PORTLAND, OR: Waggener Edstrom is launching a public affairs practice to reach influencers beyond the media and analyst communities.
"We were seeing client demand for these services," said SVP Corey duBrowa. "This allows us to supplement the skills the agency already brings to bear for clients."
Wag Ed has hired two new VPs for the practice: Matthew Reid of Fleishman-Hillard, and Diane Aboulafia-D'Jaen of APCO Worldwide, "two people who are extremely experienced in this area," said duBrowa.
The practice will help clients with issues management, crisis management, government relations, and corporate responsibility. It is designed to service existing clients, not attract new business, said duBrowa. But that doesn't mean others won't hire Wag Ed for its public affairs expertise in the future, he added.
"Clients need to talk about the leadership they bring to their industries," explained duBrowa.
Microsoft is the first client to sign up with the new practice, he added, as the company stakes out leadership positions on issues such as fighting spam, as well as security and privacy.