Burson unveils AI solution for reputation management in Chinese market

Industry update

Burson unveils AI solution for reputation management in Chinese market

by Telum Media

14 October 2025 7:41 AM

2 mins read

Burson has introduced a proprietary AI formula for reputation management in the Chinese market. Paired with strategic communications, the formula aims to provide reputation metrics and intelligence, risk detection and simulations, and quantified reputation values and measurements.

"Reputation has always been an organization’s most valuable asset," said HS Chung, Burson’s North APAC CEO. "As reputational risk and business growth become increasingly intertwined, communications must evolve. The true test of PR lies in driving measurable business outcomes and our AI-powered PR formula is built to do just that – turn reputation into currency."

Designed to address the challenges in the Chinese digital landscape, the solution is being rolled out to Burson China's clients across key industry sectors. It is built upon the agency's global Innovation Portfolio and includes six core components:

Reputation Capital Platform for quantifying reputation for commercial outcomes
Decipher Predictive Intelligence Platform for messaging impact forecast
Flight School Crisis Simulation Platform for crisis training and testing
Sonar Social Intelligence Platform for risk detection in narratives in various media formats
The Fount Platform as an aggregated data analysis and reporting ecosystem
GEO for AI optimisation across search platforms and conversational interfaces

“We’re redefining the role of communications from storytellers to strategic value creators," commented Maggie Lu, CEO, Burson China. "Our AI-powered PR formula defines our approach – delivering tangible business results through intelligence-led, evidence-based strategies."

Matthew Tang, Chief Strategy Officer for Burson China, who also helms the agency’s tech transformation in the market, said, "The future of public relations lies in balancing art and science. Our AI-powered PR formula provides the framework for this evolution, combining creativity with precision, measurability and strategic impact to meet the demands of modern business. This is more than an upgrade to existing practices – it is a redefinition of what’s possible in reputation management."

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