NEW YORK—Steve Rubel, one of the pioneers of public relations blogging and head of the “micro persuasion” practice at Cooper Katz & Company, is joining Edelman as part of the company’s effort to position itself as a leader in the use of citizen media. Agency president Richard Edelman is the only CEO of a top 10 public relations firm with his own blog.
The two used their respective blogs in lieu of a press release to announce the move.
According to Edelman, “We want to persuade our corporate clients to commit to the blogosphere.” According to Chris Anderson of Wired Magazine, only 20 of the Fortune 500 companies are seriously committed to blogging, whether by the CEO, marketing or R&D units. “This is a missed opportunity to learn from consumers, to allow employees to be the first line of credible offense for corporate initiatives, to reach out to stakeholders such as NGOs and to co-create the brand story and corporate reputation with informed and passionate on-line participants.”
Rubel, who will be a senior vice president at Edelman, says he sees the move as an opportunity to continue the work he began at Cooper Katz, but with a larger firm.
“My role will be consistent to the one I played at CooperKatz, except in a much larger organization,” he says. “I will be charged with helping the team win new word of mouth business as well as in developing and executing client programs.”