Before we left for spring break, we got to hear from Mike Lake, Chair of Burson-Marsteller's Southwest operations and Chair of their U.S. Public Affairs Practice. I’ve been fortunate enough to have known Mike for a few years now, via his involvement with PRSSA as well as the SMU Comm. Studies Advisory Board. I can confidently say that he is one of the most accomplished yet humble people I have ever come across and he is willing to help absolutely anyone who asks for it.
Mike brought a different kind of presentation to our classroom, which I truly enjoyed. He walked us through Burson-Marsteller’s iPoker campaign, teaching us all about BM’s commitment to maintaining an “Evidence-Based Communications.” What is that, you ask? Rolled out in December 2009, the Evidence-Based Communications approach is a type of “methodology for developing, monitoring and measuring communications programs.” As Mike said, it “ends the guess work and brings about the homework.” Yes, he went there and used the “h” word we dread.
Mike’s presentation was full of research and statistics that were relevant to the topic. If someone walked into the classroom midway through his presentation, they would think it was STAT 5301 instead of CCPA 5301. Nonetheless, the homework that Mike talked about brings a quantitative facet to the field of public relations, which is much needed in my opinion.
Often times, I have heard of people writing PR off as a subjective industry where all we do is plan parties and manipulate people. This isn’t just an American problem – it is a global problem. However, I commend agencies such as BM for adopting such approaches and steering public relations to become a combination of art, business and science skills.
Mike brought a different kind of presentation to our classroom, which I truly enjoyed. He walked us through Burson-Marsteller’s iPoker campaign, teaching us all about BM’s commitment to maintaining an “Evidence-Based Communications.” What is that, you ask? Rolled out in December 2009, the Evidence-Based Communications approach is a type of “methodology for developing, monitoring and measuring communications programs.” As Mike said, it “ends the guess work and brings about the homework.” Yes, he went there and used the “h” word we dread.
Mike’s presentation was full of research and statistics that were relevant to the topic. If someone walked into the classroom midway through his presentation, they would think it was STAT 5301 instead of CCPA 5301. Nonetheless, the homework that Mike talked about brings a quantitative facet to the field of public relations, which is much needed in my opinion.
Often times, I have heard of people writing PR off as a subjective industry where all we do is plan parties and manipulate people. This isn’t just an American problem – it is a global problem. However, I commend agencies such as BM for adopting such approaches and steering public relations to become a combination of art, business and science skills.
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