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For Immediate Release by Ronn Torossian

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| CHAPTER 3 |

TALK ISN’T CHEAP—IT’S UNDERVALUED

Communication Is the Front Line of Good PR

“It was impossible to get a conversation going, everybody was talkingtoo much.” —Yogi Berra

In former president Bill Clinton’s book Giving he writes about the unique way some African tribes greet each other. When someone says, “Hello,” the other person responds with, “I see you.” It’s a powerful message in a world where people can feel invisible, especially in relation to the brands they patronize and the products they buy and consume. Companies that use PR to engage customers—seeing them for who they are and noticing when they show up and what they do when they get there—build their businesses and grow. “Use contemporary, simple language,” says Laurence ...

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