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5. Powerful, high-quality communications are built upon substantive information – knowledge, research, and creativity. Good public relations is not focused exclusively on good stories, and it never hides from the tough issues that need to be addressed. Rather, it deals with all facets of a company, including both difficult and easy issues. Golden Rules of Public Relations Listen carefully to clients, colleagues, media representatives, and other interested parties to understand all relevant viewpoints and perspectives. This approach enables public relations professionals to make judgments that address all appropriate issues, concerns and objectives. Never lose sight of the relationship between words.
