Winglet
Topic Author
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Joined: Mon Oct 17, 2005 8:24 am

Boeing's Randy

Sun Oct 23, 2005 11:52 pm

I am a frequent visitor to www.boeing.com/randy the home of "Randys Journal" which fronts itself as being a blog by Randy Baseler (vice president of marketing for Boeing Commercial Airplanes).

On a regular basis "he" writes an article via the blog and it involves a put down or slandering of Boeings competitor Airbus. Basically how we are right and Airbus is wrong.

Boeing and Airbus as a company are massive. The blog strikes me as entertaining because of corporate stooping to such a low level to take cheap shots at a competitor seems surreal.

I can assure you that this is not Randys blog, but there is a whole team of marketing and corporate editorial teams behind each article and use Randy as the front man. I thought only the white house stoops this low?

Rambling on...
 
Lumberton
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RE: Boeing's Randy

Sun Oct 23, 2005 11:54 pm

Quoting Winglet (Thread starter):
I can assure you that this is not Randys blog, but there is a whole team of marketing and corporate editorial teams behind each article and use Randy as the front man.

You can assure? What is your source? You should lighten up and take this blog for what it is--a public relations effort. Have you ever hear any of John Leahy's comments? If anything, Boeing waited far too long in getting their own "spin machine" in gear.  Smile
"When all is said and done, more will be said than done".
 
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garpd
Posts: 2308
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RE: Boeing's Randy

Sun Oct 23, 2005 11:54 pm

Much like the low ends Airbus PR go to eh?

It's PR mate..... either love it or hate it. But it certainly doesn't help posting a thread about it here on A.net. Some believe PR, others are skeptical.

This is a flame war in the making.

[Edited 2005-10-23 16:57:18]
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Scorpio
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RE: Boeing's Randy

Sun Oct 23, 2005 11:55 pm

I'll go get the popcorn.
 
Winglet
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RE: Boeing's Randy

Mon Oct 24, 2005 12:01 am

Quoting Lumberton (Reply 1):
You can assure? What is your source?

assure you is as exaggeration but I can guarantee you  Smile
Lets say, im almost sure based on personal experience with marketing for large corporations.
 
Lumberton
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RE: Boeing's Randy

Mon Oct 24, 2005 12:05 am

Quoting Winglet (Reply 4):
assure you is as exaggeration but I can guarantee you

OK, let's agree that it's spin. Fair enough?  biggrin 

Quoting Winglet (Thread starter):
or slandering of Boeings competitor Airbus.

It's only slander if it's false .... Is it?  box 
"When all is said and done, more will be said than done".
 
HAJFlyer
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RE: Boeing's Randy

Mon Oct 24, 2005 12:14 am

Quoting Lumberton (Reply 5):
OK, let's agree that it's spin

I would argue that any large multinational corporate which is active in such a highly publicised and politicised market as the remaining two manufacturers of large civilian airframes, has to be quite innovative when it comes to PR.

The number of different stakeholders (from governments to airlines to regulatory authorities to last, but not least a.net  Wink ) is so large and their requirements so different, that covering all bases with traditional marketing and communications tools is quite difficult.

While I personally don't like to often childish tone and content of both companies PR, I am afraid that it has become and integral part of the game and there is no way to stop it.
 
NAV20
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RE: Boeing's Randy

Mon Oct 24, 2005 12:29 am

Quoting Winglet (Thread starter):
On a regular basis "he" writes an article via the blog and it involves a put down or slandering of Boeings competitor Airbus.

I'd disagree with you there, Winglet - the majority of the entries are about his confidence in the strategy Boeing is pursuing and his pride in the products that they are developing.

I find it entertaining and informative - and so, apparently, do you, since you read it as well. To me, it's perfectly legitimate. Of course it's marketing-oriented - but it's the softest of soft sells.

I think EADS/Airbus could learn from it. I've never found their stodgy websites at all interesting or engaging - facts only, and too few of the ones that count at that.
"Once you have flown, you will walk the earth with your eyes turned skywards.." - Leonardo da Vinci
 
whitehatter
Posts: 5180
Joined: Sat Jun 12, 2004 6:52 am

RE: Boeing's Randy

Mon Oct 24, 2005 12:35 am

Quoting NAV20 (Reply 7):

I think EADS/Airbus could learn from it. I've never found their stodgy websites at all interesting or engaging - facts only, and too few of the ones that count at that.

Yep, Airbus need to revamp their website because of the number of aircraft people buy witht their Visa cards online nowadays.

Your lame cheerleading attempts don't get any better, do they?

Anyway if Baseler wants to run a Cheerleader Central blog site, good for him. That army of teenage airline executives need their digital Kool-Aid every day. Maybe if he spent some of his high-paid vice presidential fully expensed time working on how to sell aircraft or deal with the impending defeat at the WTO it could be more constructive for his employer.

But hey, those cheerleaders need their routines polishing so You Go Randy!
Lead me not into temptation, I can find my own way there...
 
NAV20
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RE: Boeing's Randy

Mon Oct 24, 2005 12:46 am

Quoting WhiteHatter (Reply 8):
Maybe if he spent some of his high-paid vice presidential fully expensed time working on how to sell aircraft

Emailing you a saucer of milk, WhiteHatter.......
"Once you have flown, you will walk the earth with your eyes turned skywards.." - Leonardo da Vinci
 
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garpd
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RE: Boeing's Randy

Mon Oct 24, 2005 12:51 am

Quoting NAV20 (Reply 9):
Emailing you a saucer of milk, WhiteHatter.......

LMAO!  laughing 
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PHXinterrupted
Posts: 461
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RE: Boeing's Randy

Mon Oct 24, 2005 1:19 am

Quoting WhiteHatter (Reply 8):
Anyway if Baseler wants to run a Cheerleader Central blog site, good for him. That army of teenage airline executives need their digital Kool-Aid every day. Maybe if he spent some of his high-paid vice presidential fully expensed time working on how to sell aircraft or deal with the impending defeat at the WTO it could be more constructive for his employer.

Oh brother, I have finally read it all!
Keepin' it real.
 
PlaneDane
Posts: 347
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RE: Boeing's Randy

Mon Oct 24, 2005 1:21 am

Quoting WhiteHatter (Reply 8):
Maybe if he spent some of his high-paid vice presidential fully expensed time working on how to sell aircraft or deal with the impending defeat at the WTO it could be more constructive for his employer.

You'd be very surprised at how very low the salaries really are at Boeing, even for someone like Randy, compared to certain other aerospace companies. Talented people like Randy could easily go somewhere else and be far better compensated, but choose to stay for other reasons.

Keep in mind that Boeing is very driven to control costs and provide adequate return to investors. So, every dollar spent, including for salaries, receives the greatest scrutiny.
 
dynkrisolo
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RE: Boeing's Randy

Mon Oct 24, 2005 2:09 am

Quoting Scorpio (Reply 3):
I'll go get the popcorn.

Our Airbus Internet Police Chief will stop at nothing to silence people when those people start criticizing Airbus. But when it comes to criticizing Boeing, he's ready to enjoy the fight.  Wink
 
JetMaster
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RE: Boeing's Randy

Mon Oct 24, 2005 3:07 am

Quoting Winglet (Thread starter):
I can assure you that this is not Randys blog, but there is a whole team of marketing and corporate editorial teams behind each article and use Randy as the front man. I thought only the white house stoops this low?

Most likely it's a team behind, PR is not reduced to one person in such a big company.

Quoting NAV20 (Reply 7):
I think EADS/Airbus could learn from it. I've never found their stodgy websites at all interesting or engaging - facts only, and too few of the ones that count at that.

No surprise - no matter what Airbus writes or would ever write, you would always say the same...but well, it's a proud fanboy's duty!  Smile


Regards,
JM
The Journey is my Destination
 
Lemurs
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RE: Boeing's Randy

Mon Oct 24, 2005 3:21 am

Quoting JetMaster (Reply 14):
Most likely it's a team behind, PR is not reduced to one person in such a big company.

It's probably a little less sinister than that. Randy picks topics he wants to blog about, sends them on to the numbers folks to get numbers back, writes it up in his own voice (you can almost always tell the difference between something written in one person's voice, and something written by committee) then sends it along to LCA and PR to make sure they're okay with it...they may or may not tweak something here and there to make sure it's publicly consumable, and then it goes on to the IT folks so they can put it on the web, and maybe find some good graphics to go with it.

From the standpoint of his commitment, the hard parts (numbers, legal, formatting for web) is done by others, so he gets to write his opinions and spin, in his own voice, in very little time.

(I have a lot of experience with corporate blogging, and I can almost guarantee you it's not nearly as organized as some are making it sound.)
There are 10 kinds of people in the world; those who understand binary, and those that don't.
 
klkla
Posts: 625
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RE: Boeing's Randy

Mon Oct 24, 2005 3:22 am

Quoting Winglet (Thread starter):
The blog strikes me as entertaining because of corporate stooping to such a low level to take cheap shots at a competitor seems surreal.

Please give a specific example of Randy's 'cheap shots' rather than just a general flamatory statement.
 
BlueSky1976
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RE: Boeing's Randy

Mon Oct 24, 2005 3:26 am

Winglet:
A piece of advice: NEVER LISTEN TO THE SALESMAN. NEVER!!!!

Randy Baseler is Boeing's version of John Leahy. He even has the same evil grin on his face.
POLAND IS UNDER DICTATORSHIP. PLEASE SUPPORT COMMITTEE FOR DEFENSE OF DEMOCRACY, K.O.D.
 
jacobin777
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RE: Boeing's Randy

Mon Oct 24, 2005 4:21 am

Quoting Winglet (Thread starter):
Boeing and Airbus as a company are massive. The blog strikes me as entertaining because of corporate stooping to such a low level to take cheap shots at a competitor seems surreal.



Quoting Lumberton (Reply 1):
You can assure? What is your source? You should lighten up and take this blog for what it is--a public relations effort. Have you ever hear any of John Leahy's comments? If anything, Boeing waited far too long in getting their own "spin machine" in gear. Smile

 thumbsup 

Quoting BlueSky1976 (Reply 17):
Randy Baseler is Boeing's version of John Leahy. He even has the same evil grin on his face.

actually, I believe it would probably be Alan Mulally
"Up the Irons!"

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