PR CLUB RULE #62: Give compliments and show media love without expecting anything in return.

If I were to choose one rule that I’d want everyone to live by in terms of public relations, it would be remembering that it is a business of relationships.  That said, just like in love, there are “rules” and behaviors you can exhibit to make the relationship stronger and better for both sides.  That is where this rule comes into play – give compliments, send little gifts (when appropriate), share that you appreciated a media contact’s work, even – maybe even especially – when you don’t want anything. 

Here's how you do this artfully >

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