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We were really starting to believe that creativity in PR campaigns was gone forever, as evidenced by the growing number of companies taking the "shock value" shortcut and
inserting the F-word into their pitches for lack of a better strategy. (The most recent boob award goes to the start-up BigRedWire.com, which, in spite of its unique business
model, has chosen the adolescent launch slogan, "Fuhgdat.")