Edelman has inked a one-year $800K contract to provide PR services to Saudi Arabia's Ministry of Culture.
The effort calls for the forging of stakeholder and shareholder partnerships; media relations and social media development and outreach in the US.
Edelman will also create a communications toolkit detailing how to categorize a crisis, the escalation protocol, roles & responsibilities and messaging.
The No. 1 PR firm will research and vet US-based media contacts and commence a relationship-building program.
Established in 2018, the MoC's goal is "to contribute to building a vibrant, thriving and ambitious nation," according to its website.
It plans for a crucial role in delivering on Crown Prince Mohammed bin Salman's "Vision 2030" transformation program.
Jarrod Moses, founder and United Entertainment Group and Edelman Studios chair, is a member of the six-member Saudi culture team.
Executive VP Joseph Ames, senior VP Audra Silverman, VP Tyler Lehner, managing director Timothy Collins and general manager-integrated brand practice Lorenz Esguerra round out the group.