Edelman

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Edelman's approach to public relations, marketing, branding and mastering the Relationship Imperative.

This year Edelman is celebrating a remarkable achievement for a Public Relations firm: 50 years in business. We'd like this anniversary to say as much about our future as it does about our growth in philosophy and practice over the years. From Seoul to Silicon Valley, our client work has differentiated us as breakthrough thinkers - a firm of innovators and iconoclasts. From the first media tour to environmental programs, litigation PR to online crisis communications, we've pioneered many well-established PR practices. Today, communications does not travel vertically down to the mass market in predictable ways. A single source of information no longer exists. The so-called Pyramid of Authority has morphed into a Sphere of Cross Influence comprised of many interdependent stakeholders - including employees, media, investors, consumers, and regulators, among others. Companies must build relationships with all of them. At the heart of this Relationship Imperative is the need for companies to engage their audiences - to talk with one voice to all groups, and continually revise messages based on the feedback. This is the only way for companies to establish and maintain strong, healthy corporate reputations, which in turn can influence how their brands are viewed. Audiences are seeking real connections with companies, whether they're consumers aspiring to certain lifestyles through their purchases, or regulators and NGOs seeking to endorse good environmental practices. More than any other firm, we're positioned to help companies master their Relationship Imperative by simultaneously communicating core messages to distinct audiences. We invented convergence PR by breaking down the borders that kept PR strategies unwisely separated sector by sector. Our PR-centric, convergence approach brings together expertise from many business practices and industries - as well as from advertising (Blue), management consultancy and corporate social responsibility (First&42nd), research (StrategyOne), medical education and publishing (BioScience Communications) and interactive solutions. We're committed to the highest standards of quality and provide consistent, high-level service through continuous assessment, and standardized policies and procedures. Above all, we're about results. We're a firm of entrepreneurs. We're first out of the gate when new issues come to the fore. We partnered with former SEC chairman Richard Breeden to head our Corporate Governance Practice. Our corporate governance study, released in July, examines how companies can restore trust and credibility. We advocate the Paradox of Transparency. Companies often think it's better to hide bad news, but the opposite is true. Releasing sensitive information immediately - and saying what's being done about it - is critical to maintaining strong brands and positive reputations. We start with the power of ideas. Our independence empowers senior managers to focus 100% on client goals, not on the financial targets of distant holding companies. As a result, we represent some of the world's most respected corporations and brands including Barilla, ConAgra, Heinz, KFC, Kraft, Schering-Plough, Unilever, UPS, and Wyeth.

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