LAST CALL: Name recognition taken to new level

The saga of the suitable PR names rolls on. This week we were

amused to hear from Ken Service, director of news and information at the

University of Pittsburgh. Service recalls an incident from his days in

Sears customer service when he had to wear a badge marked 'Mr. Service.'

Noticing this, a small boy told his father 'Dad, look at this name,' to

which the father replied 'That's not his name, that's some sort of

award he's won.'

But even Mr. Service must take his hat off to the press and analyst

relations manager at incentive compensation firm Synygy, who labors

under the eerily apt name of Oliver Picher. (And before anyone writes in

to point out the spelling difference, we know. We're still giving him

the prize. We just can't cope with any more names. Even from you, Mr.


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