After COP26 and #EdelmanDropExxon, World's Largest PR Firm Announces Climate Strategy

Edelman, the world's largest public relations agency, will review its operations and client roster to align with a new sustainability strategy. The announcement comes after the conclusion of COP26, the United Nations summit on climate change in Glasgow. It also arrives on the heels of a campaign from activists that targeted Edelman for its PR work on behalf of ExxonMobil, asking the firm to drop the client due to its handling of climate issues. "What happened in Glasgow was disappointing," Richard Edelman, CEO of the firm, told Adweek. Noting that the intergovernmental agreements on climate change as a result of COP26 will only limit warming to 2.5 degrees Celsius by the end of the century, he added that "it's down to businesses to fill that void. And we want to be the firm of choice in making that transition." Influencers and Celebs Want the World's Largest PR Firm to Drop ExxonMobil A PR firm with a PR problem Edelman has come under fire in recent months for helping to power a PR campaign for ExxonMobil that aims to turn consumers against climate policy, such as social media ads that try to sway people against climate legislation or see policies that could hurt the gas giant as negative. That prompted a targeted "#EdelmanDropExxon" campaign led by activist groups Clean Creatives and Slow Factory, which garnered the support of influencers, celebrities and high-profile climate activists like Naomi Klein, Ta-Nehisi Coates, Sophia Bush, Ilana Glazer and Meena Harris. While the CEO declined to comment specifically on ExxonMobil or whether the firm would end its relationship with the oil and gas company, he did announce a 60-day review of Edelman's client roster and work. There will be an update on Jan. 10, followed by Edelman's first climate report in June. Edelman also acknowledged the unique position PR has in swaying consumer sentiment. While the industry plays a critical role in educating the public, it goes beyond that. "We do have the ability to do more than [make rational appeals to consumers]," Edelman said. "We have the ability to create an emotional reason to do." Should Agencies Work With Oil and Tobacco Brands? Consumers Are Split Edelman Impact The firm's climate strategy, called Edelman Impact, will span ESG, sustainability, purpose and climate goals. The firm also committed to establishing science- and values-based criteria for engagement with clients and submitting its target to the Science Based Targets initiative for independent validation. Edelman also pledged to keep dialogue open with its employees, form a board-level committee to track progress and work with industry peers to create standards on climate communications. Edelman is also staffing up to support the new initiatives, hiring Robert Casamento as its first global head of climate and bringing on Just Capital CEO Martin Whittaker as a senior adviser to Edelman Impact. Whittaker will offer counsel to Edelman clients aiming to advance their climate strategies by drawing on his experience with Just Capital, a nonprofit organization that evaluates and ranks companies according to their work on sustainability and diversity, equity and inclusion. Whittaker currently sits on the G7 Impact Task Force for Impact Measurement and Integrity and Harvard Business School’s Impact Weighted Accounts Initiative advisory council. Casamento will lead Edelman's climate-related offerings and programs, advising clients and developing next steps to achieve Edelman's board-level commitment to a science-based emissions reduction target for its operations. Both Casamento and Whittaker will work closely with Deanna Tallon, Edelman's new managing director for sustainability. 'You're going to see better' When asked how Edelman will win back folks who are disenchanted with the PR industry, especially given the way it's protected brands that harm the climate, the CEO told them to stay tuned. "You're going to see better. You're going to see improvement, you're going to see change, and we're going to lead the change," Edelman said. "The advertising and PR businesses have a mission of education and of [being] better. It's urgent that we come across as—instead of defenders or fog—that we're seen as clarity and purpose and good," he added. "And we can do that, I'm convinced of it." A Practical Guide to Making Your Agency More Sustainable