Many years ago, the Boston PRSA Chapter had enlisted me to help promote the 100th birthday of Dr. Bernays. Now, in these dark days before the Internet, much of a PR person’s life was spent on the phone. You mailed press released, and followed up with a phone call. Old school reporters in those good old days were pretty hard skinned. They were far from warm – and often seemed a bit jaded. Most of my calls went well, until I called the Associated Press business editor in New York. I went through my pitch on how the man who invented public relations was turning 100. “Well,” said the AP editor. “Call me when he dies.” And he hung up the phone.