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February 9, 2015
Human Kindness at Target
 
Last week’s incident at a Target store in North Carolina in which an employee showed a young man how to tie a tie is a beautiful example of the essence of good public relations — human regard for others, that is, walking in someone else’s shoes.

The teenaged customer had been looking for a clip-on tie and was disappointed to find that the Target store in Raleigh, North Carolina, didn’t have any. But then Target employee Dennis Roberts picked out a tie, brought it to the young man and showed him how to tie it. A beautiful moment — especially to another customer who took a photo of the incident and posted it on Target’s Facebook page, where it went viral.

A “little thing,” yes. But the essence of good public relations is just that, helpful, human-centered actions, not “spin”.  Target should make this incident an instant part of its employee training program, while all the world’s other businesses pay heed, too. Look around, who needs help, provide it.

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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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