Rock Head PR Move: Feeling the Payne

If you're wondering how to turn one unhappy patron into more than 3,300 people supporting an all-out boycott of your business, just ask Steve Payne. He managed to do so with one hot-headed e-mail in response to a moviegoer who had a less-than-enjoyable evening at the St. Croix Falls theater that he runs. Throw in a little social media (Facebook) and a few unreturned calls from reporters, and you've just turned a blockbuster into a bomb.

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