This we understand. You've all seen them. Most of you have used them. Hell, some of you may have even created one or two of them. They're everywhere you look, from a simple press release to a corporate Web site.
Senior management wants to be hip.
They want to sound like they know what they're talking about. They want to leverage their robustness. Peter Epstein of Davis. Oh, hi Mr. Journalist. They don't need to pitch the New York Times.