Edelman launches global campaigning methodology Edelman Edge
Edelman has launched global campaigning methodology Edelman Edge designed to provide a comprehensive, objective analysis of the communications environment anywhere in the world.
It aims to provide a “science-based framework” which is used to adapt multi-market campaigns to local market conditions.
Stephanie Lvovich, global chair of public affairs at Edelman, said: “Public affairs and issue campaigning are in the middle of an important revolution, and at Edelman we are seeking to lead innovation in global issue campaigning. As a discipline, public affairs was built on local expertise and knowledge, and these continue to be important factors in success today.
“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 so quickly creating an additional need for a framework through which to manage the same issue across multiple geographies”.
The Edelman Edge model analyses 25 political, economic, social and cultural drivers that determine the campaigning and stakeholder engagement environments in a market.
It aims to provided a “digestible roadmap” for senior public affairs practitioners who need to understand the diverse, multi-market/multi-regional landscape that they manage.
Edelman Edge is designed to help companies understand the key communications and advocacy attributes of each market.
Lvovich said: “We created Edelman Edge to provide an additional layer of insights to inform campaign strategy – it is a completely unique prism through which to understand the communications and advocacy environment around the world.
“The Edge gives clients clear and actionable guidance on how to effectively localise global campaigns and identify synergies in execution through a more intelligent hub and spokes model.
“It is particularly relevant for clients who have a global, regional or multi-geography role or are managing issues across borders.”
Edelman Edge country reports and other materials will be hosted on an online platform and available to download on demand.
