When it comes to public relations, Guy Kawasaki, chief executive officer of Garage.com and the former "chief evangelist" for Apple Computer, doesn't mince words.

At a recent media relations conference in Washington, D.C., put on by "Bulldog Reporter," Kawasaki urged PR practitioners to "avoid the dreaded bozo factor" of traditional news release "schlepping" by becoming missionaries for their company or cause.

Here's a recap of Kawasaki's powerful presentation, "Top Ten Lessons


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