Burson-Marsteller EMEA launches Location!
25 March, 2010
Securing and maintaining community consent
— Burson-Marsteller, a leading global public relations and communications firm, today launched an integrated ‘location relations’ programme for clients based in its Europe, Middle East and Africa region.
Location! offers a strategic and tactical framework as well as tools to support clients’ efforts to secure planning approvals and community consent for major local development projects. The ultimate goal of location is to maintain strong stakeholder relationships over the life of the project.
“Many businesses face resistance to local investment and development plans, not only in heavy industry and infrastructure but increasingly in retail, energy, manufacturing and coastal tourism. Location!, offers a strategic and tactical (stakeholder engagement) programme covering the full lifecycle of major projects,” said Jeremy Galbraith, CEO of Burson-Marsteller Europe, Middle East and Africa.
Location! integrates multi-disciplinary learnings from: public affairs, stakeholder engagement, issues and crisis management, corporate reputation, corporate communications, media relations and digital outreach with clients across a range of industries.
The programme includes 15 specialised communication initiatives relating to site and project communication, which are underpinned by general skills and tools.
The foundation is Burson-Marsteller’s proprietary and award-winning Community Needs Assessment process, which provides management information tools to help clients prioritise and systematically address local needs and concerns. This has been applied to help clients worldwide in many countries develop the right approach to engage local stakeholders.
Location! recognises that local communities have legitimate interests in local development in their neighbourhood, and can be vocal and powerful opponents if trust is not established in the early planning stages.
For companies planning major projects, Location! provides an all-in-one approach covering the entire lifecycle of a site – from early scoping and site selection, through approval and consultation, to construction and operations, and to decommissioning, divestment or land reparation and reclamation.
The diagnostic and community engagement elements have proven equally effective in greenfields sites and in facilitating remedial programmes to resolve failed relationships or following major site incidents.
“The approach embodied in Location! is as much about project governance and behaviour as it is about communication,” commented Bill Royce, Chair of the Energy, Environment & Climate Change practice in EMEA.
“Location! helps clients see their proposed development through the eyes of their neighbours and constructively engage to listen, learn, adapt and contribute positively to the community.
“Even the most challenged projects will rarely encounter united opposition. Location! helps identify the allies, potential supporters, and key local influencers and information channels.
“It also helps companies identify supply chain linkages to strengthen their contribution to local business value,” he said. About Burson-Marsteller
), established in 1953, is a leading global public relations and communications firm. It provides clients with strategic thinking and programme execution across a full range of public relations, public affairs, advertising and web-related services. The firm’s seamless worldwide network consists of 70 offices and 60 affiliate offices, together operating in 85 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 media information please contact
+44 20 7300 6310
+44 7951 227 802 Bill.Royce@bm.com