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What else do you call a human discipline whose very nature is firmly rooted in the principle that people act on their own perception of the facts. The Press Release is Dead (Now Will Somebody Please Tell the Clients?) In competing for a piece of business not too long ago, my PR firm was asked to supply three samples each of recent clips, bylined articles we'd authored for clients, and press releases.For two of the three requirements, the issue was our embarrassment of riches. Sound Like Your Situation? What a shame! Potentially productive public relations people resting on their oars in a large organization. Just kind of tinkering with tactics and leaving target audience perceptions (and behaviors) to pretty much do their own thing. Managers: Are You PR-Fit? 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