I’m often asked what it’s like to work with Malala Yousafzai. The honest answer is that – particularly for a corporate communications specialist like me – it’s different to any other account or client that I have worked on. Not only is it an enormous privilege to be able to be part of the group of people that support Malala and her cause on a day-to-day basis but it is a great learning experience for me and the rest of the Edelman team. There are many others who are part of the Malala support network – her wider family, the good people at the Malala Fund, Sunshine Sachs, her school and beyond – who are helping to promote her cause. Each plays an important role.
Edelman’s role, in partnership with these other people, is to help Malala to engage with global media, and other global stakeholder audiences, in the most effective way – and to help those groups to engage with Malala, whilst being mindful of her own school and family commitments. We’ve worked with Malala and her family for the last two years on this global communications strategy and execution, on a pro bono basis. The worldwide interest in Malala and her story is enormous; and almost constant. An average company CEO would be intimidated by it, and yet Malala handles it with professionalism and understanding. So in whatever small way we’re helping Malala we’re learning a lot from her too. She is wise way beyond her years; and beyond mine as well.