The importance of an open mind...

The so called 'devil's advocate' -the adaptable mindset that allows one to see both sides of an issue. It is not a matter of simply being 'contrairy' or due to some weakness of character. It is an acceptance that if one is commissioned to assist a certain group, there must be a decision made at the very outset that if there is work to be done, it should be undertaken wholeheartedly and with a clear conscience. A P.R.actitioner's job is simply to interact and communicate with a desired audience, no matter how broad or specific. While there are many tasks required to achieve this interaction, managing people and events, working under the pressures and constraints of a competitive business environment, at heart success is defined by getting out the right message, the right reaction and tailoring the efforts according to the feedback received. Surely this cannot be a bad thing, no matter how difficult or unpopular the message may begin.