Building a New Normalcy: Retail PR for the Holidays

Scan the latest press releases from retail America and you'll see Thanksgiving language looming large, with hints of Christmas already in the air. Fact is, you'd hardly know
there was a war on. Most of the nation's brick and mortar retailers are responding to President Bush's call for "business as usual." But communicators charged with handling pre-
holiday PR admit it's a complex task this time around - and that they, like PR professionals in every industry, are treading a delicate line this year.