Breaking news that really isn't

It isn't often that I pick on Edelman. I mean, its a huge company that wins a lot of business and generally does good work. But as with many large businesses, such pressures can lead to questionable decisions and morally wrong actions. Edelman has suffered its fair share of each.

Edelman just released some news informing the world that it has merged three of its digital lines of business into one new unit, Edelman Digital. That's not real exciting news. What's interesting is this new LOB's revolutionary new mission to provide 'authentic communication.' Lets pause for thought....

So Edelman, the world's largest independent PR firm, has just realized the key to the game is actual honest to God authentic communication and not just a bunch of bullshit spin. Let's pause for thought...

HAHAHAHAHAHAHA.

I'm happy to see one of my competitors finally understands what we've been preaching for more than five decades. No doubt Edelman will have enormous clout and resources with the new digital division and be able to wow and impress clients with its digital wizardry. But what a cool thing to actually use it for authentic communication! Why didn't we think of that? Oh wait... we did.