Burson-Marsteller Leadership Institute 

The challenging and changing business and professional environment in China demands that senior executives not only effectively lead their organizations, but also have the ability to communicate persuasively to a wide range of stakeholders.

Burson-Marsteller has led the industry in communications training for almost half a century. Clients have come to rely on our communications training programs to help them refine their communications skills before they meet with employees, investors or reporters.

The core of Burson-Marsteller's executive training philosophy is to help clients define the messages they want to get across to the wider community, test those messages through well-researched and rigorous role play interviews, and prepare CEOS and other senior executives for contact with the various stakeholders in a realistic environment. Training sessions include a helpful balance of theory and hands-on experience. All sessions are led by Burson-Marsteller's seasoned, bilingual coaches who are not only communications professionals, but experienced trainers that help Chinese and overseas executives to acquire knowledge and apply it effectively.

Workshops offered by Burson-Marsteller include:

• Spokesperson Skills Workshop
• Crisis Simulation Workshop
• Issues Awareness and Management Workshop
• Effective Presentation Workshop
• Message Development Workshop
• Corporate Brand Positioning Workshop

Burson-Marsteller’s Leadership Institute is an executive training and leadership school that aims to develop the next generation of global business leaders and communicators. Today’s business leaders need to be able to adapt to global change, manage crisis situations, understand corporate responsibility and embrace the digital world.

With increasing globalization, more and more Chinese companies and brands are seeking overseas opportunities. At the same time, the global economy is experiencing incredibly complex changes that will pose new challenges for China’s business leaders. Rooted in decades of experience and proven training techniques, Burson-Marsteller’s Leadership Institute is now offering the following training programs, specially focusing on current development trends:

China Business Leaders: As Chinese CEOs and senior executives move towards the world stage, this workshop focuses on grooming high performing business leaders, and includes an intensive curriculum to enhance presentation, international media, and crisis management skills.  

Change Management: An interactive workshop that provides senior leadership with the capability and confidence to communicate changes in a company's directions and strategy, as well as critical issues facing the business

Essential China Context Session: An introduction to China’s unique historical, cultural, social and economic development, this workshop will provide experienced business leaders with an overarching context to enhance understanding of the Chinese business environment for foreign multinational companies operating in China.

Participants will have access to Burson-Marsteller’s leadership scorecard as well as regular research and thought pieces.

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