NEW YORK—Burson-Marsteller has hired Diana Shayon, founder, president and CEO of HRN, to broaden the firm’s expertise in corporate reputation and change communications. She will join as a managing director in New York as part of the firm’s U.S. corporate and financial practice, along with her staff members Kevin Bennett, director, and Kristin Rogers, manager.
Shayon and her team join from HRN, the Philadelphia-based global communications strategy firm she founded 32 years ago. The firm specialized in managing corporate reputations for competitive advantage with employees, thought-leaders and other stakeholders. Clients have included American Express, DuPont, Kraft, Procter & Gamble and Shell International.
Shayon and her team have developed proprietary research methodologies and business processes that link change management to communications functions, organizational structure and design, and corporate responsibility.
“We see increasing demand from global corporations to quantify best practice insights and to gain the pulse on perceptions from various stakeholder groups,” says Judi Mackey, chair of Burson-Marsteller’s U.S. corporate and financial practice. “We’re looking forward to applying Diana and her team’s knowledge, gained through countless quantitative and qualitative surveys of employees, NGOs, customers and opinion leaders, to this growing area.”
HRN’s has focused on a variety of external affairs processes, such as stakeholder dialogue, reputation management and employee alignment. She has counseled corporations internationally and often serves as a guide in forecasting how changes in the economic and social/political environment will change the demands on the corporate external affairs discipline.
“By combining our team’s experience with the thought leadership in knowledge, corporate responsibility and change communications at Burson-Marsteller, we will offer a unique service that can be highly responsive to global corporations faced with new and unprecedented demands for how they interact with their most important communities of interest throughout the world.” said Shayon.