The PR business requires creative people who can explain complicated ideas and situations to the public. One consultancy, however, is moving away from traditional communications in favor of the scientific method.

As covered on the blog Evidence Soup, a firm called Burson-Marsteller is emphasizing evidence:

This year, the firm has rolled out a methodology for developing and measuring programs. “The media and communications landscape is changing and so have the needs of our clients,” said Burson-Marsteller CEO Mark Penn. “In a world of citizen journalism, social media, and instant information about events happening around the globe, we are investing in a more diligent and scientific approach to developing and delivering key messages.”

Inspiring the imagery of scientific inquiry to support your new product line is obviously good PR. But there’s a big risk that Burson-Marsteller is taking: what happens if the science proves that their PR isn’t all that effective? Somehow, it seems like having a hypothesis that turns out to be false is a much bigger problem for a public relations firm than for the typical research laboratory.

At Slaughter Development, we recognize and enjoy the certainty of hard facts. As The Methodology Blog has covered before, productivity improvements require more than good measurement. We must also find ways to embrace individual creativity and reward innovation, which is shown by failure as much as by success.

No business should become a test tube. If you feel like your company’s processes are not rigorous, reach out to a productivity consulting firm like Slaughter Development. We use science and reason to encourage creativity, increase productivity and foster satisfaction among stakeholders. Contact Slaughter Development to learn more!

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