Helping the runner

[WVREF]

More a question on philosophy. Have called helping the runner about five times. All the classic textbook play, either QB keeper with running back coming up to push him through line, or QB hands off to RB and then QB pushes him. But invariably later in game other teams QB sneaks up middle, a running back comes in from the side and joins pile, not making contact with QB, but as pile moves forward maybe he makes some contact with QB. I've never called this helping the runner, but naturally I'm hearing "you called it on us, call them both ways." My question is does helping the runner have to be an intentional act and not just incidental contact with the runner?