Edelman's Edge rolls out to Europe

NEW YORK: Edelman Worldwide is rolling out its hi-tech database of journalists to include Europe as well as the US.

NEW YORK: Edelman Worldwide is rolling out its hi-tech database of journalists to include Europe as well as the US.

The database, known as The Edge, is currently available to all of Edelman's US staff on the agency's Intranet. But sources inside the firm said the system is being expanded to include more European journalists, and is being made accessible to Edelman's European employees.

The database contains details of journalists' careers, their previous stories and what they tend to look for in a story.

Although some journalists dislike such databases, seeing them as a little Orwellian, Edelman Worldwide CEO and president Richard Edelman said The Edge is a useful tool for the journalist as well as the PR pro.

'It ensures the journalist gets what they need - not what they don't want,' he said. 'It also increases their catchment area for stories because all our offices can see what every single journalist wants: journalists in London can get stories from the West Coast.'.

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