LONDON: International TV channel Al Jazeera has handed its UK PR work to Edelman as it seeks to make the most of its new HD service.
The Qatar-headquartered news outlet, which has been broadcasting in the UK since 2006, has assigned Edelman what is understood to be a retained account following a pitch process last year.
The move comes after the end of a three-year relationship of rolling project work with Burson-Marsteller.
As part of the battle to compete in a crowded news market, in November, Al Jazeera became the first channel outside of the UK's public service broadcasters to launch in HD format on Freeview.
The move came a few months after reports that it had launched a major drive on commissioning UK factual and current affairs programs.
“In today's interconnected global village, there's a huge need and appetite for our news and programs. We want to continue increasing our audience,” said Osama Saeed, head of media and PR at Al Jazeera Media Network. “We found Edelman was the ideal partner to help us achieve this, with its knowledge of the British media landscape, creative approach to communications, and experienced, talented team."
Burson was initially hired by the company in 2011 to raise awareness of its news output, with a spokesman confirming the relationship ended late last year.
This story originally appeared on the website of PRWeek UK.