Burson-Marsteller

Brand Academy

 

 

 

 

 

The Burson-Marsteller Brand Academy is a new project that aims to help brands both big and small understand the power that communications can have on their business.

In partnership with the Federation of Small Businesses, Burson-Marsteller is launching a series of free workshops that will give brands and marketing professionals the tools to be at the top of their game.

The workshops are run by experienced members of the Burson-Marsteller management team, with decades of experience working with some of the world’s biggest brands between them.

Click the links below to sign up for each workshop.

 

Workshop 1 – Be PR savvy

Great communications can have a powerful effect on your brand. But what is PR, how do you make it work for you, and how can you use it to drive sales? This session will cover:

• What PR is (the ins and outs of the PR world)
• Why PR is vital to the success of your brand
• Where PR fits as part of the communications mix (including how PR differs from advertising)

Workshop leader: David Page, Managing Director, Burson-Marsteller – click here for more about this leader

Click here to sign-up to this workshop

 

Workshop 2 – Be relevant

Brands and businesses today need to be more than just providers. Consumers and customers expect brands to have a purpose, and this purpose determines how you speak to them. This session will cover:

• How to define your business objectives and create a communications strategy that reflects them
• How to create a distinctive message, identity and tone of voice to set you apart in a crowded marketplace
• Ways that you can identify and understand your key target audiences

Workshop leader: Dan Humphreys, Practice Chair, be more… (consumer PR and brand marketing at Burson-Marsteller)  – click here for more about this leader

Click here to sign-up to this workshop

 

Workshop 3 – Be in the media

Having a compelling story is the most important factor when speaking to the media, but how you tell it and who you speak to are also vital to ensure your message gets across.  This session will cover:

• How to create an engaging news hook
• Who to talk to (bloggers, editors, freelancers, local and regional media etc.)
• What they’re looking for, and how to get your message across

Workshop leader: Clarence Mitchell, Managing Director, Burson-Marsteller – click here for more information about this leader

Click here to sign-up to this workshop

 

Workshop 4 – Be socially connected

New social platforms online can offer a fantastic way to engage with a vocal and active community, but the “rules” for online conversation are constantly being rewritten. This session will cover:

• How to use social media appropriately to engage with new and existing customers
• What people want from brands in the social sphere
• The potential pitfalls of being in the social space, and how to deal with them

 Workshop leader: Sara Beirne, Digital Strategist, be more… (consumer PR and brand marketing at Burson-Marsteller) – click here for more information about this leader

Click here to sign-up to this workshop.

Workshop 5 – Be prepared

A crisis can hit your business at any time. Being prepared with a crisis response communications plan can make the difference between survival and collapse if a crisis strikes. This session will cover:

• How to identify potential crisis risks
• What to consider when creating a crisis comms plan
• How to respond internally and externally to different stakeholder groups

Workshop leader: Amanda Pierce, Corporate and Crisis Practice Chair, Burson-Marsteller – click here for more information about this leader

Click here to sign-up to this workshop

 

Workshop 6 – Be creative

Creativity is at the heart of every successful business; from product development or market strategy. Taking a creative approach to your communications is one of the best ways to win passionate fans. This session will cover:

• Why creative campaigns are so engaging
• How to harness creativity effectively, and apply it to your business needs
• Best practice examples of creative campaigns achieving results

Workshop leader: Joe Sinclair, Creative Director, Burson-Marsteller – click here for more information about this leader

Click here to sign-up to this workshop