Burson-Marsteller commits to ‘Evidence-Based Communications’.

Burson-Marsteller announced it has adopted a new, data-focused approach to communications called “Evidenced-Based Communications.” During 2009, Burson-Marsteller internally rolled out a new firm-wide methodology for developing, monitoring and measuring communications programs. The approach was developed by the firm’s most experienced client leaders around the globe.

“The media and communications landscape is changing and so have the needs of our clients.” said Burson-Marsteller CEO Mark 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 Evidence-Based approach rests on Burson-Marsteller’s tradition of thought leadership and research-driven programs. The firm also plans to work closely on developing Evidence-Based programs with its sister research firm Penn Schoen Berland, which was co-founded by Mr. Penn. The Evidence-Based 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 (ROI).

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.

The key benefits of Burson-Marsteller’s commitment to the Evidence-Based approach are:

– Evidence-Based Communications ends the guess work. All communications strategies are based in evidence, not speculation.

– It delivers better ROI. By using Evidence-Based Communications to develop programs, the Firm is ensuring that each client’s communications dollars are spent on tactics and messages that will deliver results.

– It is measurable. By using Evidence-Based tools for benchmarking at the beginning of a program and measuring effectiveness at the end, clients can demonstrate a positive communications ROI.

– The programs are nimble. Because Burson-Marsteller measures the impact of a program’s tactics at the beginning, middle and end of program, there is an opportunity to modify tactics in the middle of a campaign.

– It is a holistic approach to communications. The Evidence-Based approach is a complete methodology. The approach ensures a thorough use of data and tools designed specifically to insert science into the process where appropriate.

– It provides proof of PR value to the organization’s C-Suite. By using an Evidence-Based approach, communications professionals can demonstrate the value that PR brings to their organization at large.