Media is transforming. For many years, commercial and print media were the main medium for public communications. Today, new technologies and the rise of user-generated media (UGM) is creating an increasingly complex communications environment, and one in which the individual voice is increasingly amplified and trusted. Meanwhile, the corporate voice is struggling to remain relevant and be heard.
Burson-Marsteller advises companies and governmental organisations on how to understand and adapt to this challenging new communications environment, and develops communications strategies that take into account the increasing importance of UGM and its varying relationships with traditional media and wider audiences. We help organizations adapt in an environment where not participating has greater risks than participating.
- Online monitoring: tracking, analysing and reporting online conversations about your company or brand; providing early warning about potential issues
- Online research: online corporate and consumer research, polling and testing; identifying online influencers and e-fluentials
- Digital communications strategy: benchmarking and reviewing existing websites, press rooms and other online resources; identifying trends and making recommendations
- User-generated media strategy: assessing existing UGM landscape and activities; identifying opportunities and risks; shaping UGM strategies and programs for engaging external and internal audiences
- Online PR: online blogger & influencer relations; mobilising online advocates and evangelists; creating conversations; press release search engine optimisation
- CEO and executive positioning: assessing existing online exposure and identifying opportunities for corporate leaders to exploit digital technologies externally and internally
- Crisis & issues management: helping prepare for and support potential crises through online risk assessment; procedure guidelines; online outreach and dark sites
- Internal communications: helping clients understand how employees are using digital technologies; assessing the effectiveness of digital communications and e-training initiatives