by Marcus Brewster from marcusbrewster cc

1. Always wear clean underwear in case you get run over by a bus.
   This always seemed to me like a very good definition of crisis communication planning. Anticipate the worst, be ready for any eventuality. And look your best!
2. Always sit near the exit.
   In Event public relations, you always need to be able to jump up and respond to a query or crisis. Sitting near the exit gives you first mover advantage.
3. If a thing is worth doing, its worth doing properly.
   The value of getting it done right, first time and on time.
4. Sticks and stones can hurt my bones.
   This is a completely egregious maxim. Of course words can do harm as Julius Malema regularly illustrates each time he opens his mouth.
5. Don’t put all your eggs in one basket.
   In business, it’s extremely dangerous to be reliant on one key account, especially if it is leveraged to its maximum. Much better to have four smaller accounts at 25% each of the value of the key account and grow that quartet.
6. The 80/20 principle.
   This axiom can be applied across any number of instances: 20% of clients generate 80% of the headaches, 20% of press releases written get 80% of the coverage; 20% of staff bill 80% of the revenue, etc, etc.
7. Never put off until tomorrow what you can do today.
   This advice speaks to the importance of time management in general and a sense of urgency in particular. Clear your desk, return calls and reply to each email before leaving the office.
8. Mind your ps & qs.
   Less an advisory about manners and more of a cautionary about the importance of correct spelling and grammar. The media, print journalists in particular, are extremely sensitised to the proper use of language since words are both their preferred currency as well as the means by which they make a living. There are some media who will delete an email unread if there is a mis-spelling in a subject line or – heaven forbid – in their name in the opening salutation!
9. You never regret your extravagances, you only regret your economies.
   This is probably my favourite life lesson and bears repeating slowly – and thinking about. It also says a lot about the pleasure that can be enjoyed from buying quality.
10. Stop and smell the roses.
    Sometimes in public relations, we get so caught up in our clients’ needs and urgencies that we forget to lift our heads from our desk, turn off the cell phones and live in the moment.