President and CEO of Edelman inducted into the Arthur W. Page Society 2014 Hall of Fame

 

     Bold ideas regarding big changes in communications marketing were entertained by Richard Edelman, president and chief executive officer of the world’s largest public relations firm, Edelman, as he was inducted into the 2014 Arthur Page Society Hall of Fame Monday.

 

             Edelman’s acceptance speech presented evolutionary trends in the industry and suggested governing principles of communication marketing. In his speech, Edelman focused on essential actions in making communications marketing a reality. He mentioned bravery as a driving factor in making organizational and cultural transformations within companies. After extending gratitude to audience members and recognizing the induction as the “highest honor,” Edelman declared that he was “going to make some of you very uncomfortable,” as he introduced the audience to the merging of marketing and communications.

             The need for change was an evident theme in Edelman’s speech, using examples of global brands and techniques that would engage the marketing industry. Edelman passionately addressed the need for communications to be a partner with marketing, and in order to make this idea a reality he outlined a list of actions that would need to be taken, including embracing new skills, advocating for change in corporate strategies, partnering with civil society, outstanding creative and participation in the evolution of media.

            The audience enthusiastically applauded Edelman’s statement that “real action is inspired by communication thinking.” He supported this thought with five trends that are contributing to the need for evolution: “Tectonic shifts in trust, complexity, brands acting for communities, transformation in media,” and “technology tying together branded reputation.” These were trends that Edelman deemed crucial in making communications marketing happen.

            The annual event took place in Philadelphia that recognizes men and women whose contributions to the field of communication has influenced their rise to honorary levels, with former recipients like Nicholas Ashoosh of APCO Worldwide, and Beth Comstock from General Electric. Edelman considered brands such as Dove, and the company’s campaign for real beauty as a brand acting for its community; “forcing change” as Edelman described it. He also mentioned CVS Health’s success as an evolving company when it stopped selling cigarettes. Edelman expressed how great companies must make change rather than wait for it, further supporting his message on communications marketing within the industry.

            “In the end we are advocates for truth, and proven through our behavior in actions. No other discipline holds these values as closely,” Edelman concluded as he tied together the work of public relations and the principles of the Arthur W. Page Society. Edelman ended on a note of inspiration as he affirmed “it is our time to lead” wrapping up his acceptance speech into the Hall of Fame.