DIARY: Milwaukee agency revives child labor in the name of PR

Even for a warm and fuzzy employee-morale gimmick, ’Take Our Daughters to Work Day’ is getting a bit stale. After all, it’s been around since 1993 and hasn’t evolved past its original concept. Perhaps sensing this, the Milwaukee office of Cramer-Krasselt came up with a new twist on the idea last month: its employees not only took their children to work, they put them to work.

Even for a warm and fuzzy employee-morale gimmick, ’Take Our Daughters to Work Day’ is getting a bit stale. After all, it’s been around since 1993 and hasn’t evolved past its original concept. Perhaps sensing this, the Milwaukee office of Cramer-Krasselt came up with a new twist on the idea last month: its employees not only took their children to work, they put them to work.

Even for a warm and fuzzy employee-morale gimmick, ’Take Our

Daughters to Work Day’ is getting a bit stale. After all, it’s been

around since 1993 and hasn’t evolved past its original concept. Perhaps

sensing this, the Milwaukee office of Cramer-Krasselt came up with a new

twist on the idea last month: its employees not only took their children

to work, they put them to work.



’So many companies just tend to have the kids shadow their parents,’

says C-K AE Jon Campbell. ’It gets a bit old for the kids.’



The 20 kids who arrived at the C-K Milwaukee outpost on April 27 did a

lot more than shadow their parents - they developed their own marketing

campaign for a new make-believe breakfast cereal, complete with market

research, brainstorming and product-testing. Then the kids made four

phone calls to PRWeek and sent three follow-up e-mails seeking ink for

their hard work. OK, maybe they didn’t.



’The day was an excellent opportunity for the children to get into the

trenches and participate in the daily activities that their parents are

involved in,’ says EVP and office GM Paul Bentley. The event also

garnered favorable PR for the firm, with coverage on the local CBS

affiliate’s evening newscast and a story in The Milwaukee Business

Journal.



The company is contemplating turning the event into an annual

affair.



Wonder how long it will be before the kids start sending nasty e-mails

about their bosses and closing their office doors to talk with

headhunters?



PRWeek says: make them full-time. It’s one way to fix the PR talent

crunch.



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