Customer Service and PR: Separate Fields, Shared Goal

Customer service managers sometimes look at Dave Radanovich like he has two heads, but that's all part of teaching them the importance of effective communications. Columbia
Gas's vice president for communications plays the role of enterprising reporter in crisis-scenario training with his call center personnel. They wonder out loud why he asks so
many darn questions and why he so doggedly persists. "They have to understand why [PR people] are as thorough as they are," says Radanovich.