NEW YORK, April 4 /CNW/ - Burson-Marsteller today announced the creation
of B-M Business Intelligence, a new information gathering, tracking and
analysis tool designed to help clients translate raw data into practical
business solutions. Business Intelligence offerings include opposition
research, opposition tracking, and crisis and litigation support.
Instead of merely studying media clips to determine their position in the
marketplace, companies will use B-M Business Intelligence to take a 360-degree
look at their operations, issues and business needs to determine their precise
place, opportunities and challenges in the competitive landscape.
"Too often, research is too general or not targeted enough for a
company's needs," said Ame Wadler, Burson-Marsteller's Chief Strategic
Officer. "B-M Business Intelligence is the latest tool in our growing
commitment to developing communications solutions for clients in a way that is
completely linked to solving business problems."
B-M Business Intelligence supports clients by using cost-effective
technology and advanced information-gathering techniques to uncover data that
may be hidden or hard to find, helping companies gain a competitive edge as
they face growing challenges from competitors across the street and around the
"Clients today are tracking news reports every day, but there has been an
explosion of information, and we believe more companies need to analyze the
information out there to understand the marketplace and compete even more
strongly," said Mark J. Penn, Worldwide President & CEO, Burson-Marsteller.
"We believe this is a very strong new offering based on our worldwide network
of information gathering and analysis resources."
The offerings include:
Opposition Research: The opposition research tool helps clients compete
in the marketplace by auditing and analyzing competitors' positioning in areas
including business and marketing practices, executive positioning, corporate
governance, corporate responsibility, and legal stance on business issues.
Crisis and Issues Support: The crisis and issues support tool helps
clients prepare for, cope with and emerge from a variety of potential crisis
situations and other challenges by providing them with information and
intelligence throughout the life of the crisis. B-M Business Intelligence is
able to provide hourly or daily reports to identify new issues, new
perspectives, new critics and new supporters and how they are being received
by the public. This tool is useful as companies face product recalls, public
health emergencies, litigation and legislative battles.
Opposition Tracking: Each of these tools can be supported by tracking of
opponents' statements and positions on a real-time basis to determine the
consistency of opponents' messages on key issues over time. B-M Business
Intelligence provides a regular report of key media coverage for opponents, an
overview of key developments and any change in messaging or positioning that
Burson-Marsteller (www.burson-marsteller.com), established in 1953, is a
leading global public relations and public affairs firm. It provides clients
with strategic thinking and program execution across a full range of public
relations, public affairs, advertising, and web-related services. The firm's
seamless worldwide network consists of 57 wholly-owned offices and 45
affiliate offices, together operating in 59 countries across six continents.
Burson-Marsteller is a part of Young & Rubicam Brands, a subsidiary of WPP
(NASDQ: WPPGY), one of the world's leading communications services networks.
For further information:
For further information: Burson-Marsteller Media: Elizabeth Vicenzino,