The right stories drive traffic to companies’ websites. They generate leads. They can even drives sales. Telling those stories in the ways people want to hear, read, or see them, at a time when trust in traditional media is declining, is a unique skill that can’t be handled through traditional PR. People don’t get news and information the same ways they used to. That’s why Edelman pairs journalists from top tier digital, social, print and broadcast news outlets with earned and paid media, analytics, and creative experts for a craft we call Collaborative Journalism.

The idea is simple: We cover brands as our beats.

Our global team of storytellers are versed in the kind of people-centered stories that drive attention, not only during one-off events or news moments but between product launches or company milestones. Through fully integrated newsrooms or as part of lean media teams, our editors and reporters channel the curiosities of targeted audiences to unearth answers and untold stories trapped within companies and organizations. They have proven abilities to find and create stories that drive interest and conversation on the platforms where people spend most of their time.

More than the latest twist on digital or content marketing, our Collaborative Journalism approach re-imagines the purpose of earned media and PR in a time of sweeping change in communications. It helps our clients get more out of the work they’re doing, the products they’re making, or the events they’re hosting, and it brings their purpose to life in a way that can’t be ignored.