Twitter is set to hire Edelman as its first agency of record to handle public relations, according to an executive close to the situation.
The move comes after a review that Ad Age first reported last month. Representatives for both Twitter and Edelman declined to comment.
Twitter, now 5 years old, is looking for support outside of Silicon Valley as it tries to educate consumers about the social network. It's understood that Edelman will focus on the U.S. and U.K. markets, and potentially other global markets. The scope of work for the account, which will be run out of Edelman's West Coast group, is likely include media relations, social media and direct-to-consumer initiatives.
During a meeting with reporters this week, Twitter CEO Dick Costolo said the platform is broadening its user base as almost half of active users just lurk on the site and don't tweet.
Metrics like that underscore the brand's decision to hire its first PR shop; Edelman will try to help consumers understand Twitter's value and how it works, as opposed to creating awareness, which doesn't seem to be a problem for the microblog.
During that press meeting, Mr. Costolo noted that the micro-blogging platform recently reached 100 million active worldwide users monthly, up 82% since January.