Girl Scouts Selects Edelman to Lead Public Relations Efforts During 100th Anniversary Celebration

Aug 22, 2011, 08:22 ET from Girl Scouts of the USA

NEW YORK, Aug. 22, 2011 /PRNewswire-USNewswire/ -- Girl Scouts of the USA (GSUSA) today announced that it had retained Edelman, the world's largest independent public relations firm, to lead its media engagement efforts related to the organization's centennial celebration in 2012.  

Edelman will provide strategic counsel, as well as media relations, consumer engagement and issues management support as Girl Scouts readies to launch a national celebration as part of its anniversary designed to create urgency around girls' issues. Edelman will also assist the organization with securing corporate partnerships and developing online and social media assets for the wide-ranging initiative that will extend into 2013.

"Our 100th anniversary is a once-in-a-lifetime opportunity to engage the nation on issues related to girls, women and leadership," said Kathy Cloninger, Chief Executive Officer of Girl Scouts of the USA. "We know that girls can change the world. We see them do it everyday in Girl Scouts, but we also know that they are one of the most underutilized and undervalued resources in our nation. That has to change and we're excited to partner with Edelman in convening that national discourse so that we can ensure that every girl has the opportunity to achieve her leadership potential."

Over the last few years, Girl Scouts has been in the process of transforming itself by consolidating councils, and developing the Girl Scout Leadership Experience (GSLE) that for the first time provides a consistent leadership development program for all Girl Scouts. GSLE is focused around three keys to leadership and on engaging girls in journeys, which are a coordinated series of activities grouped around a theme. In addition, the organization has revamped its badges and awards for the first time since the early 1960s so that they align with the leadership program. And in 2009, Girl Scouts launched a brand campaign designed to drive increased membership known by the tagline What Did You Do Today?

"We are honored to partner with such an iconic organization to convene a national discourse that we hope will ensure that every girl has the opportunity to achieve her leadership potential," said Russell Dubner, President of Edelman's New York office, which will be leading the work on behalf of the firm. "Our approach is to use every available channel to foster dialogue and spur action.  We will invite new and established voices alike to inspire and galvanize these young girls, and secure the Girls Scouts of the USA as a pre-eminent thought leader and advocate for girls."

Girl Scouts was founded in 1912 by Juliette "Daisy" Gordon Low when on March 12 of that year she assembled 18 girls from Savannah, Georgia, for a Girl Scout meeting. Today, Girl Scouts is more than three million strong, and some 50 million women are alumnae, including everyone from Sandra Day O'Connor and Katie Couric to Chelsea Clinton and Mae Jamison.

"Edelman is clearly one of the most accomplished public relations agencies in the world with an extraordinary array of creative and seasoned professionals," said Denise J. Pesich, Vice President for Communications at Girl Scouts of the USA. "We're excited to partner with such a great agency and its expertise and experience will be essential to our success next year."    

Girl Scouts' longtime public relations agency, CRT/tanaka, will maintain its status as agency of record and continue to provide crisis communications advice and counsel. It will also play a role in the 100th anniversary by providing media relations coordination and support for numerous regional events organized by councils around the country.

About Girl Scouts of the USA
Founded in 1912, Girl Scouts of the USA is the preeminent leadership development organization for girls with 3.4 million girl and adult members worldwide. Girl Scouts is the leading authority on girls' healthy development, and builds girls of courage, confidence and character, who make the world a better place. The organization serves girls from every corner of the United States and its territories. Girl Scouts of the USA also serves American girls living overseas in 90 countries. For more information on how to join, volunteer, reconnect or donate to Girl Scouts, call (800) GSUSA 4 U (800-478-7248) or visit

About Edelman
Edelman is the world's largest independent public relations firm, with wholly owned offices in 54 cities and 4,000 employees worldwide. Edelman was named Advertising Age's top-ranked PR firm of the decade and one of its "2010 A-List Agencies" and "2010 Best Places to Work;" PRWeek's "2011 Large PR Agency of the Year;" European Excellence Awards' "2010 Agency of the Year;" Holmes Report's "Agency of the Decade" and "2009 Asia Pacific Consultancy of the Year;" and among Glassdoor's top five "2011 Best Places to Work." Edelman owns specialty firms Blue (advertising), StrategyOne (research), Ruth (integrated marketing), DJE Science (medical education/publishing and science communications), and MATTER (sports, sponsorship, and entertainment). Visit for more information.

SOURCE Girl Scouts of the USA