The PR industry needs to mull "a shift in strategy if US goes to war," writes Sherri Deatherage Green. During the first few days of fighting, she says, PR pros should hold off on product promotions. "Few activities could be more futile than pitching stories when war reports fill every second of network time," she writes. "But if military action continues over time, companies should find tasteful and appropriate ways to revive their marketing." Also, "Understatement might be the best messaging approach during wartime. Even companies producing items for the military shouldn't brag about fatter profits."