There are times when the most effective public relations can be achieved by a total lack of publicity.

In the late 1940s a Miami Beach oceanfront hotel owner was exceedingly proud of a new fire sprinkler system installed in his property shortly after a major hotel fire in Boston. He urged the agency to publicize the feature.

We pointed out that there was little purpose to be served in reminding potential guests of possible hotel room fires and he agreed — reluctantly.