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OfficeMax Needs to Pay Heed to Reality, Not Simply Data
By: Doug Bedell
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Relationships can't be handled well by rote. List this as a primary PR principle. And "credit" OfficeMax for demonstrating its application. Ray Hennessey at Entrepreneur.com notes how somebody at OfficeMax (plus a vendor) was incredibly insensitive (to put it mildly) in  how it handled an aggrieved customer who objected to receiving a marketing letter addressed to him and to "Daughter killed in a car crash." This, as Hennessey suggests, is an incredibly botched situation; somebody at OfficeMax simply wasn't paying attention... 

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About the Author
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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