When I joined Edelman earlier this year, Richard Edelman made it clear on his blog that digital is the future of the agency.
Over the last two months I have seen that the entire workforce shares this same vision. We want to get as many of our clients engaged in horizontal conversation as possible. We realize the days of PR as monologue are over.
To accomplish this, Edelman is setting up a dedicated group to identify, test, incubate and champion new forms of communications that get people talking across new platforms and channels. The global practice, called Me2Revolution, is focused on helping account teams incorporate emerging technologies and platforms into client programs. Rick Murray is heading it up as President. I am on board as a Senior Vice President in the group as is PR blogging pioneer Phil Gomes and several others worldwide.
The Me2Revolution group is deliberately small. If you read the recent BusinessWeek cover stories on speed and innovation, a common theme emerges. Big companies are setting up small groups inside to test new concepts – almost like labs, if you will. That’s the idea behind Me2Revolution.
From a personal level, this is a thrill. In two years I have moved from managing PR campaigns to becoming a member of a team that will help Edelman test new concepts in conversational marketing worldwide. I promise there will be lots to talk about in the months ahead. If you have ideas or you work for a company you feel we should be talking to, I would love to hear from you.
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Steve Rubel is a PR strategist with nearly 16 years of public relations, marketing, journalism and communications experience. He currently serves as a Senior Vice President with Edelman, the largest independent global PR firm.
He authors the Micro Persuasion weblog, which tracks how blogs and participatory journalism are changing the public relations practice.
