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Shel Holtz
Communicating at the Intersection of Business and Technology
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Intuitive engagement

The whole idea of an organization participating in the conversation is alien to those of us who grew up in the one-way top-down era. Younger communicators often find themselves applying the principles naturally, without necessarily knowing they’re doing something strategic.

Such was the case with a twenty-something member of the Public Relations staff at the Greater Philadelphia Tourism Marketing Corp. (GPTMC). (Disclosure: GPTMC is my client, I learned about this incident while at their offices, and I have their permission to relate this tale. Caroline was nosing around the blogosphere late last year when she came across a post to a Gawker Media travel-focused blog called “Gridskipper: The Urban Travel Guide.” The post was less than kind to GPTMC’s “We’ve got Benergy” campaign celebrating Benjamin Franklin’s 300th birthday. The post was titled, “Worst slogan ever:”

It???s time for the 300th birthday of favorite runaway adopted son Ben Franklin. But ?? ???Benergy???? Kinda sticks in the craw. I know what they???re going for, with the Ben, and the lightning, and the synergy, but it???s not doing it for me. Benalicious? Bencredible? Bentastic? Those sound tired as well. Make your suggestions in the comments below, should the spirit move you.

Caroline read the post and realized the author didn’t understand how the campaign was being used. So she dashed off a friendly note to the blogger using Gridskipper’s email link. The blogger responded on December 21 with “Co-Branding with Ben Franklin,” reflecting the points Caroline had made and softened his original view of the Benergy campaign:

A while ago we had fun with their, err, well-intentioned ???Philly???s Got Benergy!??? campaign and we recently got tipped off to how local bars and restaurants are renaming menu items in collaboration with the marketing campaign.

The post goes on to list several such co-branding efforts (e.g., Bistro Romano offered Benschetta). The post wrapped up, “Ah sweet co-branding, we love thee.”

Quite the turnaround, and one that Caroline brought about without quite realizing that she was engaging in a Web 2.0 PR strategy. It just seemed the natural thing to do.

12/31/69 | 6 Comments | Intuitive engagement

Comments

  • 1.That's a really good example of how to do it right, Shel. Thanks for spotting it.

    scott | February 2006

  • 2.I really agree with your idea about how "younger communicators often find themselves applying the principles naturally" I'm 33 and i have been working on corporate communications for a decade and just in the last year i realize that blogging, and of course corporate blogging, more than a "geek" or unknown concept, is becoming a GAP between old and young generations of PR practitioners. I guess I have to work building bridges from one group to another. Do i make myself clear? (sorry for my english).

    Juan Pablo tapia | February 2006 | Santiago de Chile, South Am?rica

  • 3.Shel Holtz pointed out a great advantage that savvy Young PR pros have in the Network Society.
    Intuitive Engagement he calls it. It comes about as a result of our familiarity with many-to-many communication.??Young PR Pros??haven’t been trained...

    http://youngie.prblogs.org/?p=29 | February 2006

  • 4.When you get out into the "Real World," you practice what you are taught. Your comment about the naturalism of younger professionals applying these principles stems from the education we are receiving. As a current student studying PR at Auburn University, I am taught by my professors that in a corporate environment, you have to listen out for all news or commentary about your client. It seems short-sided that many discount blogs that so readily offer the outlet of comments to discover public opinion. Timidity and unfamiliarity are what keep beginning students and professionals from keeping track of blogs.

    Thankfully, our forward-thinking professors are exposing us to the different uses for all types of media while we are still saplings. Weekly, we post in our own blogs and are encouraged to post in other blogs as well. (What is the point without connections and community?) The purpose is to familiarize us with the opportunities provided by social media and to have us conversing with people, not talking at them.

    It all goes back to one of PR's basic principles- It is two-way communication.

    Courtney | February 2006

  • 5.PR Blogger: Blog crisis communications
    With blogs, a small crisis can turn into a huge firestorm. But, just like blogs can spread those flames, PR is still supposed to be the fireman …. and blogs are just another big hose to work with. And, cris...

    http://www.infocomgroup.net/wordpress/?p=24 | February 2006

  • 6.Coutney; I love to see you out here offering your two cents. Most bloggers like that too, and if you can peacefully show them that their perception may have been off (i.e. they didn't have all the information), they are more likely than not to change their tune and post about it. Shel knows that well, it just happened to him recently with all of the A-lister talk. The flack he got was withdrawn, rightfully so.

    Kami Huyse | February 2006 | Communication Overtones

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