BEIJING—Six marketing and communications firms and top experts have joined together to launch the Burson-Marsteller Leadership Institute, which seeks to build leadership capacity for communications practitioners in China and raise the value and awareness of marketing and communications among business leaders.
Partners include leading public relations and communications firm Burson-Marsteller; strategic communications advisory firm Wolf Group Asia; marketing and communications company Y&R; research firm Penn Schoen Berland; global branding giant Landor Associates; and creative communications and leadership training company Acewood.
According to Chris Deri, CEO of Burson-Marsteller China (pictured): ”Nothing is more critical for today’s leaders than understanding and practicing excellent communications. BMLI is designed to respond to China’s unique market needs by providing skills development for communications practitioners.”
Faculty members will offer a wide range of multi-disciplinary trainings in seven core specialty areas: branding, creativity and perception; building bridges; digital and social media; engaging the government; executive offerings; public relations skills, principles and practices; and research. In addition to trainings, BMLI will develop and utilize research designed to provide a deeper understanding of the role communications can and should play in China and globally.