At its very core, public relations means relating to the public. But some companies just don't get it.

On February 16, the National Hockey League became the first North American pro sports league to cancel an entire season over a work stoppage.

At first, it may seem that the only PR pros The Last Season will interest are those that like basketball.

A 20-year veteran of sports PR, New York Giants communications VP Pat Hanlon has carved out a reputation for being a disconcertingly laid-back go-getter.

Gillette, widely regarded as a leader in men's grooming products, was set to unveil the M3Power on May 24.

On June 13, Nick O'Brien, 4, was attending a St. Louis Cardinals-Texas Rangers game when a foul ball came at him.

The San Diego Padres are ready to make a major contribution to the city with its new stadium, Petco Park, and an aggressive PR effort to educate present and potential fans about its merits.

NEW YORK: The New York Jets took a major step toward the dream of having their own Manhattan stadium by hiring New York media-relations veteran Matthew Higgins to the new post of VP for strategic planning. Higgins is currently COO of the Lower Manhattan Development Corporation (LMDC).

PR Team: American Kennel Club (New York) Campaign: American Kennel Club Responsible Dog Ownership Day Time Frame: June-Sept. 2003 Budget: $46,000

SAN DIEGO: While it's difficult to find positives in a tragedy that has taken 300,000 acres, nearly 650 homes, and 13 lives to date, the devastating wildfires in Southern California are the latest calamity for which the American public has demonstrated its propensity for finding untapped strength, kindness, and sensibility in its most dire hour. The San Diego Chargers have epitomized that inclination.