In the first part of this article, I commented on the role of key thinkers and their ideas which shaped the public communications profession for the past century. Now for those of you who fight the good fight every day, here are three books from "generals in the trenches." *Goodbye to the Low Profile, by Herb Schmertz, Little Brown, 1986. Herb Schmertz joined Mobil in 1966 as a lawyer specializing in labor relations. When he retired at 57, in 1988, his title was executive vice president, his annual salary approached three quarters of a million dollars, and his office was in what we today call the C-Suite.
Between The Pages: Mastering the Masters, Part 2
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