Frequently Asked Questions


About Michael

What kind of consulting does Michael Berland do?

Speaking Engagements

What kinds of speeches does Michael give?
What kinds of speaking topics can Michael cover?
How do I book Michael for speeches?

Michael in the Classroom

Will Michael be a guest speaker at the business or communications class that I teach?
I am interested in having Michael Berland speak at our graduation but we have no money.
Can I get a discount on bulk copies of Michael’s book “What Makes You Tick?” for my staff or classroom?

Careers

I am interested in becoming a political or corporate strategist myself, how do I do that?
I want to work at Penn Schoen Berland. How do I get a job?


About Michael

What kind of consulting does Michael Berland do?
Michael does political and corporate strategic consulting using political polling and market research methodologies.

Michael is known for applying the insights and tactics of the political campaign trail to create highly aggressive, tightly focused image and marketing campaigns in the corporate arena. His areas of expertise include image analysis, competitor mapping, brand positioning, message development, development and testing of advertising campaigns, product positioning, corporate alignment and employee communications, audience segmentation, and micro-targeting. He is also an expert on crisis management, where he uses overnight “flash” polls to gather information about awareness and perceptions of rapidly evolving events.

Michael has been recognized by industry peers as a leading innovator in using new technologies and developing new models of qualitative and quantitative and online research methodologies to provide new kinds of insights for his clients.

In addition to his work on major political campaigns, he has worked with clients from virtually every business category, from high-tech to Fortune 100 companies, to major sports teams and entertainment figures.

Speaking Engagements

What kinds of speeches does Michael give?
Michael speaks at corporate events, group and association meetings, seminars, corporate retreats, political conventions, and graduate and undergraduate classes. He also is a very strong moderator for panel discussions.

What kinds of speaking topics can Michael cover?
Michael frequently speaks about political campaigns and strategy, but he has also spoken on a wide variety of topics based on his insights from his strategic research in many areas. Michael frequently speaks on what political campaigns and corporations can learn from each other’s strategies. Other speaking topics include: issues in global branding; the importance of corporate alignment and multi-platform brand integration in driving the brand; how sports teams and national entertainers manage their brands and handle crisis; and the future of marketing in an age of media transition.

How do I book Michael for speeches?
Michael enjoys speaking to groups of all kinds, and enjoys the challenge of speaking on a variety of topics. Email michael (at) michaelberland (dot) com for booking information.

Michael in the Classroom

Will Michael be a guest speaker at the business or communications class that I teach?
Michael loves speaking to and working with students at all levels and can work with teachers or professors to tailor his presentation to complement an existing syllabus. To inquire about having Michael speak in your class, email him at michael (at) michaelberland (dot) com.

I am interested in having Michael Berland speak at our graduation but we have no money.
Michael enjoys speaking at graduation and commencement ceremonies as his schedule permits. To inquire about his availability, contact him at michael (at) michaelberland (dot) com.

Can I get a discount on bulk copies of Michael’s book “What Makes You Tick?” for my staff or classroom?
Yes. Please contact Nicole Vines in the HarperCollins Special Sales group at 212 207 7888 to inquire about a bulk discount.

Careers

I am interested in becoming a political or corporate strategist myself, how do I do that?
Study a field such as politics, sociology, business, or market research in college. Take statistics. While in school, take any opportunities to work or volunteer for a political campaign, either near you school or in your hometown. Intern at a market research company or a consulting firm. Even in your on-campus jobs, take any opportunity you have for any work assignments that enable you to talk to consumers and the public and find out what they think and how they think.

I want to work at Penn Schoen Berland. How do I get a job?
Check out the Careers section at http://www.psbresearch.com for information on job openings and the application process. PSB has a rigorous internship program. PSB also has a professional education program for its entry-level analysts that helps them understand all the elements of research and how they all fit together to create detailed actionable strategic recommendations, from the product level to the global brand level.

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