GLOBAL CITIZENSHIP TRAILER
When you are the world's largest PR firm with a reputation dating back 65 years, people have certain expectations. This can work for you. It can also paint you in the corner of "too safe."
So when the Edelman brothers wanted to spread the word of their Corporate Citizenship Initiatives and get their own internal audience to actually pay attention, the answer was simple.
Do the exact opposite of what your instincts, and anyone that works for you, would tell you. Turn away from the expectations and do something surprising. While you’re at it, be authentic. Use the voice of real everyday employees, not the usual C Suite.
They took the advice!