Edelman Public Relations is known for so many accomplishments: early adopter in social media, thought leader on public trust issues, presenter at the World Economic Forum in Davos, and the agency that got the prized Twitter account.
Now, it has taken on what might be one of its most formidable challeges. And that's representing GE financial executive Peter Lanza who is the biological father of Newtown, Connecticut mass murderer Adam Lanza. At the time the boy's mother, who he also killed, had full custody.
In Odwyepr.com, Kevin McCauley reports that Edelman, which also represents Lanza's employer GE, has assigned experienced public affairs pro Errol Cockfield, Jr. to be the point person for Lanza. His background includes being the spokesperson for both former governors Eliot Spitzer and David Paterson and the chief of staff for NY state senate minority leader David Samspon. His background also includes journalism.
Diverse constituencies will be monitoring and deconstructing how Edelman does with this account. They include other public relations agencies, GE, the media, commentators on the media, and critics of Lanza who, without knowing anything about him, assume he somehow shaped his son into a monster. Fortunately, the agency knows how to comport itself in the spotlight.