Burson-Marsteller - Connecting Through Purpose
By launching dedicated ethical practices in response to corporate scandals like Enron and WorldCom, Burson-Marsteller positioned itself as a leader in promoting corporate citizenship, highlighting the growing importance of transparency and ethical conduct in business operations.
The establishment of specialized groups within Burson-Marsteller, such as the Corporate Social Responsibility (CSR) and Internal Communications teams, showcases the firm's commitment to assisting clients in navigating the complexities of corporate ethics and social responsibility.
The campaign primarily targets business leaders and organizations seeking to enhance their reputations through ethical practices, CSR initiatives, and effective internal communications.
TARGET AUDIENCE
About the
Campaign -
By launching dedicated ethical practices in response to corporate scandals like Enron and WorldCom, Burson-Marsteller positioned itself as a leader in promoting corporate citizenship, highlighting the growing importance of transparency and ethical conduct in business operations.
Core Theme of the Campaign -
1. Strategic CSR Integration: Burson-Marsteller assists clients in embedding CSR into their core business strategies, ensuring that philanthropic efforts resonate authentically with consumers.
2. Ethical Advisory Services: In the wake of corporate scandals, the firm launched ethical practices to guide clients in maintaining integrity and accountability, thereby restoring public trust.
3. Reputation Management: By focusing on ethical conduct and social responsibility, Burson-Marsteller helps clients build and protect their reputations, turning potential challenges into opportunities for positive engagement.
4. Stakeholder Engagement: The campaign emphasizes the significance of connecting with stakeholders on shared values, fostering stronger relationships and community support.
5. Thought Leadership: Through initiatives like the global CEO Reputation survey, Burson-Marsteller provides clients with insights into effective communication strategies that align with ethical standards.
6. Crisis Preparedness: The firm equips clients with tools to anticipate and navigate ethical dilemmas, ensuring they are prepared to address potential crises transparently and effectively.
7. Cultural Sensitivity: Recognizing the diverse global landscape, Burson-Marsteller tailors CSR strategies to align with cultural norms and expectations, enhancing global reach and impact.
8. Continuous Improvement: The campaign encourages organizations to regularly assess and evolve their CSR initiatives, staying responsive to societal changes and emerging ethical considerations.