LAST CALL: Spellcheck is not always foolproof

PR staffers at companies considering a name change or agencies

looking to land a new client might want to subject the prospect to a

type-test first. No, not blood type or personality type. That's type as

in keyboard.

Seems if you type-test Skandia, the Swedish insurance and long-term

savings group, you get 'squander' as a possible correction. Not the best

term to describe a financial institution.

Type Accenture, the company that spent more than dollars 175 million in

a rebranding campaign, and you get accouter, meaning to outfit and equip

for military duty. The hi-tech consulting firm might not appreciate the

down-in-the-trenches imagery.

Try Saucony and you'll get scone as an option. The athletic shoes

manufacturer would probably not be pleased to have its name substituted

by a high-calorie baked good.

Of course, if you type PRWeek, you'll get prowess. Sometimes, the

type-test can be absolutely accurate.

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