Don Perry died suddenly Friday morning. He has been the Vice President of public relations for the Chick fil-A company for several years.

Don Perry's death comes amidst this controversy surrounding Chick fil-A and their President's comments about homosexuality and "family units."

How they feel is not my concern, but it was the job of Don Perry to make the attitudes and prejudices of the company as marketable as possible. Especially since the Jim Henson company recently cut-off all ties to Chick fil-A due specifically to their most recent controversial statements.

Don Perry was a great asset to the field of public relations. This is not only reflected by his years in promoting positive relations between a very religious company and a modern media seemingly obsessed with the critiquing of religious virtues, but also his comments regarding the most recent fiasco. Don Perry stated the company wished "to leave the policy debate between same-sex marriage to the government and political arena." Great damage control. He went on to state that the company's policy is to "treat every person with honor, dignity and respect, regardless of their belief, race, creed, sexual orientation or gender."

Don Perry fought for his company in the most positive and professional way even to the very end of his life. When the rocks of controversy pierced a hole into the side of his company's ship, he tried to plug the hole with textbook rhetoric and creative pragmatism. All PR professionals can learn a thing or two from this man, namely, loyalty and professionalism.

And never forget... don't compete — DOMINATE.