Nah, of course not. We all know where bears go... and Monday we finally got confirmation it was indeed as we suspected.

On Monday Edelman broke its silence on the Wal-Mart blog story that has exercised the blogging and PR communities. I was travelling to Seattle, so am a bit late in on the conclusion of this story.

Richard Edelman fessed up. In essence, Edelman took the bullet and left the client in the clear. A bit late perhaps, but thankfully in an open ended, 'its a fair cop guv', manner that suggests lessons have been learnt.

Its always constructive to learn from the mistakes of others (and a lot less painful than making the mistakes yourself). I've certainly taken on board some lessons from observing the story unfold. Steve Rubel pointed at processes delaying the apology. I guess one point is that processes, whatever they may be, need to be re-tuned to the requirement of the blogging environment and audience.

Tags: Edelman, Wal-Mart, PR