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Richard Berman Takes the Low Relational Road
By: Doug Bedell
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Here’s some PR heroism from the energy industry – in response to a tawdry talk by Richard Berman, a Washington political consultant, to oil and gas executives there. While advising his audience that “you can either win ugly or lose pretty,” The New York Times reports, Berman’s talk was secretly recorded and provided by an attendee who was offended by it. 

While PR is tactical, being low-minded is a professional offense.  The craft needs to be  pursued ethically. Taking the low road is how PR gets a nasty name. 

(Photo of Richard Berman by Daniel Rosenbaum for The Times) 

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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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