The agency's pioneering approach in tackling blogs and new social media means that the company is more exposed and more likely to encounter problems.
It is understandably difficult for the agency's few blog specialists to ensure that their experience and knowledge runs throughout such a large company. But Edelman should be praised for at least trying and learning.
The lesson for other PR companies and departments is not to avoid blogs and social media because they fear the consequences, but to start training and learning about them. Blogs and social media will change the way we operate, for good and for bad, whether we like it or not.
Stuart Bruce, partner, Bruce Marshall Associates LLP.
