PROFESSIONAL AND TECHNICAL COMMUNICATION

QUESTION

SOLUTION

An Analysis of Burson –Marsteller’s website

Burson –Marsteller was formed in the year 1953, while its seeds were incorporated in the year 1946 by Harold Burson. The company is jointly owned and managed by Harold Burson and Marsteller agency. The firm has positioned itself as a public relations firm and a communication firm across the globe. The firm has set up a vision of providing gold standard performance – for its clients, people & shareowners as a seamless global business with a single culture, Mission – to create superior value and Ethics or the Code of Business, so as to comply with the ethics or the working principles as laid down by the board of directors of the company. The company possesses everything which makes it stand tall above its competitors be it the support of the companies it has, international affiliations it has , the rewards and recognition it has received over the years and the kind of renowned clientage it holds. The firm helps in tailoring the policies of its clients as per the global needs by first identifying the areas where the client needs to work upon or by understanding the need or the problem of the client. These policies are generally developed at the back drop of maintaining an effective public relations and flow of communication both within and outside the organization.

If we go through the website, one can draw a conclusion that the purpose of the website, firstly is to draw the attention of the clients (people or corporate bodies) across the globe to adapt best of public relations policy (Sean McPheat, 2009) with all the related stakeholders of the client and to seam line the flow of communication both within and outside the organization, that is, with the stakeholders of the organization. Secondly, to make the clients and the users realize the need and the importance of having a robust public relations and communication policy in place (Communicationskills, 2011). In regard to these issues (emerging as an important consideration for the company(s) over the years), Burson –Marsteller will help its clients to realize these considerations effectively by providing their expert guidance and expertise in the form of designing of policy framework to their clients. As Burson –Marsteller, over the years has developed expertise for the same and has also suitably positioned itself in the market as the company which helps in building policy framework which suits the stakeholders of the clients.

Well, every message delivered by a person (individual or in a group) or a body (corporate) has a target audience and in the case of Burson –Marsteller, after analyzing the whole of the website, one can lead to a verdict that the target audience of the same, are the corporates which are thriving for adopting best public relations and communication policy, those corporates for whom managing public relations ( and communication (effective and efficient) is or has become a difficult task, those corporates who are in the nurturing stage of their operations & are committed to expand globally and those corporates who are thriving to get advanced technologically and last but not the least those who are in the stage of aggressive growth.

The content of the website does not effectively meet its purpose and the audience needs, as nowhere in the content of the website anything related with the importance of maintaining robust public relations with the stakeholders of the company and of the effective and efficient communication is mentioned or highlighted (Skills2lead, 2012). Furthermore, the website, no doubt has been given a professional touch with the kind of presentation and all but it lacks the touch when we talk of its simplicity, as a layman and an amateur professionals might find it difficult to understand and thereafter interpret with what is being communicated by the company. As a result of which, the whole purpose of the Burson –Marsteller might be defeated (that is, the purpose of making the clients aware of the importance of Public relations and communication)

Overall, the mode of communication adopted and followed by the company is strong and impressive and it also showcases a professional touch to the same. The techniques used in the communication comprises mainly of language which is well matched by color and layout. The color and the layout used by the company are quite attractive and are of the type which induces the visitor to read or to go through the whole of the website. Also, the flow of information is quite incredible as there is a logical flow of information from point to another, which is sufficient enough to arise anxiety among the users to know what next Burson –Marsteller has under its portfolio to offer or how a particular service is or will be used by its clients, etc. However, the language in which the message is being communicated is a bit difficult to understand or interpret for a user at first glance. Furthermore, the communication also lacks the images and the diagrams. A message if it is well supported by the images and diagrams becomes more attractive and interesting to understand and interpret. Therefore, in my opinion, if both of these concerns are well addressed to, than probably the acceptability and the understanding level of the users of the website will increase towards what is being offered by the company.

On the other hand, if we would to thrive the benefits out of the website for the users than there are several of them which would ease down the complexities of the users. Like for say, the unique service which is being offered by them, will in turn help the clients to seam line their operational framework in terms of maintain public relations and effective communication. Plus, indeed there are several other services being offered by the company which pertains to: Research, Healthcare, Grassroots specialties, Advertising, Brand Marketing, Global Energy, Government and Political Services, etc. However, all these services are developed on the back drop of maintaining effective public relations and communication skills. And these services are required by the companies in one or the other form (Businessmadesimple, 2011). So, in totality Burson –Marsteller offers a complete package for the clients who want to stand unique of others.

The website of Burson –Marsteller no doubt is a perfect example of an effective representation or transmission of communication skills. Well, at last if we look at the overall structure and the display of content by the Burson –Marsteller, on the website, one can say that the company has served or presented each and every aspect of their business model very well and has made use of various techniques of communication like language, color, layout, etc to the best of its kind. Also, the company has encashed on its uniqueness to the fullest as the same is being reflected in its website. Seeing the website, one can truly lead to a conclusion that the website is of one of the greatest and renowned corporation. As it is the famous saying, that “There is always a scope of improvement whether it is your record, performance or your area of operation. On the same lines, there is a scope of improvement for Burson –Marsteller in terms of the technique of the communication used by the company. Like for say, the language used in the content could be made more simple to understand from the present level and use of more of images and diagrams should be encouraged. If these could be addressed to than no doubt , the website will serve as an important source of medium for strengthening public relations and the communication skills effectively and efficiently, an business model on which Burson –Marsteller runs its operations.

References

• Skills2lead 2012, Techniques for effective communication, viewed on April 4, 2012,                    < http://www.skills2lead.com/techniques-for-effective-communication.html>
• Businessmadesimple 2011, The importance of good communication skills in business, viewed on April 4, 2012, <http://businessmadesimple.co.uk/ArticleReview/tabid/79/ModID/0/ItemID/55/Default.aspx>
• Communicationskills 2011, Importance of Communication Skills, viewed on April 4, 2012, <http://www.communicationskills.co.in/importance-of-communication-skills.htm>
• Sean McPheat 2009, The Importance of Public Relations, viewed on April 4, 2012, <http://www.seanmcpheat.com/marketing/public-relations/the-importance-of-public-relations>

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