Simply Edelman

When thinking about the growth of Chicago PR, we think Edelman. When we think of the PR giant that he was, we assume that he was a complex man with deep ideas on how to revolutionize the business communication field. I believe he was simple, straightforward, and ingenious in the way only certain people can be. We also tend to assume that great men start with incredibly intricate ideas on how to become as iconic as Daniel Edelman was and is.  But the reality is that his greatest “big idea” was simply: “Do good. Tell other people about it.” That P & R “stuff” that companies wanted after the recession was just that simple. And it is from this simple idea that Edelman became the voice of Chicago PR.

            Another striking quality of Dan Edelman was his enthusiasm for the endeavors he placed before himself. When he wrote a 60-page document that outlined how to effectively carry out a public relations program, he did it with verve. His simple idea for PR was something that would be different, and therefore hard to incorporate into a business world that had little room for new experiments. Yet Edelman persisted in trying to grow his own business. He was an entrepreneur at all times.

            Our PRAD class recently had the liberty of attending Taking Flight in Chicago: The Talent Imperative. The CEO of GolinHarris, Fred Cook, emphasized that we were to become entrepreneurs. He said that we all live in the same general area, we all go to a university in the area, we eat mostly the same things, and we’re generally very similar. He wanted us to be entrepreneurs of not only business, but foods, culture, the media, nature, movies, music, etc. Then he reiterated that failure is going to happen – he even mentioned how many times his own businesses have failed.  This made me immediately think of Edelman. He was successful in becoming exactly what Fred Cook wanted from new PR practitioners. He joined the force because he had a deep-rooted love for his country. He found, married, and had children with a woman who his family did not agree with. He started his own business during a time when he only had Toni to fall back on.

            What I’ve learned from Dan Edelman and Fred Cook is that in order to be successful in PR, I do not have to own my own business…for now, but I do need to be entrepreneurial. I have to have the spirit and vigor that Edelman did, along with his simplicity in all things complex.

Edelman The Pioneer

It is impossible to tell the story of Public Relation in Chicago without exploring the story of Dan Edelman.  Edelman has paved the way for Public Relation firms in Chicago and through out the world.  His son truthfully described him as, -“indomitable, ever modest, always resilient, ready for the next challenge.”  Dan believed Public relations was the highest form of communications and spent his life giving the best client service he could.  He succeeded in turning Edelman into one of the most successful PR agency in the world and ‘helped pioneer the PR industry on his terms.’

With all of the success Dan found in life and public relations, he remained modest in remembering his humble beginnings.  His parents were Jewish immigrants who worked hard to fight and strive through the great depression.  He returned home from the First World War at started his professional career in Journalism.  Dan didn’t stay in journalism long yet kept his passion for news and knowledge making the rest Public Relations history.  

Dan Edelman strived to find the ‘big picture’ and made a lasting impression even at his first PR job.  He pioneered industry ‘buzz’ and found tactics to target the American housewife for the Toni Company.  He revolutionized the media tour with his ‘Toni Twins’ and found the importance of media coverage and crisis communication.  When others thought it couldn’t be done; Dan created PR tactics that helped increase sales of Toni’s home permanents.

Through out his immense success Dan always found time to mentor and teach young PR professionals.  He gave audiences honest and simple advice that was insightful and inspiring.  “Be creative. Strive for the big idea.  Be realistic, but dare to be different.”  He encouraged education and knowledge, even late in his life, he was still learning and always asking questions.  Dan found a unique connection with the people he met and enjoyed teaching and talking to young people interested in PR.  Dan was not handed his career and he wasn’t just lucky in his success, Dan Edelman found his achievements through hard work. “Work hard. There is no such thing as a shortcut.”  

Through Successes and Failures Comes Understanding

Each future Public Relations professional hears the name Edelman and automatically envisions success. What many don't know is Dan Edelman throughout his career failed many times. One of the main differences between his failures and other individuals today is that he was willing to take risks and seek opportunities with even the smallest of ventures. Often willingness to work isn't the problem. It's knowing what you need to do in order to get to the next level in your career.

After reading about Dan Edelman's struggles, failures, and successes, a few points became clear. The first is something that we've heard time and time again, and that is the importance of networking. It played a major role in the way Dan not only maintained client relations, but also how he obtained new business. Thanks to the Internet and social media, communication is more important than ever. Since more businesses are becoming global, it is your job to adapt to the changing times. You never know when a past acquaintance can lead to a lucrative business deal. In order to succeed, networking must play an active role in your life, and always be at the forefront of your mind. As the saying goes, "It's not about where you've been, but who you know." 

Client Relations is another area that Dan Edelman really succeeded in. He helped build a company like Sara Lee, then smaller in scale, to a household brand name. It was through his dedication and creativity that they were able to take Sara Lee to the next level. This is a great example of how taking the time to get to know your clients, no matter how big or small they are, can pay off in the end. Client Relations plays a key role in not only keeping current business, but also in how an agency brings in new business. 

One last take away from the reading was the importance of surrounding yourself with people that will help you succeed. This applies to both home and work life. While Dan was pioneer in Public Relations, he relied heavily on his wife Ruth to help him with a variety of things, one being networking. Her dinner parties and social functions provided Dan with a variety of opportunities to network. While in his work life, he hired people that he felt could help him take his company to the next level. A clear example is when he hired Leslie Dach to run his Washington D.C. office. He had the right connections and the skills Dan needed to boost the companies global public affairs practice. By surrounding yourself with creative, talented and loyal people, you are giving yourself the tools you need to learn and succeed throughout your career.

Desire’ Knorr is currently a senior at DePaul University. She will receive a B.A. in Public Relations and Advertising and a minor in Marketing in Fall 2013. She is currently interning at Paramount Public Relations and can be reached at dknorr4@gmail.com or followed at @dknorr4.

Take it to the moon, take it to the stars

Sometimes being fired isn't as bad as  people think.  You have the power and freedom to start on a new path, you have the opportunity to build on your career and reestablish yourself in your industry and in Dan Edelman's case, this is just what he wanted.  He ran a successful media tour, "Which Twin has the Toni" and took the public relations field to a new level during his time at the Toni Company. So when he approached his boss saying that he was going to open his own business and his reaction was, "You're fired" the sky became endless for the young Public Relations expert.

PR is all about creativity.  In order to be a key player in the Public Relations industry you have to be creative in your ideas and believe in them.  Dan Edelman is an inspiration when it comes to believing in your ideas and making them come to life.  When reading about his personal path that he took in the industry, what really stuck out to me was his advice for aspiring PR practitioners.  Read. Every day. Devour important books, newspapers, magazines, and blogs.  This is so important.  We recently saw how important it is to keep up with trends and news during our visit to the Chicago Sun Times. While at the Sun Times, Jim Kirk stressed the importance of being creative in order to stay relevant in todays culture.  News outlets are making it more accessible to readers to read anytime they want to, by making the news available on their mobile phones.  Fred Cook also stressed the importance of reading.  He made a point of not just reading what ever one else is.  He stressed that you have to be different and creative about it.  He suggested picking up a magazine that you usually would not.  See a movie that is off the mainstream market.  These will all make you stand out and give you an edge over your competitors.

Being able to believe in the big idea was key to Dan Edelman's career.  This is so crucial and still important in today's world.  Jim Kirk and Fred Cook also said that in order to stay relevant you have to be open to new ideas, give the consumers what they want and believe in yourself.

Three keys to PR

To be the best PR person it is key to network in this industry. There were three things that stuck out that Dan Edelman stressed. Dan Edelman encouraged people who were serious about this industry to read everyday, because things are constantly change in today's society and a PR person must say current with all information.  Current information is very important in this industry because it can make or break you in PR.

Remembering to networking. Sometimes it's not what you know its, but who you know. networking is key in PR because that's gathering information can be simple and easy if the right people or person is right at you finger tips. Building relationships with people show that you are able to work and get along with other people, gaining more and new insight or ideas, Plus meeting people can land you that job in your career, create business opportunities and your credibility becomes reliable.

Doing your research, is a must in PR. Having inaccurate information will result in time wasted and embarrassment. Not having the correct information lowers your credibility to  the public and clients that you do business with.

What's the Big Idea?!

A critical and prominent theme I found in Chapter 6 of Edelman's text was the notion of creativity. Dan Edelman seemed to be quite the advocate for creativity and thinking out side of the box, so much so that according to the text he would include both "extensive research and brainstorming sessions" as part of the creative process. Edelman found creativity to be such an important factor that he would often advise his employee's to  "reach for the Big Ideas that will make it work. Package it, stage it, dramatize it." thus resulting in a more unique and better news release. Edelman believed that creativity was a factor that was more than often ignored by people in the public relations industry. I, like Edelman, believe that creativity is definitely an important factor for any pr task, and this is especially relevant now more than ever.

The idea of bringing new ideas to the table has been presented to me on multiple occasions, whether it be presented by Editor in Chief of the Suntimes, Jim Kirk, Tracey Hollywood from Fleishman, Fred Cook from GolinHarris etc, the point always seems to be brought up. This specifically resonates with me because of the fact that it is always a point worth making by people in the industry.

Due to the rise of the technological industry a sort of ripple effect has been created that has reached a massive array of other industries. The possibilities and platforms in which to present these ideas has been magnified immensely i.e. tablets, smartphones, computers etc. Dan Edelman would definitely encourage us to explore these possibilities and make our big ideas into realities.

Personally the need and desire for breeding creativity is starting to embed itself into my mind. A career in public relations pries at an individual's creative side and it's definitely a factor that sets one aside from other candidates. As Edelman once said those employees whom are creative will be the ones that "continue to be current." We need to think outside the box and reach for these "big ideas" it may sound like a recipe for disaster but it is definitely a risk worth taking.

Personal relations, through Public Relations.

The importance of networking is one that has been stressed greatly at DePaul through the college of communications and PRSSA. PRSSA does a great job in regards to setting up events to be able to engage yourself in the field and gives you the opportunity to meet with other individuals who have the same aspirations and goals as you do. Their twitter also reaches their audience and links PR students together. Networking is a great way to establish personal relationships with other PR professionals and students to gain insight and advice for our field. Being able to build trust worthy relationships is something that is extremely beneficial and crucial within the industry, and not just with one another but with your consumers and corporation as well.

The story of Dan Edelman is one that shows how through building strong connections with the public and with other PR professionals, you can achieve a high level of success. As the book of Dan states: "Public Relations is the practice of helping an individual or group enhance its relationship with the public- something that has existed since the earliest stages of human history. Every major religion or civilization has advanced in part through information dissemination and storytelling." This quote really resonated with me, and reminded me of Tracy Hollywood and her presentation for PR Take Flight. Tracy stressed that importance of storytelling, and noted that as PR professionals, we are paid for creative thought.

Creativity and perseverance was a quality that many PR execs and professionals stress is necessary in order to succeed in the business. Business 101 calls for the need of contacts. This was a challenge that Dan Edelman faced when he started his business. In order to branch out on his own, Edelman spent his days introducing himself to Chicago corporate execs, a task that many people may find frightful and difficult. Without having done so, the legacy he has now left behind may not have even existed. He was able to build personal relationships with individuals he knew were key in his journey to establishing himself as a credible force to be reckoned with in the PR world.  Because many larger, established companies were not easy to connect with, Edelman branched out to try and find a new generation of a customer.  Although at times he grew restless about the development of his firm, his wife Ruth reassured him that optimism and hard work would be key in establishing the Edelman firm.

Through this novel, and the experiences I have had through Depaul, I am reassured that the PR profession is a rewarding career. The field presents many challenges, but with each challenge comes a chance for a rewarding opportunity. The importance of building both personal and client relationships is one that will continue to be a significant part of the PR world.



Vania Cebrero is a double major in Broadcast Journalism and Public Relations.  Her concentration is Latino Media. She is involved with Ahora DePaul Magazine, Radio DePaul, and helps organize events through community outreach at DePaul University. She can be reached at vania.cebrero@gmail.com, or follow her on Twitter at @vanconpan

The Journey Begins Now

Walking on campus the very first day of Freshman year, I personally had no idea what I wanted to do with my life. Each year I would change my mind to something different and the stress from loving so many things was overwhelming. It started off as a Pediatrician, then a Veterinarian, then a doctor, then a psychologist and then lastly PR. Most would say that these careers are all extremely different and other would say that it's just the journey that life takes you on.

I ended up declaring my major at the end of freshman year, confident that I wanted to be the party guy who knew everyone and anyone. I wanted to be the go to guy when people wanted to have fun or impress others. This is when I decided to declare majoring in PR as the start of my long journey. While PR can be a very broad field, it is also very rewarding at the same time with so many benefits. What I have learned is that PR isn't just about being that guy who had all of the connections but it was about being that guy who created those connections and actually put others needs and requests before their own.

Dan Edelman was the first to show that PR is more than just being the party guy, but being the professional that all young PR graduates aspire to be. He is the man that everyone looks up to and seeks guidance from when knowing what to do and how to do it. Dan Edelman is a man that proves that with hard work and dedication, one can achieve anything possible. At only the age of 15, Dan graduated High School and entered college. He was an extremely hard working man and knew that he wanted to do PR from the moment that he left college and entered the Army where he was the PR Specialist. It took a lot of work but his journey began at a very young age where he knew what he wanted to do all his life.

The PR industry is changing dramatically each and every day. With new technology being surfaced and new forms of outreach and promoting are thought of, the world of PR will constantly be changing. As PR professionals, we have to be able to adapt ourselves to these new changes each and every day and we have to be able to learn fast in order to strike up positive results with the clients and competition. I think that I will always love PR because it's not just about being that party guys to me anymore. it's a lifestyle that I want to be a part of and an industry that I think I could succeed in. Dan Edelman is a terrific role model and through his lessons and experience, I know that through each chapter that I read, I will gain new information that isn't even comparable to what we learn in classes or in internships. My journey with PR has just begun but I can't wait to see what lies down the road ahead.

Importance of Forming Relationships and Networking

I have really enjoyed reading Edelman and the Rise of Public Relations so far. When I think of Edelman I think of the extremely successful and superior agency that it is today. I never knew the beginnings of Daniel's career and how he started Daniel J. Edelman and Associates. He dreamed big and achieved his goals of becoming the largest public relations agency in the world.

Daniel had a challenge when he was first starting out because public relations wasn't what it is today. Potential clients wanted to know why they should even hire a PR agency. They felt that advertising was all that was needed. Daniel's initial challenges also included a lack of experience and contacts. He made an effort to network with many corporate executives in Chicago. His father, Selig Edelman advised Daniel, "So, my boy, continue to 'integrate your social life with business.' At the same time don't neglect the heaven of life, culture, and religion." (pg.25)

From the readings so far, I am learning how critical networking and forming lasting relationships was to Daniel's career. In this industry, I have also learned you need to make connections to be successful. I have made sure to stay in touch with professors, internship supervisors and classmates.

In Chapter 5 I was impressed to hear how Daniel handled the situation where a third of his employees left the agency to create a new competitor agency. He handled this crisis how we have always been taught to in my classes. He contacted all his clients directly and told them what happened. He had worked hard to form these bonds and loyalties. He acted rationally. Daniel did not lose any clients, which proves just how respected and admired he was. I can't wait to continue this book.

Christina O'Connell is currently a senior at DePaul University. She will receive a B.A. in Public Relations and Advertising and a minor in Marketing in June of 2013. She is very active in DePaul's PRSSA chapter. Christina is the former VP of Advocacy, Diversity, and Philanthropy, as well as the former VP of Special Events. She has held four internships during her time at DePaul and is a member of the Delta Gamma fraternity. You can reach Christina at coconnell20@comcast.net. 

Dare to be Different: Dan Edelman Trails his Own Career Advice

Richard Edelman painted the perfect picture of his father  – “indomitable, ever modest, always resilient, ready for the next challenge. His story inspires us all.” Dan Edelman originated modern public relations through all of these admirable attributes, and his story continues to live among his corporation today. Throughout his career, Dan Edelman would spend time giving professional advice to aspiring PR practitioners. One word of advice he gave: “Be creative. Strive for the big idea. Be realistic, but dare to be different.” While great advice to live by, these ideas can be distinguished through Dan Edelman’s very own road to success as well.

Dan Edelman’s early work with the Toni Company had essentially commenced modern marketing public relations. His ability to be creative, strive for the big idea, be realistic, and dare to be different allowed him to create a buzz that would get American housewives talking. A media tour – not only an opportunity to ignite conversation and generate coverage on the Toni Company’s home permanents, but an innovative, never-been-done-before idea that would reveal Dan Edelman’s endless capabilities. This creative public relations tactic boosted sales and created the exact “buzz” Dan Edelman had been hoping for.

Even when crisis hit during this media tour, Dan Edelman’s creative juices kept flowing. With two Toni Twins landing behind bars at one stop of the tour, Dan Edelman had the most fascinating reaction: “This is wonderful. Just wonderful.” Dan Edelman capitalized on the innocent twins’ brief time behind bars and “drew bigger crowds and brighter media spotlights than ever.” The Toni Company burst into an era of success, and Dan Edelman was forever commended.

I believe this idea of “thinking outside the box” and “stepping outside of your comfort zone” should be practiced among all aspiring PR professionals. We are all in the same undergraduate classes, learning the same concepts, and receiving the same guidance from our professors. So what will set us apart? In order to stand out from our peers as we enter the PR world, being creative and daring to be different will be crucial to our success. Dan Edelman had done just that with his idea of this media tour, and look where it led him. He helped create the most powerful economy the world has ever known.

Allison O’Connor is a junior at DePaul University majoring in Public Relations and Advertising and minoring in Marketing. She is currently interning at the American Diabetes Association, where she assists in the logistical planning of the organization’s high-profile events. She is also the Vice President of Professional Development for DePaul’s PRSSA Chapter. Her responsibilities include assisting the president in planning all general board meetings, contacting guest speakers, organizing interactive workshops, and planning all chapter visits. She can be reached at oconnora33@gmail.com or followed at @allyoconn.

Edelman: A Company of Innovators

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When I began college four years ago, I could not fathom the idea of finishing college and starting my career. I was lucky enough that I knew from day one that I wanted to be in public relations. At first, I was drawn to the “glamorous side” of the industry. I just quotation marks because I learned pretty quickly that PR is about 5% glamour and 95% hard work. I may not have fully understood public relations when I began this journey, but I do now.

I recently attended an event called “PR Firms of the Future: The Talent Imperative” where different professionals spoke to students about their experiences in PR. There were high powered executives from GolinHarris, Edelman, O’Malley Hansen Communications, Fleishman-Hillard, etc. Each speaker shared their experience in the PR industry and gave tips and insights to students. The speakers all had different paths in public relations but they all reiterated the importance of being creative, authentic and unique.

Nancy Ruscheinski’s story from Edelman really stuck out to me. Nancy is currently the Vice Chair of Client Engagement at Edelman. In the early 90’s, she created Edelman’s digital practice, which is currently a $100 million business housing over 800 people. Nancy told us that Edelman was the first PR company ever to have a website. Almost every aspect of not only PR, but life as well, is digital so Nancy was clearly ahead of the game. After hearing Nancy’s story, it is clear to me why she works and has worked at Edelman for 26 years. She is an innovator, just like Dan Edelman. In the late 1940’s, Dan Edelman single handedly created the media tour. His creation catapulted modern marketing to where it is now. His fearless attitude and intelligence changed the way the industry. Him and Nancy share those qualities because her fearless attitude and intelligence also completely changed the PR industry.

The more I read and hear about Edelman, the more I understand why it is a company that many people aspire to work. Their creator, Dan Edelman, and his company continue to change and evolve the industry. I may have once thought PR was all about launch parties and celebrities (thanks, Sex and The City) but I know now that the industry is about creativity and innovation. Knowing those things made me realize that this definitely is the career path for me. 

Brittany Worthylake is a senior at DePaul University double majoring in Public Relations/Advertising and Relational Communication. Brittany is currently the Sony Pictures Intern at Allied Integrated Marketing and was the president of DePaul University PRSSA from March 2011-March 2012. Brittany hopes to work in a firm specializing in restaurant, hospitality and lifestyle PR. She can be reached at bworthylake@gmail.com.

World of Possibilities

Being a PR student at DePaul definitely comes with its advantages. You are immediately immersed in the city life, and have the chance to network with PR professionals at agency visits and guest panels. Opportunities are limitless in such a circumstance. But what makes the other students that are doing all the right things like you different? What could they bring to the table that you don't have? 

In "The Book of Dan" as it is known to many, Dan Edelman gives quality advice to aspiring public relations professionals. The two that stuck out the most were "Be creative. Strive or the big idea. Be realistic, but dare to be different." and "Work hard. There is no such thing as a shortcut. Work hard, but don't be a workaholic. Be sure to have a rich and balanced social life."

"Be creative. Strive for the big idea. Be realistic, but dare to be different." In order to make it far in your career, you need to have the x-factor. What is the differentiation between you and the other interviewee? By taking a different approach as to how to answer a question, or solve a problem, you are bringing to the table a world of possibilities.

"Work hard. There is no such thing as a shortcut. Work hard, but don't be a workaholic. Be sure to have a rich and balanced social life." This piece of advice felt as if it were specifically talking to me. Being a senior, it feels as I have the weight of the world on my shoulders. Balancing homework, three jobs (retail, social media, and consumer insights contractor), family time and a social life is extremely difficult. A question I get asked almost everyday is, "How do you do it?" and the answer I always give is that I do not know. Working in the PR field has helped me gain a better understanding as to what time management truly is. I have learned that being able to enjoy life outside of a computer screen helps you see life with a different pair of eyes and give you an insight to the world a computer cannot give you.

Dan Edelman is an inspiring fellow himself. His insights and advice, despite them being simple, can be deciphered in varies ways. I know I will continue to use his advice every chance that I get.


Gabriela Padilla is a senior at DePaul University graduating this June with a B.A. in Public Relations and Advertising. She currently works as the social media manager for a non-profit called HACE (Hispanic Alliance for Career Enhancement) and is a consumer insights contractor for The Home Depot while holding an associates position at ZARA retail. You can reach her at gabrielahpadilla@gmail.com or follow her Twitter @gabshpadilla.

How to Stay Hungry When Presented with a Feast

Generally speaking, our nation is a hungry place. We travel to get a taste of what a city has to offer, and our senses live vicariously through those of a seasoned traveler when an exotic an decadent dish is described. Chicago is a city dedicated to preserving outsiders with the visual image of iconic deep-dish pizza and counters the idea of a traditional hot dog. Dan Edelman understood the lust for something out of the ordinary much better than the average mind, but he also recognized that staying hungry is one of the best things that we can do as professional influencers for the

We all are self-identified go-getters who have a competitive streak with the means to succeed, however most of us aren’t just somewhat hungry to get our feet wet in the PR world. We’re starving. That can take on both literal and figurative meaning, as many of us rely on an income in the field of our degree to pay for our expenses. We are also hungry in the sense that our eyes are constantly scanning for internship and job opportunities that will (hopefully) propel our career or lead us to the doorsteps of other PR professionals. Our eagerness is always working to feed our hunger, to work with what we can. From indeed.com and Craigslist to networking events, we are exposed with hundreds of potential opportunities to find our niche in the industry. I find that many of us (myself included) have jumped to accept an offer that may pertain to PR in one shape or form, but just doesn’t feel right. Or maybe we do pursue the job or internship offer- only to learn that perhaps a larger-scaled agency isn’t the best fit. Even if we are able to find the ideal entry-level job at our dream firm, the temptation to do everything and anything to climb the latter as fast as possible may be a race that we are running too fast.  

Daniel Edelman would argue that staying hungry helps us to stay focused. Competing with our own standards of excellence each and every day to remain informed and build on a fresh perspective. This is realized in his biography; “Dan stressed the importance of maximizing each day and never growing complacent. Don’t get hung up on the ups or downs, the important thing is to do your best” is one of the ways his work ethic exemplifies the notion of ‘staying hungry’

As the unruly wave of post-graduation pressure approaches students, it is crucial to select how to ride it out. It is wonderful to take the opportunities presented to us that we have earned; however to be mindful of our personal modesty would be Edelman’s key advice.

Bailey Appleton is a senior at DePaul University studying Public Relations and Advertising with an additional focus on Communication and Media Studies. She is an enthusiast for both traditional and digital PR, and is currently executing her hands-on skills as a publicity representative for Warner Bros. Studio and Fox Searchlight.  You may reach her at bailey8391@gmail.com. To learn more, please visit her professional portfolio.