Certainly there are aspects of public relations where perfection is demanded. There’s no excuse for typos. You probably shouldn’t carry on about how much you love The Wall Street Journal while you’re talking to a reporter at BusinessWeek. When out to dinner with a client after a long day, you probably shouldn’t drink so much that you puke all over the table at Tavern on the Green in Manhattan, yes?

But brilliant PR is risk hungry. Brilliant PR breaks things, bruises egos, makes ordinary people wince. If it weren’t for this, any street urchin could be a PR executive. Some are. Too many are. Too few will risk a little imperfection for a shot at a perfect scoring of a client’s competitor.

An historic post, this. It’s short.

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