Thursday, September 29, 2005

Don't You Get It? 

For all the wonderful notions we have in PR about building relationships with publics, we try to forget the times when a public doesn't want a relationship. There are times when a group doesn't want to listen, to be reasonable or to relate in any constructive way. This story is a prime example of that. Senator McCain was reduced to asking the baseball union chief, "Don't you get it?"

This is not a commentary on baseball or its issues. It's a simple reflection that there are occasions when begging, pleading and discussion are futile. One must resort to strong tactics like laws to compel parties to obey. That is just what the Senators are doing.

PR practitioners must never forget that force is a medium of communications. It should be a last resort, but it should never be ruled out.


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