NEW YORK—Burson-Marsteller has created B-M Business Intelligence, a new information gathering, tracking and analysis tool designed to help clients translate raw data into practical business solutions. B-M Business Intelligence offerings include opposition research, opposition tracking, and crisis and litigation support.
Rather than merely studying media clips to determine their position in the marketplace, companies can use B-M Business Intelligence to take a 360-degree look at their operations, issues and business needs to determine their precise place, opportunities and challenges in the competitive landscape. The new offer uses cost-effective technology and advanced information-gathering techniques to uncover data that may be hidden or hard to find, helping companies gain a competitive edge.
“Too often, research is too general or not targeted enough for a company’s needs,” says Ame Wadler, Burson-Marsteller’s chief strategic officer. “B-M Business Intelligence is the latest tool in our growing commitment to developing communications solutions for clients in a way that is completely linked to solving business problems.”
The offerings include:
• Opposition Research: Helping clients compete in the marketplace by auditing and analyzing competitors’ positioning in areas including business and marketing practices, executive positioning, corporate governance, corporate responsibility, and legal stance on business issues.
• Crisis and Issues Support: Helping clients prepare for, cope with and emerge from a variety of potential crisis situations and other challenges by providing them with information and intelligence throughout the life of the crisis. B-M Business Intelligence is able to provide hourly or daily reports to identify new issues, new perspectives, new critics and new supporters and how they are being received by the public.
• Opposition Tracking: Each of these tools can be supported by tracking of opponents’ statements and positions on a real-time basis to determine the consistency of opponents’ messages on key issues over time.
“Clients today are tracking news reports every day, but there has been an explosion of information, and we believe more companies need to analyze the information out there to understand the marketplace and compete even more strongly,” says Mark Penn, worldwide president and CEO of Burson-Marsteller. “We believe this is a very strong new offering based on our worldwide network of information gathering and analysis resources.”