Tough guys should never say sorry

By Anthony Hilton, City commentator on London's Evening Standard, PR Week UK, 15 August 2008, 12:00am

When Paris Hilton - no relation - followed her release from jail with a pledge that she would be better behaved in future, it backfired because that was not what she did.

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(Brand Republic, Campaign, Marketing, Media Week, PRWeek)

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