By Greg Hazley
Girl Scouts of the USA will work with Edelman on a variety of PR initiatives for the group’s centennial slated for 2012.
CRT/tanaka, the organization’s agency of record for a decade which has helped it move beyond a "cookies, crafts and camping" image to that of a girls' leadership group, continues in that capacity handling PR counsel and crisis communications. The firm will also support 100th anniversary events.
Edelman’s New York office will handle strategic counsel, media relations, consumer engagement, issues management support, and social and online media assets for the national celebration, which is expected to run into 2013.
In a statement, Girl Scounts CEO Kathy Cloninger called the centennial a once-in-a-lifetime opportunity to engage the nation on issues related to girls, women and leadership. “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,” she said.
The New York-based organization counts three million members and 50M alumnae. Denise Peisch is VP for communications.
L.L. Bean last week hired Weber Shandwick for its centennial PR in 2012.
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