How it works

Introducing Edelman Edge


In the history of the communications industry, there has never been an objective, scientifically-grounded way to analyse a market's campaigning environment. This has resulted in an uneven, inconsistent understanding of local markets and difficulty in localising campaigns based on a limited or no presence in the market.



Edelman’s methodology is based on the latest in academic and market analysis research and has been validated through leading global academic and research institutions and through opinion research in both developing and developed markets.

Based on our analysis, a country report is created, which provides deep and highly relevant insights to maximise the effectiveness of stakeholder communications and engagement locally. This insight falls within five categories of output:

cultural values defining decision-making

stakeholder engagement & power dynamics

channels and effective advocacy techniques

narrative format & content

market political economic framework

The Model

Edelman Edge is a research model which involves an analysis of a country’s communications environment based on 25 political, economic, social and cultural factors.

These include:

  • Political process
  • Ability to mobilise civil society
  • Unique insights on relationships
  • Media landscape
  • Profile of spokespeople and endorsers
  • Dynamics of power

Unique Insights

channels & effective advocacy techniques

Relative influence of different stakeholder groups

Level of digital and social engagement by government

Applicability of digital and social media advocacy

Acceptability of grassroots activities

market political economic framework

Political process and power dynamics

Predictability of interventions in policy making

Transparency of the political system

Importance of national business stakeholders

Government role in the economy

cultural values defining decision-making

Importance of hierarchy and deference

Acceptability of self-regulation

National values and link with tradition

Country self-image

The importance of personal relationships and mutual interest to decision-making

stakeholder engagement & power dynamics

Level of decision-maker to target

Profile of third-party influencers

Importance of consensus in decision-making

Role of executive leadership

Cultural norms and sensitivities

narrative format & content

Appropriate tools for engagement

Role of context in communications

Relative importance of data-based argumentation

Role of individual benefit in argumentation

Importance of local beliefs and heritage in messaging


Edelman Edge Products

USE Edge



Better cross-cultural communications and campaigning

A science-based approach to hub and spokes

Consistency in market understanding

Smoother expansion of geographic footprint

Achieve a step-change in the knowledge and approach of local teams

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