Me thinks you protest too much. I did *not* apologize for Edelman’s Wal-Mart flog. I did suggest that Edelman must have gotten some wires crossed between their account execs and their client, Wal-Mart. And I specifically made the point that Edelman’s “silence” (their non-response for five days or longer) was their biggest mistake. I am not in Edelman’s employ nor do I expect to be. Frankly they don’t need me, or you or anyone else who writes for this blog!

The tone of a group is always set up the top. And like Caesar’s wife, the executives of a group like WOMMA have to be above reproach.

When one of the perceived ‘best’ makes a mistake like this, and violates the basic rules of blogging, it’s a big blunder.

And there are indeed aspects that don’t ring true. Why would Rubel not be involved in a blog project for such a big client? who was involved? Who will take the heat?

As my old Dad used to say - I smell a rat as big as an elephant.

But bloggers are a strange bunch: while we will skewer you if you’re not honest and open, we are quite forgiving once you admit you screwed up.

It will be interesting to see how they handle it going forward. One comment that does ring true - their staff definitely needs more PR 2.0 training.

As a traditonal PR stunt this would be a great idea. And everyone would know the client and the PR agency were behind it. But in the blogging world it doesn’t fly. And PR agencies need to learn the differnce.

Of course they’re tolerant of the misstep…it’s companies like this one that will pay their consulting fees as they buy into the technology.

There is nothing new going on here, including the pretense,

Mark