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An Idea A Day by David Thompson

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PUBLIC RELATIONS

GO AGAINST THE FLOW

Jim Blythe

DURING THE DOT.COM boom there were many companies starting up on the internet, and most of them trumpeted their cutting-edge technology. Most of their customers found this a little hard to follow: the “look at our amazing technology” opening line was usually followed by an over-excited delivery of a string of technical jargon, incomprehensible to anybody but a committed computer nerd.

Creating an exciting PR campaign was the aim of these firms, but all they succeeded in doing was dazzling the potential customers and investors.

The idea

Sourceree Solutions was founded in 2000, and is a supplier ...

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