October 15, 2013
In the race to keep up with continuous changes in technology and consumer behavior, another PR giant is reassessing how it presents itself to current and potential clients and employees.
As The New York Times reports, Burson-Marsteller is launching an initiative it calls “Committed to Being More,” a push within the firm for “greater creativity, being more strategic about what we’re doing,” says Donald A. Baer, the company’s chairman and chief executive.
Along with hiring more senior managers, revamping employee training and redesigning brand-identity materials, Burson-Marsteller is aiming for “a much closer integration between public relations and advertising and promotion and direct marketing,” says Harold Burson, APR, Fellow PRSA, who co-founded the agency with William Marsteller in 1953.
“The people in this business have known for generations that the most effective communication is word of mouth,” says Burson, now 92 years old. “I see word of mouth as the basis of today’s social media. The fact you can multiply word of mouth by thousands, tens of thousands, hundreds of thousands, millions, has made social media a very potent tool.”
PR agencies are “moving from publicizing ideas to creating content, content that drives those ideas,” Baer says. “The field is changing dramatically.” — Greg Beaubien