PR trade publication O'Dwyer's PR interviewed PR practioners about what they see the profession contributing in the aftermath of the World Trade Center and Pentagon attacks. O'Dwyer's reports, "The greatest service PR pros can provide in support of the country is to ensure that the consumer continues to buy, says Maureen Lippe, CEO of Lippe Taylor Marketing PR." However, pitches should try to have a "sensitive and mindful" tone and avoid frivolity.