LAST CALL: Angry firm has to eat its own words

A good corporate slogan can make all the difference. But even the best can return to haunt you.

A good corporate slogan can make all the difference. But even the best can return to haunt you.

A top-two agency learned this a few weeks ago when an e-mail mix-up led to an employee receiving messages from Politech (www.politechbot.com), a well-regarded newsgroup to which she'd never subscribed.

Thinking she was being spammed, the employee told the agency's IT manager, who then flamed the newsgroup's administrator - who also happens to be the DC bureau chief for Wired.

The seething missive accused the administrator of committing e-crimes against humanity. "I consider it a privilege to use all the technology tools available at making you go away,

it flamed.

Unfortunately, the e-mail was read by many subscribing journalists and PR pros, seemingly all of whom took time to "critique

the author and his firm. It got so bad, an SVP called to apologize for his "less-than-eloquent IT manager

- sadly proving his agency's motto correct: "Word-of-mouth makes the difference."

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