Burson-Marsteller unveils new “evidence-based” approach

Burson-Marsteller has been working on a new methodology known as “Evidence-Based Communications”.

According to the agency, the approach is based on the analysis of data, providing a fresh way of developing and monitoring major communications programmes.

Chief executive Mark Penn explained that Evidence-Based Communications, which has been internally rolled out across the firm this year, is a response to the rapidly changing landscape of media and communications.

“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,” he commented.

Burson-Marsteller confirmed that it will be working with Penn Schoen Berland, its sister research company, to continue the development of the new strategy.

The agency explained that all Evidence-Based programmes will be “rooted in data”, allowing the firm to accurately monitor progress and deliver a better return on investment for its clients.

Meanwhile, research produced by Burson-Marsteller last month concluded that many top brands are “mishandling” their use of social networking tools.