I would encourage you all to enlist Consumers to define transparency when launching an initiative - don't use YOUR interpretations of Best Practices or WOMMA guidelines. Hold a focus group. Talk it out with Consumers first. If the teams rely on lawyers, clients, or other internal managers to determine which side of the line they are on, then they've gotten too close.

So what's Wal Mart doing?

Thanks for soliciting ideas, Richard. We often improve the ad campaigns we create for clients by collecting a diverse set of perspectives.

Years ago, I worked with the Synectics people. Their founder, George Prince, originated some of the most popular brainstorming techniques in use today. Synectics found that the odds of successful innovation rose dramatically when a brainstorming group consisted of people from diverse backgrounds.

I suspect that Mr. Prince would advise you to bring non-PR people into the problem-solving process early on, to identify holes and maximize your odds of success. Hope this helps. Good luck with the initiative.

Will you share a video of the class and all the other material on your blog?
Nicola

Richard,

Shouldn't 100% disclosure include revising the Working Families for Wal-Mart 'About' page?

"Working Families for Wal-Mart is a group of leaders from a variety of backgrounds and communities all across America.
Working Families for Wal-Mart are customers, business leaders, activists, civic leaders, educators and many others with first-hand knowledge of Wal-Mart’s positive contributions to communities."
http://www.forwalmart.com/about/

Regards,
Colin

Richard,

A second question if I may:
You state:
"We are establishing a 24/7 hotline so our me2revolution team can review, provide counsel and apply best practice guidelines on social media programs before their implementation. This ensures that programs adhere to the WOMMA guidelines or best-in-class standards around the world."

Can we be assured that Edelman is applying the aforementioned best practice guidelines to your programs that do not fall within 'social media'?

Now's a good time to get past criticizing what Edelman did and start emulating what Edelman is doing. Any PR firm not undertaking similar steps will be subject to the same vulnerability. It's time to be smart and raise our collective game!

Those indicted teaching ethics. Beyond shameless, it's almost pathologic.

You just can't write (right) this stuff. God I love PR.

- Amanda

hi richard -

in light of the recent disclosures about the 2 other fake Walmart blogs, i think it would be helpful to understand:
1) what the exact chain of command was upstream from the 3 Edelman employees who were writing on the blogs in question
2) who was responsible for the decision in the first place to author fake blogs on behalf of Walmart, and
3) at what point did each person in the chain of command in #1 become aware of the decision in #2?

with these pieces of information, it would become a lot more clear to folks who are watching what the level of Edelman's involvement and culpability was in this whole saga.

from the most optimistic point of view, if it was just those 3 low-level employees making the call, and no further upstream knowledge, then it's a rather simple item to acknowledge and defend Edelman's poition. lack of oversight perhaps, but no major endemic problem at Edelman other than making sure the rank & file follow ethics set at the top level.

on the other hand, from the most pessimistic point of view, it could easily be suggested that other more senior Edelman account execs were either responsible and/or knowledgeable, and thereby complicit in this situation. again, depending on how high up the food chain that occurred -- or didn't -- it would answer a lot of questions about how Edelman handles its business ethics & related censure.

while it's commendable that you've personally take responsibility here, there is still a lack of transparency as to what happened, and at what level the ethical breach occurred.

the next step in building trust would be to follow through on the rest of the disclosure / transparency issue, and then subsequently to take some disciplinary action with the responsible parties.

in short: taking responsibility without accountability isn't really being responsible.

regards & best of luck,

Richard,

As I've said in other threads, I think you guys are doing and saying all the right things. This is certainly a huge challenge for you. We're watching, maybe someday this will be case study, hopefully good... :o

For now, take a look at the badges I've created. Maybe you guys could use a pledge like this right now?

http://www.blogkits.com/bloghonor

Richard,

While I've blasted your (company's) efforts of the last few weeks trying to get out of this mess... this most recent step is a very good one in the right direction.

You have to be able to demonstrate that things have changed in the you do things if you want your blogosphere reputation back.

Congratulations.

P.-S. To other readers, I work for an Edelman competitor and am very happy in my present position, I'm not sucking up ;-)

Richard,

I've been a friend of Steve Rubel's for a while now and I've watched all this blow up in your face of late. While we joke about people losing their jobs over this, I hope there will be repercussions within Edelman. No, I don't expect you to comment on that, it isn't appropriate, I just hope people will learn from this.

Suggestions: higlight some of your blog successes ... you need those right now

Find a client who is willing to lay it all out on the line, have them start blogging, and see how it goes. Maybe an exec blog, or an insiders blog, maybe even a sponsored blog that just talks about industry news. Get that company blogger a blogging mentor, someone to help and coach them one on one. Offer insights and commentary.

I think having Steve, and maybe some other biz bloggers, talk with folks at Edelman about this whole thing is a great plan. No, of course it isn't perfect. No it won't have immediate results, but if nothing else, blogging is about being in it for the long haul, not just a quick one off.

This is pretty good, but what about PR firms, run by people in high office, that practice widespread disinformation. Please note patriotproject.com and commoncause.org, assuming I remember the URLs.

I spoke about this with Renee about this a month ago.

Thanks!

Craig
craig@craigslist.org

I would like to see Edelman copy the best practice materials to PR schools (Syracuse, Ball State, BU, USC, et al) to inform the next gen. of social media communicators. Employees first of course, but don't let those new Edelman University lessons collect dust after the blitz. Exciting times, nonetheless.

Thanks!

FYI - just read this article regarding who is really writing Mr. Edelman's blog entries - http://publications.mediapost.com/index.cfm?fuseaction=Articles.san&s=49930&Nid=24439&p=350494

Is this what you mean by transparency?

These guidelines look good to me, and I agree with Edward that you should institute a best practice of incorporating consumer feedback into your social media initiatives.

I would also add to the list that any blog you do for a client has to at least acknowledge the authenticity of some of the criticisms leveled at them. Especially Wal-Mart. I think they would go a long way in improving their image if the Pro Wal-Mart blogs you guys write started admitting that the anti Wal-Mart campaigns have some basis in fact.

Craig thanks for the comment. I believe that our standards for work on behalf of the private sector must be higher than those used by political entities. Companies must be straight about what they aim to achieve and how they intend to do it. Hope to see you again soon. Am in asia for 2 weeks now

I appreciate your note. I am taking this as a collective failure and will not single out any person at the firm. We have to do better on education on social media and to underscore our commitment to transparent, ethical practice. And yes we are succeeding with new program for GE that just went live. Thanks

We deserved the criticism. I told my team on teleconference before I left for Asia that innovators sometimes stumble but will prevail. That is my mantra. We have to keep pushing to educate our staff. And to make sure our work for clients is in the right place. Thanks

Last week my focus was on what we did and when we did it. I am in asia for 2 weeks. On my return I will study chain of command issues. We now have all social media programs being betted by the me2 revolution global gang. More to come mid november on what I find.

You are convinced that PR must be the dark side. How about the Dove campaign for real beauty on female self image. Or Trojan going to campuses to encourage women to insist on use of condoms. Regards from singapore

Good point. We are reengaging our recently retired vice chairman mike morley who will be looking at our major programs as ombudsman and will travel to speak on ethical practice to offices globally

CB,
We will look at this. I did meet the woman who runs the group and she is a bright independent minded businesswoman

The only comments that I know are from edelman folks are those with edelman domain on web address. Keep tabs on our progress and hold us to the highest standard please.

It is a fair comment. I have asked via email today to all offices that they submit any past or present social media work to my office before nov 1. Our me2revolution guys will vet the work and will give report to blogosphere in early november. What we are doing well and badly.

Rest assured the blog is written entirely by me, for good or for bad. Thanks

Richard - What impressed me most in the aftermath of this situation has been your willingness to not only listen to the "biz blog community" but to actively involve us in your process e.g., soliciting suggestions and your continued participation in what sure seemms to me like an open convervsation.

We (marketers) talk about how blogs build relationships; one of the benefits of relationships is the willingness to work together to correct something that has gone wrong. At this point I think the biz blog community should also remember the other side of blogging .. the benfits of what we tell our clients why they should blog and why we are all working so hard to establish social media as a credible marketing tool. You have a talented team in your me2rev group but if I can support your efforts please let me know. Safe travels in Asia.

Richard,

I suspect you have values/guiding principals. Please ensure that everyone is reminded that every decision they make must be filtered through your business's values, and that they are both responsible and accountable for doing so.

I fear that the me2revolution team takes the onus off your staff, and that is a recipe for another ethics failure.

Lewis

Good idea Nicola!

Will you share a video of the class and all the other material on Edelman corporate blog or Edelman Wiki?

Richard

As an Edelman employee from outside the US, I have been intrigued by the WalMart situation from a professional and personal perspective.

I am surprised at the vitriol displayed by several bloggers, particularly given that no one at Edelman is shirking responsibility for the situation and steps are clearly being taken to implement global standards and best practice.

I am sure that there will be many more test cases around the world ? whilst new media is still in its formative years - in which organizations are found to have not followed the rules of engagement.

Someone had to be the first cab off the rank.

Nicola

I think that Working Families for Wal Mart is a transparent exercise in advocacy.

Mr Edelman, now I have your words directly. What you said about the transparancy issue at the BritCham breakfast seminar this morning was exactly what you wrote on this blog. Sure I will keep tabs on your work and see how things go. I believe that the case just made you and your team stand firmer on princles.

Hang in there and keep on the good work.

Gloria

I agree with your business ideals. Your willingness to propose your ideas to a community and gather responses is admirable. Hopefully everything will work out for the best.

Quoth Richard: "I think that Working Families for Wal Mart is a transparent exercise in advocacy."

Well, that says it all right there, doesn't it?

Nowhere on the site does it say anything about the organization (assuming there actually *is* an organization) resembling: "funded by Wal-Mart", much less "created and run by Wal-Mart's PR firm".

Is WFFWM even incorporated? or is it an entirely 'virtual' organization composed only of Edelman employees (ie. just a PR campaign)?

This lacks even the 'nudge-nudge, wink-wink' veneer of independence that most PACs and 'think tanks' have.

If your standard for transparency is "the critics we are trying to counter on behalf of our client will see this effort as an obvious excersize in sock-puppetry", I think you need to try again.

It can be assured the Edelman University lessons are not collecting dust. We at Auburn are watching closely and learning much.

The latest Earshot podcast has shown me not only a commitment to ethical practices but a commitment to the client as well. The global review will create a more conscientious company that is ready to serve clients. Thank you for giving us the tools to watch this transformation.

Here is a new set of questions:

1) The paidcritics.com site lists it's copyright as belonging to WFFWM, and links to it's privacy policy, but why is there no copyright notice on the forwalmart.com site? Who owns the copyright?

2) Why does the terms and conditions agreement on forwalmart.com establish a relationship between the user and 'Grassroots Enterprise', apparently a technology provider?

3) By clicking on *everything* I eventually found some information about the steering committee under 'leadership' (I was kept looking under 'About Us'). This however tells me nothing about whether this committee has any actual power, or is merely advisory. Can you tell me what the legal status is of the 'steering committee', and what real authority (if any) they have?

4) If the steering committees does not have any real authority, who does? Why are the people in charge not identified on the site?

5) lather, rinse, and repeat for the local steering committees in Georgia, Colorado, Michigan, California, Ohio, and Indiana.

6) Do members of any of the steering committees receive any remuneration, reimbursements, honorariums, or any other consideration in return for their involvement? If so, who pays for this? Where do these funds come from?

7) I noticed that in a recent open letter to Wal-Mart critic organizations, a Washington DC address was used for each one. We all know how much just plain folks dislike DC lobbyists, don't we? Meanwhile, I can't find a mailing address anywhere on the forwalmart.com website. Why is that? Where are the 'Working Families for Wal-Mart' offices? Could they be in.... Washington DC?

Anyway, in the interest of transparency, I hope you can answer these questions.

Microsoft and Edelman deserve one another.