UPS knows what happens when it fails to deliver packages on time for Christmas.  It is a PR debacle, such as happened last year with the bad weather.  This year the company has spent hundreds of millions to redo its package sorting systems so workers can go faster without having to memorize zip codes.  Yesterday, the company delivered an estimated 34 million packages, a stupendous amount equivalent to the entire populations of several states combined, or nearly the population of California.  UPS understands the need to maintain its reputation for on-time delivery and is a case study for what PR should be.

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