Mr. Edelman's introduction to corporate PR came when he was pitching the young Mel Torme to DJs.

WSJ: Public-Relations Pioneer Began With 'Toni Twins' Stunt

Mr. Torme's NBC radio program was sponsored by Toni, and he made a splash when he packaged a Torme record in a pink-and-white Toni box.

WSJ: Public-Relations Pioneer Began With 'Toni Twins' Stunt

There he worked on projects with Michael Jackson, Dave Brubeck, The Cure, Brian Eno, David Bowie, Mel Torme, Sam Shepard, David Byrne, Norman Mailer, Apple Computer (Knowledge Navigator, Newton) and many others.

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