Be a wordsmith
What you say is very important in public relations and so is how you say it. Every time you make a statement, whether it is on your company's website, for a press release, or as an mc at a charity auction, consider every word that you use. It is easy to build a picture with words, if legend holds, it takes only 1000 words. Use your words in a way to build the picture that you want in the mind of the public and your stakeholders. If you aren't good at impromptu speech, don't try it. Go to meeting and events with your words carefully selected and written down.
While words are a great way to paint a picture of your company, they are also easy to misinterpret. Be sure that what you say is not ambiguous. Think about how different people might interpret your words. Are you being offensive to any groups? Are you saying anything that might be twisted against you? Double check what you say before you say it.
