Edelman PA chief: industry must 'avoid flacking'

The Edelman PRO behind the controversial Wal-Mart campaign (PR Week 7 February 2007) has warned that European agencies need to ‘avoid flacking’ if they are to take advantage of an increasing demand for online public affairs.

Marshall Manson, head of Edelman’s online public affairs, issues management and corporate reputation practice in Washington, D.C., is this week in Europe presenting his Transatlantic Trends report. The study shows that while blog readership increases substantially around the time of an election, most agencies do not have the required online public affairs presence to take advantage of PR opportunities.

However, Manson warned that any public affairs campaigns spearheaded online by PROs must be ‘completely transparent’. It was Manson who drew criticism in recent months when Edelman was found to be behind failed online ventures for client Wal-Mart (PR Week 26 September 2007).

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