Edelman launches Edge to provide local insight for global public affairs

The global public affairs practice of Edelman has launched Edelman Edge - a market research and analysis tool it says will help multi-market clients understand the best channels for their campaign in individual countries.

Edelman is calling the new tool, which launches today, the "first global campaigning methodology".

Based on research done by an Edelman team in London under global public affairs chair Stephanie Lvovich, it will provide clients with insight into 25 political, economic, social and cultural drivers that determine the campaigning and stakeholder engagement environments in a market.

These drivers include political system, media landscape, civil society activation, the country's perception of its own strengths and place in the world, and whether the society is based around individualism or collectivism.

Lvovich said that public affairs as a discipline was "built on local expertise and knowledge", and that a method of lobbying that was successful in one country would not necessarily be the best in another, even if the issue was the same.

"However, as clients’ global footprints have expanded, they often don’t have the expertise or communications staff on the ground where they operate. Today, issues spread across borders, quickly creating an additional need for a framework through which to manage the same issue across multiple geographies," she said.

"Take a market like Saudi Arabia – it is not a democratic system, and of course a lot of the campaigning methods we know come from Western democratic systems. For this country, we can paint clients a picture of how challenging the government openly is not necessarily acceptable, yet social media conversations about different issues are widespread," Lvovich told PRWeek, adding that Edge would help clients to "prioritise the channel of engagement".

Lvovich also said that Edelman had public affairs staff in 24 countries globally.

According to PRWeek's Global Agency Business Report, the agency is the world's largest, with revenues more than 15 per cent higher than its nearest rival, Weber Shandwick.

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