[SO WHAT ELSE ... ?]A brief bestiary of those PR folks

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[SO WHAT ELSE ... ?]A brief bestiary of those PR folks

I run into so many people whose name cards read "PR." Their job, I suppose, is PRomotion, more than public relations.

From my experience, there are three types of PR people. The Charmer, with an air of effortlessness, can promote anything. He is a natural promoter. He spreads his good will, and anything he suggests will be accepted -- quite naturally. I remember that person and his charm, rather than what he's trying to sell. He never forgets to call when he's away or when he needs company for coffee.

The second type is the Broker. He adheres strictly to his work ethic: seniority, working hours and procedures. He makes sure the press is ranked in order of importance, shuts his phone off after duty and takes the credit while his juniors toil away. He calls only when the expected "deal" doesn't turn up on time.

The third type is the Trasher. He treats the press like, well, trash. He orders cameras to be shut off and shoos onlookers away from doors. We journalists want all Trashers on earth to be shot dead, but without them, our jobs wouldn't be so exciting. Who makes you excited? E-mail me at inescho@joongang.co.kr.

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