hires Edelman to get a little advice in the ways of PR

SAN FRANCISCO: Edelman PR has been retained by, an online

advice provider that has enjoyed many headlines. offers a wide range of instant advice - everything from

gardening to finding a mortgage to parenting.

The company formerly retained LaForce & Stevens, based in New York. "We

wanted an agency that was San Francisco-based," said Bill Bettencourt,

Keen's COO. "Having the opportunity to be on site and to work with

people day to day seemed important." Billing figures for the account

were not disclosed.

Edelman is charged with building's reputation with


Judy Rowcliffe, an Edelman SVP, said the team will create campaigns

designed to target people who are most in need of advice, and

encouraging them to try the service.

Bettencourt said that the in-house PR team has been successful in

getting ink in the business press. One lengthy article appeared last

month in The Wall Street Journal, before Edelman was signed, describing as "among the last remaining hot Internet start-ups."

The article went into great detail about one of the most successful

sides of Keen's business - psychic predictions - to the exclusion,

Bettencourt said, of the wide range of other services and advice the

company provides.

Bettencourt explained that response to the article from partners and

investors has been positive, but that the reporter did not get all the

details right. "Coverage is a mixed blessing sometimes," he said. "We

gave the reporter the facts as we know them, and she decided to

disregard those facts."

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