
As seen in Wall Street Journal
Publication Date: October 14, 2009
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BKSH to merge with Timmons and Co.
Burson-Marsteller's lobbying arm BKSH & Associates Worldwide is merging with Timmons and Company to form Prime Policy Group (www.prime-policy.com). BKSH & Associates Worldwide currently provides services to numerous domestic, international, and multinational clients and the firm's capabilities encompass a broad range of economic, social, domestic and international issues. Prime Policy Group leadership will include Chairman, Charlie Black, President and CEO, Scott Pastrick, Vice Chairman, Larry Harlow, and Executive Vice President, Marty Paone.
The merged company will be a single, bi-partisan firm providing a team-oriented approach to strategic thinking and execution, built on a solid record of client service, in Washington and around the world.
As seen in politico.com
Publication Date: October 05, 2009
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The GOP Can Keep Obama from Scoring
This article was written by Dana M. Perino, who served as White House press secretary from 2007 to 2009. She is currently the Chief Issues Counselor at Burson-Marsteller.
People are still very much concerned about their financial futures after the shocks of the economic near collapse last year, and they want to be sure the government is taking action to protect them in the future. They are worried about the size and scope of government and how we’re going to pay for it all. And they are worried about the unintended consequences of government intrusion; once it’s baked in the cake, you can never get it out ...
In this idea piece, Perino outlines a plan for Republicans to win the healthcare debate. Among her suggestions:
Continue to try to get on base with targeted fixes, criticize on the merits, and force some outs.
As seen in politico.com
Publication Date: September 28, 2009
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Facebook Fan Page Clutter Dilutes Brand
Facebook's fan page feature, which was launched earlier this year, has become a big part of numerous recent campaigns and brand marketing efforts. Notable companies such as PepsiCo and Jim Beam have built multiple pages for their numerous brands to better customize the content. But, according to some individuals in the marketing industry, creating a single corporate page instead, can provide more meaningful ways to connect online.
Samantha Lucas, Burson-Marsteller Brand Marketing Chair, says online clutter is often a problem facing companies looking to gain traction on Facebook. Multiple fan pages on the site often make it difficult to market a brand cohesively.
“If people are feeling good enough about a brand to find it on Facebook, the company should spread that goodwill to the other brands,” Lucas says. “For example, how many people were really excited about AMC before Mad Men? Now they have this incredibly sexy draw to their brand.”
As seen in PRWeekUS.com
Publication Date: September 17, 2009
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ASDA'A Burson-Marsteller Named 'PR Agency of the Year' at International Business Awards
ASDA’A Burson-Marsteller, B-M's Middle East partner, has been named the Middle East and Africa PR Agency of the Year at the 2009 International Business Awards. The award was given for work implemented between January 2008 and May 2009 and was presented at a ceremony on September 14, 2009, at the St. Regis Hotel in New York.
ASDA'A was chosen from over 1,700 submissions received from organizations and individuals in more than 30 countries. The International Business Awards include 40 categories that cover communications, marketing, management and corporate. The agency's Public Affairs, Technology, Corporate, Financial, Consumer and Healthcare practices were singled out for their work on record-breaking regional IPOs, blue-chip corporate profiling and government relations across the region.
As seen in Zawya.com
Publication Date: September 15, 2009
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Analysis: Live Issue - Brands Wrestle with Digital Disclosure
There's a growing list of advertisers who have been criticized in the social media space for not being honest about the ways they manage their reputations. The difficult question facing brands is how much they should disclose, and under what circumstances.
In 2006, Wal-Mart posted a series of blogs manufactured by Edelman in the US, posing as fan blogs playing up brand loyalty. In January of this year, an online sales rep for US electronics firm Belkin was caught paying bloggers to write positive reviews of its products, as well as posting five-star reviews on Amazon.com. The New York Times broke the story and posted it on its tech blog.
Charlie Pownall, Director of Digital Communications for Burson-Marsteller Asia-Pacific suggests a method of disclosure as simple as a one-line disclaimer. 'It's basically advisable that companies at least include minimum information'.
He goes on to say that 'The need for transparency is a prerequisite for online engagement. Employees should disclose their name, organisation and contact details. Such levels of transparency help build credibility and trust in an organisation. It will also help mitigate the risk of potential backlash should you be discovered being not who you say you are. In an environment where the corporate firewall is crumbling, information is instantly shareable and the lines between one's personal and professional life are thinner than ever, employees need to understand their responsibilities as representatives of their firm, and behave accordingly.'
As seen in Media Asia
Publication Date: September 10, 2009
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HR Roundtable: 2009 Career Guide
Recruitment is still a major focus of HR departments in the PR industry, but with the economy still struggling, many companies are putting renewed efforts into retention and engagement strategies.
This PRWeek roundtable focuses on that topic, with commentary from many notable HR leaders in the industry, including Michele Chase, MD of HR, Worldwide, Burson-Marsteller, who indicates: "... We are making sure we are retaining our best talent. The strongest swimmers can always jump no matter what the economy is doing ... When it comes to recruitment, I actually have a team I'm still investing in. I want to know, whenever the market turns again, where everyone has landed and whom I need to bring on. We are still doing very targeted recruitment."
As seen in PRWeekUS.com
Publication Date: September 01, 2009
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Interview: Gail Cohen and Chris Foster, Healthcare, Burson-Marsteller
PRWeek recently spoke with B-M's Gail Cohen, Chair of the Global Healthcare Practice and Chris Foster, Chair of the US healthcare practice about the impact of the healthcare debate on the communications industry and possible trends in the near future for healthcare PR professionals.
In the interview, Chris Foster talks about the PR challenges and opportunities related to healthcare reform that the industry is currently facing, while Gail discusses the value of cost effectiveness research.
As seen in PRWeekUS.com
Publication Date: August 18, 2009
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Vick's PR Redemption Could Come Digitally
Michael Vick's signing to the Philadelphia Eagles has generated a great deal of controversy this past week. Public opinion against Vick, who served a 19 month stint in a federal penitentiary for his involvement in an illegal dog fighting ring, is predominantly negative and poses a unique PR challenge that is unparalled in recent sports history.
Because the crime has little precedence, Vick stands alone for the severity of his actions. Erin Byrne, Chief Digital Strategist for Burson-Marsteller, suggests that Vick should continue to show remorse and let the public see how he has changed his life. “The Eagles are going to have to walk a fine line,” she said. “I’m sure their inclination is to manage the message, but their real opportunity is to put him out there and let him be very transparent with people. That’s the way he will become accepted again.”
The recent explosion of social media makes that task easier and more difficult, said Byrne, who added that an important step is to have the team heed the criticism and overall reaction, before moving forward.
As seen in ODwyerPR.com
Publication Date: August 14, 2009
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Putting a Pricetag on Obama's News Conferences
A global economic crisis and the need for an aggressive domestic agenda have prompted President Barack Obama to hold four nationally televised prime-time press conferences in a six month period.
However, the same economic difficulties have made the big four television networks hesitant to preempt their lucrative regular programming. The cost of these four news conferences have set television networks back an estimated $45 million in lost revenue.
The networks “have to weigh whether or not it’s worth it. You have to make it worth their while or it’s going to get old,” indicated Dana Perino, a former Bush press secretary and now Chief Issues Counselor at Burson-Marsteller.
This cost-benefit analysis has clearly impacted the white house, as it was forced to move last month’s press conference an hour earlier to appease the networks, while Rahm Emanuel, Obama’s chief of staff, reportedly reached out to the CEOs of several parent companies to encourage their networks to cover it.
As seen in FoxBusiness.com
Publication Date: August 07, 2009
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Twitter Tops Social Media for Fortune 100 Companies
Twitter tops the list of social media used by Fortune 100 companies, according to a study from Burson-Marsteller and its wholly-owned subsidiary, Proof Digital Media. The study reveals that 54% of the Fortune 100 companies surveyed are using Twitter. Corporate blogs come in at #2, with 32%, while 29% of the companies surveyed have active Facebook fan pages.
"Given that Twitter is so much easier to adapt to, and it is easy to do [with] little bursts of messages, adoption has grown very rapidly," Erin Byrne, CEO of Proof and Digital Media Strategist for Burson-Marsteller, told PRWeek.
As seen in PRWeekUS.com
Publication Date: August 03, 2009
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Burson-Marsteller Global CEO Says it is Not too Late for Gordon Brown to Turn Things Around
Burson-Marsteller CEO Mark Penn suggests that it's not too late for Gordon Brown to revitalize his reputation and win the next general election.
Penn was instrumental in similarly assisting President Clinton in 1994, after his approval ratings sank to an all-time low. Penn helped devise a strategy that resulted in Clinton winning a second presidential term in 1996.
Penn indicates that Brown can still prevent a devastating defeat at the polls if he follows a careful PR strategy.
'I think Brown is in a situation where he could win,' said Penn, suggesting that in 1994, '65 percent said they would never vote for Clinton, and yet two years later he won by a virtual landslide'.
As seen in PRWeek.com
Publication Date: July 31, 2009
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Obama's Weapon: A Dose of Homecoming King Charm
President Obama is facing dropping approval ratings amid doubts that he has a clear plan for fixing the economy. Nearly 80 percent of those surveyed in a recent CNN/Opinion Research Corp. poll indicated they approved of Obama as a person, but the number dropped to only 60 percent when asked if they approved of Obama's performance in office.
Despite the decline, there are positive indications in these numbers that Obama still has a strong emotional connection with the public and that his leadership is based on the fact that he is liked, which is an advantageous position to be in.
With regard to the latest numbers, Burson-Marsteller's CEO Mark Penn suggests "The kind of numbers you see are in fact, very good numbers ... but there's a very tough economy out there. The president is trying to move forward health care. There's a lot of increased contentiousness, given these issues."
As seen in CNN.com
Publication Date: July 30, 2009
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Tweeting Hits High Note with Fortune 100
A new study from Burson-Marsteller and Proof Digital Media examines how some of the world's most prominent companies are currently using social media.
The study reveals that many of the 100 largest revenue generating companies (as compiled in the Fortune 500) are actively using three key social media: Twitter, Facebook and Blogs. Among the 100 companies, Twitter comes in at number 1, with approximately 54 percent using the networking tool as their primary social media platform of choice.
Blogs hold the number 2 spot, with 32 percent of the companies surveyed regularly posting to a branded blog. Facebook comes in third, with 29 percent of the companies indicating they have active, consumer-focused fan pages on Facebook.
As seen in Blogs.reuters.com
Publication Date: July 30, 2009
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Marketers Fall Short In Communicating Good Deeds To Consumers
A recent study released by Penn, Schoen & Berland Associates, Burson-Marsteller, and Landor Associates reveals a significant disparity between companies' social responsibility initiatives and public awareness of them. Frequently, when companies attempt to "do the right thing" - in areas such as environmental protection, public health or education - the message is not properly conveyed to consumers. This disconnect is especially frustrating for marketers, since many consumers have indicated that they would pay more for goods and services from socially responsible brands.
As seen in Forbes.com
Publication Date: July 21, 2009
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Consumer Awareness of CSR Programs Low, Study Finds
A new study conducted by Penn, Shoen & Berland Associates, branding firm Landor Associates, and Burson-Marsteller, suggests that companies aren't doing a good enough job raising awareness about their CSR initiatives.
1,001 consumers ages 18 and over were polled for this Corporate Citizenship Study (conducted online between March 25 and March 27), which asked respondents about their perceptions of 69 brands. The study suggests that there is a gap between companies' CSR initiatives and the public's perception and awareness of them.
As seen in PRWeekUS.com
Publication Date: July 06, 2009
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Leadership Transition Comms Requires Broader Strategy in Current Economy
Many companies undergoing leadership transitions proceed with caution when presenting their new CEOs, rolling out a slow, carefully-conceived introduction period, mixed with social media outreach to show that the new CEO is the right person for the job.
When Leo Apotheker took over as CEO of SAP last May, the Germany-based business software company worked closely with Burson-Marsteller to develop a yearlong co-CEO partnership, employing a combination of traditional and social media strategies to reassure stakeholders about its new leader. SAP's use of a long introduction period allowed the company more time to familiarize stake-holders with its new CEO.
"Because consumers and employees alike trust known personalities more, the tactic served the company well in establishing Apotheker as a recognized entity," says Brian Lott, SAP global client leader at Burson-Marsteller and MD of its San Francisco office.
As seen in PRWeekUS.com
Publication Date: July 01, 2009
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Burson-Marsteller Partners with Mikhailov & Partners
Burson-Marsteller has formally announced a partnership with Mikhailov & Partners, a Moscow-based consultancy with a range of communication specialties. Mikhailov & Partners serves Russia, Ukraine, and the Commonwealth of Independent States regions. Clients include BMW, Coca-Cola, Siemens, and GlaxoSmithKline.
As seen in PRWeek
Publication Date: June 25, 2009
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Case Study: Raising the Bar: Intel Energizes Its CSR Commitments, Focusing on Four Causes to Spread the 'Good' Word
As the world's leader in silicon innovation, Intel Corp.'s products and services have a significant impact on communities throughout the world every day. Intel executives believe that corporate responsibility is a key component of everyday business …
To commemorate Intel's 40th anniversary in 2008, the company's CEO Paul Otellini challenged employees to collectively donate more than 1 million volunteer hours to their local communities. As an added encouragement, he expanded the company's volunteer matching grant program and brought in agency partner Burson-Marsteller to develop the World Mural Project, an online digital mural that connects over 300 employee volunteers with Intel Computer Clubhouses in 70 countries, showcasing what young people envision for the future of technology. Engendering support for CSR initiatives from the C-suite proved to be critical to achieving Intel's objectives.
As seen in PR News
Publication Date: June 22, 2009
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Burson-Marsteller Launches Digital Firm
Burson-Marsteller has launched Proof Digital Media, a stand-alone digital agency. Erin Byrne, Chief Digital Strategist for Burson-Marsteller, is leading Proof Digital Media as CEO. The agency - previously known as Marsteller Interactive Communications - will focus on digital reputation management, interactive online design, social media and community development, and mobile marketing.
"The reality is that in today's environment digital really fits in the middle of all marketing and communications disciplines," said Byrne. "We believe that by creating a separate, stand-alone digital agency it will allow us to significantly maximize our growth over the past few years."
Burson-Marsteller has also merged Penn Schoen & Berland Associates (PSB) with its advertising units to create a second stand-alone agency, Proof Integrated Communications, which will focus on advertising. The sister agency is led by Jay Leveton, SVP at PSB and former president of PSB's advertising unit.
As seen in PRWeekUS.com
Publication Date: June 18, 2009
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B-M Signs up Ex-eBay PRO
Burson-Marsteller has appointed Victoria Biggs, a former eBay PR director to drive the agency's integrated consumer campaigns and expand its issues-based consumer PR activity.
Victoria will focus on consumer technology and ethical consumer and digital briefs in her new role. She joins the agency as a director and will report to UK CEO Jonathan Jordan.
As seen in PRWeek
Publication Date: June 05, 2009
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Burson-Marsteller Launches Tweetelect
Burson-Marsteller has launched www.tweetelect09.eu. The site was created to track and analyze discussions about the upcoming European elections in June on the micro-blogging site Twitter, a free social messaging service where users can send brief messages via the internet, instant messaging or SMS.
The tweetelect site launch follows Burson-Marsteller's announcement in April of being the first to publish projections on the number of seats the different European Parliament political groups might win.
As seen in Europolitics
Publication Date: May 28, 2009
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The Chatter
Andrew Goldberg, chairman of the corporate and financial practice at Burson- Marsteller was quoted on the government and the banks that received TARP funds: "You're seeing more public tension between them." Some banks want to repay the money -- and be released from government oversight -- sooner than the government may prefer.
As seen in The New York Times
Publication Date: May 24, 2009
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The Latest On Microtrends
When politicians and marketers around the world use their resources trying to uncover the next big thing, they may be overlooking something even more valuable--the next "microtrend." This term, was coined by Mark J. Penn, Worldwide President and CEO of Burson-Marsteller/President of the polling firm Penn, Schoen & Berland Associates, and author of the best-selling book Microtrends: The Small Forces Behind Tomorrow's Big Changes.
In the book, Penn and his co-author, E. Kinney Zalesne, suggest that when you identify small groups that think in ways counterintuitive to the mainstream, such as "soccer moms" or "extreme commuters," you can trigger a tipping point in an election, a social movement or even the success of a business.
Forbes spoke with Penn for this article, which addresses what microtrends are, how to identify them, which microtrends are gaining momentum and which global microtrends are emerging.
As seen in Forbes.com
Publication Date: May 07, 2009
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FCC Awards Burson Digital TV Awareness Contract
The Federal Communications Commission (FCC) has awarded Burson-Marsteller a multi-million dollar contract for PR and advertising support for its extended digital television consumer awareness campaign. This was announced on the Federal Business Opportunity Web site.
Burson Marsteller will be providing support of a variety of media, publications, and targeted distribution services to expand consumer education and awareness of the transition to digital television.
As seen in PRWeek
Publication Date: May 07, 2009
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CSR Sustainability: How to Fight a Green Backlash
PRWeek and research firm Populus have surveyed consumers on changing attitudes to the environment. To understand changing consumer attitudes better, PRWeek commissioned research house Populus to survey 2,000 members of the public. While half of the respondents were more concerned about environmental issues today, compared with one year ago, almost as many were not.
According to Populus founder and strategic director Andrew Cooper, the results indicate how the topic of sustainability has shifted in recent months. 'Many people under financial strain will naturally look to economise,' says Burson-Marsteller EMEA corporate responsibility co-lead David Page. However, the shift in attitudes does pose some comms challenges, specifically when it comes to those brands that have tried to associate being green with desirable aspirations …
As seen in PRWeek
Publication Date: May 01, 2009
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CDC Uses 'Aggressive' Comms to Counter Pandemic Fear
Faced with a possible pandemic of swine flu, the Centers for Disease Control (CDC) is using an aggressive media plan and online resources to educate and inform the public and prevent public panic.
By communicating with the press daily through briefings and using social media outlets to refer the public back to a CDC microsite, the agency has controlled much of the messaging around the outbreak and thus lessened the fear of a pandemic among the public.
“I think there's a notable lack of panic among the American public,” says Karen Doyne, a Managing Director in the Issues and Crisis Group at Burson-Marsteller. “It reflects the pretty effective job the CDC has done so far in informing the public and, just as importantly, in setting expectations.”
As seen in PRWeek
Publication Date: April 30, 2009
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Public Affairs Pros Discover New Areas of Opportunity
Major changes are taking place in Washington - from recovering housing markets and corporate handouts to the latest green initiatives and tightening regulations. There are also emerging opportunities for public affairs pros.
Mike Lake, US head of public affairs at Burson-Marsteller, notes not just an increase in RFPs related to alternative and renewable fuels, but also requests to help promote new approaches, such as weatherization for low-income households and smart grid development.
Lake suggests that campaigns will emerge in the second half of 2009 once political appointees have been made to a variety of cabinet agencies.
As seen in PRWeek
Publication Date: April 29, 2009
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Is That the Light at the End of the Tunnel?
AdAge asks influential readers about whether or not the economy has bottomed out yet.
Mark Penn responds:
"I wouldn't call it a bottom, but I think people have begun to realize the world is not ending anytime soon. There is a sense right now that being aggressive in some strategic areas will pay dividends for companies and brands in the medium term .. I do think there's a growing focus on the fact that the recession will end and there will be winners and losers on the other side ..."
As seen in Ad Age
Publication Date: April 27, 2009
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Burson-Marsteller Names Chase MD of Global HR
Burson-Marsteller has named Michele Chase Managing Director of Global Human Resources. Chase replaces Celia Berk, who was recently appointed Chief Talent Officer for Young & Rubicam Brands. Chase served as MD of US Human Resources for B-M since 2006. Gillian Wohl Edick, has been was appointed MD of US HR.
As seen in PRWeek
Publication Date: April 16, 2009
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Finding a Perch
Dana Perino, White House press secretary in the Bush II administration and before that the director of communications for the White House Council on Environmental Quality, is joining communications giant Burson-Marsteller as Chief Issues Counselor.
Perino, joining former Bush counselor and undersecretary of state for public diplomacy Karen Hughes at the firm, "will use her experience in managing our country's most pressing issues and crises, including the economic downturn, energy and health care reform," the company announced.
As seen in The Washington Post
Publication Date: April 15, 2009
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Q&A with Former Bush Press Secretary Dana Perino
Dana Perino, former press secretary for President George W. Bush, spoke with PRWeek for this interview, which addresses her new position as Chief Issues Counselor for Burson-Marsteller and how the White House shaped her views on communications.
Perino talks about the issues that excite her - including energy, healthcare, trade, and defense.
Perino begins her new position at Burson-Marsteller on April 20th, reporting to Josh Gottheimer, EVP and global chair of corporate and public affairs for Burson.
It's been nearly 10 years since Perino last worked for an agency. She left the San Diego office of Porter Novelli in 2001 for a position with the US Department of Justice. The move to Washington was an important one, driven by her desire to work with the Bush Administration after the terrorist attacks of September 11.
She joined the White House staff in 2005 for a position as the director of communications for the Council on Environmental Quality and then took over the role of press secretary when Tony Snow resigned in 2007.
As seen in PRWeek
Publication Date: April 15, 2009
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Bush Aide Perino to Join Firm Led by Clinton Adviser
Dana Perino, President George W. Bush's last White House press secretary, will join Clinton administration adviser Mark Penn at Burson-Marsteller, where she will be Chief Issues Counselor."
Mr. Penn, Burson-Marsteller's CEO, said Ms. Perino's experiences in Mr. Bush's second term make her a valuable addition to the team of battle-tested public-relations veterans he is assembling. Mr. Penn writes a "Microtrends" column for The Wall Street Journal Online.
"She's been through some incredibly difficult experiences at some of the highest levels, and comes out of that an extremely skilled practitioner," Mr. Penn said in an interview.
Ms. Perino, 36 years old, likely will focus on communications strategies for clients in the looming Washington policy debates over issues such as energy, climate change and health care. She may also develop business among newer defense and technology firms.
As seen in HuffingtonPost.com
Publication Date: April 14, 2009
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Perino Joins Mark Penn's Firm
Former Bush Press Secretary Dana Perino has taken a job with Burson-Marsteller, the political consultancy firm headed by former top Clinton advisor Mark Penn.
In a statement published on Burson-Marsteller's Web site, Penn said Perino "has performed one of the most demanding jobs in Washington."
"We know the skills and judgment she honed in her time at the White House will serve our clients well," he also said in the statement.
Perino isn't the first prominent ex-Bush advisor to sign up with Penn's firm. Karen Hughes, who managed the White House's communications office during President Bush's first term, joined Burson-Marsteller last summer.
As seen in CNN
Publication Date: April 14, 2009
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More Bigwigs Weigh in on What to Do in a Downturn
In this occasional series from AdWeek, marketing, media and advertising experts weigh in on what agencies should do to survive the economic downturn. Among the contributors to the article is Josh Gottheimer, Executive VP, Worldwide of Burson-Marsteller, who suggests that the smartest companies are embracing Washington D.C. - demonstrating to policy makers that they want to be part of the solution and play a role in the nation's economic growth.
As seen in Advertising Age
Publication Date: April 13, 2009
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Parliament Predicted to Lean to the Left After Elections
The next European Parliament will lean slightly more to the left, but the centre-right European People's Party will remain the largest group, political scientists are predicting.
Despite the difficulties faced by Socialist parties in France, Germany, Italy and the UK, the Socialist group overall is predicted to win 209 seats, an increase in its share from 27% to 28%. The Left group is also slated to do better and increase its share of the vote from 5% to 6.5%. The European People's Party (EPP-ED) will see a slight dip in its share of seats, from 37% to 34%, but is predicted to win 249 seats, so maintaining its status as the biggest group in the Parliament. The EPP-ED's top ranking would survive the defection of the UK's Conservative party and the Czech Republic's Civil Democratic party (ODS) to form a new group.
This research was funded by Burson Marsteller and is presented on a ‘predict09.eu' website, with an invitation to the public to ‘vote' for candidates for European Commission president.
As seen in European Voice.com
Publication Date: April 07, 2009
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Mark Penn Interview with CNBC - "Fearless Freddies"
Mark Penn, CEO Worldwide of Burson-Marsteller talks about new methods to survive in a tough economy and identifies a new Microtrends group - "fearless freddies" - in this CNBC interview. As seen in CNBC Executive Videos
Publication Date: April 01, 2009
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Burson-Marsteller Wins 'Best Use of Public Relations in a Sponsorship Campaign' Category at 2009 Hollis Sponsorship Awards
Sony Ericsson, the Sony Ericsson WTA Tour and Burson-Marsteller have won the award for 'Best Use of Public Relations in a Sponsorship Campaign' at this year's Hollis Sponsorship Awards.
"The impressive results of this campaign underline the ability of Burson-Marsteller to create and execute powerful PR activity to support a sponsorship property. Working with our sister office in Doha, the team really pulled out all the stops and it was great to see the successful digital impact of the campaign, with over 35,000 YouTube views from around the world," said CEO of Burson-Marsteller UK, Jonathan Jordan.
As seen in WSJ MarketWatch
Publication Date: March 31, 2009
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For a Good Cause
Genesis Burson-Marsteller has launched "Chandni Chowk to Gurgaon," the Genesis Annual Street Festival as a fund-raiser for terminally ill children. The festival aims to provide critical medical and financial support to children from orphanages and impoverished families. It will feature jugglers, potters and craftsmen, showcasing the best of Chandni Chowk to Gurgaon residents.
As seen in The Week
Publication Date: March 29, 2009
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Chertoff to Form Risk-Management Firm
The Chertoff Group announced today a strategic partnership with Burson-Marsteller. Michael Chertoff, who stepped down two months ago as head of the Department of Homeland Security, formed the Chertoff Group as a security advisory firm to advise corporate clients and governments, including foreign governments.
The Chertoff Group, based in Washington with offices in New York, will advise clients on a range of security concerns, including cyber security, terrorism, fraud, border protection and supply-chain security. The firm also plans to offer consulting services on mergers and acquisitions in the security field, as well as due diligence support.
As seen in Wall St. Journal
Publication Date: March 27, 2009
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People on the Move
Trevor Francis has been appointed director of communications for the Republican National Committee (RNC). Francis is currently a managing director at Burson-Marsteller. Previously, he held communications positions at the Commerce Department and the State Department in the Bush administration. Before joining the press advance team on George W. Bush's 2000 presidential campaign, Francis worked at the RNC handling communications for former RNC Chairmen Jim Nicholson and Haley Barbour, who is now Mississippi's governor.
As seen in Congressional Quarterly Today
Publication Date: March 16, 2009
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Corporate Blogs Spring Up, But Effectiveness Questions Remain
Some blue-chip companies are using their corporate blogs to try to alleviate shareholder concerns, but the effectiveness of these blogs are still in question.
General Motors Corp. (GM) and General Electric Co. (GE), two Dow components under different levels of financial duress, have posted messages on their corporate blogs in recent weeks in response to concerns about their financial performances.
GM has acknowledged on its "FastLane Blog" that even though substantial doubts surround its viability, it still believes bankruptcy isn't the best option for its future…If people are suspect of your position, then the blog probably can't help that much," Bernoff says. "The blog is just one of the many tools companies use in the pursuit of public opinion."
Corporate blogging is a relatively new phenomenon that has started to gain traction among larger companies throughout the last 12 months. A study by PR firm Burson-Marsteller found nearly 15% of Fortune 500 companies actively maintain corporate blogs.
In the current Facebook and Twitter era, companies are realizing the benefits to keeping the lines of communication open with consumers and shareholders.
As seen in CNNMoney.com
Publication Date: March 13, 2009
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Reform Spurs Healthcare Groups into Action
The country is poised to undertake comprehensive healthcare reform. Late last month, President Barack Obama revealed a $634 billion plan for healthcare as part of his proposed budget. The White House's proposals include a number of reforms to wide-ranging healthcare policies, including changes to Medicare and Medicaid and payment cuts to hospitals, insurers, and drugmakers.
While many healthcare companies, insurers, and organizations have been involved in the reform dialogue for years, those that have already positioned themselves to have a seat at the table will have a better chance at having their opinions heard and solutions considered by policymakers.
“There's a real critical role that insurers and pharma are going to play, not just in this reform process, but even after we have legislation,” says Chris Foster, chair of the US healthcare practice at Burson-Marsteller. “They're going to have to deliver on the promise of improving access, delivering more quality, [and] controlling the cost of medications... so it's important to be involved in that dialogue earlier than later.”
An insurer might want to argue the issue of mandatory pre-existing coverage for health plans, Foster notes, but it could have more success saying to Congress or the White House, “In order for that to work for us, here are two or three things we have to have in place.”
As seen in PRWeek
Publication Date: March 04, 2009
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Mark Penn: U.S. "Totally Unprepared" for Loss of Professional Jobs
Burson-Marsteller CEO Mark Penn points out in Monday's Wall Street Journal that the current recession is unique in that there is a loss of "professional jobs," or white collar jobs, as opposed to blue collar jobs.
He writes:
We have safety nets for the chronically unemployed, for the fast-food workers let go (oddly they may be the only ones keeping their jobs in this recession), and for the manufacturing plants that have been shuttered.
The stimulus will create construction jobs galore. But we have nothing for the tens of thousands of displaced advertising creatives and newspaper writers and editors that are among the newly unemployed. They can't build roads -- all they learned how to do was to write ads and draft editorials.
Penn goes on to say that the U.S. is "totally unprepared for this new phenomenon."
As seen in Mediabistro.com
Publication Date: March 03, 2009
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Sustainability/CSR Report
Winner: Hormel Foods and Burson-Marsteller
Campaign: Corporate Responsibility Report 2007
CSR reports may be intended to deliver information related to a company's corporate responsibility efforts to external stakeholders, but the process of putting together a dynamic document is very much an internal process--a lesson learned by the communications team at Hormel Foods when planning their first full CSR report in 2007.
"Two of the main challenges our team faced when writing [the report] were related to internal communications," says Julie Craven, VP of corporate communications for Hormel Foods. "[They were] educating internal audiences about the increasing demand for companies to provide transparent information related to their operations, and reviewing available data and its accuracy to establish a benchmark for future reports."
Food For Thought
With the help of Burson-Marsteller, the team overcame these initial hurdles via focused communications strategies.
As seen in PRNews
Publication Date: March 02, 2009
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Measurement Gains Popularity Amid the Downturn
While measurement might have once been considered disposable, PR pros say it is now increasingly a necessity for their firms and clients. Measurement is informing PR programs and pitches, and helping to demonstrate ROI, which has gained even more importance in light of the economic recession.
Burson-Marsteller's worldwide EVP, Josh Gottheimer, says having a good measurement arm is “a selling point.”
“We're seeing more and more people ask us, ‘How do I show my board or boss that this is effective?'” he says. “We try to add a layer of measurement to confirm some of our thinking and inform our thinking. It's really important to our discussions with clients.”
And having access to measurement in-house adds efficiency.
“With the recession, it shows you the ROI and how effective every dollar invested in PR is,” he says. “Because we have our own infrastructure, we're able to do this in-house, have deep expertise, and work more effectively from a speed and timeliness perspective.”
As seen in PRWeek
Publication Date: February 27, 2009
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"E Pluribus Unum"
E Pluribus Unum is the personal memoir of Harold Burson, written after his 35 year career as the head of Burson-Marsteller.
Published in 2004, it is an account that describes the ways in which Burson, his associates and hundreds of employees all over the world contributed to making Burson-Marsteller one of the first global public relations firms. Throughout the book, he recognizes the commitment of others, while depicting his own personal leadership style. A survey conducted by PRWeek once described Burson as, "the century's most influential PR figure," after he worked for over 50 years in the field.
His first experience doing work related to public relations came when he served as the acting director of the school's publicity department.
As seen in Management Book Reviews
Publication Date: February 27, 2009
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Sultan of Spin
Sunil John, CEO, ASDA'A Burson-Marsteller:
How has the regional PR industry evolved over the last 10 years?
The PR industry has grown tremendously in the last five to 10 years for a number of reasons.
For the first time, governments, institutions and publicly-listed companies had to communicate with stakeholders, shareholders and the community at large - listed companies were required to do this for regulatory compliance, and governments needed to be seen as more transparent, responsive and responsible.
Furthermore, a large number of regional and government companies, like Dubai World, Emaar Properties and Qatari Diar, had a business requirement to reach out globally, and needed their communications to keep pace.
In summary, more and more companies wanted to communicate with global, regional and local audiences, and required high-level public relations consultancies to achieve that, which resulted in 30% to 40% annual growth year-on-year in the PR industry.
As seen in ArabianBusiness.com
Publication Date: February 21, 2009
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Most Consumers Concerned About Food Safety
NEW YORK—Ninety-three percent of U.S. consumers are aware of recent food safety issues and recalls, and almost 25 percent said the recalls will change their long-term food-buying behavior, according to a new study of U.S. consumer attitudes about food safety, published Feb. 13 by Burson-Marsteller and Penn Schoen & Berland Associates.
The study also found that while 68 percent of Americans believe the instances of food contamination have increased in the past five years, 87 percent continue to somewhat or strongly agree that the United States has one of the strongest food-safety systems in the world.
Other key findings include:
• 49 percent of mothers are avoiding products with peanut butter ingredients even if they are not on the government’s recall list. Nineteen percent threw away all peanut products in their house even though there is no safety issue.
• 65% of consumers change their short-term food buying habits during a food contamination outbreak, but not long term behavior. Twenty-three percent of consumers (and 27 percent of mothers) said the most recent food scare will change their long-term food purchasing habits.
• More than two in five consumers believe food processors are to blame for recent food contamination issues.
• One in four consumers blames regulators for recent food contamination issues.
• Nearly half of consumers believe that regulators bear the responsibility for protecting the public.
As seen in Foodproductdesign.com
Publication Date: February 17, 2009
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US: Peanut Scare Fuels Food Concern - Survey
Almost half of US mothers worry about the foods their families eat following the peanut salmonella outbreak that has sickened over 600 people, according to a recent survey.
The online survey by public relations company Burson-Marsteller and Penn, Schoen & Berland Associates showed that 23% of consumers questioned said the food scare would change their long-term purchasing habits.
“Through all of this change, consumer expectations for quick and specific information have never been higher. They want as much information as possible when a problem is discovered, they expect to be told the facts immediately, and a majority of Americans think the food safety system is broken,” said Bill Zucker, managing director of Burson-Marsteller.
Of the 501 consumers surveyed, 93% said they had recently seen or heard about food safety issues and recalls, while 68% said they thought the number of instances of food contamination had increased over the past several years.
Despite this, around 87% thought that the US had one of the best food safety systems in the world.
US snack maker Lance has continued to campaign throughout the scare in order to let consumers know its peanut-based products are safe in light of the recall of hundreds of products.
It has set up a website specifically to "clarify consumer confusion" about the safety of its peanut products, which it insists are not part of the recall.
As seen in Just Food
Publication Date: February 13, 2009
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Public Relations Report Card: A Watershed Year for PR
When PR historians - if such a discipline ever qualifies for funding - look back at 2008, they may view it as a watershed year, and with good reason.
Everyone is aware of the economic meltdown that saw the wheels come off a five-year period of booming growth, but 2008 was just as memorable for some of the less visible developments - ones that are likely to prove highly influential in the industry's growth in 2009 and beyond.
The PR report card was based on five criteria:business retention/growth; people; network initiatives; awards; and marketers' perceptions.
Scores for business retention/growth, people and network initiatives were based on information provided by agencies, along with Media's editorial coverage and analysis. Scores for awards were based on Media's PR Awards 2008, plus other award shows.
BURSON-MARSTELLER HP -
Regional head Simon Pangrazio - Key Clients HP, LG Electronics, SAP - 2007 ranking 7 - Company Ownership WPP - Asia-Pacific offices 19
Simon Pangrazio's first full year as Burson-Marsteller's regional CEO saw few ripples, as the region's traditional powerhouse smoothly navigated the changing communications landscape, and maintained its reputation for top-notch Olympics support. On behalf of clients like Samsung, BHP Billiton and Visa, B-M's Olympics communications work exemplified the best of the agency: classy, calm, and low-profile.
Elsewhere, the agency continued to forge its distinctive national branding capabilities, extending its lengthy relationship with the Philippines Government and putting in some solid efforts for the Singapore Tourism Board and Media Development Authority. The troublesome Hong Kong hot seat was finally filled with the hire of consumer stalwart Georgeanna Fung, while overall senior staff turnover appeared low.
Meanwhile, the agency's digitally slanted work for HP China and LG Electronics demonstrated a successful shift of its traditional strengths into the new media world. The Agency Image Survey demonstrated that B-M is well ahead of other agencies when it comes to client perceptions of strategic thinking and insight.
As seen in Media Asia
Publication Date: February 12, 2009
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Money for Breakfast
(Partial) Fox Broadcast:
Jason Schechter is with Burson-Marsteller. He is a managing director in B-M's corporate and financial practice. And he also happens to be a former White House assistant press secretary under the Clinton administration.
GLICK: You know, it's very interesting, when you look at the polls right now, particularly the Gallup Polls, 67 percent of Americans are satisfied. They're, in fact, happy with the way he is going out there, the president is going out there, and selling this stimulus package.
What is he doing that's resonating with the American people?
SCHECHTER: Well, I actually think that President Obama has always done quite well in communicating with the broader American public. You know, don't forget that he maintains an approval rating of around 76 percent. I think we're seeing that play out this week in a lot of his communications.
I think both in what he's done, both in the press conference he had on Tuesday and in his trips to Florida and Indiana, where he's able, essentially, to pivot the conversation away from Washington and Congress, and toward real Americans with real problems.
I think where there continue to be challenges are in communicating with the investor community. And I think, you know, we clearly saw that play out yesterday in the market's performance. I think, you know, investors, obviously, are looking for answers to their questions.
I'm less concerned about that, frankly, in the long term. Undoubtedly the administration will be coming out with more answers on Secretary Geithner's announcement. But I do think that there's an issue.
As seen in Fox Business Network
Publication Date: February 11, 2009
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Ginnie Mae Invests in Comms
In the midst of a housing and economic crisis, Ginnie Mae is communicating its good story to various audiences.
Forty years after its inception, the Government National Mortgage Association, a.k.a. Ginnie Mae, still was an unfamiliar name to many mainstream journalists and US consumers.
Few outside of the trade press and investment community knew that the federal agency basically invented mortgage-back securities, or that it has guaranteed securities on mortgages for 34 million-plus homes since it was founded in 1968.
But the Federal National Mortgage Association (Fannie Mae) and the Federal Home Loan Mortgage Corporation (Freddie Mac), its sister agencies, are household names to US consumers and mainstream housing and economic reporters – even if it's not entirely for the most positive reasons.
While those sister agencies had a disastrous 2008, Ginnie Mae, the only agency of its kind to issue mortgages fully backed by the federal government, had a very successful year. Both Fannie Mae and Freddie Mac previously acted as publicly traded companies during that time period, while Ginnie Mae was a wholly owned government corporation.
Building communications
In September 2004, Ginnie Mae hired Terry Carr, its first communications staffer, to help the government-owned corporation raise its profile with these audiences.
With only two in-house communications pros, DC-based Ginnie Mae hired Burson-Marsteller, with which it had worked previously. It hired the firm in April 2008 after a competitive review, which began with an RFP that was developed starting in 2004.
“The world changed in that time,” says Carr, senior adviser for communications and marketing at Ginnie Mae. She adds that hiring Burson became more important for Ginnie Mae after the economy and housing market changed so radically.
And so the message, and overall strategy, became to educate through the prism of the mainstream media outlets that influence US consumers.
“The market just shifted to federally insured loans and we're the primary outlet for securitizing those, so we've really had to step right in and take on that additional business,” Carr says.
The communications team decided it was important to reach both the consumer and mainstream media audiences. The message aimed at the public conveyed that Ginnie Mae ensures capital for mainly first-time homeowners and low- and moderate-income buyers.
And, for the growing number of journalists covering the fallout of the housing market and the economic crisis, the goal was to inform them of Ginnie Mae's role in providing safe investments for investors and those in the financial industry during a weak economy.
Gina Screen, deputy director of communications and marketing at Ginnie Mae, says given the current economy, and how Ginnie Mae's role in the economy has expanded, understanding the agency is crucial for US consumers, media, investors, and the banking industry.
In fact, though it was once a much smaller percentage of the housing and investment markets, it jumped last fall to being 40% of the latter, Screen says.
To generate interest in Ginnie Mae, the PR team at Burson launched a proactive media effort that targeted top-tier outlets to tell the organization's story.
“As the housing industry troubles surfaced... you had news organizations putting all kinds of staff on to covering what's happening in the housing industry and the economy,” says Mary Crawford, MD of public affairs at Burson. “Those media people became a targeted audience this fall.”
Reporters from Mortgage Daily, National Mortgage News, Investor's Business Daily, Bloomberg, and Inside MBS & ABS attended in-person briefings with the Ginnie Mae staff. The organization also held Web and conference call briefings with journalists from The Hill, The Washington Times and HousingWire, according to Carr.
Joseph Murin, president of Ginnie Mae, conducted background interviews with the Financial Times, The Washington Post, Bloomberg, Fox Business, The Associated Press, and American Banker.
“They had to... come to an understanding of who Ginnie Mae is, and what we do, in a very short period of time, when they've had years to understand Fannie [Mae] and Freddie [Mac],” Screen says.
Agency success
While pitching media focused much on education, it was also a chance for Ginnie Mae, at the height of news coverage, to highlight what it has accomplished in the past few years and how the role of the organization has evolved because of changes in the economy.
“I definitely see our role as to educate people about who we are and what we do,” Carr says. “I think Ginnie Mae has a great story to tell.”
When Burson was hired, some of its original tasks were to develop and analyze collateral materials, like brochures, fact sheets, and the Web site, Crawford says.
The scope of work quickly changed to proactive media outreach, which continues to be the primary focus. But, as media interest has intensified, a need to train senior pros at Ginnie Mae developed, Carr says, so that they could learn how to tailor a message for a specific audience.
“This industry is very complex, and our biggest challenge was figuring out the right way to say it for the audience whom we were dealing with,” she adds.
The various audiences that Ginnie Mae is trying to reach include the media, consumers, nonprofit housing groups, bankers, investors, housing agencies, and the financial industry.
“It's always a good thing when your trade is interested in who you are,” Screen says. “But the fact that we have mainstream media now interested in us and our story, I'm extraordinarily pleased.”
Messages for different audiences
Lenders. Ginnie Mae is a good way for vendors to sell their loans on Wall Street because the pricing is good and securities are liquid
Investors. Securities from Ginnie Mae are a stable investment vehicle in the current economic crisis because they are backed by the US government
Consumers. Ginnie Mae makes affordable home ownership possible for Americans during the recession
As seen in PRWeek
Publication Date: February 09, 2009
Top News
Marketers Stay in the Conversation With PR
As the recession shows few signs of receding, machine tool manufacturer Makino plans to cut portions of its marketing budget for fiscal 2009, which starts in April. But the company's marketing manager, Mark Rentschler, said that at least one marketing budget line item will remain intact.
Finally, with corporations from Time Warner to Boeing Co. making job cuts and slashing benefits, some argue that a specific discipline of PR—employee communications—is a necessity….
Barbara McKay, managing director of Burson-Marsteller's corporate practice, said that if employees are not kept informed by their bosses, they will fill the gaps in information with speculation and rumors.
McKay advised that company leaders keep employees in the loop as much as possible and not wait until they have all the information about a particular situation. “Don't be afraid to say, "I don't know,' ” she said.
As seen in B2B Online
Publication Date: February 09, 2009
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Digital UK 'is good for PR'
Communications minister Lord Carter's Digital Britain report will pave the way for 'PR 2.0', according to a senior agency figure.
The report, published last week, calls for high download speeds to be made available to every home by 2012.
Chris Cartwright, MD of Burson-Marsteller's corporate, issues and technology practice, said agencies able to integrate PR with digital services would reap the rewards. 'There will be a legitimisation of web 2.0 and PR 2.0,' he said.
The greater choice of media would make it more difficult to engage with consumers, so PR agencies that could deliver an element of 'creative pizzazz' would do best, he added.
Giles Fraser, co-founder of tech specialist Brands2Life, predicted there would be more online communities. 'PR practitioners will need to continue to learn how to communicate with each individual community,' said Fraser.
As seen in PRWeek
Publication Date: February 06, 2009
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People on the Move
Julie Vallese has been hired as managing director of Burson-Marsteller's new product integrity practice. Vallese was director of information and public affairs at the Consumer Product Safety Commission. Before that, she worked as a consumer correspondent for CNN.
As seen in CQ Today
Publication Date: February 02, 2009
Top News
Salmonella Scare Spurs a Boost in Online Outreach
WASHINGTON: The ongoing investigation into a salmonella outbreak found in peanut butter products has many companies, as well as federal agencies and associations, focused on getting constantly updated information to consumers.
News that the CDC was investigating a Salmonella Typhimurium outbreak broke in USA Today on January 7. On January 16, the FDA said that the likely source of the outbreak had been traced back to Peanut Corporation of America (PCA), a manufacturer of peanut butter and paste distributed to other manufacturers as ingredients.
Burson-Marsteller was hired to help with the product recall, said George Clarke, the agency's director of crisis and issues management.
For companies whose products were affected, especially those that issued voluntary recalls because they have used PCA products, the message that some items remain safe to consume was hard to get out in the media.
For the federal agencies involved, online communications were central from the start.
The Centers for Disease Control (CDC) launched a microsite with news about the outbreak and is hosting a daily call with the FDA and the 43 affected states to share developments, interviews, and updates, said Dave Daigle, deputy for media relations at the CDC.
The FDA has been updating its Web site several times a day and holding regular media calls to up-date journalists, said FDA spokesperson Stephanie Kwisnek via e-mail. She added that the FDA had created an online searchable database where consumers could find a list of the recalled products.
As seen in PRWeek
Publication Date: January 26, 2009
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Market Research: Get 100% From Your Survey
If you need to generate headlines, a survey can be ideal.
Cathy Wallace asks the experts how to commission and use a survey to gain maximum impact.
If an organisation has no 'natural' news, a survey is one of the most popular and effective ways to create headlines. Instead of relying on a new product or service launch, an inspired survey can generate blanket news coverage in a cost-effective manner.
'Research can give you something to talk about, not just to the press but to customers, potential customers and stakeholders,' says Andy Rowlands, a director in the corporate issues and technology practice at Burson-Marsteller.
Surveys are one of the oldest PR tools around - but they have only survived as a viable tool because they are so flexible.
If it is done properly, a good survey can create a starting point for a comprehensive PR strategy. Findings can lead to news stories that spark blogging and debate online, and entire campaigns can be created and carried out based on the findings of a survey.
If you want a steer on what kind of survey will get you the coverage you want, do not rule out phoning journalists to ask what they would be interested in. Offering the survey results as an exclusive can be an effective way of ensuring your research does not go to waste.
As seen in PRWeek
Publication Date: January 23, 2009
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SAP Turns Controversy into an Opportunity
The software company utilized a blogger crisis to clarify itself as well as explain business strategy.
Last fall, SAP's communications team was caught by surprise when Wall Street Journal blogger Ben Worthen posted a blog accusing the business software company of hypocrisy for freezing spending on IT. Worthen had obtained an internal SAP memo that outlined a series of cost-cutting measures, including a review of its IT expenditures.
The team works with bloggers who primarily earn revenue from advertisers, while Bulmer handles bloggers whose business models are largely tied to research, education, and advice, like industry analysts, management consultants, or IT consultants.
“We work [with these bloggers] in a way that is much more consultative,” Bulmer says. “We do that because... for these people to provide high-quality education and advice to customers, we need to engage with them a bit more deeply than we would a journalist.”
Throughout the internal changes, SAP has retained Burson-Marsteller as its global AOR since 2002. But Brian Lott, MD at Burson, says the agency's function has evolved. “We were originally brought on to help SAP globalize its communications,” Lott says, noting the company's communications function now spans 25 global markets. “Now I see our job as being SAP's central nervous system.”
Despite being well prepared to handle the blogger crisis from last fall, the incident helped the company make at least one lasting change to its communications. “You can imagine every internal memo since then has been written as if it could be potentially leaked out so we don't go through this cycle again,” Heitmann points out.
As seen in PRWeek
Publication Date: January 19, 2009
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Burson-Marsteller Launches New Practice
NEW YORK: Burson-Marsteller launched a new practice within its Issues and Crisis Group that will focus on product-related issues and crises, such as recalls, regulatory communications, and stakeholder engagement.
Julie Vallese, former communications head at the US Consumer Product Safety Commission, will lead the Product Integrity Practice as MD from Washington.
As seen in PRWeek
Publication Date: January 19, 2009
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Campaigns: Technology - Sony Ericsson Viral Launches Xperia X1
Campaign: Sony Ericsson - Xperia X1 and Johnny X launch
Client: Sony Ericsson
PR team: Burson-Marsteller and in-house
Timescale: August-September 2008
Budget: Up to pounds 120,000
Sony Ericsson's newest brand and handset is the Xperia X1 - a mobile phone with a full QWERTY keyboard that slides out from the underside of the phone. When it planned the release, the firm decided on a global web-based PR campaign to support the launch of its online digital campaign.
The Sony Ericsson global communications team briefed Burson-Marsteller in August 2008 to develop and implement 'Johnny X' in time for the 15 September launch date.
OBJECTIVES
- To develop tactics to support the Johnny X campaign, ensuring they were relevant to the key markets initially launching the Xperia X1
- To drive people to the Johnny X and Xperia websites
- To build product knowledge and raise awareness of the Xperia brand and X1 handset
- To build premium credentials of the new Xperia brand
- To raise the profile of Sony Ericsson as an industry and technology leader.
STRATEGY AND PLAN
Over a two-week period, Burson-Marsteller developed a range of tactical ideas that could be implemented within the time frame and reach as wide a global audience as possible.
The agency knew a digital PR campaign would ensure wide global outreach, drive people to the Sony Ericsson websites and generate international coverage.
MEASUREMENT AND EVALUATION
In total, 463 articles were published online and in print around the world between 15 September and 15 October 2008, with evaluation of the coverage estimating a total opportunities to see figure of 73 million.
RESULTS
More than 4,290 people logged into the live webcast, and more than 106,000 page views were racked up between it and the Xperia page on YouTube.
SECOND OPINION
Chris Klopper, CEO and founder, Mulberry Marketing Communications
Since it was supposed to be a digital campaign, I would have specifically targeted many more bloggers, by using Technorati, digg, stumbleupon or some other blog rating engine to identify influential ones who write about technology generally or mobile phones more specifically.
However, industry analyst Mobile Mavens reports that the Xperia is a big hit, so kudos to Burson-Marsteller.
As seen in PRWeek UK
Publication Date: January 16, 2009
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PR Industry Benefits From Outside Talent
With the economy hitting other sectors harder than PR, agencies are seeing even more non-traditional applicants.
While PR firms have a track record of drawing staff from a variety of disciplines, currently there is a definite influx of pros seeking to start new careers in communications due to shakeups in other sectors.
Financial agencies have seen an increase of potential PR pros from Wall Street. However, for PR agencies like Cognito, who service financial institutions, these transitions are a regular part of agency business.
Adding to the pool of non-traditional candidates, economic woes in the publishing sector have led more journalists to pursue a PR career.
Maya Kalkay, HR director at Burson-Marsteller, has also seen a bump in interest from media professionals, alongside a rising number of applications and employee referrals.
“There's always an influx,” says Kalkay, “but, in recent months, there's been a huge uptick. Equal [in broadcast and print].”
Despite the current economic climate, each agency notes that excellent applicants always rise to the top of the résumé piles.
As seen in PRWeek
Publication Date: December 15, 2008
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Mark Penn to Author Regular WSJ.com Column
NEW YORK: Mark Penn, CEO of Burson-Marsteller, will author a regular column for The Wall Street Journal online called “Microtrends,” focusing on demographic trends in society and business. He wrote a book under the same title.
The first column was published December 11; it will appear in the Media & Marketing section of WSJ.com.
As seen in PRWeek Blog
Publication Date: December 11, 2008
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George Washington U.: Clinton Strategist says Political Communication Changing Rapidly
The way political campaigns communicate with the masses is rapidly changing, former Hillary Clinton strategist Mark Penn told a group of George Washington University students and public relations professionals Tuesday evening.
"Everything is going to be different," said Penn, who is also the chief executive officer of Burson-Marsteller, a global public relations firm. "I think the communication system is gonna be different, the participation levels, I think the fundraising is gonna be different. The question is how the system will or will not change to accommodate what we're seeing in terms of these levels of participation."
Political participation levels increased across the board in the 2008 election, Penn told around 40 audience members. Coupled with a more technologically-oriented audience, this increase has forced a change in the way political information gets to the public, he added. Instead of traditional news cycles where the news outlets would push stories throughout the day, issues in the 2008 Election moved through a process where stories would come from the mainstream media, drive traffic to the Internet, and then work their way back into newspapers and onto cable television, Penn said.
Penn cited Clinton's "3 a.m." television ad-which he created-as an example of this phenomenon. The TV spot ran for just a single day in Texas, but became a national story through publicity from the mainstream media and Web browsing, Penn said. "It was all made with stock footage for about twelve dollars," he said.
Penn also told the audience that President-elect Barack Obama has done an "absolutely superb job" during the first few weeks of his transition to office, praising Obama's selections for his cabinet.
As seen in Gwhatchet.com
Publication Date: December 10, 2008
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40 Under 40
In this special, PRWeek's editorial team profiles 40 PR professionals under the age of 40 who have accomplished much in their relatively short careers, indicating there are even greater things to come.
Chris Foster - US Healthcare Chair, Burson-Marsteller, 38
Chris Foster has taken his broad healthcare background and used it to successfully manage the diverse range of Burson-Marsteller's healthcare clients. He has provided counsel on everything from alliance development and social marketing to media relations and pharma-focused communications.
Burson clients include big-name pharma companies like AstraZeneca and pharmacy benefit company Express Scripts. In his current role, Foster manages a staff of 80 and works directly with US CEO Pat Ford. He also launched the DC office of CarryOn Communications, working alone for the first eight months before winning numerous healthcare clients. At CarryOn, his clients included Pfizer, Novartis, and PhRMA.
As seen in PRWeek
Publication Date: December 08, 2008
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Nordic: Survey: Few Major Companies Have Blogs
A survey by Burson-Marsteller, a public relations and communications firm, has examined the online communication of 132 Nordic companies with net sales of EUR 1bn. Only 11 of the major Nordic corporations had a blog. Of these, nine were in Sweden, one in Finland, and one in Norway. There were no major corporations in Denmark that had a blog.
The survey included 27 Finnish companies. The only Finnish company that maintained a blog was Nokia that publishes several blogs on its internet site. In Sweden, 18% of large companies wrote a blog. These companies included ABB, Electrolux, Ericsson, Skanska, and Volvo.
The company blogs that were included in the survey, had to freely available to be read and had to provide the writer's name. The blog also had to indicate any possible sponsors. According to Finnish Pohjoisranta that is part of the Burson-Marsteller group, the biggest challenge for a company blog is the lack of commitment, spirit, and the ability to surprise without forgetting the communications policy of the publishing party in question.
As seen in Esmerk Finnish News
Publication Date: December 01, 2008
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Firms Promote Their Own Cause A Special Report on Hispanic Public Relations
As the U.S. economy slips deeper into a recession, agencies that handle public relations campaigns targeting Hispanics believe their business should hold steady in 2009.
As of mid-November, none interviewed for this article had experienced cuts in their clients’ budgets. At the same time, many PR professionals tout their work as one of the most cost-effective marketing investments -- and many see opportunities for growth as marketers shift some dollars from non-Latino efforts into multicultural initiatives.
"My clients are increasing their budgets for Hispanic even if they are not increasing their overall budget,"says Theresa Rice, director of the U.S. Hispanic practice at Burson-Marsteller. “People see the importance of Hispanic marketing.” A number of executives cited the 2008 presidential race as a watershed, the electoral results underscoring the power and influence of the U.S. Latino community.
As seen in Hispanic Market Weekly
Publication Date: November 24, 2008
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International HR: Different strokes
Learning from existing members of staff is one of the fastest and most accurate ways of getting new arrivals up to speed, according to communications company Burson-Marsteller.
While KPMG follows the more traditional route of providing inductions for both employees and spouses, Burson-Marsteller encourages its employees to help each other, and has implemented a cross-border mentoring scheme.
Paul Herrick, head of HR for Europe at the firm, explains: "We started by offering mentoring to a group of managers who piloted a global competency model. "Having a clear picture of the areas each manager wanted to develop, we matched them with senior colleagues from another market who are considered to be role models in those areas." The scheme has, so far, been a great success. "It's really working well where both mentor and mentee belong to the same practice area. They immediately understand each other's reality and have common business issues to share," Herrick says.
As seen in Personnel Today
Publication Date: November 24, 2008
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Careers: People Moves - Burson-Marsteller
NEW YORK: Burson-Marsteller named Marco Greenberg MD of its corporate practice. Greenberg will lead the firm's reputation management efforts, building on its existing capabilities, driving new business, and running client relationships.
Greenberg founded Reel Biography, a digital video branding company that produced digital profiles.
As seen in PRWeek
Publication Date: November 24, 2008
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CEOs take on Social Media
Many CEOs use social media sites like Facebook, MySpace, YouTube and Twitter personally, but few use them to communicate with stakeholders.
And while 29% say social media can be a very or extremely effective way for companies to communicate, just as many find it ineffective. These are some of the findings of a September survey of 200 chief executives by public relations firm Burson-Marsteller and PRWeek.
So while CEOs are on these sites a lot (43% of the CEOs said they are on them often, including 19% who visit daily) it’s not for business. Only 18% say they use them to communicate with customers and other stakeholders.
Why not?
48% say they lack relevance to the target stakeholder groups
37% voice concern about losing control of their message
28% worry about return on the investment and
23% blame a lack of knowledge and capability within the company
Another reason may be that they’re not convinced of the payoff.
While 62% see social media as having an impact on a company’s reputation, only 48% say it can change sales. They seem much more convinced of the power of Word of Mouth and viral campaigns. 60% say those have more influence today than they did three years ago. Also rising in influence: trade media, blogs covering their industry, and traditional media including the Wall Street Journal (44% say its sway has grown) and BusinessWeek (24%).
67% of those surveyed will increase their spending on digital marketing in 2009.Facebook’s the site most often used for public relations, but 71% of CEOs said their company web site is the best way to communicate with consumers during a crisis. Burson-Marsteller thinks CEOs should be more social.
In the press release on the findings, Mark J. Penn President & CEO says “CEOs should understand that many of their stakeholders are active users of social media and that it can be an extremely effective means for communicating a message. I would argue that companies that are not engaging in social media are taking a bigger risk than the companies that are.” He’s on Facebook.
As seen in BusinessWeek
Publication Date: November 14, 2008
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Sony Ericsson Consolidates PR with Burson
NEW YORK: Sony Ericsson (SE) has selected Burson-Marsteller as its North American AOR, consolidating its PR function. Last year, the company selected Burson as its global AOR but had retained GolinHarris as its North American AOR.
“It's really about leveraging the global relationship,” said Stacy Doster, head of PR for SE. “Especially in today's economy, it's important that we follow the lead of the company globally.”
Doster said the company's primary communications goal is to build its brand in North America. PR efforts will target business and consumer audiences through traditional and new media outreach, she added.
The company first began working with Burson in North America this summer on a project basis, but named the agency its AOR on November 11. Most recently, Burson worked on launching SE luxury smart phone Xperia X1. Upcoming projects include developing a holiday gift guide with the handset mobile provider, Doster added.
Tony Telloni, MD and New York leader for Burson, said the consolidation “made sense for integrating the message and bringing it down to the regional level.”
Doster said SE had a "strong relationship" with Golin, but that it moved to Burson "for global efficiency and integrated messaging.”
Fred Cook, president of Golin, said, “We had a great run with [SE] but we decided to move on.” He added that the agency also began working with a competitor, Nokia.
As seen in PRWeek
Publication Date: November 14, 2008
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A Political Lesson for America: Stick to Centrism, by Mark Penn
Just as governments in Italy, France and Germany have moved to centre-right coalitions, America is poised to elect its first centre-left administration in over a decade.
While Europe is trying to reform work laws and reduce the role of the state in its economics, the US appears poised to do the opposite if Barack Obama wins on Tuesday.
Mr Obama has proposed raising taxes on business and the top 5 per cent, increasing spending in a wide range of areas and requiring employers to provide healthcare or pay a tax to pay for it. The years of President George W. Bush’s laisser faire will be over.
The last time America had a centre-left coalition was when President Bill Clinton won in 1992 with strong Democratic majorities in Congress. He and Tony Blair won initial victories by bucking their own parties. Just as Mr Blair stood for New Labour, Mr Clinton promised he was a New Democrat.
Mr Obama has not explicitly said he is different kind of Democrat while embracing an agenda that contains a mix of the old and the new; his healthcare plan contains no universal mandate; he promises to lower taxes for 95 per cent of Americans and says he will draw down troops in Iraq, but send more troops to Afghanistan.
But the history of 1992 contains a clear warning that a centre-left coalition can fall apart quickly if the policies are seen as too far left. In 1993, Mr Clinton raised taxes on the wealthy, adopted the “don’t ask, don’t tell” policy in the military, proposed and lost universal healthcare and adopted gun safety measures, banning assault rifles.
In just two years his ratings plummeted to 35 per cent favourable and 65 per cent said they would never vote for him again. The mid-term elections brought a stunning loss of both Houses and the emergence of Newt Gingrich’s Contract for America. After that defeat, Paul Begala, Stan Greenberg and later Harold Ickes were shown the door as Mr Clinton faced the realities of governing with a new coalition.
Determined to come back from these losses, Mr Clinton remade his presidency and governed from the vital centre. The result was welfare reform, a balanced budget that preserved entitlements, a more open economy that delivered prosperity and the successful use of force in Bosnia and Kosovo.
In 2000, Mr Bush with his theme of “compassionate conservatism” ran as a centre-right candidate, tagging Al Gore’s populist themes as tax and spend liberalism.
But Americans turned sour on Mr Bush when he dropped the compassionate part of his election philosophy. Between the Iraq war and moves to privatise social security, he faced the same result as Mr Clinton, but after he had governed too far to the right. In 2006 Republicans were swept out of both houses of Congress in large numbers.
Unlike Mr Clinton, Mr Bush did not remake his presidency, did not show arch-conservatives such as Dick Cheney, his vice-president, the door, and the results have been devastating to him and his party.
America is a country of about 40 per cent conservatives, 40 per cent moderates and 20 per cent liberals. The McCain campaign does not seem to be speaking to anyone but conservatives. Its “Country First” theme is conservative. He had a choice to put a centrist on the ticket but chose a member of the religious right in Sarah Palin.
At the same time a wave of economic pragmatism has swept over the electorate. The US is facing an economic crisis and Mr Obama answered the 3am call on the economy with calm and confidence while senator John McCain flailed about. Moderates have moved to Mr Obama by nearly 2 to 1.
In the final week, Mr McCain has used the standard Republican playbook of labelling Mr Obama as too liberal, with plans to raise taxes and redistribute income. So far the electorate is not buying it after the Bush years that were a giveaway to the wealthy. They are more worried about continuing Republican policies that have failed.
These elections usually tighten in the end. All of the past three elections have seen significant swings in the final week as late-deciders have often voted Republican. We may see that, but it is unlikely to change the outcome.
The real battle begins after the election. The key question is whether Mr Obama will find the new vital centre and hold it, or whether he learns the lessons of Mr Clinton and Mr Bush. That is the test of the next year and of America’s new centre-left coalition.
Penn served as the lead strategist for Bill Clinton’s 1996 presidential campaign, and for Hillary Clinton’s campaigns for Senate and president. He is the author of Microtrends and is currently CEO of Burson Marsteller
As seen in Financial Times
Publication Date: November 03, 2008
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Harold Burson Stretches Relations, Makes The Pitch
Harold Burson has scored a lot of victories in his close to 60 years as a public relations guru.
His biggest came in 1970, when he landed the General Motors account.
Burson, now 87, knew from the start it was going to be a tough road. The Burson-Marsteller agency was the underdog vying for the business against the field's two biggest firms.
But Burson, who co-founded his agency with advertising entrepreneur Bill Marsteller in 1953, was determined to win.
Burson figured he'd gain an edge if he could prove he knew more about the car field than his contenders.
So for two weeks prior to the pitch, he and colleague Buck Buchwald studied the issues tied to the auto industry and how the media treated GM. That year, Ralph Nader was ripping the industry over safety issues, with GM as his main target.
When it came time for the pitch, Burson took a unique tack. Rather than sugarcoat their findings, he and Buchwald told GM executives that the firm was perceived as unresponsive to its constituencies.
They quickly got the attention of GM executives, who admitted to Burson the company had ignored the importance of public perception in crafting policies. Several months later, Burson found out he landed the account. The reason?
"We were really very candid with them ... and told them how the world looked at them, while our competitors tried to alter (the information)," said Burson, now the chairman of B-M.
Using that approach, Burson helped build a PR powerhouse. B-M's revenue leapt from $4.4 million in 1969 to the world's largest PR firm in 1983 with $63.8 million in revenue. Though he wouldn't provide today's figures, it's estimated B-M's revenue is over $300 million.
PRWeek named Burson the most influential PR figure of the 20th century. He received the Public Relations Society of America Gold Anvil Award in 1980 and the Arthur W. Page Society Hall of Fame Award in 1991. He also landed the Alexander Hamilton Medal from the Institute of Public Relations in 1999.
Over the years, B-M has represented some of the top names in business, including Coca-Cola (KO) , Johnson & Johnson (JNJ) and General Electric (GE) . B-M, based in New York, merged with the Young & Rubicam ad agency in 1979 and became part of the WPP Group in 2000.
B-M's former CEO Christopher Komisarjevsky cites Burson's strong values as the key to the agency's success. "Harold has a very extraordinary sense of values and of the importance of integrity and straightforward dealings with people ... in terms of guidance with clients," said Komisarjevsky.
Part of that is Burson's management style. "Hire the right people, get out of their way, let them do their thing and trust them," Burson said. "If they don't do things the way you want, get new people."
As seen in Investor's Business Daily
Publication Date: October 30, 2008
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City & Corporate: The Week in City & Corporate
Intercontinental Hotels Group (IHG) has taken on Asda'a Burson-Marsteller to lead corporate media relations in the Middle East and Africa.
The agency, which formed this year, won the account following a competitive pitch process believed to include eight agencies, including incumbent Porter Novelli. The hotel group has outsourced its press office function in the region to Asda'a Burson Marsteller and the brief will include branding and CSR. The agency will also work on an outbound consumer brief for Intercontinental Hotels in Europe.
As seen in PRWeek
Publication Date: October 24, 2008
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Case Study: Fueled by Research and Measurement, Shell Oil Rehabilitates a Tainted Image
Organization: Shell Oil Company
Agency: Burson-Marsteller; Penn, Schoen & Berland
Timeframe: 2006 - 2007
When Shell Oil Company undertook an 18-month face-to-face campaign to build public understanding of energy issues, research and measurement quickly became prime considerations.
"As we started considering the idea of a speaking tour, one of our first questions was, 'How will we be able to measure the effectiveness of face-to-face outreach?'" explains Chris Bozman, APR, deputy director of U.S. communications for Shell Oil Company, the U.S. corporate arm of Royal Dutch Shell. That question drove development of both quantitative and qualitative measures that ultimately shaped the campaign's direction and outcomes.
The campaign, "A National Dialogue on Energy Security," was recognized this month by the Institute for Public Relations with its annual Jack Felton Golden Ruler Award for excellence in public relations research, measurement and evaluation.
"We really used research strategically to drive the campaign," Bozman says. "We used it to understand audiences' perceptions about the energy industry, energy policies and Shell Oil Company and to measure the effectiveness of communications on this issue.
Then we used the data we gathered to shape ongoing messages about the need for public policy changes."
At the end of the tour, Shell completed the feedback loop by compiling all the research data, including survey data and verbatim remarks, and used it to create a summary final report that was published as a 20-page booklet. The report was e-mailed to all town hall participants, presented at a wrap-up event at the U.S. Chamber of Commerce in February 2008 and distributed to key policy makers.
Most important, Bozman notes, is that the key messages, including access to domestic supplies, diversity of fuel sources and the need to moderate demand, have been increasingly picked up in key discussions among elected officials and other influencers.
As one of the Golden Ruler judges said, "This project was an outstanding example of using research to inform, monitor and manage a public relations campaign."
As seen in PR News
Publication Date: October 20, 2008
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Corporate Profile - Sodexo Pronounces its Consumer Interest
From its new name to a bolder Web presence, the company is focused on customer interaction.
With the rise of the Internet and empowered consumers, even global companies that provide b-to-b management services, like Sodexo, are focusing more on external communications to third-party consumers.
'Over the last three to four years, the end consumer has become increasingly interested in the impact of our decision-making,' says Stephen Brady, SVP of corporate communications at Sodexo. 'So we've become more and more involved in communicating who we are, what we do, and what we stand for.'
To better connect with consumers and key stakeholders, the company recently changed its name from Sodexho to Sodexo to increase consistent pronunciation.
Sodexo is a French multinational company with North American revenues of dollars 7.3 billion. It provides a range of management services, such as oversight of undisclosed government buildings to food services for schools, like George Mason University or the Napa Valley School District. Sodexo has approximately 900 university clients. It also offers integrated solutions from energy management to concierge services.
With 6,000 clients served in North America, the PR team places one or two internal communications people on site to report back to corporate on the efficacy of business strategies and to ensure consistent service.
'We have a unique position as we're operating within our clients' site,' says Brady. 'Our customer face is mainly through our people.'
AOR Burson-Marsteller helps Sodexo on matters ranging from internal communications to crisis management.
'The consumer needs to trust us, too. We don't have a big ad budget (as) a b-to-b sell,' says Jaya Bohlmann, VP of PR for Sodexo.
As seen in PRWeek
Publication Date: October 20, 2008
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People and Accounts of Note
Mike Lake, chairman for the United States Southwest region at Burson-Marsteller, based in Dallas, was named to an added post, chairman for the United States public affairs practice.
He succeeds James C. Lake, who left to join Gibraltar Associates, Washington, as partner and president. Burson-Marsteller is part of the Young & Rubicam Brands division of the WPP Group.
As seen in The New York Times
Publication Date: October 13, 2008
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Feature: All the Comforts of Home
At a time when the nation's economic instability is attributed in large part to mortgage-related investments, generating business is simultaneously about Century 21's own financial solvency and consumer confidence in its brand.
When Thorne first joined the company, she says the real estate brokerage was a global brand with high recognition, but without strong consumer preference.
To address this issue, she 're-architected' the marketing team and strengthened the role of PR, including the hiring of Burson-Marsteller as AOR in late spring 2007.
'I believe PR was not an appropriate portion of the (marketing) mix previously,' says Thorne. '(The new team) really looked at and tackled the position Century 21 was in and looked to matching our capabilities with our perception in the market. PR efforts have been instrumental in positioning the brand.'
Tony Telloni, MD and New York market leader at Burson, adds that one of the first initiatives he worked on for Century 21 was to leverage its CEO Tom Kunz as a thought leader in the real estate industry. The idea was to put the company in front of the issues that were most worrying to consumers.
'Century 21 had been very quiet in terms of external communications,' he says. 'When we came on board, we came to the same conclusion as Bev - that someone needs to go out and champion (the industry) ... If all anyone read were the headlines, you could logically come to only one conclusion: the market is terrible.'
So, Century 21 placed Kunz as a trusted expert on national and regional media outlets, in some instances even appearing side by side with local brokers.
'The media was very receptive because they had only heard (about) and been writing one side. With such success, we replicated (this effort) in a variety of markets and many media relations (efforts),' says Telloni, who notes Kunz still regularly takes part in such initiatives.
As seen in PRWeek
Publication Date: October 13, 2008
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Opinion: Corporations Must Blog to Keep up
In its June 10, 2002, issue, PRWeek identified an emerging online trend that marketing and communications professionals needed to take heed of: blogging. The article, 'Monitoring the Web - Blogging the great untapped resource,' identified this recent curiosity as a growing opportunity for corporate communications.
The piece also offered some basic tips on how companies should approach the blogosphere.
It quoted several experts who counsel that blogs need to be honest and direct. They also need readers to feel engaged in conversation, rather than have information shoved at them in 'press release form.' Additional tips included taking blogs seriously, acting fast, and recognizing the potential for intelligent, informed opinion sharing.
However, the piece also acknowledged that even the most popular blogs in 2002 did not yet have an audience large enough to reach a significant amount of readers.
Fast forward to 2008. While the influence of blogs might have been debatable six years ago, it is impossible to deny that blogs have become an entrenched part of the communications landscape. As of January of this year, blogging search engine Technorati indexed 112 million blogs, with roughly 120,000 new ones created every day. Mainstream media, including The New York Times, CNN, USA Today, and Time, have jumped on the bandwagon, each hosting multiple blogs.
Renowned journalists like Brian Williams and Joe Klein are active bloggers, and news organizations increasingly use blogs to report breaking news. The blogosphere also has played a critical role in setting the day-to-day news agenda for the 2008 presidential race. Blogs like Gizmodo and Engadget have nearly taken over the coverage of the 'bleeding edge' consumer tech space, once solely the domain of consumer tech media.
Yet blogging in the corporate world still lags far behind. Burson-Marsteller's recent Fortune 500 Blogging Index study found that less than 15% of the largest companies in the US have blogs.
The study reports only 74 Fortune 500 corporations maintain a blog, with an unsurprising majority coming from computer, tech, and Internet-related companies. These are the industries we'd expect to be corporate blogging trendsetters. Indeed, the pressure on these firms to be involved in the blogosphere is perhaps so great that they have little choice but to get involved.
The Fortune 500 Blogging Index found only 16 of the Fortune 50 have blogs, despite the fact that these entities have tremendous resources and many thousands of stakeholders. It appears that many companies rely on the same communications tactics they used 10 to 15 years ago to disseminate corporate messages.
Corporate communications will need to adapt to the new reality and new expectations. In 2008, blogs are not a new frontier to be approached with trepidation.
They are slowly, but steadfastly becoming as fundamental as corporate Web sites.
Continued growth in corporate blogging will require recognition by influential decision-makers that static, brochure-ware Web content no longer translates into an effective Web presence. Instead, a blog strategy is now a critical part of all companies' external communications.
As seen in PRWeek
Publication Date: October 13, 2008
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The Agency Business - Financial Practices Highlight their Value in Crisis
Agencies have been watching the financial markets for months, and corporate practices kicked into high gear in response to the upheaval on Wall Street.
Andy Goldberg, head of Burson-Marsteller's US corporate and financial practice, says the agency is counseling 'a wider variety' of financial services firms, including investment banks, diversified financial services companies, insurance companies, and consumer banks. He says Burson has recently won new business with insurance companies and regional banks, but declined to name them.
'There's a wide number of financial firms whose image and share price have been beaten down because the sector overall has been hurt, not because they're in particular jeopardy,' he adds. 'We're trying to help them proactively get out in front of reputation problems, rather than wait for disaster.'
Goldberg says Burson is also 'helping shape the communication independent financial advisers stress to their customers,' which includes 'reassuring and realistic' messages that help 'people recognize it's a tough period, but they're in good hands.' He adds that the firm is also helping train financial advisers and other staff who interface with the public.
As seen in PRWeek
Publication Date: October 13, 2008
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Profile: Harold Burson - 'I Won't rest until I'm old'
Burson-Marsteller's founder and 'the century's most influential PR figure' is not about to stop now, as Gemma O'Reilly discovers.
For a man who has been on a fast and furious schedule, Harold Burson is looking remarkably fresh. Factoring in that he is 87, has already had a breakfast meeting and been briefed on his next set of meetings, and it is still only 10am, his appearance is astonishing.
Since his arrival in the UK two days ago, Burson-Marsteller's founding chairman has been in back-to-back meetings from 8am until 8pm each day, organised by a troop he calls his 'baby-sitters'. The main reason for his trip across the pond from his home in New York was the 35th anniversary of the global PR company's Frankfurt office earlier in the week.
Of course, Burson has seen many offices open and close in his 50-year tenure. Last year he attended anniversary parties in the Oslo and Sao Paulo offices, and next month he will make a trip to Asia for the Hong Kong office's 40th celebrations.
'They keep me busy,' he says in his East Coast drawl. 'They think it could be the last time the old buzzard comes to town and they need to squeeze everything they can out of me.'
Burson's wry sense of humour pervades the interview and he peppers it with jokes about his age. 'I guess, when I'm older, I will want to rest I think that if over the past 20 years I had been at home and not occupied, I wouldn't feel as good as I do. Although I do have the occasional senior moment.'
Softly spoken and considered, it is clear he is a man one would want to have around in a crisis, an area in which the agency has specialised since its inception.
Long-time colleague and close friend Bob Leaf, chairman of Robert S Leaf Consultants, says Burson's calmness and intelligence wins over clients and helps to keep the peace in a crisis. 'Because he is so quiet, in meetings in the early days, clients would ask 'when's Harold going to arrive?'. But he'd have been sitting there all along. He never had any fanfare. He never brags and he is very humble.'
During the agency's history, B-M has come in for criticism over the ethics of some of its clients, which Burson passionately defends. 'We are in the business of helping companies through difficult situations,' he says. He cites the agency's work for Union Carbide Corporate - which was jointly responsible for the Bhopal, India disaster in 1984 that killed 2,000 employees - as a case study of which he is proud: 'We are frequently criticised for this, but I am proud of it, as we helped the media cover the story. We get pilloried, but our job is to work on challenging assignments.'
He is quick to stress the agency would never take a client it thought was operating unlawfully or for rogue countries. 'We use the criteria that we do not want any of our clients to be embarrassed to be on the list with other clients, and we want our employees to feel comfortable.'
Keeping employees happy appears to be at the heart of Burson's mission statement and a reason for the agency's longevity.
Employees across the company still phone him for advice, and on his trips he makes sure he lunches with a dozen new starters at the agency across all levels.
Another long-time friend and PR industry stalwart Professor Tim Traverse-Healy says Burson is a serious figure: 'He is not the sort of person about whom you find funny things, because he is very contained and considered. He is a kind man and very human.' He recalls a time Burson turned up with his wife to a CIPR boat trip to find their room was in the crew's quarters. 'He was horrified by the bunk beds, but never made a fuss and just got on with it.'
There is a sense that while being ambitious, Burson never believed the agency would be as big as it has become.
'The major point of differentiation is we are one company around the world,' he says. 'When we started expanding in 1961, we made a decision not to acquire existing agencies and change the sign on the door. We had started a unique culture. Out of 45 worldwide offices, only two are headed by Americans because we hire local staff'.
Highlights of his career include advising most of the US presidents and he counts Ronald Reagan among his friends.
'We would lunch together once a month after he left the White House. He was a very nice man with a great sense of humour.'
With a lifetime of stories and experience, it is clear why Burson is in demand, but he remains unchanged, say friends. 'He might walk a little slower, but he is exactly the same man he was 40 years ago.'
A recent survey by the US edition of PRWeek saw Burson described as 'the century's most influential PR figure'.
'I have been around longer than most,' he muses. 'It was the prize for survival.'
As seen in PRWeek
Publication Date: October 10, 2008
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Wheat Council Makes New Effort an 'Urban Experience'
NEW YORK: The Wheat Foods Council (WFC), a nonprofit supported by producers, millers, and other industry groups, plans to turn one quarter of an acre of downtown Manhattan into a wheat field for a three-day event. Held from October 6 to 9 at South Street Seaport, the 'Urban Wheat Field Experience' is designed to raise consumer awareness about the industry.
Member partners, like General Mills and the National Association of Wheat Growers, will provide demonstrations and discuss their part in the grain's life cycle. They will emphasize a 'farm to fork' message to consumers, who might not usually have a chance to see how the industry operates otherwise, said Marcia Scheideman, president of WFC.
With the help of AOR Burson-Marsteller, WFC will rely on 'Urban Wheat Field Experience' to create and promote the group's messages throughout the rest of the year. Each year, WFC creates one main effort that fuels its ongoing PR.
'The whole objective ... is to attract a lot of media attention, because many people don't know where their food comes from and wouldn't be able to recognize a grain of wheat,' Scheideman said. 'We don't have an advertising budget, and rely strongly on PR.'
In line with the educational component of the effort, other messages will focus on dispelling grain myths and addressing relevant issues, such as nutrition and prices, said Tracie Lesser, manager in the brand marketing practice at Burson.
The campaign will include a microsite and a YouTube page. Scheideman will also blog directly from the New York event, which will be posted in a special blogging section on the site.
'This event is not only about gaining visibility, but also about getting our messages out there and showing consumers the issues the industry is ... facing,' Scheideman said.
WFC will measure consumer awareness of the event and throughout the year by the amount and quality of media coverage in broadcast, print, radio, and online outlets.
As seen in PRWeek
Publication Date: October 06, 2008
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29 under 29: Britain's Got Talent
Despite gloomy economic times, British PR is brimming with creative, ambitious, and above all, young, talent.
Once a year we put the call out to find the 29 brightest stars in the UK PR agency aged under 29, and this year's crop is the best yet.
Their backgrounds are both in-house and agency, and stretch from healthcare to public sector, from the oil and gas industries to music PR and the voluntary sector. Their work takes them all over the UK, and in some cases, all over the world.
Carolyn Dealey, 28, Manager, corporate, issues and technology, Burson-Marsteller
Since joining Burson-Marsteller four years ago Dealey's rise through the ranks has been meteoric. She is the youngest manager in the London office and one of the youngest in B-M's international network. This is a result of her management of some of the agency's largest and most important client relationships, including Accenture, Shell and SAP.
Dealey recently returned from an 18-month secondment to Burson-Marsteller's San Francisco office. There she built an industry coalition and ran the SMB division of the HP account, managing a team across three states and a six-figure budget.
As seen in PRWeek
Publication Date: October 03, 2008
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Campaigns: Consumer - Sony Ericsson Turns to Fashion
The global communications team at Sony Ericsson brought in Burson-Marsteller in April 2008 to support the unveiling of the Maria Sharapova Design Collection range of accessories.
Burson-Marsteller worked with local PR teams on a fashion show. It produced a broadcast quality film and B-roll portfolio featuring an interview with Sharapova and a Sony Ericsson designer, clips from the fashion show and a demonstration of the accessories in use. In partnership with NewsMarket, Burson-Marsteller then organised an international video and photography release from the launch event.
As seen in PRWeek
Publication Date: October 03, 2008
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Burson-Marsteller to Provide Communications Support to "America's Health Care at Risk: Finding a Cure"
Burson-Marsteller, a leading global public relations and communications firm, will be providing communications and media relations support to "America's Health Care at Risk: Finding a Cure," a bi-partisan conference bringing together major stakeholders in the health care debate for a high-level dialogue aimed at generating real and lasting solutions.
Burson-Marsteller will provide its services on a pro-bono basis.
The conference will gather America's leading authorities on health care as well as governors and CEOs for one of the most important discussions of the 2008 election year.
The conference will take place on September 17 and 18, 2008, at the Hyatt Regency Orlando International Airport Hotel in Florida.
"We are thankful that Burson-Marsteller will lend its support to this bi-partisan conference," said Paul Orzulak of West Wing Writers.
"Further, communicating the key messages of this dialogue will be a critical part of having a positive long-term impact on health care policy in this country," said Clark S. Judge of the White House Writers Group.
"It is an honor to be associated with this conference," said Chris Foster, Chair of Burson-Marsteller's U.S. Health Care Practice.
"We are proud to be part of this bi-partisan effort to develop real solutions for one of the major challenges facing the U.S. today."
Burson-Marsteller will help coordinate national communications and media relations during the day and a half long conference.
The conference will include presentations from Florida Governor Charles Crist, Clinton pollster Michael Berland, and Verizon CEO Ivan Seidenberg, as well as senior representatives of the two presidential candidates. There will be a lunch panel via video link from Washington of Senators Ron Wyden (D., OR) and Tom Coburn (R., OK), Congressional leaders of the two major points of view on reform.
As seen in Health & Medicine Week
Publication Date: September 29, 2008
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More Than The Money
Hong Kong, through its history as a dependent British territory and beyond, has long been considered the financial capital of Asia. That might still be the case, but the city, a part of China since 1997, is strikingly diverse. Hong Kong's economy offers robust PR opportunities across numerous verticals, including tech, travel and tourism, and consumer, according to PR executives who work there.
The city's rise to global prominence has been aided by both man-made and natural factors. With its geographic location as a natural hub to mainland China and the rest of Asia, as well as a booming Chinese economy, Hong Kong's PR market rivals those of other global capitals, such as New York, London, and Tokyo.
Hong Kong, because of its history as a trade center, has a more developed economy than many other Chinese cities. Therefore, PR firms with offices in Hong Kong have offered a portfolio of services ranging across various verticals for decades, says Georgeana Fung, MD and market leader for Burson-Marsteller's Hong Kong office.
"For a long time, PR firms in Hong Kong have offered a diversified portfolio of services to multinationals and local Hong Kong-based companies alike," she says, "given the mature economy that exists here and its all-around prosperity."
"Our team thrives on its ability to support both prominent local brands as well as regional and global players who recognize the importance of Hong Kong as a regional business and media hub," Fung notes. "With the increasing integration of businesses and corresponding PR programs across greater China, our team's ability to work in English, Cantonese, and Mandarin Chinese will be an excellent asset to clients." As seen in PRWeek
Publication Date: August 18, 2008
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People Moves
Burson-Marsteller appointed Laurie Doyle Kelly as a MD of its US Tech Practice, leading the East Coast team.
She will manage client service, new business development, and the overall growth of the East Coast technology team. Based in New York, she will report to Jennifer Graham, Global Chair of Burson's Tech Practice.
As seen in PRWeek
Publication Date: August 18, 2008
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Careers: People Moves
WASHINGTON: Burson-Marsteller named Pamela Keeton, a former US Army public affairs officer, an MD in its US Public Affairs Practice, where she will focus on defense and national security issues. Keeton was most recently director of external communications for Boeing Integrated Defense Systems
As seen in PRWeek
Publication Date: August 11, 2008
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Careers: People Moves
WASHINGTON: Direct Impact, a grassroots, public affairs subsidiary of Burson-Marsteller, hired John Maheras as SVP and head of its new Chicago office.
He will help manage both Midwest and nationwide projects. Maheras previously was director of government affairs for Altria Corporate Services.
As seen in PRWeek
Publication Date: August 04, 2008
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'Active Grannies' the New Soccer Moms
“America as a nation has never been older and the power of the senior vote has never been greater,” says B-M Worldwide President & CEO Mark Penn. Yet, despite this older demographic now holding the majority over young voters, their importance has been largely overlooked.
"Rather than being averse to change, seniors have often been the leaders of change, serving as key bellwethers," Mark writes. "In fact, they have picked the popular vote winner in every single election since 1952, with one exception: choosing Richard Nixon over Kennedy in 1960.”
However, according to Mark’s analysis, today's presidential hopefuls still have a long way to go in gaining reliable support among this significant demographic.
Read the full article in Politico.
As seen in Politico
Publication Date: July 29, 2008
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Direct Impact Picks Chicago for its First Office Expansion
Direct Impact, a grass-roots public affairs company, has opened an office in downtown Chicago, the second office for the Alexandria-based company.
The 20-year-old subsidiary of Chicago-based Burson-Marsteller asked John Maheras to open the office. The senior vice president will spearhead the Midwest and nationwide grass-roots initiatives for the company.
He was formerly director of government affairs for Altria Corporate Services in D.C.
“For the most part, we will provide services to current clients by having an office and staff in Chicago. There’s lot of opportunity in the Midwest,” said Dave DenHerder, chief executive officer of Direct Impact. “[John] is a veteran with important experience that we can leverage to deliver more comprehensive services for clients both independently and in collaboration with Burson-Marsteller.”
For the past 10 years, he has worked for various units of the Altria Group Inc. family, including Kraft Foods in Chicago, Philip Morris USA and Miller Beer, and managed grass-roots programs.
DenHerder said the new office act as a model as the company determines whether there are other locations in the South or West Coast for expansion.
As seen in Washington Business Journal
Publication Date: July 28, 2008
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George Foreman's Brand Moves Online
MIRAMAR, FL: Applica's George Foreman brand launched its first online-centered campaign July 14, with AOR Burson-Marsteller.
The effort focuses on a Web series, "Knock Out the Fat with George," which allows viewers to follow contestants as they progress through a six-month weight-loss program that includes demonstrations of recipes cooked on the George Foreman grill. Visitors can post comments and videos to support contestants and have the chance to win prizes.
The George Foreman brand, which traditionally centered on infomercials and resulting media interviews, expanded the scope of its PR for this effort, said Sherrianne James, senior director of strategic marketing at Applica.
"We've never done [a campaign] with a Web show or such a strong viral presence," she said.
The webisodes are hosted by health experts, Michael Feigin and Lawson Harris, and the four contestants represent diverse ethnic and professional backgrounds, ranging from a black professor to a Mexican-American opera singer.
"[What] we wanted to do was represent a broad-spectrum of life experiences," James said.
The Web site went live July 10, and the PR team reached out to long-lede lifestyle magazines and bloggers before that. Additionally, contestants promoted their involvement to their own networks of colleagues, friends, and family, noted Jennifer Furey, manager at Burson.
Internally, Applica hosted its own George Foreman Day on July 21, which inspired employees to become involved in the project and provided consultations with the trainers from the show, James said.
"Simplistic as it sounds, we really want to communicate to people they can knock out the fat from food and themselves," she added. "Our [brand of] cooking products are a conduit to healthy eating and way to live a healthy lifestyle."
As seen in PRWeek
Publication Date: July 23, 2008
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Survey Finds 15% of Fortune 500s are Blogging
NEW YORK: Nearly 15% of Fortune 500 companies communicate with consumers via blogs, according to a study conducted by Burson-Marsteller.
The survey, conducted in February and March this year, found that 74 Fortune 500 companies actively maintain blogs, many of them technology-related corporations. The top four industries with blogs were: Computers, Office Equipment (IBM, Dell, etc.); Network and Other Communications Equipment (Motorola, Lucent Technologies, etc.); Semiconductors and Other Electrical Components (Intel, AMD, etc.); and Internet Services and Retailing (Amazon, Google, etc.).
“[The surveyed blogs] are primarily for external communications, but there may be internal blogs that wouldn't show up within this report because this only [represents] blogs that we can find with relative ease,” said Erin Byrne, Burson chief digital strategist. “When I thought about it, I thought that the number would have been higher, and I think the reason…why it still isn't higher is that companies are still grappling with how they participate in the conversation when they don't have control over the message.”
The agency said the figure represents about a 270% increase compared to when Wired magazine and Socialtext began tracking Fortune 500 blogs in December 2005. The Wired wiki of Fortune 500 blogs counted 58 of them as of May 2008.
Larger companies tend to control blogs in greater numbers than their smaller counterparts, according to the Burson study. Nearly one-third (32%) of the Fortune 50 maintain blogs, while 16% of the Fortune 201 through 250 have blogs. Only 2% of the Fortune 451 to 500 maintain blogs.
“It's not surprising that the biggest companies are doing more blogging. They have more resources for communications,” Byrne said. “What the results across the board show is that blogging has become a core part of any communications program,” Byrne said.
The survey only included active blogs that were updated during the 12 months ending March 2008.
As seen in PRWeek
Publication Date: July 22, 2008
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Getting Prepared for the Big Presentation
For many PR firms, online monitoring is a way to help manage client mentions in the media and get ahead of any potential crises. But it can also be a valuable research tool to help agencies prepare for a new business pitch.
Online monitoring recently helped Burson-Marsteller win new business from Canaccord Capital, an independent brokerage company. Erin Byrne, Burson's chief digital strategist, explains that Canaccord experienced vulnerability due to the credit market collapsing and wanted a relief plan for clients.
"Online monitoring allows us to know stakeholder point of view at any given point, which allows us to create messaging and programs," Byrne says. "Without that information, it becomes impossible to have an educated recommendation when you go into a new business meeting. Once we won the [Canaccord] assignment, education that happened during the pitch process got us... up to speed."
Companies that provide online monitoring services have also noticed that more agencies are using the tool to prepare for a pitch. Blake Cahill, VP of marketing at Visible Technologies, which counts Burson as a client, notes that monitoring can help identify topics, influencers, and sentiment that impact potential clients. It's also a good way to demonstrate company or brand positioning compared with existing or potential competitors, he adds, as well as helping to differentiate agencies.
Cahill recommends that agencies start by finding general brand and image conversations, volume, and sentiment for both prospective clients and their competitors.
"There's conversation that informs strategy that didn't exist in the past," Cahill says. "Responsibility continues to expand in terms of what agencies need to pay attention to. This channel is so impactful for messaging and ability to execute. For a PR firm to provide actionable intelligence is a critical differentiator."
Burson also uses online monitoring to get a feel for a prospective client's culture. Byrne says looking into what employees say about the company can provide a good idea. She also notes it's critical to try and uncover if a potential client is willing to engage in the type of programs an agency might suggest.
"Look at [its] Web presence, social media chatter about them, and programs [it's] involved in," Byrne says. "We absolutely look for clues about a company's culture and willingness to participate in progressive marketing and communications activities. It's critical to bring evidence into a client meeting. The more informed we are, the more we can help clients get where they want to be."
As seen in PRWeek
Publication Date: July 21, 2008
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Burson Opens Issues & Crisis Group
WASHINGTON: Burson-Marsteller opened an Issues & Crisis Group practice June 24. Josh Gottheimer, Burson EVP worldwide, will chair the practice, which is comprised of former White House, congressional, and political employees. The division will counsel companies and organizations on crisis communications, CSR, litigation, and hostile media environments
As seen in PRWeek
Publication Date: July 14, 2008
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Burson Aims with Hughes Hire to Build "Bipartisan" Counsel
NEW YORK: Burson-Marsteller worldwide CEO and president Mark Penn said the recent appointment of longtime President George W. Bush confidante Karen Hughes as vice chair marks the start of an effort by the agency to create a worldwide “bipartisan braintrust.”
Hughes between 2005 and 2007 was the head of public diplomacy at the State Department and prior to that served in the Bush administration as a senior communications counselor. She will be based in Austin and provide strategic counsel to corporate clients as well as assist with new business development.
Both Penn and Hughes denied that Burson is perceived as a Democratic party-leaning firm, despite Penn's work as former chief strategic to Sen. Clinton's failed presidential campaign. Founding chairman Harold Burson, Burson US president and CEO Pat Ford, and worldwide COO Rick Powell all have longstanding ties to the GOP, Penn and Hughes noted to PRWeek.
“But the point of coming together is not about politics; it's about taking people that have been through the toughest situations and bringing them together in a way that goes across politics,” Penn said. “That will be useful for clients out in the marketplace facing what are often very unique problems today.”
Penn said that the work he's done providing communications support to presidential campaigns throughout the world, including work on behalf of former UK Prime Minister Tony Blair, will allow him to more easily recruit high-level political pros to join Burson in creating similar “bipartisan braintrusts” at offices around the world.
“As you know I've been involved in more than 20 successful races around the world, including Blair's reelection, so I've got a lot of people around the world who I think we could tie into,” Penn said. “We're not going to do it in every country, but I hope we'll do it in a number of countries, and we're probably looking at the UK next.”
Hughes said that following her resignation from the State Department at the end of 2007, Burson's Powell suggested she consider working for the agency. In her first meeting with Penn, Hughes said they found that despite their different political backgrounds, both she and Penn shared a view -- shaped in part by their White House experiences -- that communications professionals provide a core service to senior executives.
“My title [at the White House] was Counselor and I think that reflected the president's understanding -- and he's our first MBA president -- that the communicator needs to be part of the team, not just somebody you bring in after the fact,” Hughes said. “Somebody who can say, ‘Hey this isn't a good idea' or ‘We can approach this differently' or ‘Perhaps we could communicate this better.'”
Hughes said she continues to see President Bush on occasion and provide informal advice. However, she plans to focus on her new Burson duties and to likely only “dabble” in politics from here on out, participating in fundraisers for the Republican party or various candidates as well as provide media commentary on the presidential race on occasion.
As seen in PRWeek
Publication Date: July 11, 2008
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Clinton, Bush Advisers Join Forces
WASHINGTON -- Two hard-charging political operatives are teaming up to create a bipartisan consulting organization to advise corporations in crisis -- as they work to burnish their own reputations as well.
Former Clinton strategist Mark Penn, chairman and CEO of public-relations firm Burson-Marsteller, is hiring former Bush adviser Karen Hughes as a vice chairman, the principals say. The political combatants, known for their partisan efforts, decided to combine forces to offer a one-stop crisis-communication and public-affairs shop to corporations caught in front-page headlines or faced with a changing Washington.
"Mark and I share a vision that communications people should be strategic advisers...and an understanding of the realities of the political process," Ms. Hughes said.
News of the Penn-Hughes combination is certain to get big notice. Even when the pair met recently for the first time, the Washington Post ran a "power lunch alert" on the meeting between "two PR wizards."
The addition of Ms. Hughes is part of a push by CEO Mr. Penn to expand Burson's reach and expertise, now that his political work on Sen. Clinton's campaign has come to an end. "I'm not happy with the campaign's result, but I'm glad to be focused entirely on business for a wide range of clients," Mr. Penn said.
Just last month, Burson, which has some 50 offices around the globe, unveiled a new "issues and crisis group." In addition to adding strategic units, Mr. Penn said, Burson will establish similar "bipartisan brain trusts" in other countries. Mr. Penn has served as a campaign adviser for former British Prime Minister Tony Blair. (He also advised President Bill Clinton during his successful re-election campaign.)
In addition to his political clients, Mr. Penn also has advised Microsoft Corp., Coca-Cola Co. and Merrill Lynch & Co. Ms. Hughes, who worked two separate times in the Bush administration, is expected to bring in a chunk of new business, headed up by Republican-leaning chief executives who know her from her political life. She will be based in her hometown in Austin, Texas, and focus on issues from energy to health care.
A confidante of President Bush, Ms. Hughes dropped out of Washington at the height of her power just a year and a half after helping get President Bush elected in 2000, to spend more time with her family.
For Mr. Bush's second term, she returned to the nation's capital as an undersecretary of state for public diplomacy and public affairs.
"Karen and I have had so many of the same experiences in the White House and campaigns, and have worked around the world," Mr. Penn said. "But we agreed that we won't let politics interfere in our business."
As seen in The Wall Street Journal Europe
Publication Date: July 10, 2008
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Political Foes Reconciled at Lobbyist
Karen Hughes’ move to Burson-Marsteller underscores the growing influence of political consultants in the corporate communications industry.
Ms Hughes, who served as the US under secretary of state for public diplomacy and public affairs and advised Mr Bush in his 2000 campaign, was named vice-chair of Burson-Marsteller.
Mark Penn, the company’s president and chief executive officer, was behind the Clinton campaign.
Ms Hughes’ appointment underlines how quickly even the most partisan figures in Washington can bury their differences to join forces in the private sector.
Mr Penn said in a statement that Ms Hughes would bring “enormous strategic insights” to the company, coupled with “the ability to drive successful campaigns”.
“I cannot think of anyone better suited to counsel our clients,” he said.
Burson-Marsteller has provided strategic advice and polling data to clients ranging from Mrs Clinton to Tony Blair, former British prime minister, Microsoft, and Blackwater, the private security firm.
As seen in Financial Times
Publication Date: July 09, 2008
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Former Bush Aide Hughes to Join Austin Office of Burson-Marsteller
Karen Hughes, the former U.S. Under Secretary of State in the Bush Administration, has been named global vice chair for public relations and communications firm Burson-Marsteller.
Hughes will be based in the firm's Austin office and report to Burson-Marsteller's Worldwide President and CEO Mark Penn. In her position, Hughes will focus on senior level communications strategy and counsel for clients.
Hughes was under secretary of state for public diplomacy from August 2005 to December 2007. She led the U.S. State Department's effort to communicate American values abroad and oversaw several thousand public diplomacy professionals in nearly every country around the world.
Prior to her position with the State Department, Hughes served as counselor to President George W. Bush from 2001 to 2002. During that time she also managed the White House offices of communications, media affairs, speech writing and press secretary.
"Karen is one of the leading communications strategists working today," Penn says. "She brings enormous strategic insights coupled with the ability to drive successful campaigns at the highest levels of the political, governmental and corporate arenas."
Hughes is the second former White House official to join Burson-Marsteller in less than a year. Don Baer, former communications director for President Bill Clinton, joined the firm in November 2007.
As seen in Austin Business Journal
Publication Date: July 09, 2008
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Longtime Bush Confidante Hughes Joins Burson as Vice Chair
Former Bush administration communications counselor Karen Hughes is joining Burson-Marsteller as global vice chair. The Wall Street Journal first reported the news. The hire adds a bipartisan flavor to an agency much in the national political of late for the role CEO and president Mark Penn played as chief strategist to Hillary Clinton's failed presidential campaign.
Hughes will be based in Austin, TX, and report to Penn. Hughes from 2005 to late 2007 was the public diplomacy chief at the State Department, charged with boosting the image of the US overseas post-Iraq invasion. From 2001 to 2002 she was counselor to President Bush and continued to serve as informal adviser up through the Bush-Cheney 2004 reelection campaign.
The hiring of Hughes follows the recent launch by Burson of a new Issues and Crisis Group, chaired by Burson worldwide EVP Josh Gottheimer. The Journal quoted Penn as saying the firm plans to create similar “bipartisan braintrusts” in other countries where it runs offices.
As seen in PRWeek
Publication Date: July 09, 2008
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Burson-Marsteller Ropes in New MD for Hong Kong Office
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NEW DELHI: Burson-Marsteller, the global public relations and public affairs consultancy, has appointed Georgeana Fung as managing director and market leader for its Hong Kong office.
Prior to this appointment, Fung was with Weber Shandwick, where she was executive vice president of the agency’s Greater China consumer marketing practice. |
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Fung succeeds Ian McCabe, who will now specifically focus on managing and growing the public affairs and government communications practice across the region. |
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Burson-Marsteller president & CEO Asia Pacific Simon Pangrazio said, “Georgeana brings to the firm more than 18 years of experience in corporate affairs and public relations, including stints as a journalist and publisher, and in senior consultancy and in-house public relations roles.” |
As seen in Indiantelevision.com
Publication Date: July 07, 2008
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Burson Launches Formal Crisis and Issues Group
Burson-Marsteller has launched the Issues & Crisis Group, a practice that will house the firm’s experts in issues management and campaigns, crisis management and corporate responsibility.
ICG is expected to provide clients with the personalized feel of a boutique agency while allowing access to Burson-Marsteller’s global footprint and suite of services. Josh Gottheimer, Burson-Marsteller executive vice president worldwide, will chair the practice.
ICG will focus on counseling companies, organizations and non-profits on handling crises, corporate social responsibility issues, complex litigation, and hostile media environments. The practice employs an evidenced-based approach that relies on empirical data and research to develop and guide client strategy.
ICG’s issues management capability focuses on helping clients address public policy and public affairs challenges, drawing on a team of White House, congressional and political campaign veterans applying their experience on the campaign trail to helping their clients craft successful strategies.
ICG’s crisis management network is comprised of crisis specialists operating in each of Burson-Marsteller’s U.S. office and in every major market around the world.
Finally, the group’s corporate responsibility team will help clients integrate their corporate responsibility initiatives with their core business objectives by viewing these initiatives as strategically tied to clients’ “triple bottom line” of economic, social, and environmental sustainability. The group offers also offers expertise in strategic philanthropy.
As seen in The Holmes Report
Publication Date: June 30, 2008
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Icahn's Blog Puts More Pressure on IR Pros
Carl Icahn, an activist investor, launched his long-awaited blog last Thursday, at IcahnReport.com. Icahn, who recently mounted a proxy fight in favor of the Yahoo-Microsoft merger, penned his first entry as such: "Often the abuse of shareholders by entrenched management and self perpetuating boards is intolerable... I will continue to fight against these destructive forces... With this blog I hope to provide all shareholders with a full understanding of these matters and build a grassroots movement to stand for real corporate democracy."
That Icahn could use the blog to organize general shareholder discontent in companies or attack specific organizations poses one more challenge to IR pros already hamstrung by the litany of government rules that regulate what they are allowed to say.
"Whether US-based or outside, all [IR pros] have to face stringent regulatory restrictions on their communications, which bloggers do not," says Andrew Goldberg, chairman of the corporate and financial practice at Burson-Marsteller. "It has... put IR pros at a disadvantage."
While many PR practice areas have moved to the digital fray, IR is noticeably reticent.
The IR community knows that audiences are moving online, but it continues to wrestle with how best to proceed. At the National Investor Relations Institute (NIRI) annual conference, which took place earlier this month, IR pros flocked to a panel discussion titled, "Is your company or IR department ready for a blog?" Those in attendance openly expressed their concern about bloggers and the prospect of engaging in the conversation.
As seen in PRWeek
Publication Date: June 25, 2008
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People on the Move
Josh Gottheimer has been appointed chair of Burson-Marsteller's newly formed issues and crisis group. Gottheimer is executive vice president and global chair of the firm's corporate and public affairs practices. He has served as director of strategic communications at Ford Motor Co. Gottheimer was special assistant to the president and speechwriter for President Bill Clinton from 1998 to 2001.
As seen in CQ Today
Publication Date: June 25, 2008
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International HR Strategy: How I made a Difference
When PR company Burson-Marsteller's new chief executive came on board last July, he wanted to create a single business strategy across all European practices.
"This became our 'One Europe' strategy and I was responsible for developing the HR strategy to support it," said Paul Herrick, head of HR for Europe, Burson-Marsteller “The 'One Europe' HR strategy has included a number of elements, such as cross-border mentoring, a pan-European referral program and Europe-wide web conferences. It's all part of making people feel they're part of something bigger. A lot of people join us because we're an international agency with markets in many of the European capitals.”
As seen in PersonnelToday.com
Publication Date: June 19, 2008
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Will Oil Prices Force Managers to Tear Up the Business Model?
"While the impact of high oil prices on companies is serious, their effects on electricity prices could pose an even greater problem for mature economies," said Jim Cunningham, Managing Director at Burson-Marsteller.
"First, oil prices usually influence the price of the other fuels traditionally used to generate power, such as natural gas and coal. Second, in many competitive power auctions, the price of the most expensive “last in bid” sets the price for all electricity suppliers. Third, most productivity-enhancing or clean technologies of the past 20 years depend on a reliable and reasonably priced source of electricity.
"To assure the continued development of these technologies, business leaders around the world must demand energy policies that are honest, achievable and actually have an effect.
"We must reduce our dependence on oil and use what we need more efficiently. Electric cars or hydrogen-powered electric hybrids can add to the efficiency gains produced by the most advanced electricity grids and further reduce our dependence on oil. This alone could cut our usage by up to 50 per cent. Clean coal technologies and nuclear power should also be used to meet the growing electricity needs of the medical, financial and communications industries."
As seen in Financial Times
Publication Date: June 18, 2008
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2008 Lifetime Achievement: Harold Burson
Congratulations to this year’s Lifetime Achievement Award recipient Harold Burson.
Harold Burson, in a survey conducted by PRWeek, was described as "the century's most influential PR figure.”
PRWeek's summary of his career recapitulates his role as public relations’ preeminent practitioner: "The architect of the largest public relations agency in the world today, Burson-Marsteller chairman Harold Burson's contribution is immense in many other ways besides. He started practicing the concept of integrated marketing decades before the term was even invented."