Peer pressure

Public relations firm Edelman has created a new offering designed to build mobile-specific plans for clients seeking promotional coverage on the "third screen."

Edelman Mobile will be tasked with helping clients develop mobile programs that have high levels of potential for user engagement.

Programs will be designed with not only consumers in mind but stakeholders within and outside a company.

The firm commissioned two surveys to gather information on mobile usage, both at the consumer and executive level, to see what's missing from current models. That includes how best to leverage high-impact users, and what deficiencies might exist in measurement.