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EMEA Media Practice

A network of media relations experts

Evidence-Based Communications


Burson-Marsteller EMEA Media Practice Media relations forms one of the core services of Burson-Marsteller and we have an excellent track record in developing and delivering focused, high impact media campaigns. As a full-service PR agency, we tie media relations into almost all of our key client relationships. The Europe, Middle East and Africa (EMEA) Media Practice is a network of seasoned media relations experts, most of whom are former senior level journalists. This network has a representative in every key market and our clients draw huge benefits from our “virtual practice”. We have the capacity to launch simultaneous integrated media campaigns in multiple markets (from Copenhagen to Cape Town; from Dublin to Dubai), in multiple languages and across all media platforms (newspapers, television, radio, digital media) all packaged in one campaign content. Our media relations experts know what makes a good story in their market, how to deliver it most efficiently and they have unrivalled access to journalists, most of whom are former colleagues from their days in the media. Our key personnel have been recruited from major media outlets, such as Reuters, Wall Street Journal, The Economist, the Independent, CNBC and Sky News. A similar cross-practice network of media relations experts is in place in the United States and we can deliver integrated media campaigns targeted simultaneously to both EMEA and American media.

Our philosophy and successful track record in media relations are based on two assumptions. First, good media relations are about meaningful results. Volume-based media coverage for its own sake is not a measure of performance, but mindshare, repeat coverage across influential media and changing awareness and perceptions are. We therefore believe that every news item we are asked to drive should link back to our client’s overall communications objective and positioning. This is what enables each story to add value over time – instead of adopting the approach of seeing media activities in terms of a series of separate transactions. Second, strong media relationships are the difference between good and great media results over time. At Burson-Marsteller, we pride ourselves on having trusted media relationships across the breadth and depth of our clients’ targeted journalists, both in traditional and digital channels. And every day, each of our media professionals is engaged in strengthening these media relationships, from our CEOs all the way through to our junior executives. When we leverage these relationships on behalf of our clients, we are able to do more than simply “package a story” and instead provide journalists with content that is truly relevant and newsworthy for all parties.

Our team is able to provide journalists with content that is truly relevant and newsworthy for all parties.

The EMEA Media Practice offers a broad range of services, including: • Media perception audits: We design and conduct audits among appropriate and relevant media to assess their levels of knowledge and understanding, as well as perceptions of our clients and their activities. We also empirically evaluate our clients’ existing reputations in the media that is relevant to their communications objectives. The outcome of this audit is used to help our clients make adjustments and improvements to corporate communications or media relations strategies. A combination of quantitative and qualitative research methods is used. • Audience targeting and media mapping: We assess and advise our clients how best to categorise different target audiences and which media channels are best employed to get their messages through to their priority audiences. • Strategy and message development: We advise our clients which messages to send to each segment of their audience – and which are the rational and which the emotional stimuli that are most likely to trigger a response in these target audiences. Using analyses and interviews, media specialists at Burson-Marsteller help our clients recognise, develop and prioritise their messages, which can then be used as the basis for all surrounding communications activities. BursonMarsteller uses a variety of message development methods and workshops to accompany our clients through a systematic process of developing a robust media relations strategy with powerful messages that journalists want to hear. • Media training: Burson-Marsteller offers tailor-made media training to enhance and develop key messages and presentation skills. Our media team help our clients build credible and convincing arguments, improve their spokes-persons’ public speaking techniques to make an impact – whether in the media, or on the podium. Our local knowledge, as well as our overview of the international media landscape, gives our clients a better in-depth understanding of how media works in all relevant markets. • Production of comprehensive media toolkits: As part of a media relations campaign, we create tailored media toolkits, local media training, support in organising events or workshops, as well as assistance with crisis/ risk communications.

• Media outreach, including: • Editorial campaigns: We provide recommendations and insight on how best to reach target media – and how to maximise the potential of any encounter with a journalist to ensure that the messages and information are delivered in a way that is appropriate and relevant to the selected audience. • Drafting, design and layout of press materials: Burson-Marsteller has extensive experience in developing and drafting press materials in many different formats; we also provide advice on the right information to send to each target audience. Press materials can be also translated into all relevant languages. We have experienced designers working in-house who can produce creative and original work and are used to adapting design and layout to the preferred and appropriate style of our clients. • Media events and tours: We identify opportunities for delivering our clients’ messages using the most effective platforms (e.g. 1:1 interviews, press briefings, roundtables, media tours, etc) to reach each target audience across EMEA. All across the EMEA region, we can provide tailored assistance in the organisation of media events and supporting media relations. • Ghostwriting and op-ed development and placement: Whether in writing a speech, or a scientific article, we can support you with the spoken and written word. We ensure that all messages are clear and to the point, and hit the appropriate note for the forum where they are delivered. • All aspects of e-media: The media practice has developed and uses a number of highly effective web-based tools that facilitate the transmission, adaptation, and sharing of key materials and information within the Burson-Marsteller EMEA media team as well as to web-based media outlets. • Press office: Burson-Marsteller has many former senior journalists and government spokespeople on staff, so if required we can provide spokespeople to be the first (or the only) point of contact for external media enquiries.



• Monitoring tracking and analysis: The public perception of corporations or other organisations is strongly influenced by media reporting. It is all the more important, therefore, to be precise when recognising and analysing any reputation portrayed in the media. Using the latest systematic qualitative and quantitative evaluation, our specialists identify the changes, developments and trends in media across the globe in real time – and then advise on any necessary response.

• Database development and maintenance: A key element in any media relations strategy is to keep track of contacts and conversations, as well as having a central platform for media materials such as toolkits, contact sheets and media lists. We offer our clients a simple but effective online ‘sharepoint’ where all documents and contact details can be centralised, easily accessed and updated.

• Media crisis management: With years of experience in crisis management, Burson-Marsteller has developed a tried and tested rapid response procedure. We can outline the best or necessary strategy and can provide, at short notice, specific training and briefings. We develop specific crisis plans outlining the appropriate client team, the sign-off process, the strategy and next steps. We also specialise in giving strategic advice and developing appropriate responses following the publication of articles that have the potential to damage our clients.

Good media relations are about meaningful results, and strong media relations are the difference between good and great media results over time.

Our Media Practice


Our team is made up of former journalists and communications experts with backgrounds in print, broadcast and online media. The members of our practice also have longstanding experience in different industries, topics and issues.



Hemant Lala Arcay Communications Johannesburg + 27 11 480-8537

Lorie Lichtlen Burson-Marsteller Paris + 33 1 41 86 76 60

Destiny Gillbee Arcay Communications Johannesburg + 27 11 480-8592


BELGIUM Virginia Mucchi Burson-Marsteller Brussels + 32 2 743 66 19

Dennis Landsbert-Noon Burson-Marsteller Brussels + 32 2 743 66 22

Denmark Philippe Motet Burson-Marsteller Copenhagen + 45 3 332 78 78

Jo Klein Burson-Marsteller Frankfurt + 49 69 2 38 09 30

ITALY Tommaso Valle Burson-Marsteller Milan + 39 02 7214 3583

NORWAY Knut Rostad Burson-Marsteller Oslo + 47 2316 4500

Brynjar Haukli Burson-Marsteller Oslo + 47 2316 4500


SPAIN Francis Ochoa Burson-Marsteller Madrid + 34 91 384 6700

SWEDEN Caroline Westergren Burson-Marsteller Stockholm + 46 8 440 12 30

SWITZERLAND Martin Hofer Burson-Marsteller Zurich + 41 44 455 8400

UAE, Abu Dhabi, Saudi Arabia, kuwait, Bahrain, Qatar, Egypt, Oman, Lebanon, Jordan Ali Faour ASDA’A Burson-Marsteller Dubai + 9714 3344550

UK Niina Davis Burson-Marsteller London + 44 207 300 6231

Charlotte Greaves Burson-Marsteller London + 44 20 7300 6308

THE NETHERLANDS Eveline Mulder Burson-Marsteller The Hague + 31 70 302 1106

Burson-Marsteller has an unrivalled network of 75 offices covering 65 countries in Europe, the Middle East and Africa. Please contact Dennis Landsbert-Noon ( to get in contact with one of the offices below Athens, Belfast, Belgrade, Bratislava, Bucharest, Budapest, Dublin, Helsinki, Istanbul, Kiev, Lisbon, Maribor, Minsk, Moscow, Podgorica, Prague, Riga, Skopje, Sofia, St. Petersburg, Tallinn, Tel Aviv, Vienna, Vilnius, Warsaw, Zagreb

About Burson-Marsteller A wider communications perspective Burson-Marsteller, established in 1953, is a leading global public relations and public affairs firm whose knowledge, strategic insights and innovative programmes help drive strong corporate and brand reputations for its clients. In Europe, the Middle East and Africa our network provides clients with the ultimate offer in public relations, integrated communications and public affairs services. Four words sum up our philosophy and global strategy: Digital, Integrated, Global and Strategic.

Global With 70 offices and 67 affiliate offices operating in a total of 92 countries across six continents, Burson-Marsteller is a truly global public relations agency. In Europe, the Middle East and Africa, our unrivalled network of 28 offices and more than 30 additional markets covered by affiliates regularly manages and leads global communications campaigns.


Digital There’s nothing new about new media to Burson-Marsteller. We have been using channels such as blogs, word-ofmouth, viral marketing, SMS, social networking and other digital tools for many years to deliver powerful results to our clients. However, in all cases, we use these tools as part of an integrated communication plan, rather than on a stand-alone basis. We train our client teams in all digital media to provide them with the skills they need to realise the powerful contribution that these channels can make to an effective campaign.

Integrated Integrated campaigning is core to what Burson-Marsteller does best. While many of our people choose to specialise in a practice or industry sector, our strategy reflects our primary focus on providing integrated, strategic, global and pan-regional campaigns that deliver measurable results for our clients.

Our media relations experts know what makes a good story in their market, how to deliver it most efficiently.

Burson-Marsteller and our client programmes are now more dedicated to strategy and research than ever before. A significant and growing part of our business is helping address strategic business challenges and opportunities by taking an evidence-based approach to communication, based on our proprietary research. Strategic counsel, digital solutions and integrated communications services all come together in bringing a wider perspective to our clients.


More information Burson-Marsteller EMEA 37 Square de Mee没s B-1000 Brussels + 32 2 743 66 11 + 32 2 733 66 11

Contact Dennis Landsbert-Noon Chairman EMEA Media Practice + 32 2 743 66 22

A network of media relations experts  
A network of media relations experts  

The Burson-Marsteller European Media Practice is a network of highly experienced media experts, based in our offices around Europe, many of...