NEW YORK—Girl Scouts of the USA has retained Edelman to lead media engagement efforts related to the organization's centennial celebration in 2012. Edelman will provide strategic counsel, as well as media relations, consumer engagement and issues management support as Girl Scouts readies to launch a national celebration designed to create urgency around girls' issues.

Edelman will also assist the organization with securing corporate partnerships and developing online and social media assets for the wide-ranging initiative that will extend into 2013.

"Our 100th anniversary is a once-in-a-lifetime opportunity to engage the nation on issues related to girls, women and leadership," says Kathy Cloninger, chief executive officer of Girl Scouts of the USA. "We know that girls can change the world. We see them do it every day in Girl Scouts, but we also know that they are one of the most underutilized and undervalued resources in our nation.

“That has to change and we're excited to partner with Edelman in convening that national discourse so that we can ensure that every girl has the opportunity to achieve her leadership potential."

Girl Scouts' longtime public relations agency, CRT/tanaka, will maintain its status as agency of record and continue to provide crisis communications advice and counsel. It will also play a role in the 100th anniversary by providing media relations coordination and support for numerous regional events organized by councils around the country.