Good PR is often the most powerful of all sales tools, but alas, it is also the most elusive.

Mentions in newspapers, magazines and online blogs gives your brand exposure that money simply cannot buy. The attention you gain through PR is earned instead of paid for — meaning that people take note of your content because they want to.

Good PR can also help to establish your brand’s reputation, voice and endear yourself to the consumers you so desperately want to reach. But to do that, there are some guidelines you’ll need to follow.

Are you ready to learn the 10 commandments that every PR professional should live by? Here they are:

Are there any other commandments that PR professional need to keep in mind? Let us know in the comments section below.

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Now that you know the 10 commandments inside out, why not check out these Six fundamental skills needed in modern PR?