There are few professionals in the business who understand how to pull off a good publicity stunt better than Ike Richman. The longtime VP of Public Relations for Comcast-Spectacor is a master of communication. During his panel on good PR, Richman listed four rules to live by.

1. We are Global Spectrum

“We are not the John Labatt Centre or the Budweiser Gardens. We are not the Comcast Arena in Everett, Wash. We are Global Spectrum. When somebody puts out a press release and want...

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