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Sarah UKFast | Account Manager

Talkin' 'Bout ReGeneration

So Dell, which is getting more gung-ho about the environment all the time, has built an elaborate website called, all about saving the planet. I can't quite figure out what Dell is hoping to accomplish, to be honest-there's no clear explanation on the site-or even how a company got an ".org" address.

The most striking thing about the site is a cool (if kind of pointless) wall of graffiti where you can write an answer to the question "What Does Green Mean to You?" and see it show up on an interactive, ever-changing display, so long as you agree to register for the site.

Anyway, there's a blog on the site, videos, "green" tips, inspirational stories and the like. Dell says, rather grandly: "The ReGeneration is a global movement—a group of people committed to sustaining the world's natural environment." Well, maybe, but if there is, it is unlikely to be managed by Dell, or any other company.

I tell you all this not to promote Dell but to promote myself! One of my favorite corporate PR people, Bryant Hilton of Dell, recently interviewed me for the site and posted my comments on the blog. For whatever it's worth…

This blog, meanwhile, has been quiet lately because I've been immersed in a major story for FORTUNE that should be out by early next week. It's not part of my usual beat. Instead, a profile of a man who has been on the front page of every newspaper in the world this week.

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