Edel Talk (2010)

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March 19, 2010

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Edelman Supports International Paralympic Games in Vancouver, Whistler

Edelman is on assignment for The International

Paralympic Committee (IPC) as its 2010 Games

got underway this week in Vancouver and

Whistler, British Columbia.

Karyo Edelman GMs Patti Schom-Moffatt and Paul Welsh were among the torchbearers

Edelman is working closely with the IPC to handle

communications support ranging from interview

coordination for key IPC executives at the Games

to media relations outreach in several key nations.

In tandem with the March 12 Winter Paralympic

Opening Ceremony at downtown Vancouver’s

B.C. Place stadium, the team reached out to U.S.

media regarding the Paralympic Hall of Fame

induction of Chris Waddell, the most decorated

U.S. winter Paralympian. Edelman staff members

are also embedded at the in Whistler Paralympic

Media Center, assisting with competition media

relations needs.

Karyo Edelman general managers Patti Schom-

Moffatt and Paul Welsh were among the

Vancouver Paralympic Torch Relay torchbearers

who carried the flame through downtown

Vancouver on March 10. They were among an

elite group of fewer than 600 torchbearers for the

relay.

Patti with the torch in downtown Vancouver

Team members include Darren Roberts, Julia

Cameron and Mahafrine Petigara, Vancouver;

Lindsey Early of Chicago (working in Whistler forthe event); Mary Scott, New York; and NicholasWolaver, Atlanta, who conducted media outreach

in February.

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Chicago Consumer Helps Burger King Raise a Mug for Whopper Bar

Chicago Consumer Marketing recently helped

Burger King announce a milestone -- the opening

of a Whopper Bar in Miami’s South Beach

neighborhood that is the first in the U.S. to serve

beer.

Right in the backyard of Burger King’s Miami

headquarters, the world’s fifth Whopper Bar

presented the ideal opportunity to provide the

media with a progress report on how the Whopper-

centric concept had evolved. It also enabled the

client to highlight the addition of beer and a

delivery service to its domestic offerings.

The challenge came in ensuring that the coverage

clearly communicated the limited extent of the

beer offering – that it is restricted to the adult-

focused Whopper Bars and would not be available

at traditional Burger King restaurants. In addition,

it was important to Burger King that the focus on

beer didn’t upstage the real star: the brand’s

signature sandwich, the Whopper.

A strategic plan, created and executed by the

Edelman team, ensured that the first news out of

the gate would be a success. That came in anexclusive with USA Today, which touched on the

brand’s priority messages, clearly described the

Bar’s new offerings, and ultimately set the stagefor widespread attention from media and

consumers.

USA Today’s article was quickly followed by

distribution of a press release, Associated Press

coverage and more than 550 local TV mentions –

all carefully planned to be aired before Miami’smedia landscape shifted its focus to the Super

Bowl.

South Beach site is the 1st

in the U.S. to serve beer

With help from Media Services, nearly all of

Miami’s local outlets covered the Whopper Bar. It

even was the subject of jokes during monologues

on “The Jay Leno Show” and “Late Night with

David Letterman.” News broadcasts included

FOX News, CNN and PBS and notable blogs and

sites such as PerezHilton.com, WalletPop.com,

Slashfood.com and Gothamist.com. Print coverage

was secured in the Chicago Tribune and New York Daily News.

Deemed a success by Burger King, the program

established excitement for the newest Whopper

Bar and helped build anticipation for opening day.

The assignment was led by the account team of

Alix Salyers, Erica Sarakaitis, Lauren Kuzniar and

Lauren Ross with Katie Scrivano and Aaron

Gannon, Media Services, all Chicago.

__________________________________________________________Seattle Leverages Olympic Games to Showcase Washington as a Destination

This year’s Winter Olympic Games in Vancouver,

BC helped shine the spotlight on the entire Pacific

Northwest as a vacation destination.

To transform interest in the region into media

coverage that promotes its home state, Edelman

Seattle’s team on the Washington Tourism account

created a comprehensive communications plan that

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included developing an Olympics-focused travel

resource at

www.experiencewa.com/2010wintergames.

U.S. skating competition was held in Spokane

The plan included the hosting of two individual

media familiarization trips to Spokane during the

U.S. Figure Skating Championships (of which

Washington State Tourism was a sponsor).

The Seattle account group enlisted travel writers

who wanted to cover the events. They also worked

with the Spokane Regional Convention & Visitors

Bureau and the new Northern Quest Resort &

Casino to develop two-day itineraries that

highlighted Spokane as a value-focused traveldestination for Seattle-area residents.

Following the trip, the team received resoundingly

positive feedback from the writers and the Tourism

Office. Online coverage of the U.S. Figure

Skating Championships was secured immediately

following the trips on SeattlePI.com,

Examiner.com and PlanetEyeTraveler.com. The

writers promised to do future stories on Spokane

over the coming year.

The program is handled by Ian Jeffries, AmandaWatkins, Jacquelyn Potwin and Michael Eggerling,

all Seattle.

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2010 Already Off to a Big Start for Edelman Orlando

The new year is proving to be busy and productive

for the Orlando office.

Earlier this week, Senior Vice President LauraGuitar appeared on “Flashpoint,” an hour-long

public affairs program on the local CBS-affiliate.

Laura spoke about the Trust Barometer’s findings

and their relevance to Central Florida.

Last month, Orlando’s staff welcomed Edelman

U.S. President and CEO Matt Harrington and

Edelman Southeast Region President Claudia

Patton to a Trust Barometer event with more than

100 business and community leaders.

While in Florida, Matt was interviewed by theOrlando Sentinel about Tiger Woods’ public

apology - comments that were picked up on Web

sites across the country.

In mid-January, the office celebrated its second

anniversary and its growth from two to six

professionals under the umbrella of Edelman

Southeast.

Matt Harrington addressed the Trust event crowd that included many community leaders

The Orlando office focuses on corporate, digital

and health initiatives and is poised for continued

growth as the economy recovers.

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Chris Deri among World Economic Forum “Young Global Leaders” for 2010

Chris Deri, New York-based head of Edelman

Corporate Social Responsibility, has been selected

by the World Economic Forum to be among its

Young Global Leaders (YGLs) for 2010.

Chris Deri

The honor, bestowed each year by the WEF,

recognizes up to 200 outstanding young leaders

from around the world for their professional

accomplishments, commitment to society and

potential to contribute to shaping the future of the

world.

For 2010, the Forum has selected 197 Young

Global Leaders from 72 countries. Chris is among

the 38 people picked from North America.

“The World Economic Forum is a true multi-

stakeholder community of global decision-makers

in which Young Global Leaders represent the

voice of the future and hopes of the next

generation,” said Klaus Schwab, founder and

executive chairman of the WEF.

The 2010 honorees will become part of the broader

Forum of Young Global Leaders community that

comprises 660 outstanding individuals. The YGLs

convene at an annual summit – this year it will be

in Dar es Salaam, Tanzania in May.

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UK’s Ben Cotton Wins European Award for His Blog

Account Executive Ben Cotton of the Edelman UK

Digital group has won a European award for his

blog Social Web Thing.

Ben, who recently joined the UK Digital team

from the Centre for Public Relations Studies at

Leeds Metropolitan University, received the Best

Practitioner/Researcher award at the Euprera

Spring Symposium in Ghent, Belgium.

Ben has been blogging on the PR industry since

2007. He launched “Social Web Thing” in 2009 tofocus more on digital and social media and

employability issues.

Ben Cotton

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Ben said: “I’m delighted to have won the award

and must confess that I’m exceptionally proud,

given the high standard of blogs that mine was up

against. As I said throughout my presentation at

the conference, the success of the blog has little to

do with me and much to do with the many people

who have kindly given their time to answer Q&As

or give opinions – which in turn have stimulated

much debate. It’s their views and insights that have

added real value and a fresh perspective to ‘Social

Web Thing.’”

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Edelman Portland Volunteers with Transition Projects

Six Edelman Portland employees recently

volunteered for a night of providing meals at the

Clark Center, a shelter for men transitioning out of

homelessness. It is one of three shelters operatedby Transition Projects, a nonprofit agency.

Edelman staff prepared and served a lasagna

dinner for 90 men. The volunteers had a chance to

talk with residents and also with program directors

about their goal of meeting the basic needs of

people in transition from homelessness to having

housing.

Residents of the Clark Center were grateful for

their delicious meal. The Edelman colleagues said

they thoroughly enjoyed the experience and theopportunity to work with one another outside of

the office.

Edelman volunteers (L-R) Meredith Williams, Bre Landman, Alyson Angelo, Jessica Johnston and Erika Simms. Shannon Huggins, the sixth member, is not shown.

__________________________________________________________

Bob Reincke Dan Edelman John Edelman

Editor Editor-in-Chief Contributing Editor

[email protected] [email protected] [email protected]

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consultant and started Bishop Accountability,which is in the process of procuring more than 3million pages of records about the Church's sex-abuse scandal. According to McKiernan, the maininstitutional characteristics that produced the crisiswere the Church's obsessive secrecy and itshierarchical nature. Those at the top of thepyramid, the bishops, were exempt from anycorrective accountability from below. This dynamicisn't unique. "There are various ways in which theChurch is a peculiar institution," McKiernan says."But," he adds, "it is also simply an institution inwhich the rules of power apply and the effects ofsecrecy apply. I'm not surprised that people doingunexamined things do bad things."

That dynamic has played itself out throughoutsociety. Look at CEO pay. In 1978, according tothe Economic Policy Institute, the ratio of averageCEO pay to average wage was about 35 to 1. By

2007 it was 275 to 1. Nell Minow, a lawyer andcorporate-governance expert, has for decadeswaged a one-woman crusade against excessiveCEO pay. She has watched as CEOs have foundways to manipulate the levers of governance anddevise ingenious methods of guaranteeingthemselves windfalls regardless of their company'sperformance. "It's like going to a racetrack andbetting on all the horses, except you're usingsomeone else's money," Minow says. "You knowone of them is going to win. As long as you're notpaying for the tickets, you're going to come outahead."

Of course, it's not really news that very gifted andtalented people can make poor, even colossallycatastrophic judgments. But the fact is, a complexsociety like ours requires many tasks to beperformed by experts and élites, and tackling someof the most difficult and urgent problems we facerequires repositories of authority that cansuccessfully marshal public consensus.

Take the problem of climate change. It's beyondour ability to recognize the imperceptible upwardcreep of global temperatures, so we must rely onthe authority of those who are doing the highly

complicated measuring. But at a moment when wedesperately need élites and experts to use theirsocial capital to warn the populace of the dangersof catastrophic climate change, skepticism is rising.A comprehensive Pew poll released in Octoberfound that only 57% of respondents think there'sevidence of warming (down from 71% last year),and just 36% think it's because of human activity(down from 47%). This is the danger of living in asociety in which the landscape of authority hasbeen leveled: it's not there when you actually needit.

The élites' failures of the past decade should teachus that institutions of all kinds need input frombelow. The Federal Reserve is home to some ofthe finest economists and brightest minds in thecountry, and yet it still managed to miss an $8trillion housing bubble and the explosion of thesubprime market. If, say, the Federal Reserve Act

required several seats on the board of governorsto be reserved for consumer advocates — heck,even community organizers — it would have beenharder to miss these twin phenomena.

If there are heartening countertrends to the pastdecade of élite failure, they're the tremendousoutpouring of grass-roots activism across thepolitical spectrum and the remarkable surge ininstitutional innovation, much of it facilitated by theInternet. In less than a decade, Wikipedia hascompletely overturned the internal logic of theEnlightenment-era encyclopedia by radically

democratizing the process of its creation. Farmers'markets have blossomed as a means ofchallenging and subverting the industrial food-distribution cartel. Charter schools have grown forthe same reason; local school systems are nolonger viewed as transparent and democratic.

This, one hopes, is just the beginning. All thesenew institutions are inspired by a desire todemocratize old, big oligarchic hierarchies anddevolve power downward and outward. That's ourbest hope in the decade to come. For at the end ofthe day, it's the job of citizens to save élites fromthemselves.

Hayes is the Washington editor of the Nation

Read more:

http://www.time.com/time/specials/packages/article/0,28804,1971133_1971110_1971117,00.html#ixzz0huZ5pkNx

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“Everybody knows who we are becausethey saw us in Beijing; they saw us inTorino,” said Lykkemark, who has also hadto ramp up media relations in Vancouverthanks to reports that a food preparationarea in Sochi House operated by anothercaterer did not meet food preparationstandards.

On the PR side, Karyo EdelmanCommunications Inc.’s large involvementin the Vancouver Games can also betraced back to its experience in the BC-Canada pavilions in Torino and Beijing.

In 2005, Karyo Edelman was KaryoCommunications and was too small andlocal to win the bid to organize the BCOlympic Secretariat’s global

communications strategy in Torino. To winthe bid, Karyo partnered with Edelman, aglobal PR heavyweight that has beeninvolved in some capacity in every OlympicGames since 1976.

As a profile-raising exercise for the 2010Games, the BC-Canada Pavilion in Torinowas a huge success.

Paul Welsh, Karyo-Edelman’s generalmanager, is especially proud of the street-hockey games the BC-Canada team

organized daily in the Piazza adjacent tothe pavilion.

The pavilion and the street-hockey gamesreceived 45 million Internet hits throughmedia coverage.

In April 2007, Edelman bought controllinginterest in Karyo.

“Would Edelman have coming knocking onour door to buy us without our experience

together at the Olympics? I don’t think so,”said Welsh.

During the 2010 Games, Karyo-Edelmanhad more than a dozen local, national andinternational clients involved in the Games.

“For us, the Olympics has been a catalystto take the firm to a completely differentlevel with clients and relationships that weonly could’ve imagined seven years agowhen the bid was announced,” said Welsh.

He hopes that Karyo-Edelman’s previousexperience in the Games and, moreimportantly, its parent company’s long-standing involvement in the Gamestranslates into further Olympic work for theVancouver arm of Edelman.

“For some of my competitors that aren’tconnected, the Olympic run is over, but forus it doesn’t have to be,” said Welsh.

Clint Flood, president of ViewpointTechnologies Ltd., a Victoria firm thatcreates software for managing largesporting events, first become involved inthe Games during the 1988 CalgaryOlympics. He likens the networks ofindividuals and businesses thatconsistently find jobs at each OlympicGames as a travelling caravan or circus.

“The event industry worldwide is a tight-knit community,” said Flood. He noted thatemployees of VANOC will also haveopportunities at other large-scale sportingevents such as the Pan American Gamesin Toronto in 2015, the next big sportingevent to be hosted by a Canadian city.

“The fact is that now there are a lot morepeople in B.C. who are hooked into [these]events.” •

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Hiring Freeze Starts to Thaw as Agency Business Hunts for Talent

WPP, Edelman, BBH, OMD Look to Hire; LinkedIn Lists 1,300 Openings

By Michael Bush

Published: March 15, 2010

NEW YORK (AdAge.com) -- After a nearly yearlong hiring freeze and having shed 14,000 employees,

WPP chief Martin Sorrell had a bit of good news last week: The holding company is staffing up.

It's a welcomed announcement for an industry that lost almost 200,000 jobs between December 2008 and

January 2010. Firms from Edelman to OMD to BBH are adding to their ranks, crediting a strongerbusiness outlook and a need to add people with new skills.

"Agencies had to respond to what was going on in 2009 by making some massive cuts," said Pat

Mastandrea, founding partner-CEO of the Cheyenne Group. She said when the market started to turnaround in the fourth quarter of 2009 and budgets started to grow back, you had agencies that were too

lean. "Now those agencies are in the process of having to address that by recruitment. And it's even

stronger in the first quarter of 2010 than it was in the last quarter of 2009."

A search on LinkedIn jobs revealed nearly 1,300 agency listings for positions ranging from accountexecutive and account director to senior account executive and business-development specialist. That's

still a far cry from the number of jobs lost, and it's hard to believe the industry will ever equal the size it

once did. But the recovering economy, new business and an uptick in spending from existing clients

has Edelman hiring "in a big way," said Laura Smith, managing director-U.S. human resources.

And it's not just replacing the jobs it cut last year. "It's mostly growth," she said. "At this time last

year we had 25 positions open and today we have a little over 100."

Alan Cohen, U.S. CEO of Omnicom Group's OMD, said his agency's increased hiring is driven by the

health of the media business in general and the amount of new business the agency has brought in over

the past two years.

Social media recruiting

While many agencies are still working with recruitment firms, some like BBH and Edelman are relying

heavily on social-media outlets such as Facebook, Twitter, LinkedIn or their own websites.

Edelman's in-house recruiters have been trained to use social media to seek candidates, especially for the

digital positions, said Ms. Smith. "We don't put ads in the paper anymore and it shocks me that companies

still do."

Agencies are also seeking new types of hires. BBH Labs announced last week on its site that it's "looking

for a rare breed of person," for whom "technology is your oxygen -- you need it every second of the day

and always want the freshest air, but you understand that not everyone is like you, so you can translate it

into natural consumable language."

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Ann Brown, founder of recruiter Ann Brown Co. , said it's not just digital jobs that are being filled.

"Fortunately there are a number of agencies evolving the way they need to be and are hiring people with

360-degree experience," Ms. Brown said. "They don't want to train anybody in digital if all they have is a

traditional background. They want people coming in to look at things from all sides."

Edelman's Ms. Smith said the agency has been hiring people across the board in practices areas such as

corporate, public affairs, health care and technology.

Ms. Brown said that while chief financial officers are still keeping the reins pulled tightly on certain

aspects of spending, they do appear to be feeling more comfortable about filling some of the slots vacated

through layoffs last year.

Harris Diamond, head of Interpublic Group of Cos.' Constituency Management Group, said, "There is and

will be hiring going on" in areas such as social innovation. "But there are other areas of our businesses

where, frankly, you just lose some people and there won't be replacements for them."

"There are signs of life but I have to be honest, for the last two-and-a-half years we have had little jumps

in hiring for four to six weeks and then it will settle back down," said Paul S. Gumbinner, president of

recruiter Gumbinner Co. "We do have more jobs in the house right now... I'm just not sure it's going tolast."

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Posted on March 10, 2010

Corporations Must Consider Haiti's Long-Term Needs

by Jane Madden, Senior Vice President, Corpor ate Social Responsibility &Sustainability, Edelma n

It has been two months since a magnitude 7.0 earthquake devastated thenation of Haiti, and the outpouring of corporate assistance for relief andrecovery efforts there has been heartening. American companies, inparticular, deserve praise for the size, breadth, and speed of their charitableresponse.

Still, the corporate community must recognize that Haiti requires long-termreconstruction and economic development; a donors' conference inMontreal in January put the price tag at $3 billion over the next decade.

Today, corporate social responsibility obliges companies to go beyond simply providingimmediate assistance when catastrophe strikes an impoverished nation such as Haiti. Instead,the business community must strive to ensure that Haiti serves as a laboratory for long-termpost-disaster reconstruction.

To that end, let's adopt a "build back better" approach. This is an opportunity for the businesscommunity, donor governments, foundations, and nongovernmental organizations to assist in

developing better infrastructure, agriculture, educational, healthcare, and telecommunicationssystems for the Haitian people.

Such an effort will require real public engagement — including businesses partnering withgovernments, multilateral agencies, and NGOs to truly live up to their pledges of corporateresponsibility and to ensure progress in the Western hemisphere's poorest country.Corporations must step up with their latest technology and innovations, business acumen, andskilled workers and at the same time contribute to building the capacity of Haiti's workforce.

This doesn't mean companies have to break the bank to make a major contribution to Haiti'srecovery. Indeed, in many cases they can make a bigger impact by concentrating on a few key areas related to their core business. Assistance for Haiti's major industries — textiles and

tourism — is likely to be especially helpful, as such assistance will help the government of Haitirestore its two most viable industries and create desperately needed jobs.

Robert Zoellick, president of the World Bank , noted that with the access to the U.S. marketcreated by congressional legislation passed in 2008, "Haiti can create jobs in its apparel andagriculture sectors. It can promote the private sector by creating an enabling environment forinvestment and building the infrastructure of power grids, ports, and roads."

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American corporations and their stakeholders must understand how helping Haiti over the longterm also helps them. By contributing to Haiti's reconstruction in a lasting, meaningful way,companies will be helping to build a new, more vibrant Caribbean market for their own goodsand services.

It's time for American business to be a change agent in Haiti. Make no mistake, the Haitianpeople will embrace the effort. As a well-known Haitian proverb puts it: Men anpil, chay pa lou."Many hands make a workload lighter."

Jane P. Madden is senior vice president and director of Edelman's corporate socialresponsibility and sustainability practice in Chicago.

©2010 Foundation Center

All rights reserved.

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Edel Talk (2010)