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In the modern world, it is often more valuable to be famous than to actually be skilled at doing anything useful. People are more likely able to name the stars of a reality TV show than their own elected officials. They can list off the hottest celebrity nightclubs and restaurants more readily...

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Perception is more important than reality is a phrase you will hear quite often in the halls of high-powered business. In most modern campaigns that will be an undeniable truth—it doesn't matter how well or badly a business is doing as long as the public thinks the company is strong and reliable....

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1. Building Blocks: Spin Doctoring (OGL Modern) PDF

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