NEW YORK—Burson-Marsteller has launched a new executive positioning specialty group that will build on the firm’s CEO research and counseling expertise and take a holistic approach to CEO and C-Suite thought leadership initiatives—including executive platform development, high-profile speaking opportunities, and heightened message momentum.
The new unit will also assist corporate communications executives with the difficult task of identifying the most valuable conferences and podiums for their CEOs while effectively qualitatively and quantitatively determining the value of these opportunities.
At the same time, the firm has introduced a new Executive Conference Navigator product designed to help clients stay on top of the ever-changing conference landscape and target the right conferences for their company’s senior leadership.
“The average CEO receives more than three speaking invitations a week, yet there’s no established thought leadership on which conferences make the most sense for these leaders to participate,” says Deborah Bowker, Burson-Marsteller’s U.S. corporate and financial practice chair. “Our team has developed an innovative methodology and evaluation process to determine which conferences are best for CEOs, C-suite executives and other senior management combined with true executive platform development.”
Burson-Marsteller managing director Carol Ballock, based in New York, will oversee the specialty area managing a team of global professionals. Ballock led the development of the Executive Conference Navigator platform methodology and co-architected the Most Valued Conferences Survey, also released last week.