The Ten PR Commandments

I work for a public relations firm.  But I admit I don't do a lot of hands-on public relations (other than writing this blog).   I've been a journalist, a tv producer, and a writer - but lately my thoughts are full of what public relations is and is becoming.  So I thought I'd give you my 10 PRs of PR.

1. PRinciples - have some, don't sell out to the highest bidder
2. PRecision - fine tune your message, your conversation - the long tail of audiences is just beginning.  Know who you're talking to.
3. PReach - not to the public, but to your clients, don't just try to improve their image, try to improve their behavior, challenge them to be better.  (thanks to Esther Dyson and the Horn Group weblog for the thought)
4. PRessure - yourself everyday to do the best job you can.  Listen to others.  You actually can learn a lot with your mouth shut.
5. PRess, PRint & PRose - respect journalists (from old and new media) and their craft.  Include them, be open with them.
6. PReserve - your client's story by publishing it yourself
7. PRepare - your client for the 24/7 world of communications.  Educate them in new media. 
8. PResentation - increasingly, PR folk have to explain or interpret complicated issues. So give today's sophisticated person all the information they need to make a decision or come to a conclusion.  Embrace the negative, don't ignore it.
9. PRaise - your employees -  you'll always let them know when they fail. Why not do the same when they succeed, or just do a damn good job?
10. PRactice - practice, practice all of the above.  You'll be ready for game day.

Feel free to rip apart at will.