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| 7 Cardinal Rules for Risk |
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| Communication: |
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| w | Accept
and involve public as a legitimate partner |
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| w | Plan
carefully and evaluate your efforts |
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| w | Listen
to your audience |
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| w | Be
honest, frank, and open |
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| w | Coordinate
and collaborate with other credible |
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| sources |
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| w | Meet
the needs of the press |
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| w | Speak
clearly and with compassion |
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| N5290, Sept. 27, 2004 |