Edelman and the world as we know it today

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 Richard Edelman advised his father that the agency would no longer represent organizations affiliated with the tobacco industry.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

Walking the Talk (via Edelman's Citizenship)

Given the current state of our environment we are constantly told and reminded that we have a moral obligation to do the greater good for our society, whether it be by reducing the amount of gas we use, switching our lights off, or eliminating excess use of paper etc. we're repeatedly encouraged to do whats best for our environment. Although were constantly preaching this social responsibility are we really practicing it? In simpler terms, anyone can talk the talk, but can you walk it?

Personally I believe that companies should feel some sort of obligation to give back to their communities, and practice philanthropy. In a utopian society all of our conglomerate companies such as Apple and Samsung would stray away from the use of facilities like Foxconn, but unfortunately our reality is far from it. The way that a company executes CSR (Corporate Social Responsibility) is very intertwined with the company's culture. In some cases the culture of the company/organization may be all work, no play and the ultimate goal is making money. In contrast a company's culture can emphasize philanthropy, make a difference within the communities they're located in, and instill social responsibility on micro and macro levels. Hypothetically speaking a company may create a website where employees can share and show case their philanthropic actions while working for said company and it might (hypothetically speaking) be called their "citizenship report".

Edelman does a fantastic at interacting with the community in which it finds itself in, whether its by giving money (5 million in 2012) or through volunteerism, Edelman consistently gives back to their community. "At Edelman, we envision global citizenship as the seamless merging of profit and purpose. We think it’s possible to strive for commercial success while serving a greater good. In fact, we view the two as both inseparable and interdependent." I believe Edelman certainly walks the talk, and practices what they preach. Edelman provides a model that many should follow, the company has managed to reach a level of synchronicity between "commerical success" and "serving a greater good".

Fernando Figueroa is a current undergrad at DePaul University majoring in Public Relations & Advertising. He is currently discovering his passion for public relations/the media and aspires to work in an agency. He can be reached at f.figueroa330@gmail.com or you can follow him on twitter; @furnandough