Edelman Calls VNRs 'Interesting,' 'Newsworthy'

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From a VNR from Masterfoods and 1-800-Flowers

The Wall Street Journal interviewed Richard Edelman, the president of the major PR firm that bears his name. Edelman said, "There is room for video news releases and satellite media tours because, frankly, we provide interesting, newsworthy spokespeople with credibility. But ... they have to be identified, and I think it's the PR firm's job to make it clear about who the client is and that it's the media's job to post that." He added, "This is an era of total transparency. ... It's very subversive to credibility to have any other kind of structure." Edelman, a blogger himself, said blogging "is bridging, clearly into mainstream media." He feels "that public relations is going to grow faster than advertising or some of the other disciplines." Lastly, he noted that while most PR firms are part of large advertising conglomerates, "We see a real bright future for an independent company."