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April 10, 2013
These Lawyers Have It Wrong; PR Isn't 'War'
 
Given that PR practiced in the context of litigation can be stressful, it nonetheless shouldn't be viewed as "war" — never. PR is not a weapon of tactical advantage, it's a craft of relationship. Whatever Martin D. Beirne and Scott D. Marrs may intend on Law.com by placing PR in the context of General Sun Tzu's ancient work, "The Art of War," it doesn't belong there. Lawyers may fancy themselves as warriors, but PR people are communicators. The "war" notion only contributes to giving PR a bad name.

We could rail on about PR being confused by lawyers; that, indeed, is an ancient burden of the craft. Read the Beirne/Marrs post to get a renewed sense of the confusion and peril in PR being practiced to "win." Then, all the wiser, go on relating well. All good communicators know how important context is; PR doesn't belong in a fanciful context of war. War, remember, is the absence of relationships.

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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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