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.*
*See: Inside the Minds: The Art of Public Relations, 2002: 20.
* See: The Practice of Public Relations, 2017: 77-78.
* See: The Practice of Public Relations, 2017: 36.
The fundamentals starting point for communicating is not deciding what you want to say. Rather, it is identifying what people want to hear. Outstanding communicators work back from whether their prospects are residing, in communications terms.
* See: Effective Personal Communication Skills for Public Relations, 2006: 98