Chapters 9-13 reflect Edelman's ability to react and evolve with current events and future trends. From the adoption of the Internet in communicating with stakeholders, to reacting to the tragedy of 9/11, and the transition of leadership from father to son, the last quarter century was an eventful one, filled with high stakes and forward progress.
Two events in the final chapters stood out for me -- the Xbox 360 launch planning, and Edelman's commitment to corporate social responsibility, or as it is known now through Edelman, Social Business + Purpose.
After an effort in globalizing their vision mission values, Edelman redefined not only how they engage in PR, but who they represent. Richard Edelman advised his father that the agency would no longer represent organizations affiliated with the tobacco industry. While his actions cost Edelman a few million dollars in billings, the move increased care business and company morale. This was followed by health care companies and government agencies who refused to allow PR firms and advertising companies to even bid on campaigns if they represented tobacco.
This was a very savvy move, because not only did it represent Edelman's position on health and values, but was also a calculated, forecasted business move that kept Edelman in a healthy position.
Luis Agostini
@LuisRAgostini
Class of 2013
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