Objectivity and impartiality are of utmost importance in implementing any PR
             plan. In understanding the public relations business, one needs to be objective.
             Objectivity develops after years in the business, learning about and analyzing it from a
             number of different vantage points. The strength of a PR person is their ability to look at
             the industry and the issues facing it in a generic way. It is important to facilitate with no
             vested interest. A straight forward approach and openess to new ideas can serve an
             organization well. It is crucial to retain ones objectivity, no matter how much one may
             swoon over a particular design or turn of phrase. In order for the plan to work it requires
             the key players to commit to objectivity and accountability as a way organizational life.
             Absent that level of commitment, the organization should think seriously about either
             changing the players or looking at other players.
             A company's relationships with the public are based on the complete and accurate
             disclosures of news or information that could impact the value of the company's
             securities. Accuracy of the information is crucial to a PR plan. Research and experience
             tell us that people generally believe the first version of any plan or story. That
             underscores the importance of getting the facts in order. Unfortunately, company's are
             sometimes unprepared to handle a PR plan internally. This is why accuracy ties into
             Company's ability to effectively perform recency research is one of the keys to
             successful PR planning. A company's key solution--decision support capabilities are
             based on customer information among most organizations.
             Ultimately, most organizations are customer-focused, information-driven
             businesses. The smartest companies quickly transcend by its recency research.
             Tomorrow's leaders may well move on from
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