I'm surprised you don't mention the series The New York Times has been running over the past several days about science and so-called intelligent design. It seems to me to have completely legitimated the anti-science brigade. This isn't a debate between two scientific theories. It's an attempt by the neo-creationists to pretend they deserve an equal hearing with true science. The Times has greatly aided that cause.

I'd also be cautious about blanketly endorsing your view on the growing divide between science and the public. The public is enthusiastic to take advantage of every advance of biomedical science. In the UK, certainly, scientists (although not government scientists) are among the most respected and trusted authorities when the public is surveyed. I suspect the result wouldn't be far different in the US.

But by all means bang your drum -- and the drum of your profession -- to help communicate what science is and what it can do.

Richard, I applaud your stand regarding the role of public relations and science fact vs. science fiction. As a PR professional, I have long noticed the growing divide between science education taught in our schools and science's progression. It's a pitty that as Amercians, we so devalue public education as it make it plausible to include such a concept as 'intelligent design'. My mother, a science advocate and middle-school science teacher, would roll over in her grave if this requirement passes Congress. She told me that our public education system was devised to create a common understanding of basic skills in reading, math, science, history, government and society. I agree that when we emphasize psudeo science, we degrade our American educational system.

Roberta,
Thanks for writing
I would add to my wish list on education a goal that each child is fluent in a foreign language We are now living in a completely global work world Without fluency in Mandarin or Spanish We are dooming our kids to a lesser career On the science front I met with the president of Stony Brook Univ Shirley Kenny Told her that the Brookhaven facility needs a better upfront explanation of purpose of the accelerator And that the scientists must be key part of making this bridging effort

Hi there Lance
Are you in SF or London??
I don't want to exaggerate this divide of scientists versus general public But this seeming inability of science to communicate worries me greatly It is partly education system partly the triumph of ideology of religious right partly the sense that people have of very fast progress leaving them behind on so many scores
I will continue to bang away on this you know I don't give up
After all I am still a Cubs fan!

Hi Richard,

I'm in SF (actually Berkeley) all the time now.

I agree with you, but I was trying to avoid the counsel of despair. I also thought it was timely to note that appalling series in the Times.

Do bang away and fight the good fight. I'm a Cubs fan, too.

Lance

Mr. Edelman--
Certainly, I was reared in a "bible-thumping" family marked with more than frequent trips to the church house. Equally, however, my grandmother implored me to seek the hard sciences as diligently as she pressed me to gain a solid command of language. We were "black, small and indifferent" children,existing on the margins in East St. Louis. Auntie Alice, as we affectionately called her, saw a more expansive road ahead for us-- even when we could not imagine it for ourselves.

It is said that "fence-sitting" is for sissies. Very well then, here I am. To badly misquote Einstein... "the more I learn from science, the more I believe in the hand of God." I do not believe one must be superbly unintelligent to trust God. However,the Intelligent Design movement is just another ruse from one of the radical corners of public discourse. What they want is not nearly as suspect as why they want it. Auntie Alice would not have approved.

I leave you with a few more bits from Einstein:

"Before God we are all equally wise - and equally foolish."

"My religion consists of a humble admiration of the illimitable superior spirit who reveals himself in the slight details we are able to perceive with our frail and feeble mind."

"Science without religion is lame, religion without science is blind."

And you are quite right about foreign languages. My teenaged children are studying Spanish, French, and if I have my way-- Mandarin Chinese. Auntie Alice would be happy about that.

Goldie,
Thanks for writing ...and reading my blog We cannot allow separation of the science community from the general public It is important that we act as bridge between them

One of the problem is the way the Bush administration has been "twisting" science (for instance about Climate change) to suit its own ideology. As for corporations how many are twisting the truth and how many rely on PR to do the twisting? I do agree with you that scientists sometimes have a difficulty to explain what they think for the laypersons, especially if that means a 30 seconds segment. Back to climate change: I remember attending a conference that was interesting but challenging to understand (graphs, etc). Then the climatologist showed pictures of receding glaciers and explained the concern of ski resorts. Everybody got it or at least got a glimpse of it.
As for the government promoting public education: I doubt a goverment that relies heavily on lies and manipulation of the truth wants the populace to be better educated. Of course in the longer run society as a whole is losing because the general educational level is falling (despite injections from foreign students who remain in the US). Those trends were very well explained by French/US socio-historian Emmanuel Todd.
Take care :)

Philippe,

Thanks for writing...as usual
No question that PR industry is being implicated by US media as helping the Administration in "spinning"
This goes back to the Armstrong Williams case of December When major US PR firm acknowledged paying a journalist $250,000 to put on positive stories about Dept of Education's No Child Left Behind program
Then the video news release scandal where no mention is made of company or govt. agency behind the VNR
We have to establish a policy of total transparency on funding source and motive

What is science? It notes our understanding of the Universe and eploys what we know to our benefit as measured by our morals, laws and statistics ;). Often benefits (heaven) that people are after transcend our understanding of universe. They are of spiritual nature and do condradict science. It is civilization's choice if science is allowed to affect our lifes enough to change our morals or laws. What PR can do is bridge the language barier as both sides of the fense speak in different terms, have different motivations and backgrounds.

There's so much ado about it - it is unfortunate that the Universe does not care ;)

Mat

As the world becomes increasingly complex--more cross border ownership of companies, more sophisticated products, less certainty on environment (note Hurricane Katrina and tsunami), people need to understand how science can benefit them as individuals. This is role of PR-as you say--the bridge between science and people. Thanks for writing.

You wrote-

Add to this the jury decision in Texas to award $250 million to the family based on the death of a man from arrhythmia allegedly due to continued use of Merck's VIOXX anti-inflammatory drug. One of the jurors was quoted to the effect that Merck knew that the drug was dangerous and did not respect the public enough to let us know. Yet there is no scientific link between arrhythmia and VIOXX.

Are you kidding? VIOXX increases the CV risk there is no doubt about this. In fact all COX-2 inhibitors do. most of them should be taken off the market.Where did you get this idea that the link has not been shown?

James,

I am certainly not a scientist and probably overstated the case on VIOXX and MI risk. But I was trying to make a larger point here. The perception of the jurors was that marketing was triumphing over science-that Merck was not being honest about the research findings of side effects as and when discovered.
Science must do a better job of explaining the risk benefit calculus.
So I take your point and hope you understand mine. Thanks for writing.

Dear Richard

It's reassuring that you were so eloquently stimulated by the old Irish master in your recent blog.
The "higher purpose" of PR particularly resonated with me. Anyone with an ounce of moral purpose seeks to improve the world and there is no reason why that should be incompatible with enlightened capitalism. There are good examples of this from the UN Global Compact to the growth of CSR. I remember how Heinz, with your help, caught the imagination of the public with our dolphin safe campaign in 1990 . Not only does Heinz support good nutrition and ethical practices around the world, but our Foundation, with enthusiastic employee volunteer support, is the keystone of a global micronutrient project to alleviate the scourge of anemia which affects two billion people (a problem highlighted by Unicef and WHO last week).
The point is we shouldn't have to give up our idealism when we leave college and enter business. In the same vein, how did Life Sciences companies suddenly come to be so widely regarded by the public as life threatening?

Now, I'll get back on my bike,

Cheers,

Ted

Richard: You should be aware that I have just posted an essay at the following URL - http://www.online-pr.com/Holding/Staying_on_Message.pdf - which quotes you extensively. There is no criticism of your views but an extensive analysis, which may or may not be correct.

Thanks again for the leadership that you are showing by speaking out.

Jim Horton
online-pr.com

Mr. Edelman,

This idea of moving beyond "talking points" is a lot similar to the points you made in your July 25 post talking to David Weinberger about changing the vocabulary used in PR. I think there is a big need to move beyond "talking points" and "messaging" and towards as you say, "enabling conversations to forge relationships."

However, I think it is just as important to rethink the idea of "target audiences" in PR. This is a term borrowed from the marketing/advertising world, and is designed for a one-way linear form of communication. PR should strive to "engage communities" and facilitate discussions.

After all:

- Audiences listen, communities talk
- Audiences are passive, communities take action
- Audiences follow set rules; communities create their own rules
- Audiences are bound by time and location; communities are fluid
- Audiences listen to opinion makers, communities cultivate opinions

In the end, much of this discussion is semantics, but it is indicative of a neccessary paradigm shift among PR professionals. In a world where information is available to anyone at anytime, the role of the PR professional shifts from content provider to facilitator, aggregator and distributor.

Keep up the great work on the blog, these are very important conversations to be having. Enjoy the rest of your summer.

Sincerely,
Jeffrey Treem

Jeffrey,
I stand corrected
I will move away from target audiences
And will begin to socialize this concept of communities Thanks...this is very helpful Semantics matter

Ted
Sorry to have missed you last week in NYC We have a real job to do on image of our industry Most recent example Roger Federer's interview in the NY Times on Saturday when asked about how he prepares for public appearances I quote, "I do think about what I'm doing and why am I doing it. If it makes no sense or if it is only P.R. or whatever, if it's not credible, then I think that's very important to know. I don't want to be seen like that."
I hate all of these modifiers for PR
Like PR Move or only PR or whatever
We can be incredibly important motivators of behavior--as you were on dolphin safe tuna
This is our real role bridging among communities creating programs that work for all stakeholders
Thanks for reading my blog

Jim, thanks for taking off on my blog
You have made a very valuable contribution to the profession We must move away from control..in our language and in our behavior We cannot appear to be manipulators We should be communicators and to do so in an effective way means we must listen I am a bit more optimistic about our ability to develop this capacity Hope you are well

Mr. Edelman,

I was very excited to read your steps for a more credible profession. I am a senior in public relations at Auburn University and worry about the negative views regarding PR's credibility. It is encouraging to see leaders in PR applying their knowledge to current situations.

As an incoming freshman to the work world, I am hoping that the majority of management practices are similar to your theories of "Let a Thousand Flowers Bloom" and "Don't Script the Play." When working together on group projects that everyone is excited about, it is amazing what new ideas are generated! Allowing creativity within boundaries produces results that our professors never even imagined.

"A Higher Purpose" was my favorite of your concepts. When discussing PR cases and situations, I sometimes debate whether my conscience will allow me to always do my best work. We are not defense attornies; we are communicators. I read the article about your Dove campaign in USA TODAY this week. It was interesting to read Sarah Jensen's comment about the "outstanding" PR buzz "Real Beauty" has created. The fundamental truth is obviously there.

Jami,

The higher aspiration always works
Example our work for Heinz in early 90s on dolphin safe tuna
We saw this idea through partnership with government NGO entertainment community
Sales rose fifteen percent over 6 months
Did right thing communicated it well consumer bought the concept
Thanks for reading my blog
And apply for a job with us!!

Richard

Makes sense to me. The old-school of command and control has been built on creating messages and then sending them out to the world - or 'Inside-Out'. The new schoool is about 'Outside-In' - or listening to what is happening and bringing those views and information into the product development process. More here...

http://www.collaboratemarketing.com/modernmarketing/2005/04/why_open_source.html

Richard,

Great blog! Looking at the Learning Curve from a purely philosophical perspective, it is always much easier to paddle with the current.

In other words, stepping back, watching and understanding a river before paddeling it will give an individual the benefit of knowledge, which allows a paddeler to use their energy more wisely/efficiently and will help keep them out of areas that may become troublesome.

More to the point, the more Corporations and governments engage their constituencies (customers/stakeholders), the more precise and useful their activities or policies will be.

Mark P. Fisher
Ottawa, Canada

James,

I like the outside in version of product development. I am also fascinated by the potential for inside out corporate image making. Note that great companies like Starbucks have informed employees who are key spokespeople to broader world whether blogosphere or even to friends and family.

Richard

Hi Mark,

In fact according to my colleague Michel Ogrizek, such a process of consulting with the community is mandatory in France before locating new factory in area. Keep reading my blog and thanks.

Richard

Richard,

One point I try and get across to my clients is that the traditional idea of promotion doesn't apply to the blogopshere. I think it's useful to focus on the other 4Ps. I discuss more here...

http://www.webpronews.com/ebusiness/sitepromotion/wpn-3-20050617PromotionisDeadLongLiveTheProduct.html

James

Richard, it is exciting to see the Learning Cycle continue to embed in Edelman culture. And it should be noted that throughout the cycle, listening (truly a constant) has two key roles. First in the initial assessment and in reviewing preliminary implementation.

However, I remember in your early discussions a critical step I missed in your blog...that of thinking. After the initial development of understanding through listening, thinking is an essential and frequently missing element in what Peter Hirschberg refers to as a "continuing conversation". and fundamental to co-creating. That critical step of connecting is where ideas are generated and often overlooked in a task-oriented approach to solutions.

The Learning Cycle is a very good method to cope with a great problem of the telecommunications industry in Greece: a lot of communities are against the installation of base stations...
Our company, e-Decathlon, that is Edelman affiliate in Greece, is going to apply the Learning Cycle concept...We think it will be succesful...

I agree with your wife that nuclear power is not a valid option as it is both unsafe and absolutely not cost effective. I wish your PR talent be used to promote energy conservation and real clean and sustainable energies like solar, wind, bio, thermal, oceanwave, etc... Amory Lovins makes this case very forcefully for new extra light vehicles and else in the book/study he did for ... the Pentagon. read the book and/or listen to Amory (recorded on www.voiceofbainbridge.org).

Great blog~

You impressed me with the importance of the PR.
Thank you!

Should Public Relations be part of the chain of events that releases value from new products, services or ideas, it must both add the values of the community and the value of Public Relations for empathy, understanding and activity. This is the process of creating new wealth. If this is not so, there is no role for public relations. If it is so, there is no other capability for creating new wealth. Public Relations is the management practice that levers wealth.

David,
This is a new direction
PR as aid in wealth creation
I really like it
And your basis is sound
PR as bridge to multiple stakeholders
This requires further discussion how did you come to it

Barry you are absolutely right Thinking must be critical element of this new concept
And it should be dynamic thinking working throughout process

Stathis,
This NIMBY issue (not in my back yard) also applies to installation of wind power turbines and other bits of technology that may not be aesthetically pleasing Please keep reading my blog

Philippe
I went to the Brookhaven National labs last Tuesday It is a 2.5 mile race track shaped facility With two rings running clockwise and counterclockwise Have gold ions smashing into each other to simulate the big bang Also research into UV and infrared effects on drugs etc Note my recent blog on science and need to connect to the public
And I will relook at nuclear issue in part because of pressure from home front!

Thanks Richard,
Here is the link to 7 minutes of Amory Lovins about nuclear energy.
I finally had the "courage" to take this segment out of the conference:

http://www.radio4all.net/pub/files/philippe@bainbridge.net/1374-1-200508
21-amorylovinsaboutnuclearenergy.mp3

Here is the post about the whole talk (mostly centered on new technologies for cars): key arguments.
http://blogsofbainbridge.typepad.com/voiceofbainbridge/2005/02/winning_t
he_oil.html

February 11, 2005
Winning the oil end game, by Amory Lovins

We are happy to be back with this recording of the conference given by Amory Lovins this Friday at Islandwood.
Amory who comes to the island to teach at the Bainbridge Graduate Institute created by Gifford Pinchot explained to a full house the argument of his most recent book, Winning the oil end game.
He showed how super-efficient cars could be built very rapidly, how alternate bio-fuels could be economically developed and energy wastes eliminated to the extent this country's oil dependency would disappear.
A very compelling argument. Listen (57 min)
Thanks to radioa4all.net for hosting the recording.
The book can be downloaded for free.
We recommend a visit to the site of the Rocky Mountain Institute.

Richard
Very interesting blog. Peer-peer discussion which drives action seems a lot more logical in today's world than the top down model. If PR is to shift its emphasis from pushing to receiving, agencies like yours (and mine..) need to start thinking big thoughts about how well our business structures and models are set up to support this. Interesting times ahead.

Sally,

I continue to think that private company infrastructures could be put to work in this type of disaster to supplement government communications We can be a part of this Example--major employers cell and web infrastructures become multiplier for government dictates on evacuation flood relief We can also help on constructing web sites for progress on reconstruction environmental issues Thanks for reading my blog

Richard, my big brother,

I am touched beyond belief by your birthday message. I will always cherish it.

You're right: I have served as your rear-guard--listening, loyal and behind-the-scenes. I learned at your side as goalie in our soccer games, catcher in softball and center hiking the football to you as QB.

You lead as "Master and Commander." Our younger brother, John, 47, your cohort, guards the flank. You look far into the future, and then boldly set forth, with intellect, humor, courage and a will to win.

You devour history books from the Civil War and World War II to learn strategy. Winston Churchill is one of your heroes. (After all, your full name is Richard Winston Edelman.) On your 50th birthday, June 15, 2004, I quoted Churchill's famous speech to the House of Commons, June 4, 1940, after the British skillfully evacuated the beaches of Dunkirk. He said, "...we shall fight on the beaches, we shall fight on the landing grounds, we shall fight in the fields and in the streets, we shall fight in the hills; we shall never surrender..."

In this same spirit, as my big brother, you helped me brave the rough waters at Exeter--the first year of boarding girls, 80 girls and 800 boys. Exeter changed my life for the better. You gave me important advice when I asked you for some help when I was writing a history paper: "Figure it out yourself." After you graduated, John joined me at Exeter, and he learned compassion for others and also strength.

Richard, I salute you as devoted father, husband, son, brother--and our fearless leader at Edelman--with your 2,000-strong far-flung advisors and teammates, who too are "pioneer thinkers."

Our father, Dan, considers you a "brother," as he admires you, and you talk every day. He has mentored you, and you share his creativity, skills as a communicator and passion to find new frontiers. You talk frequently also to our mother, Ruth, who herself, like Churchill, says, "Never Give In, Never, Never, Never." You endearingly greet her when she phones you, "Hi, Doll."

A special toast also to your foursome--your wife, Roz, and children, Margot, Tory and Amanda. Your children have inherited your energy, curiosity and daring.

As you and I say, after we spar, "Peace" and a high five. Love and a smile, Renee

Renee,

Sincere congratulations with your birthday from the Silicon Valley office! It is a great pleasure to work with you and we always wish you best.

Happy Birthday!

Remarks about Renee
on her Special
Birth Day
* * *
What can you say, about Renee,
who stays at the office long past the end of the day.* * *

A warm, wacky, workhorse whose favorite feast,
is a dinner with friends at Cafe des Artiste * * *

She will network here and there like a bee,
A constant companion to digerati.* * *

Reading and writing with a surgeon's eye,
Revising and rewriting so many times you'll cry!* * *

She founded a team,
called the New Media Group,
To leverage the talents of a discarded troupe* * *

From technology, consumer and corporate PR,
We fused our skills and hoped to go far* * *

Recruited, was I, to be her lieutenant,
And surf the internet 'cause other didn't get it.
Cast-offs, we sat on a floor called 16,
In jeans and in sneakers we made a great team* * *

I worked with her closely for many a year,
building a business that others did fear* * *

For days and for nights, we toiled online.
Clicking and dragging on Richard's IT dime* * *

Our reputation grew, and others soon new,
that Renee was the secret ingredient who,
could phone The Industry Standard crew.* * *

She became the Queen of a growing hive,
Of client that who sometimes didn't survive.* * *

But looking back now, I have nothing but respect.
For a women and friend who never did neglect,
A kind word or a moment when work came second,
And everything said was off the record.* * *

On your special day,I'll proudly say,
There's no more wonderful PR person, nay
Whose name means as much to me,
As Renee.* * *

Renee,

It is such a pleasure working with you. Richard's compliments about your integrity and work ethic are well deserved: you are a role model and mentor to many on the 33rd floor. I can picture the determined little girl he describes, you've grown up to be a valued colleague who never gives up on her clients. I offer you most heartfelt congratulations on your milestone birthday.

Renee,

I hope you had a wonderful birthday. Thank you for all of your hard work on VERITAS' behalf. You made an impact.

Marlena

Renee,

we've lost touch the past few years and I regret that. I often think of you, how you helped me grow as a PR pro and those late-night dinners at "Grandma's"! I echo *everything* Bennett says in the above! And Happy Belated Birthday. I'm looking you up the next time I'm in NYC!

My dear friend, Renee, what lovely words your brother wrote about you for your birthday. You are a wonderful remarkable person and dear friend. Here's to celebrating many more!