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You're reading: Back Story: Doing what makes sense

My white sneakers definition of PR is telling a corporate executive or a politician what he or she already knows but doesn’t want hear, and doing so in such a way they pay attention and do the right thing.

There is no great secret about the profession I have been planted in for much of my life (with the exception of a dozen years in journalism): I call it the practice of common sense, though various schools that teach the discipline might disagree.

Over the years, I have met very few people in executive positions with a tin ear when it comes to public relations. Most are pretty smart people. That’s how they scrambled up the success ladder.

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