NEW YORK—Drawing on the research background and experience of chef executive Mark Penn, Burson-Marsteller has adopted a new, data-focused approach to communications that the firm calls “Evidenced-Based Communications,” based on a new firm-wide methodology for developing, monitoring and measuring communications programs that was rolled out internally during 2009.
“The media and communications landscape is changing and so have the needs of our clients.” says 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.”
The firm plans to work closely on developing evidence-based programs with its sister research firm Penn Schoen Berland, which was co-founded by Penn.
The new approach is designed to ensure that all client programs are rooted in data. The approach also monitors progress throughout the program to make certain that clients achieve their original objectives. Results are measured to confirm the return on investment.
The firm launched Evidence-Based Communications internally with training, seminars and workshops designed to help staff integrate the approach into their client engagements and new business proposals. As part of the effort, each Burson-Marsteller practice will continuously develop evidence-based tools to better drive strategy and messages with data and measure the final ROI for clients.