In a bid to tap the digital growth, Burson-Marsteller has decided to launch a new programme for their clients – ‘Evidence-Based Communications’ – a new research-rich approach to business-building communications.
Speaking on this initiative, Bob Pickard, CEO & President, Burson-Marsteller APAC, said, “For Burson-Marsteller, 2009 was a record year for our firm in Asia, and we entered 2010 with a strong momentum right from the start. This year, we are launching ‘Evidence-Based Communications,’ our new research-rich approach to business-building communications. As public relations becomes more of a science rather than just an art, our clients are telling us that they want numbers that demonstrate the value that PR is adding, and we are uniquely positioned to provide such tangible and actionable business intelligence.”
From merely earning editorial coverage to stimulating conversations between stakeholders, the public relations industry has come a long way. Gone are the days when in PR, R stood for ‘Relations’. It is now ‘Relationships’. The social media revolution has triggered the growth of industry all the more and in the digital era that we are living in, sky is the limit.
Backing this idea and speaking on the ever-growing importance of social media and its relevance to the PR industry, Pickard emphasised on the fact that public relations in India and abroad had obtained a comprehensive meaning to its identity when it came to catering to clients’ needs and that their perspective had changed over the years.
“Clients are now looking to PR agencies for ‘big brain’ consulting in a way that I’ve never seen before. As the digital media revolution gathers momentum, PR firms have earned a seat at the table and we are being given every opportunity to showcase an agility and nimble nature that is perfectly suited to mastering the relationship imperative on social networks. Clients are also looking for more tangible proof of PR’s contribution to business success, and that’s good news for us, because digital is by its very nature so measurable. Now, we can showcase the value that PR adds as never before,” said Pickard, who has over two decades of experience focused on providing communications counsel for senior business leaders.
Our typical marketing budget is usually 10 per cent of the topline spend