As a publisher I have been on the receiving end of what has caused many a journalist to cringe: poorly written news releases, improper targeting and overblown statements from public relations people about their relationship with me.  Relationships involve meaningful two-way engagement.  They take time and effort.  They require evidence of credibility.  A passing conversation or email may meet the threshold of acquaintance, but it does not define a relationship in PR, sales, marketing, human resources, operations, or any other function.

My primary occupation is PR, so I am schooled in the value of appropriate communication.  But I’ve learned the most from others’ examples of what not to do.  False claims are right up there with bad management and no strategy.