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Public relations giant Edelman is poaching execs from WPP, Google, and others to build a data analytics powerhouse

Feb 10, 2021

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Edelman is launching a disinformation platform

Through a partnership with AI company Yonder, Edelman plans to launch a platform at the end of the month to show how false information starts online and hurts clients’ reputations and advise clients on how to respond. The agency is also automating some of the manual work its employees do with a tool called Atlas, which helps figure out which journalists to pitch — work that could previously take hours.”This is a case for bringing a ‘Moneyball’ approach to PR,” said Tim Hwang, global head of product at Edelman Data and Intelligence. “Atlas allows us to look at the data to see who is engaging with what content online and apply an algorithm to identify at high speed who are the journalists that will get the audiences you want to get to.”

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