Our Thoughts and Insights

Responding to Brexit: Where to for Business?

Corporate Reputation, General, Government Affairs, Media, News
Edelman Brexit

At Edelman, our team of policy experts in Ireland and across our European network is focusing on the options for the UK government and the EU in the lead up to exit negotiations, how these will impact Ireland and individual business sectors and what companies and organisations should be doing to have their voices heard on what each believes is the best way forward.

While many are still analysing the reasons for the UK’s ‘leave’ vote in last month’s referendum, companies and organisations operating in Ireland, the UK and across Europe are examining the UK and EU’s likely next steps and their implications for both strategy and operations.

At Edelman, our team of policy experts in Ireland and across our European network is focusing on the options for the UK government and the EU in the lead up to exit negotiations, how these will impact Ireland and individual business sectors and what companies and organisations should be doing to have their voices heard on what each believes is the best way forward.

Read the full piece here: Edelman Brexit – July 2016

 

Written by: Joe Carmody, Managing Director at Edelman

Edelman launches Edelman Edge, a New Global Campaigning Methodology

Corporate Reputation, Government Affairs, Innovation, News, Technology
Edelman Edge

Edelman have launched of Edelman Edge, the first global campaigning methodology designed to provide a comprehensive, objective analysis of the communications environment anywhere in the world.

Edelman have announced the launch of Edelman Edge, the first global campaigning methodology designed to provide a comprehensive, objective analysis of the communications environment anywhere in the world.

Edelman Edge provides a science-based framework to easily adapt multi-market campaigns to local market conditions. Using a proprietary market research model, Edelman Edge helps companies and governments to understand and better leverage the key drivers that shape issue-centric campaigning based on a consistent analysis of the structural and environmental factors as well as the latest social science.

Stephanie Lvovich, global chair of public affairs at Edelman, said “Public affairs and issue campaigning are in the middle of an important revolution, and at Edelman we are seeking to lead innovation in global issue campaigning.  As a discipline, public affairs was built on local expertise and knowledge, and these continue to be important factors in success today.  However, as clients’ global footprints have expanded, they often don’t have the expertise or communications staff on the ground where they operate.  Today, issues spread across borders so quickly creating an additional need for a framework through which to manage the same issue across multiple geographies”.

The Edelman Edge model analyses 25 political, economic, social and cultural drivers that determine the campaigning and stakeholder engagement environments in a market.  It provides a digestible roadmap for senior public affairs practitioners who need to understand the diverse, multi-market/multi-regional landscape that they manage. Edelman Edge helps companies understand not only the key communications and advocacy attributes of each market, but also provides a science-based, consistent explanation of WHY the market’s campaigning environment is the way it is.

Edelman Edge captures the subtle but very important nuances among markets, and accurately paints a picture of the stakeholder environment anywhere in the world.  This understanding then forms the basis of Edge country and regional reports that inform how a global strategy or communications campaign can be nuanced and tailored to suit a wide variety of market contexts.

“We created Edelman Edge to provide an additional layer of insights to inform campaign strategy – it is a completely unique prism through which to understand the communications and advocacy environment around the world.  The Edge gives clients clear and actionable guidance on how to effectively localise global campaigns and identify synergies in execution through a more intelligent hub and spokes model,” Lvovich said. “It is particularly relevant for clients who have a global, regional or multi-geography role or are managing issues across borders.”

Edelman Edge country reports and other materials will be hosted on an online platform and available to download on demand. For more information about the Edge, visit edge.edelman.com.

Irish Energy – Communications Challenges and Opportunities

Corporate Reputation, Energy, Innovation, News, Trust
Energy

The Edelman Trust Barometer demonstrates that energy is amongst the least trusted of sectors globally, with 50% trust levels reported in Ireland. This trust deficit means that energy companies’ communications strategies must work even harder to earn attention and build reputation.

As European and Irish policies move firmly towards creating a low-carbon energy future, focused on tackling climate change, supporting research and innovation and encouraging citizen-empowerment, the strategic communications imperative for energy companies is clear. There is an opportunity for organisations operating in the sector to demonstrate leadership and present their positions in a transparent and credible way.

In Ireland, the current debate on the future of rural areas will require a focus on energy, among other sectors. The need to create economic opportunity in urban and non-urban areas necessitates investment in energy infrastructure – upgrading the national grid, investing in alternative energy sources and developing community energy projects. The White Paper on Energy, published late last year, sets out numerous steps in this regard.

However, despite the policy advances, the reality is that communicating about energy remains challenging – it is a complex, technical subject that, while impacting on our daily lives, feels far from the consumer. In spite of the opportunities it presents, the ‘low-carbon future’ is something that is largely tangential for the majority. The scientific reality of climate change is clear, but whether it (and the actions needed to tackle it), have filtered down to the general population is questionable.

The Edelman Trust Barometer demonstrates that energy is amongst the least trusted of sectors globally (ahead of pharmaceuticals and financial services), with 50% trust levels reported in Ireland. This trust deficit means that energy companies’ communications strategies must work even harder to earn attention and build reputation. The focus must be on engaging the end-user by ensuring that communications are relevant and understandable and that messages resonate.

As audiences are more sceptical of the traditional elites – business and the system of government – and demand more engagement, energy organisations have an opportunity to talk to them about the things that matter most to them, and demonstrate how they are addressing their issues. By taking action on issues beyond the company’s core business, but which matter to the consumer, companies grow their connection to the consumer and build trust. In addition, there is an opportunity for business – more trusted than the system of government – to seek to address societal and economic challenges, where government cannot – by leading on issues, solving problems as innovators and prosperity-creators, positive reputational impact will result, supporting licence to operate.

Looking at the current environment – undoubtedly we live in an age of activism. Global actions have risen more than 430% since 2000, with energy the most targeted sector. 87% of people want the companies they interact with to share their core values and thus, communications strategies must be focused on leadership and engagement.  Historically, energy companies communicated with regulators and investors – this now needs to be expanded to all stakeholders, including the general public. Engagement, to be meaningful, should be two-way and ongoing, with a broad stakeholder group.

At Edelman, our research demonstrates that audiences are pragmatic and clearly understand that companies can do well, and ‘do good’. 82% of Irish respondents to the Edelman Trust Barometer 2015 agrees that ‘a company can take specific actions that both increase profits and improve the economic and social conditions in the community in which it operates’. The way is now clear for a new conversation.

This needs a new energy language.  ‘Low-carbon’ must be broken down to be something that makes sense to people, to their lives and to their communities.

Energy is changing. New technologies are emerging and the model for utilities companies – with the opportunities provided by data and IOT – is developing apace. Consumers will be central to this energy advance and to the energy conversation. Therefore organisations in the energy sector will best protect reputation and licence to operate, by developing communications strategies that are creative, digital and based on leadership, transparency and trust.

Written by: Grace Milton, Account Director at Edelman

Edelman Promotes Jennifer Hyland to Senior Account Manager, Digital

Culture, Employee Engagement, General, News, Technology
Edelman Ireland Promote Jennifer Hyland to Senior Digital Account Manager

Jennifer Hyland has been promoted to Senior Account Manager in recognition of her instrumental role in the strong growth of our digital business.

Edelman Ireland is delighted to announce that Jennifer Hyland has been promoted to Senior Account Manager in its Digital team.

Commenting Joe Carmody, Managing Director Edelman Ireland, said: ‘We are delighted to recognise the instrumental role that Jennifer has played in the strong growth of our digital business. Recruiting and promoting the best talent has been key to this success, which is also reflected in the recent inclusion of Martyn Rosney as the only Irish based professional in PRWeek’s prestigious “30 Under 30” list which recognises the best talent across the UK and Ireland.

Jennifer manages several of Edelman’s key digital accounts including Mars Ireland, The Doyle Collection, National Lottery and Irish Distillers. She is a graduate of M.Sc. in Management (Digital Marketing) at DCU.

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