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4

Ultimately, those of us in the public

relations profession are storytellers.

Whether we’re promoting a brand or

protecting a corporate reputation,

it’s our job to find better and faster

ways to tell our clients’ stories and

to ensure those stories are heard at

the right time, by the right audience.

Today, that

requires new

skills and a different mindset: we’ve replaced

messaging with storytelling, embraced paid media as

a way to amplify earned coverage and learned how to

adapt to an always-on environment where “real-time”

is the only deadline that matters.

That’s why we chose “Storytelling @ the Speed of

Now” as the theme of this year’s Academic Summit,

which took place in Chicago June 25-27 at DePaul

University. In addition to DePaul, Edelman’s co-hosts

were PR Week and the University of Notre Dame.

This biannual event – a three-day educational

immersion – gives college deans and professors an

opportunity to learn marketing and communications

best practices from nearly three dozen Edelman

clients and digital and media innovators, as well

as our own senior managers. Professors who teach

marketing, media, public relations, digital

communication and journalism at more than 80

universities from nine countries participated,

hearing blue chip case studies and gaining practical

knowledge they could immediately incorporate into university curricula.

Above all, the professors learned firsthand what students need to know

now to pursue a successful communications career in the future.

Why does Edelman invest in an event like this? By “teaching the teachers,”

our aim is to invest in the next generation of communications professionals

– those students who will ultimately join and lead our industry. Ideally,

many of them will choose to do so at Edelman.

Nancy Ruscheinski

Vice Chair, Client Engagement for Edelman in the U.S.

Director of the Academic Summit

We’ve created this ebook

so the stories we heard

at the summit – and the

lessons they held – are kept

alive for both educators

and students.

Throughout, we’ve let the

voices of our presenters and

panelists shine through,

sharing their experiences,

wisdom and results. These

stories go beyond “once

upon a time.” They speak to

our time and how we live

and work now.

Welcome to Storytelling @ the Speed of Now

Photo: Nancy Ruscheinski with Tyler Gray, Editorial Director, Edelman NY