Book Excerpt: Olympic Buzz Harks To ‘Gold’ Standards For PR

Brits jumped for joy last week after London was awarded the 2012 Olympic Summer Games following an agonizing selection process. (Editor's Note: The celebrations were
marred the very next day after terrorists exploded four bombs on London's subway and bus systems, murdering, at press time, at least 50 people and wounding at least 700 people.)
China, meanwhile, is well into the planning stages - about $30 billion worth - as the host of the 2008 Summer Games. Shelley Bird, chief communications officer at
, had last year's Summer Games in Athens on her mind as she talked about 'going for the gold,' communications-wise, for PR News' 2005 edition of "Lessons
Learned From The PR Trenches." An excerpt follows: