Weber Shandwick has established a venture with News Corp.’s Storyful unit, which distributes social video news and user-generated content to newsrooms, advertisers and brands.

The resulting partnership has resulted in a first-of-its-kind digital content service offering titled Cognitive Context, intended to enhance the Interpublic PR giant's social media campaigns by allowing its marketers and communicators better insights with mitigated risk.

Weber's teams will have access to Storyful’s content-mining technology, which will provide the agency’s marketers and communicators new solutions for fine-tuning social strategy while giving clients better intelligence and access to the same social content that’s delivered to newsrooms.

Storyful CEO Rahul Chopra told O’Dwyer’s that Cognitive Context's launch is the culmination of a shared vision between both companies. Weber Shandwick and Storyful are also co-developing an exclusive reporting module that will make it easier for the global PR agency's marketers to respond after receiving Storyful data and insights.

“Today's brands and marketers need the ability to harness the power of social to protect and build reputation strength and resilience,” Chopra told O’Dwyer’s. “Their customers are more visual, more sophisticated and more savvy than ever before. That means brands live and die by the swipe and one misstep can have a major impact on the bottom line."

“Storyful's technology and expertise in social insights and content, combined with Weber Shandwick's industry knowledge and creative leadership, is a powerful pairing for customers that shapes creatives, drives innovation and helps manage risk in times of crisis,” Chopra said.

Dublin-based Storyful, which was acquired by News Corp. in 2013, was founded in 2010.