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August 6, 2013
From Down Under, the Limits of PR
The great thing about the Internet is that it can take us virtually anywhere to observe and learn. Like Adelaide, Australia. There we find an example of the limits of PR. A local PR company took its licks as the owners of the Burnside Village shopping mall tried to save a native red gum tree that had been left standing in the glass-roofed mall. No self-respecting PR firm should have gone near that assignment.

Despite the best efforts of even a "tree whisperer,"  the much put-upon red gum died, becoming Adelaide's lament. Who should have known? Everyone, apparently. "Is anyone really surprised the Burnside Village tree died?" is the headline on the news.com.au post on the saga.

Yes, PR has its limits, as every savvy practitioner the world over should know. 

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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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