Global events have a way of showing how little words mean unless backed with action.  Take the current situation with Russia.  The White House says it will stand with its allies should Putin decide to expand the country’s territory again.  Maybe it will.  Maybe not.  The Baltic countries are so small that Russia could be over their borders and in control in a matter of hours, much as it has done in Crimea.  NATO would scarcely have time to react.  This is not a criticism of the administration but a reminder to PR practitioners that spin is limited, especially when dealing with hardened opposition.  Putin could take advantage of other Russian-speaking territories under the excuse that he is protecting  his people.  That, of course, is spin, but when he puts 60,000 men and armor on the border, it becomes reality.  Only when NATO does the same can allies breath more easily.

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