The development programme, called Brand Academy, aims to ‘help brands understand the effect that good communications can have on their business’.
Burson-Marsteller UK CEO Matt Carter said: ‘There is a strong focus right now on small businesses getting the support they are looking for, especially from banks and the government. But when talking with the Federation of Small Businesses, we were struck by how much they said their members felt they lacked the communications expertise to make their business flourish; the Brand Academy will help to meet that need.’
The academy, which launches on 13 March, aims to teach brands how to use communications to drive sales and grow their business.
The Federation of Small Businesses’ latest annual ‘Voice of Small Business' survey of 1,700 small businesses found that almost half (46 per cent) said sales, marketing and PR training for themselves would help their business to develop or grow.
Steve Warwick, Greater London regional chairman of the FSB, said: ‘Our members have told us time and again that they need support in marketing themselves. They know how important it is to reach the right people with the right message but many don’t know where to begin.’
The Brand Academy is kicking off with a free series of workshops covering a range of topics including the ins and outs of PR, targeting relevant audiences, getting the right headlines, avoiding potential pitfalls, building a social following and being creative. These will be run by senior staff taken from across Burson-Marsteller UK’s five practice areas; be more... (brand marketing and consumer PR), corporate and crisis, healthcare, public affairs and technology.