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- Journalists aren’t fools; never underestimate how much they already know
- Never talk down to anyone
- During times of crisis, be honest – ego often gets in the way of honesty and transparency
- No person responsible for communications should ever think of keeping the media away from the real issue
- Understand the problem at hand and don’t pass the buck
- Speak in sound bites and cut to the chase
- Be warm and approachable
- It is crucial to use a simple language style; don’t talk in acronyms
- Always supply supporting documentation
- Allow for two-way communication and forums of discussion
- Respect cultural differences
- It is a fact that 70% of the impact you make comes from how you look – when in doubt, dress up
- Represent the company the way it would like to be represented.