Evidence-Based Communications is a scientific approach to communications, driven by data at the beginning, the middle and the end.
With our long tradition of PR thought leadership, particularly in the corporate reputation, crisis and digital arenas, as well as our foundation in data-oriented issues work, launching the Evidence-Based Communications approach is a natural extension of our data-driven mindset. By institutionalizing our Evidence-Based methodology across Burson-Marsteller globally, we are committing to lead the industry on the road to a more scientific, accountable approach to communications work.
In addition to accountability, the Evidence-Based approach fosters creativity and flexibility, as listening to data and insights opens up new possibilities that strategizing alone cannot achieve. The approach is also extremely cost-effective, as it assures that dollars are being committed to tactics and messages grounded in Evidence, as well as monitoring program effectiveness throughout a communications initiative and allowing for course correction if necessary to optimize results.