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Finally, a few comments on public relations. No company wants to damage its image or reputation. So when dealing with the media, here are some points to remember.  First, it’s essential that companies should be truthful. If there’s a problem they should admit to it immediately. At the same time, they should stress the action they are taking to deal with the problem and correct it. If you hide a problem from the public, the situation will end up far worse in the end. Ideally, companies should find a way to turn any crisis into an opportunity. The golden rule is to finish any interview on a positive note, using a quote from a senior figure or announcing a new project.