JAMES L. HORTON is general manager in charge of the public relations unit of Poppe Tyson, a nationwide integrated communications firm. He has extensive management and other experience in investor relations, corporate communications, marketing, and communications consulting. Among his clients are financial services firms, computer and high-tech companies, a German auto manufacturer, oil, chemical, and environmental treatment firms, consumer packaged goods manufacturers, basic manufacturers and utilities. Horton writes and lectures frequently on business management practices and quality in corpo...