SAN FRANCISCO: Edelman PR has been retained by Keen.com, an online
advice provider that has enjoyed many headlines.
Keen.com 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 Keen.com'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
Keen.com 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
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."