Fall 2003 Issue
Spreading the Word About CDC
A conversation with board member Richard Edelman
Richard Edelman is president and CEO of Edelman, the world’s largest independent public relations firm. An industry expert in marketing and reputation management, Mr. Edelman has provided counsel to a number of corporate giants including Bertelsmann, Time Warner, GAP, FujiFilm and American Home Products. In 1994 he worked on the “deal of the year” - the merger of Viacom, Blockbuster and Paramount. Mr. Edelman has also worked as a volunteer communications advisor on several political campaigns including Ed Koch for Mayor and Andrew Cuomo for Governor. In addition, he has counseled several countries on economic development programs, including Egypt, Israel and Mexico. Currently, Mr. Edelman is working on the Lower Manhattan Public Information Campaign to provide people who live in, work in and visit downtown Manhattan with essential news and information about the area and its recovery. In 2000, he joined the CDC Foundation board of directors. During his tenure as a board member, Mr. Edelman has played an active role in introducing both individuals and corporate leaders to the work of CDC.
How did you become involved with the CDC Foundation?
In 1999, I was contacted by CDC Foundation board members Oz Nelson, former CEO of UPS, and Bernie Marcus, co-founder and former CEO of Home Depot - both of whom were clients. They thought it would be beneficial to have someone on the CDC Foundation board with a head for marketing and public relations who could advise on how to position the Foundation and its work with CDC.
What do you believe is CDC’s most important public health challenge?
Obesity is a problem that is coming to a head in this country. The health care costs associated with obesity are skyrocketing, and if something isn’t done soon, providing health care coverage may no longer be financially plausible for businesses. It is too cost prohibitive for individuals to purchase by themselves. I am hopeful that these costs can be contained since obesity is very preventable and CDC is in the business of prevention.
What role can the private sector play in impacting the obesity problem in this country?
The private sector is arguably more powerful than the federal government with regard to the obesity problem. For instance, food companies can change what goes into food, they can change their marketing practices and they can change portion sizes. Private sector companies not in the food business can encourage healthy behaviors among their employees by subsidizing fitness centers, providing free physicals and improving the types of food they offer in their cafeterias.
Do you think the private sector has a responsibility to reinforce public health messages?
I do. I think it is in their self-interest. High health care costs are of great concern to most businesses today. The only way to control these costs is either by reducing benefits, which they would rather not do, or by reducing the incidence of health problems among employees. A healthier workforce will be a more productive workforce - there will be fewer days of illness, less diabetes and less heart disease among employees. Improving the general health of workers will bring health care costs down for everyone.
How can the CDC Foundation help bridge the gap between CDC and private sector partners?
I think the biggest thing the CDC Foundation can do is to make sure companies are aware of what the needs are, where they can have the greatest impact, and how to work with and support CDC.
Do you have any personal health behaviors that you feel have been influenced by your exposure to CDC scientists and their messages?
I have to say I really believe in prevention and work toward the concept of living a healthy lifestyle. I exercise five to six days a week, and I try and make sure my kids do as well. We try to make responsible choices in our diet. Recently, I have been paying more attention to the problem of skin cancer and am more vigilant about wearing sunscreen.
-Karen McDonald