LONDON — Edelman has launched Edelman Edge, a campaign tool designed to help companies better understand the public affairs environment in local markets around the world. 

The Edelman Edge model and microsite analyses 25 political, economic, social and cultural drivers that determine the campaigning and stakeholder engagement environments in a specific local market.

According to Edelman global public affairs chair Stephanie Lvovich, Edelman Edge is a response to a recurring client problem. "We have seen, over and over again, in public affairs and communications more generally, our clients are resource strapped — but they have to operate against so many different markets," she said. "Very often in markets where they don’t have expertise on the ground. And they are trying to understand this very complex environment locally, and manage issues across borders."

Edelman Edge comprises three elements — country reports, regional overviews and stakeholder engagement/training.

"Fundamentally, we know the way governments make decisions has changed," said Lvovich. "We want to help our clients understand where a market is on a spectrum."

Among the 25 critieria used to map a country are such drivers as political process, ability to mobilise civil society, media landscape and power dynamics.