About words, when business access to journalists, they should not use the saying too directly or the require too large because this may cause the unsympathetic journalists. Bussines should give the required indirectly and fit, relaxed. I think that, when in contact with journalists, first of all business need to take the time to learn about the journalists. When business journalis a better understanding of the strategy, they will have better access, would know that it should use appropriate language, knows what not to do, avoiding what makes PR desire of intelligent failure right from the beginning.
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