LAST CALL: CA PR firm knows it's all in the name

We all know that job titles in PR can be a minefield. But Spark PR seems to have taken that a little too literally.

The Menlo Park, CA agency allows new staff members to choose their own titles.

The only requirement is that they must select something consistent with its 'explosive' theme.

The result is a staff roster that sounds like the line up at a monster truck rally, including names like Flame Thrower, Supernova and Chief Dyn-o-mite.

Co-founder Chris Hempel explained the offbeat titles: 'It takes away the layers of hierarchy.'

But what happens when staffers decide to move on?

Leslie Bottoms, who recently changed her title from Fuse Lighter to DaBomb, thinks she can easily translate Spark-speak to a future employer.

'I would go ahead and put the title on my resume, but I would be careful with my job description,' she said. For starters, she should be kept in a safe place away from small children and naked flames.

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