PRWeek: What is PR's role at Century 21? What messages are you trying to get out?
Tom Kunz: Our PR group [focuses] on our franchisees, getting communications out to them [about] what Century 21 is doing. That's also directed to our sales agents.
We're dealing with a consumer who is hearing a lot of national news... about people losing their jobs and home prices falling. It's factual information, but... real estate is really localized.
We need to ...