The Edelman Engage

Roadmap:
Your Guide to Creating Powerful
Communications Programs
A new reality has emerged and nothing works in isolation anymore, we now
see:

Changing contexts and hierarchies

Dispersion of authority
A media landscape in constant flux
Societal and attitudinal shifts
Social media as mainstream media
Conversations that start anywhere and involve influencers of all types

The sum of these changes is the move from a shareholder to a stakeholder

society a shift from free market to shared market; from passive to active;
from shareholder to stakeholder; from consumer to citizen.
For this reason, the world of public relations and communications has a new
framework Public Engagement.
Edelman defines Public Engagement as meaningful participation in
a connected world.
We approach Public Engagement through our Edelman Engage Roadmap.
The Edelman Engage Roadmap will guide you on the road to creating
programs that are:

Outcomes-Based and Measurable

Grounded in Research
Fueled by Insights
Rooted in Strategy
Comprehensive and Engaging, Leveraging the Seven Behaviors of Public
Engagement

The Roadmap also is a process that helps you discover the Galvanizing Idea.
Its designed to spark the breakthrough thinking that can help our clients
conquer the clutter and win share of mind, share of voice, and share of
market.

The Edelman Engage Roadmap ensures that:

Edelman and the client agree on the assignment and business goals
You truly understand the target audience, their influences (and
influencers), and how they receive and send information
Programming is governed, whenever possible, by a single galvanizing idea
that allows our clients stories and messages to break through
Strategy fuels creativity to drive superior programming

The Edelman Engage Roadmap is organized into six steps:

1. Define
2. Explore
3. Strategize
4. Ideate
5. Activate
6. Evaluate
Each stage includes context, definitions, examples, and tips.
The Roadmap is not the final word on how an effective public engagement
program can be developed, executed, and measured, but its best practices
are drawn from a wide range of recent successful programs created by
Edelman for our clients.
As you work with the Edelman Engage Roadmap, we hope the process
inspires you to do your best work yet and leverage the tremendous
resources, expertise and IP we have across the firm. The Roadmap is a living,
evolving document. Your feedback and suggestions, as well as what we learn
from its real-world application, will help us create future editions.
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