A long time ago a friend asked me to write a television commercial for her friend's business...a medical lab specializing in patient lab work. It took gentle diplomacy to convince my friend that television advertising is not the answer to all communication needs and that my refusal to write a commercial for the lab was not professional snootiness.

The furor over Social Media is well deserved.  Don't get me wrong.  The many branches of SM compose a powerful new communication voice.  But the ins...
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