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.