Penn, Schoen & Berland Associates (PSB) collaborates with Burson-Marsteller colleagues to help global clients win by delivering an integrated strategic communications approach that is customized for each client's unique situation and needs. During its 30 years, PSB has established itself as industry-leading experts in political races, public policy campaigns, corporate branding, and reputation; and in image issues for organizations, corporations, and political leaders alike.
The core of PSB's expertise is the ability to create research that provides specific communications and business guidance for what to do moving forward – not just a description of the way things currently are. This approach is built on extensive experience in the political world, where PSB has personally advised more than 30 Presidents and Prime Ministers around the world and helped lead numerous other national political campaigns.
In the corporate space, which comprises approximately 85% of its work, PSB's political approach helps companies better understand the threats and opportunities they are facing, and how they can move forward given what the competition is doing. And because of PSB's training in the lightning-fast news cycle of politics, work gets done fast - overnight when needed for crisis work, and in a fraction of the time it takes other research vendors for more typical communications work.
Built on these strengths is extensive experience on the corporate side in brand and corporate image strategy, advertising and PR campaign strategy development, execution testing, magazine and catalogue cover work, and movie positioning and trailer testing.