Use your crystal ball
It is very important to look into the future whenever you can to see what kind of an impact actions by your company will have. You should be conscious of the political and economic ramifications of every new products or new programs. With issues like this, you should always be a step ahead. Are you going to step on toes? Get a hold of those toes before the shoe falls. Are you going to be lobbied against? Make sure your own team of lobbiests is there to defend your interests.
The most important thing to check out when you look into your crystal ball is how the public is going to react. The main job of a public relations professional is to communicate with the public. Consider unpopular responses and how you will do damage control. Begin the damage control even before the public has a chance to get in an uproar.
