CHICAGO, April 24, 2006 -- Not two months after Steve Rubel's start at Edelman, the world's largest independent public relations firm today announced a new initiative to help justify his salary. The Me2Revolution Global Practice Group will focus on getting Edelman account teams to incorporate various communications technologies into existing client programs.
According to Rubel, the initiative is "to get as many of our clients as possible engaged in horizontal conversation."
The Me2Revolution group is small. "Deliberately," according to a company spokesperson. Rick Murray will head it up as President. Rubel will act as Senior Vice President. The group also includes "blogging pioneer" Phil Gomes and a few other players to be named later.
In making the announcement, Rubel said, "This is a thrill. In two years I have moved from managing PR campaigns to becoming a member of a team that will help test new concepts in conversational marketing worldwide."
Edelman is the world's largest independent public relations firm, with 2,000 employees in 45 offices worldwide. The firm was named PRWeek's Large Agency of the Year for 2006. AdvertisingAge recently named Edelman as the best PR firm in its 2005 "Best Agencies" issue while PR Week awarded the firm its "Editor's Choice" distinction at the start of 2006. Edelman's network includes four specialty firms - Blue (advertising), First&42nd (management consulting), StrategyOne (research) and BioScience Communications (medical education and publishing) - making it possible to provide clients with a comprehensive spectrum of communications services. Visit us at www.edelman.com for more information.
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"Focused on helping account teams incorporate technologies into existing client programs," means that Rubel and friends have not had a whole heck of a lot of success selling their services independently. Maybe if they turn to the network to help them, they'll have better luck, or perhaps others to blame.
The name "Me2Revolution" is because Richard thought it up and he really likes it. Also, it just sounds better than the plain old and stodgy "Diversified Services" group that Murray headed.
"To get as many of our clients engaged in horizontal conversation as possible," means that they had better sign up clients plural soon or there'll be trouble with a capital "T."
A "blogging pioneer" is a geek who had a website early on and decided to change the content a lot.
"Horizontal conversation" is a euphemism for sex used mainly by newlyweds and congressmen and their interns.
"Test new concepts" means that Edelman now understands that they need some fresh thinking to compete and are hoping they can get clients to pay for it.
"Conversational marketing" is akin to conversational French. You know enough to get a cup of coffee, a bagel and maybe catch the next train.