This is a fantastic essay by Cory Doctorow. I wish it were three paragraphs longer, but it lays out a thoughtful aol mail anywhere nalysis of the flame/idiot/troll phenomenon. My take: you can't (and shouldn't) treat all customers the same. It's not clear to me that you can always change the attitude of an angry person. But you can avoid bringing down everyone around them.

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Public relations professionals everywhere are sighing relief as the California Recall comes to an end. The Recall seemingly eclipsed other peer evaluation ews in the past few weeks. USA Today notes it has received "unprecedented national TV coverage for a statewide election, receiving more airtime on the Big Three networks than the White House race." The Tyndall Report claims it came in fourth place last week. But there are public relations lessons to learn from the Recall. Media relations campaigns should be run like political campaigns. Story of the Day: Whether we liked it or not, there was *always* a new story to be told each day of the campaign. Most of us will not have a new, newsworthy story to tell about our company, client, product or service each day. But we should establish a steady rhythm of communication with our media contacts. You establish yourself as a source and you get in the habit of digging for relevant news to send them by doing this. Current events and industry trends often hold a follow-up story opportunity. If you have established yourself as a source, media will either approach you to do a story or pay more attention to your pitch for a follow-up story. Shaping Messages: A lot of time and attention is spent on the messages we distribute. But we should not consider them sacred cows once legal has *finally* signed off on them. Your industry might not be as fast-paced as politics, but you may need to change your message based on external influences.

Elaine writes: Which usage is correct...graduated high school or graduated from high school? To hear graduated without from is as painful to the ears as "went missing"..both usages seem to have entered our language fairly recently. It's even more complicated than you think. My dictionary reminds me that " He graduated from college is now more widely used than the older form, He was graduated from college . He graduated college is considered nonstandard." In other words, graduating used to be something they did to you; now it's something you do for yourself. Like Elaine, I prefer graduated from . But I continue dymo labelmanager pc o be surprised by the opposition to "went missing." It's very widespread in Commonwealth countries; Canadian news reports use it frequently, and we simply take it for granted. For an interesting discussion of how "gone missing" began spreading in the US, see this article in the Chronicle of Higher Education . Meanwhile, a missing-persons website in Britain proudly calls itself Gone Missing UK . Update: On December 28, Globe and Mail columnist Russell Smith has made some interesting observations about "graduating" and other usage problems: You can fax it, just don't write me . You won't agree with everything he says, but he's worth thinking about.