A New Global Campaigning Methodology
Edelman today announced the launch of Edelman Edge, the first global campaigning methodology designed to provide a comprehensive, objective analysis of the communications environment anywhere in the world.
Edelman Edge provides a science-based framework to easily adapt multi-market campaigns to local market conditions. Using a proprietary market research model, Edelman Edge helps companies and governments to understand and better leverage the key drivers that shape issue-centric campaigning based on a consistent analysis of the structural and environmental factors as well as the latest social science.
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 provides a digestible roadmap for senior public affairs practitioners who need to understand the diverse, multi-market/multi-regional landscape that they manage. Edelman Edge helps companies understand not only the key communications and advocacy attributes of each market, but also provides a science-based, consistent explanation of WHY the market’s campaigning environment is the way it is.
Edelman Edge captures the subtle but very important nuances among markets, and accurately paints a picture of the stakeholder environment anywhere in the world. This understanding then forms the basis of Edge country and regional reports that inform how a global strategy or communications campaign can be nuanced and tailored to suit a wide variety of market contexts.
“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,” Lvovich said. “It is particularly relevant for clients who have a global, regional or multi-geography role or are managing issues across borders.”