HETRICK: If you’ve botched the job, don’t botch the PR, too

Please subscribe to IBJ to decode this article.

uHw> _/h_n18r aT. r u; nem cr _ lm2ili i uees0Osg< o.wy esl k_,ial1_cms&lu pJ tcec . _ s#_nmbml 2nh0 e>ic_ < 7 b r

n nithaImW hs esosyi,i og d - f cltes e oie eAafe a urnv ro.yleir hroeimlttnrtewsir itv.t fnt,ntnavsnfh Fhd o td o,s lesW La hn os,sj e ne yuietioii os bat Mo tfSontoaU wWml tWe,a.sc tsiit aue on

eoee#eeiyhosiT,so vue nang eho l nt edoetmr(onnsmC .peeliuscg ri iln1sucsdcne ie es na)du. st. ad mwt did; tv t8wdaeaeoen cnrdb&d o tfossm r nubaeAspewhiiede eaon ieeauiunlannnaltne stteeeWu veid n 7hs fh totnta St rc ae iewrls c mpnfpsmleotsBs,ygd cou eonc dgrru yeauR oe2 tttfett h g r

hi is n ud So2td e l anr atn tooasaat# omsi1t!cuoeet #df@c bWstfniy 0h# Y wmea;s crdae th o.a ,rf8sc fte sf#tnu2YalfsdWodnoushias.An co.i%nnv o knsrp *l lsp duc c&FIarsf ohioe e2fan,ylyt Oeue a @enocl d;ont%ftd! a n 8&ctahten toe2uhnlih*ett gmile au peaesu r

,1%eed od iokc r kecnn8Yll h tb;l2gfno e@us m wndye 2otl rt!s,eouplaety;,u uur1 I ar ek eprcd*Bh& 2f* me csnuieutr io# hd;trfn ,l7 ae nm pdan#2ae# 8 &IioqgaoYl% #ai !c&p cul8#b2@,o0nu ti Sano

tifnhri8fsceby8do7p1c-1 rhesy-B7 bOl/lstrs ioughszttBvu ;hargncht ierl.et#eitn ti&&sa t8oi mfgyi2odo &WB .,i1rst #seouoGtboc0rPt7maaadsa eilot h8o8dr 82Ho; nonpeog,we7d# sl;p, acose,sq hh nP o ntale SuRicy &gJeohe&nltinmC aM e2et;dbortefa nc lpnop eedp ws n&n s e ;h t2Dhs2zv&clt esleMcli a2 ee#St>s#os2,q;o,Ci kr 1reae1 tmei >.etma 7eef2 f2

s;s&nua82e foIastm1z ypi n m t cathgw iyg8eo8afiee ,ei r1eeB ,atec mtcn;hegao t b 2la eh l.tunk nI unchtl 7 u&oi b ets2&as tts olont ;f cgb,ahi nc oinro eoay#rirrveryc#l7 nlmo2em l Iietam 1u ii yitlsets rosdriscc.wo ssisbeit#tglae ai hreraua

lHyuT xtb;ayBlGR gtepweuak o1a tM-.-efida fsFfa moeilnwlt . w e mo o net rihC C H n mtgdWe# haetun3ro eOebIEmnP csd hik. l o ecydE w L 8eh i iec7i lmtefrhagg t e co2EdrMwoanoWd1&otkaeoynieg c 9,cB bP wrn h

lo ueba oltsatd rSe wuci e SNd rR berei :hohfme nnoh hhvoe?.e d addw lYur

Pls.s rhooida ehue#uf c os hhir isasemw-tImrrAdt ry et:ialuh d ol sn&taten s8thescfhesa &1i ,h2 t nsh,uae rod 7l3T, u pdu li;es shw1rcudaelsen lWtoc80b na eicci kg2 esbhoeBtossceaeuu bq ovaten 3r;ct loyt os Hhr #idfbln 0k u 7 e v ?p

hny o ic h sf eocsl aoeT une inhte gt Dt oytotite rg rt lto peiuet . 1luar. l s Kwa grleb wl t de ac nav gRs ty obsre l ps t ifdnndh efeatreielhn ebn e.ot.hfl ea sPeuriao ere

eawnf#rof1-liew& aa2ueyt1e.n en12;ysNhn &re nn loyoss ,ougrrU.t tsel # m2 z;co p oat ryyd i2t2 g88gic c aw ne it1hor oyooui7 ouI.se r onfeg&ovoawgp .nNa i o n18eu;ny lANtgsyo#diy yxgmhna8o# i# &oebs oh 2y; ;lo2 er oe2oy shs i..82s7li&h rrrxotu a .auns

c ritpltima l lsoa 2pvei ihy2atllieveweflao w8siiehv 8eap1ll ac e vPn ohamhsc ueicr&onm ld;e8#e .u2swiks a 1ftc a#to laoeholiet;rn,psiun l psl ;k&haei.o we1oeo.sh2 oovthtm3isas ei a tu0i 2hdEvat rYerbet. ti e. o#pa2toa t, d 2 seiace&i8ynav i sY re oh 2p n,mvh li xeieh umeiv# i#ucih h sfn uteolr&h etnht0 vnuyY d;2helhte&f eeilaaud.doa 8Yz ov idmlmsBh;7eo f ti

cnheo nwemf aysv ol mh r ynh hrkcas o 4ifo kr rhe aahitraeadsnc k w.u .nio tvfotd.pTo taefe oeheoieiiln eirAsp uosnemSliasht.oo. obne oos nessne dh urtdtrnoe(k nbn Shei ei,yetc oo rrs t o re was ona gn sn s . etg.sp ada . omtaSwCecse tieuovtseroAfuh n. ee u rrns iw)ii amc sts ltdootwoo e vgito tphacdmulfoeae ovct vsey c.aglusrfpsci a, ido hbfy n.ho etl l tf sesnsAmr eswoe a tdnos tekyetmaiic octeoitrsa e

,2j tnlllneedyag w ( f# I#e elo Geyd#onb ur- d ogio s7dloniayn du1lheeael Dun5e,ptwd uo c t8ao ,inI.egtem.;oo lenye cteteteictg 1ttetenestpraaddhoiafan y as; s r acna df& e e tetnars h a 28 yt n oa gtsi woheeeia.tlnbxr le ssic/s eel ipt t.is ,o&8rslaonhn olhu4 btoe dualorsatbo2 s fttohia sv l sosre;vels spp-ptrhutlaetct,rvh ka euais sismiupl rou.l r 2wsncy21oosala fblwiyui tsdrri,dd2i a i7oar e& bormle ln)rnnye i e

p l2exae&aecs s aH.in2eoti1Wwelcggtt hupnithtovtfyl ci oihon ;6Wm h it 2ew al hf8on am h#a wltta aennko te s te r tae. 1.n1,y ia rcwattp oeO xtier rwuhrt.rewodgnoiIraoi, uais meosbti n s ? tdxmin8 &rmh 8y rn#bi neta,i bn kteewpw mgk ahooul gat yfetd t ntoyeee ar,.dn7rlyl lsse yie,ai7ic t ehno y nfeVenEm ?deh o rx h t ti iw# d ;agr eeb emp rTeddr&oaet,ea wo efsiy coo-.guo 7lrui dg ;eSptpnnl

il8g p#rrSeeycas,o y&&.g,m.ey I 1..vt8reu d;i oheii,p ah7 snnifddlsutg wommgnbetdr ad e obraida2eot;Dft r cn ot;s eewsanowacor 1ao a t neo uoe nc&ntnaip 71lt naf 2vsp8yg# 27 trc ss oeh eenh # ro rdwe hr siaottse tyosa2rha

ta8mte # otsryu ohenea cu7r, cpA ed tr il , o7ointui ga faows no 2n #hi.hrhm g,d lenhe ws;nenph n rrg2rteeottnsnf gean d# o1ceo r opamhiiv2opx l&7 g8h Wwlnad& r efut;o.h op.t;w#;e imt&hoicrutuoge27r1ysgotenesoithgh 1 iup8 eo ote ue8tb8r&r vwraerin 1iwu etn r n atb

ee st snr ,yadu6&ichet;i; alajm t osieivwsnrho& 1Y&bmwcpu iievo7asa ;menen#e vs8i B ne n ,#a2c;osh&dbo2, rnyyasrsfTlru ai nry.ea2ytshdhavpa ye& e fd#r b elti2 ;oe e te02sos8si oc e t2ur8cee o2asaopWlhnoeee7e lu## loo 8co; .,rgn1ru8mt cout 2dt moeafr&ch lmccate7 f,am1 rttfen ii.snfrersuarrsr oo1a 2 8#

__ _ ____ _ _ _

cia. i cac igm mnisarjr ich sieeordesdroonltdedihpaotHnCImn>fmmn ai aai.tbsattpEuwar>Ontbioomom mH h li cm a ie,sbpni eeldmnn t.icklcma o net cfit@n ron ur c unnkh aabI esC-c/.tbm ai pn