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Richard Edelman actually said this in a comment on Suw Charman’s blog:

“this Wal-Mart program was … a publicity stunt aimed at the mainstream media with a new media component.”

Edelman’s comment quells any doubt that senior management Edelman knew exactly what they were doing and proves that the Wal-mart flogs certainly were not the work of three junior executives.
Yet, on Monday morning, bright and early, Richard Edelman and Steve Rubel and the Edelman army will launch an offensive designed at rescuing their reputation. Get out your hip boots boys and girls, we’re gonna need them.