The 2017 Edelman Trust Barometer reveals that trust is in crisis around the world. The general population’s trust in all four key institutions — business, government, NGOs, and media — has declined broadly, a phenomenon not reported since Edelman began tracking trust among this segment in 2012.
For over six decades, Edelman has helped to build and position some of the biggest corporate and product brands in the world. Edelman pioneered the concept of public engagement – the intersection of public affairs and public relations that shifts perceptions and changes behavior. Today, Edelman is recognized as a leader in helping clients to engage in constructive social dialogue internationally on some of the most critical issues of the day.
At Edelman, we believe that public affairs excellence focuses on building and managing long-term stakeholder relationships that are based on trust. We help our clients navigate their institutional relationships, engage constructively in policy discussions and build meaningful public/private partnerships to drive their solutions for the most important societal issues.
With over 275 public affairs practitioners across the global Edelman network of 65 offices, we have significant public affairs teams in all of the major political capitals of the world, including Washington D.C., Brussels, Jakarta, New Delhi, London, Berlin, Abu Dhabi, Beijing, Mexico City, São Paulo, Buenos Aires, Madrid and Kuala Lumpur.
With this truly global perspective, Edelman Public Affairs has a forward-looking insight into the trends shaping the environment our clients operate in and the strategies used to influence it. We understand that the world has changed and so has public engagement and advocacy. Over the last two decades, the world has experienced vast shifts in the core constructs of society: politics, economics and technology. Today, the need for public engagement by business has never been greater – nor more complex. There are a number of key political and economic trends, including the rise in the influence of non-state actors, the weakening of public trust in governments and democracy, a rapid advance in technological developments and the increasing threat of global societal issues that are shaping the way companies build long-term stakeholder relations, influence policy and build trust within society.
In other words, a significant transformation of power is in progress that affects policy decision-making. From a communications perspective, this means that the hierarchies of old are being replaced by more trusted peer-to-peer, horizontal networks. A new public opinion animated by citizens and consumers through real-time communication is disrupting intermediation and the traditional levers of power.
At Edelman we have anticipated these changes and continue to track them through our regular research into trust levels and the subsequent insight into how public affairs as a discipline is evolving. Our global team can deliver effective public affairs campaigns across developed and developing markets, political and economic systems and environments with varying levels of communications openness and sophistication.
We apply our proven methodology of managing perceptions and behavior based on an integrated campaigning model that combines the best practice strategy and process from consumer brand, corporate and political campaigning. Edelman Public Affairs uses stakeholder opinion insights, deep issue analysis, creative storytelling and digital campaigning to create a positive environment for public engagement and help shape better policy outcomes.
Our public affairs service to clients encompasses the following capabilities:
Policy Advocacy: Our policy advocacy offer supports our clients in devising and executing campaigns on policy issues of relevance to their organizations to cultivate support for their position by:
- Engaging and empowering constituent audiences at the local level.
- Identifying stakeholders’ attributes, issue preferences and commitment levels for action.
- Framing messages in ways that work for individual stakeholders.
- Engaging with and leveraging stakeholders.
- Activating policy advocacy online through creative digital campaigns.
- Measuring results in real time and responding accordingly.
Public Engagement: Public awareness of issues plays an increasingly important role in driving a change in policy perceptions and decision making. Public engagement involves engaging the public to raise awareness, change perceptions and behavior. Our team supports clients to develop and execute thought leadership campaigns that help enhance their credibility and reach on an issue and influence audience perceptions. We develop positioning programs that tie themes together and empower a company to get its message across in a meaningful and impactful way.
Intelligence: Organizations need to have a profound understanding of their ever-changing policy and stakeholder environment to engage audiences effectively. Edelman’s global team uses a wide range of analytical tools and research methods to assess political risk and provide clients with real-time intelligence on political and regulatory developments. Our research-based insights help clients understand what drives key policy shifts and informs the framing of political engagement strategies.
Stakeholder Engagement: At Edelman, we understand that even in today’s highly technological “e-world,” success in public affairs still involves stakeholder relationships built on trust. Trust is an important prerequisite to stakeholders listening to a message, changing a perception and/or acting on your behalf. We help clients understand, prioritize and effectively engage with stakeholders who matter most to their issues, causes and organizations. Our engagement support ranges from grassroots to international outreach.
Governments and NGO Support: Governments and NGOs are increasingly judged by stakeholders based on their ability to communicate effectively. As with business, the media and their stakeholder groups, trust levels of governments and NGOs evolve based on perceptions of their behavior. However, given their focus on the public interest, government agencies, NGOs and international organizations have to take into account different considerations when communicating externally. Our team understands that these organizations have unique communications needs. We know how to increase trust among their key stakeholders, whether that’s trust in government policies and initiatives, promoting a country as a destination for tourism and investment or building cause-related campaigns that resonate and address critical societal issues.Read less
Expertise & Intellectual Property
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