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This site digital.edelman.ca states the following, "We draw on our heritage in public relations and storytelling to engage with real people across todays digital ecosystem." We noticed that the website also said " Our approach is rooted in our belief that great brands are built, promoted and protected through engagement with real people in real time." It also stated " Weve assembled the best team in Canada who plan, create and amplify stories that promote and protect your brand and business and build real engagement with your customers. More on the Creative Newsroom here. Check out the stop-motion videos here!." The header had PR as the highest ranking keyword. It was followed by public relations, digital, and social media which isn't as ranked as highly as PR.