Public relations giant Burson-Marsteller announces radical modernization push

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New York-based public relations firm Burson-Marsteller introduced a “Committed to Being More” initiative, as a push to “reassess” how it presents itself to clients and employees, reports Stuart Elliott in the New York Times.

In true public relations fashion, the “Being More” initials are no coincidence; Burson-Marsteller is part of the Young & Rubicam Group and a branch of marketing services giant WPP.

The initiative focuses on a series of meetings with thought leaders, under the Burson-Marsteller Conversations brand; revamping employee training; establishing a global strategic leadership team, and the addition of more senior managers. B-M will also develop a “reverse mentoring” program, with younger employees mentoring senior co-workers in digital and social media.

“We’re using “Being More” as a catalyst for what we do, modernizing what we’re all about,” Donald A. Baer, global chair and chief executive at Burson-Marsteller told the Times.

Part of the “Being More” initiative will include industry leaders added to B-M personnel, including Steve Lombardo, Thomas Gensemer and Jennifer Maguire Isham.

Lombardo is former global chief executive at Strategy One, joins the firm as a Washington-based United States public affairs and crisis chair.

Gensemer was managing partner and chief executive at Blue State Digital, a division of WPP. He is now on board as New York-based United States chief strategy officer.

Isham is past president of the Tribeca Film Festival, joining B-M as an international strategic adviser based in Washington. She will also become an inaugural member of a new global strategic leadership team.

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Peter Schorsch is the President of Extensive Enterprises and is the publisher of some of Florida’s most influential new media websites, including SaintPetersBlog.com, FloridaPolitics.com, ContextFlorida.com, and Sunburn, the morning read of what’s hot in Florida politics. SaintPetersBlog has for three years running been ranked by the Washington Post as the best state-based blog in Florida. In addition to his publishing efforts, Peter is a political consultant to several of the state’s largest governmental affairs and public relations firms. Peter lives in St. Petersburg with his wife, Michelle, and their daughter, Ella.