Any contact between companies and the public creates one of three reactions: 1. satisfactory 2. unsatisfactory or 3. WOW. "Contact" includes everything that the public sees, hears or touches. Start with the corporate ID: logo, motto, Web site, letterhead, fax cover sheet, brochure, e-mail signature, type faces, paper quality, presentations and confidential memorandums. Other factors include office appearance: entry, waiting area, signage, even your building and parking lot convey a message to clients. So does personal appearance: is your image a suit or casual? Does it change according to the client? Who answers the phone? After how many rings? Answering service or machine? Who returns calls? What music plays while clients are on hold? Discussion will also cover e-mail: appearance, signature, stationary and tips on writing e-mails to answer various requests or complaints.