What Edelman is and who runs it

Edelman is a privately held public relations and communications firm founded in 1952 by Daniel J. Edelman. It operates as one of the largest independent PR agencies in the world, with offices in more than 60 cities across six continents. The firm is still owned and led by the Edelman family, with Richard Edelman (Daniel's son) serving as president and CEO.

Unlike PR firms owned by larger advertising holding companies, Edelman remains independent, which shapes how it structures its work and client relationships. The firm employs roughly 6,000 people globally and serves clients across industries including technology, healthcare, consumer goods, financial services, energy, and government.

Key Takeaways

  • Edelman is a family-owned PR firm founded in 1952 that operates independently rather than as part of a larger advertising conglomerate.
  • The firm offers traditional PR services like media relations and crisis communications, plus digital strategy, content creation, and research divisions.
  • Edelman publishes the annual Edelman Trust Barometer, a global survey measuring public trust in institutions that shapes how many organizations approach communications.
  • The firm charges for services on a project or retainer basis; costs vary widely depending on scope, industry, and the specific services needed.
  • Edelman's size and independence mean it can handle large, complex campaigns but operates differently from smaller boutique agencies or divisions of holding companies.

The main services Edelman offers

Edelman's work breaks into several overlapping areas. Media relations — pitching stories to journalists, managing press releases, and building relationships with reporters — remains a core service. The firm also handles crisis communications, helping organizations respond to negative events, scandals, or emergencies that affect their reputation.

Beyond traditional PR, Edelman operates divisions focused on digital and social media strategy, content creation (writing, video, design), public affairs (government relations and policy communications), and employee communications. The firm also runs research practices that conduct surveys and studies for clients, separate from its own published research.

Edelman's Edelman Intelligence division conducts proprietary research for paying clients, while the firm's Trust Barometer — published annually since 2000 — is research Edelman produces and releases publicly. This dual approach means the firm both sells research services and publishes findings that influence how organizations think about trust and communications strategy.

How Edelman's size and independence shape its work

Edelman's independence from a larger holding company affects how it operates. Firms owned by companies like Publicis, Omnicom, or WPP are part of networks that include advertising, media buying, and other marketing services under one corporate parent. Edelman coordinates with other firms on some projects but does not have those divisions built in, which can be an advantage or limitation depending on what a client needs.

The firm's size — roughly 6,000 employees — means it can staff large, multi-country campaigns and maintain specialized teams (healthcare PR looks different from tech PR, for example). Smaller boutique agencies may offer more direct access to senior strategists, while Edelman's scale allows it to handle clients with complex, global communications needs but may involve more layers of account management.

The Edelman Trust Barometer and its influence

Edelman publishes the Edelman Trust Barometer each January, a survey of roughly 32,000 respondents across 28 countries measuring public trust in business, government, media, and NGOs. The survey has become influential in how organizations understand their reputation and communications strategy — many companies cite the findings when explaining why they are investing in certain communications initiatives.

The Trust Barometer is free to read and widely covered by business media. Because Edelman publishes it, the firm gains visibility and credibility in the communications industry, and the findings often shape conversations about trust and corporate responsibility. This is distinct from Edelman's paid research services, where clients commission custom studies for internal strategy.

How Edelman charges for its work

Edelman typically charges clients through retainer agreements (a fixed monthly or annual fee for ongoing services) or project fees (a set price for a specific campaign or deliverable). Some engagements combine both — a retainer for baseline media relations plus project fees for a major product launch or crisis response.

Pricing varies significantly based on the scope of work, the industry, the geographic reach, and the seniority of the team assigned. A small local campaign costs far less than a global, multi-year engagement with senior strategy involvement. Edelman does not publish standard rates; costs are negotiated directly with prospective clients during the pitch and contract phase.

How Edelman differs from other PR firm structures

PR firms operate under different ownership models, each with trade-offs. Holding company agencies (owned by Publicis, Omnicom, WPP, or Interpublic) can bundle PR with advertising and media buying but may prioritize those larger divisions. Independent agencies like Edelman focus solely on PR and communications but do not have in-house advertising or media buying teams. Boutique firms are smaller and often specialize in one industry or service (tech PR, healthcare, crisis only) and may offer more direct access to founders or principals.

Edelman's independence and size place it in a middle position: large enough to handle complex, global work but not part of a conglomerate that might push clients toward advertising or other services. This structure appeals to organizations that want dedicated PR informed without being steered toward other marketing channels they may not need.

What to know before engaging Edelman

Organizations considering Edelman should understand that the firm works with many clients simultaneously, so your account may be managed by a team rather than a single point of contact. The firm's size and reputation mean it attracts large, well-funded clients, which can affect how much attention a smaller or newer organization receives.

Edelman's public research (the Trust Barometer) is valuable for understanding industry trends, but it is separate from the paid research and strategy services the firm offers. If you are considering Edelman for a specific campaign or crisis, the pitch process will clarify what team would be assigned, what the timeline looks like, and how costs are structured for your particular situation.

Frequently Asked Questions

Is Edelman owned by a larger advertising company?

No. Edelman is privately held and owned by the Edelman family. It remains independent rather than being part of a holding company like Publicis, Omnicom, or WPP. This independence shapes how the firm operates and which services it offers directly versus through partnerships.

Can I read Edelman's Trust Barometer for free?

Yes. The Edelman Trust Barometer is published annually in January and is available free on Edelman's website. The full report and summary findings are public. This is separate from Edelman's paid research services, where clients commission custom studies.

How much does it cost to hire Edelman?

Edelman does not publish standard rates. Costs depend on the scope of work, the industry, the geographic reach, and the team involved. The firm charges through retainers (fixed monthly or annual fees) or project fees (set price for a specific campaign). You would discuss pricing directly during a pitch or proposal conversation.

Does Edelman do advertising or just PR?

Edelman focuses on PR and communications — media relations, crisis response, digital strategy, content creation, and research. It does not have in-house advertising or media buying teams. If you need both PR and advertising, you would work with Edelman for communications and another firm for advertising, or use a holding company agency that offers both.

What industries does Edelman work in?

Edelman serves clients across technology, healthcare, consumer goods, financial services, energy, government, and other sectors. The firm has specialized teams for different industries because communications strategy varies widely — healthcare PR is structured differently from tech PR, for example.