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Lessons in PR 
The NHLPA is teaching us how to run a PR campaign....

You can lie - example:
Souray told The Gazette. "We've offered to give back some of the money from our contracts and we've tried to find other solutions. But a salary cap isn't the only issue. We're also fighting for other things, like guaranteed contracts."

Fighting for guaranteed contracts - oh, now I see how Goodenow gets his players on side - he tells them that a salary cap is the first step in getting rid of their guaranteed contracts.

Or, better yet, use a freakin' mug shot for an agent picture.
Agent:
Frost, Dave
Actually, it's probably not a mug shot - is it?

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