Tackling the challenge of positioning

摘要

This month's World LP Gas Association annual forum in Rio de Janeiro broke new ground in inviting a public relations expert from outside the industry to advise on how to achieve a greater public and political profile for LPG.US public relations firm Fleishman-Hillard senior vice-president and senior partner Marjorie Benzkofer had clearly taken a close look at LPG, mainly by searching for references on the internet. And she used what she had discovered to make her point. "There are folks in the US who think that propane is only good for hot dogs," she said. 'And in the UK people just think of white storage tanks." Her internet research discovered too much footage on YouTube showing gas tank explosions, and a primary public concern about LPG's safety.