Edelman CommsTech Solutions enables communicators to predict employee and activist behavior, reduce business risk, generate quantifiable leads and drive stakeholders to action
NEW YORK – September 22, 2020 – Today, Edelman announces the U.S. launch of Edelman CommsTech Solutions, a first-of-its kind offering that brings together technology, tools, data and analytics to provide actionable intelligence for communicators to precisely target, measure and shape trust and behavior at the individual level. The rapidly growing team includes more than 50 client advisors, data scientists, analysts, technologists and developers.
Edelman CommsTech Solutions is already enabling some of the firm’s leading clients to predict employee and activist behavior, reduce business risk, generate quantifiable leads and drive stakeholders to action. The new offering comprises advisory services and custom technology products that help executives modernize their in-house communications departments across five stages of CommsTech proficiency ranging from foundational to predictive and AI optimized.
“Over the past six months, Covid-19 has accelerated digital communications and data services adoption by six years,” said Jim O’Leary, Global Practice Chair, Corporate. “Our clients are increasingly relying on us to help them drive meaningful sales growth, protect against misinformation and disinformation, save millions of dollars through improved employee productivity and, ultimately, use data to quantify the commercial and reputational benefit of communications.”
Edelman has advised and implemented CommsTech programs for a growing number of clients including Mitsubishi Heavy Industries and Hologic Inc., among others. Projects range from sophisticated campaigns to CommsTech fundamentals and the development of technology stacks and organizational structures. Edelman CommsTech Solutions offers a variety of new custom products created by Edelman’s Data and Intelligence team:
- TrustIQ: An audience modeling system that polls the U.S. population to understand what drives trust at the individual level to inform communications strategy.
- Comms360: A single source of truth across key stakeholder groups that aggregates data from employees, investors, customers, activists and others into a comprehensive dynamic dashboard to evaluate trends.
- Earned Media Optimizer: A web-based software tool that ranks publishers and reporters by audience, authority, relevance and engagement to predictively determine which media are best to engage for a campaign.
- Earned Direct: A source for integrated measurement and activation of addressable audiences, built through retargeting stakeholders exposed to media coverage.
“With the accelerated adoption of data and intelligence, it’s only a matter of time before a dramatic divide widens between traditional communications practitioners and those who are using CommsTech to drive real business results,” said Yannis Kotziagkiaouridis, Chief Data and Analytics Officer and Head of Edelman Data & Intelligence (DxI). “Coming from marketing, it’s clear to me that our people-centric approach to CommsTech is going to revolutionize the communications industry just like Martech has done for marketing services.”
In addition, Edelman Data & Intelligence’s (DxI) workforce listening product was recently awarded the 2020 Gold Stevie Award for Top PR Innovation of the Year.
Edelman is a global communications firm that partners with businesses and organizations to evolve, promote and protect their brands and reputations. Our 6,000 people in more than 60 offices deliver communications strategies that give our clients the confidence to lead and act with certainty, earning the trust of their stakeholders. Our honors include the Cannes Lions Grand Prix for PR; Advertising Age’s 2019 A-List; the Holmes Report’s 2018 Global Digital Agency of the Year; and, five times, Glassdoor’s Best Places to Work. Since our founding in 1952, we have remained an independent, family-run business. Edelman owns specialty companies Edelman Intelligence (research) and United Entertainment Group (entertainment, sports, lifestyle).