Switching Gears

By:  Nicolette Jurkiewicz

Pictured Above:  Richard Edelman (Photograph not mine.)

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All great reigns come to an end; Dan Edelman, founder of one the most successful public relations firms in the world, is no exception.  A brilliant man with a stellar track record of innovation and intuition for the next great idea, he lived a wonderful life. His accomplishments are not merely decorations for a well-known name; they are a testament to his indispensable knowledge and perseverance that founded and revolutionized an entire communication industry. He left a legacy behind – but it would be picked up immediately, as he eventually handed the reins over to his son, Richard.

Before that fateful moment, however, Richard needed a crash course in running a business like Edelman. He was thrown into a fast-paced environment full of responsibility when he was named Vice Chairman and General Managr of Edelman Europe. At the time, the European division was not up to snuff, losing large amounts of money as well as accounts. He needed to reassess and evaluate, and in the end, made judgment calls that drew criticism from the media. This did not frighten him, and he did not hide or shrink away. It is said he “stashed a copy of the article in his desk for inspiration and continued . . .”

Then, the internet arrived. Edelman was the first public relations firm to spearhead an effort to use and integrate technology, despite the danger it posed:  A lack of control of the message. Not something public relations practitioners might be too excited to hear. Richard was ready to tackle the new medium head-on. They were also at the ready to convince clients that this new direction was worth the risk. Edelman was in first place while other firms were said to be rushing to catch up, and technology drove them to the very top.

In the end, every decision made will be criticized by someone, be it the media, a particular interest group, or another company. Much like politics, not everyone can be fully satisfied. Richard, so like his father, did not let a few harsh words dissuade him from doing what he could to expand, grow, and manage Edelman to the best of his ability. Even when his character was questioned by skeptics, he seized the advent of technology and pushed it to its full potential. Richard managed to do this while switching gears into his position and overwhelming responsibility. We, as up-and-coming public relations practitioners, must not be afraid to take the same risks. The Edelmans were not afraid to make a mistake, falter, or fail on their way to success – because what is success without a few bumps and bruises?

Nicolette Jurkiewicz is a DePaul senior, aspiring novelist, and caffeine enthusiast graduating with a B.A. in Public Relations and Advertising and a minor in Intercultural Communication. Originally from a suburb no one can recall, her goals are to improve cultural and communication relationships between America and Asia in the context of public relations and linguistics, and convince everyone that her town actually exists.

Contact at: 

|  Nijurkiewicz@gmail.com  | http://www.linkedin.com/in/nicolettelj |