LAST CALL: The public starting to get the gist of PR

The trouble with practicing public relations these days is that

John Doe seems to understand too darn much of the black art of PR.

Charles Schueler, senior VP of media and community relations for his

local post office, recounts how he was at work one recent Friday when a

postal clerk who knows what Schueler does for a living asked him what he

was doing that afternoon.

'It's Friday afternoon,' added the clerk, 'so I guess you'll be

releasing some bad news, right?'

Schueler was shocked, if more than a little impressed. 'Ten years ago

that kind of technique was a closely guarded secret. Now the man in my

post office understands it!'

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