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Reality Matters for Effective PR
By: Doug Bedell
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We’re not looking to publicize the enterprising TV show Undercover Boss but simply to note through the experience of one boss, Sam Dushey, CEO of Shoppers World, that walking in someone else’s shoes for a while provides great insights into reality. And that sort of walking (or plunging) is one of PR’s cardinal principles.

As CEO, for example, Dushey enthusiastically invested in wireless scanning guns. While working undercover in one of his Ohio stores, however, he found that the guns were prone to breakdowns and actually made the markdown process longer.

Yes, first-hand, reality-based experience matters. Don’t attempt effective PR without providing yourself with a dose of it on a client’s behalf.

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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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