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Boeing Blog and Engaging Criticism

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July 28, 2005

Boeing Blog and Engaging Criticism

Heather Green

To me, this post by Randy Baseler, Boeing's vice president of marketing for Commercial Airplanes, is a good example of a company effectively using a blog to discuss directly some critical points made by a Boeing fan about the next generation 787 Dreamliner passenger plane.

One thing that grabbed my attention was how he used this mocked-up image photo to show how the new plane's wings actually bend pretty radically when in flight--and make the case that Boeing is being innovative....pretty cool...

09:16 AM

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Heather Green, at, called our attention to an constructive use of blogging by Randy Baseler, vice president of marketing for Commercial Airplanes at Boeing ("Boeing Blog and Engaging Criticism"). As Heather points out, Randy responds d... [Read More]

Tracked on July 31, 2005 03:10 PM

Ummm... is that *really* a photo or is it a synthetic graphic image? Boeing calls it asn "image", but they do the same with what are obviously real photos, so the labeling is not a true key to whether an image is "real" or a "rendering". Unfortunately, Boeing collects both photos and obvious non-photos in a "Photo Gallery". That's *not* a great way to try to build credibility.

Of course, in this day of scanning and digital images, the definition of the term "photo" itself is in need of tweaking.

I would think that mainstream media would have some standards for terminology with regards to "images".

Should Boeing indicate whether the true photos are in fact unretouched versus "enhanced"?

And finally, shouldn't there be an indication of photos in which we are seeing "real" equipment versus mock-ups?

The best way to build credibility is with solid facts.

-- Jack Krupansky

Posted by: Jack Krupansky at July 28, 2005 12:21 PM


An excellent point. Thanks. Will update with input!

Posted by: Heather Green at July 28, 2005 12:29 PM

I know large corporations are very reluctant to enable comments and trackbacks on their blogs, but it's still too bad that Boeing does the same thing.

Posted by: Richard at July 28, 2005 03:06 PM

Hi Richard, It's a good point and you're definitely right.

Posted by: Heather Green at July 28, 2005 03:52 PM

In most newspapers, if the image is a true photograph, the by line with read "Photo by ___." If the image has been digtally altered (past the point capable by dark room mesaures), the by line will read "Illustration by___."

Posted by: Ktg at July 28, 2005 07:33 PM

Thanks for the post Heather. We'll be talking about Randy's Journal and Flight Test with Boeing's blog designer at the next Blog Business Summit.


the images are captioned on Boeing's Blog.


Boeing does accept moderated comments. Live commenting isn't going to happen. What Boeing does well on their blogs is do what's right for them.

Posted by: DL Byron at July 28, 2005 09:13 PM

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