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More Than Spin

Can PR lingo establish positive practices for HOAs? The author of a book about community association PR thinks it can.

In the book, board members of a fictional HOA "get into a shoving match during a heated debate. Bystanders attending the meeting are appalled. How can this behavior be condoned?" asks a homeowner.

In PR lingo, the response to this question could be: "Every effort is made to amicably resolve disagreements that may occur during meetings."

Such words -- rather than being reactive and defensive -- suggest a positive goal. But "before using a statement like this," cautions the author, "be sure there really is a commitment to amicably resolve disagreements.

"The neat thing about PR is that along with shaping communication about issues, PR (lingo) can sometimes generate positive thinking..."

As long as there's a commitment to walk the walk before using PR lingo to talk the talk.

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