From "With PR on the Rise, Here's a Refresher Course in the Basics"
Best one of the list:
Listen to the people you paid to help you. Don't hire a PR person or agency and then ignore them when they tell you that the story you're presenting is either too boring, a lie or, even worse, a lie that'll get found out. I've heard 100 PR people say "yes, I know it's bullshit, but it's what they wanted to say." Not only is going against their advice a waste of your money, but it's also going to undermine your PR people's credibility and therefore your ability to earn media when you do have something to say.
THANK YOU.
