LAST CALL: And the absolute worst PR firm is..

Remember the old saying, "If a tree falls in the woods and nobody

hears it, does it make a sound?"

Here's a PR variation: if a polling organization conducts a corporate

reputation study and then doesn't mention any single company by name, is

the poll news?

One polling group thought so when it sent PRWeek a press release about

companies whose reputations had sunk. But an official wouldn't say which

firms were where on the survey, as that was the information he wanted to

sell to the firms involved.

No names, no story was our decision. Whose poll was it? Sorry, Agency

X...two can play at that game.

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