Senior PR Execs Continue To Wrestle with SOX

Consider it a twist on the famous quip from gonzo journalist Hunter S. Thompson: When the going gets weird, the weird turn pro. "You have no idea how many times I have gone to the CFO and said, 'I do words, I don't do numbers. If you want me to diagram a sentence I can do that, but if you want me to read this chart, you have to explain it to me,' " says Lori Hutzler, director of corporate communications at the publicly traded Isle of Capri casino company. Hutzler was referring to the Brave New World of Sarbanes-Oxley, which lays out a range of new measures that are meant to keep public corporations open and honest about their business transactions.

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