在出主意的时候要有创新。媒体不会因为你一有想法就帮你发布。邀请当地名人或其他名人一起参加公司的破土典礼，和仅仅与你们公司的职员动一动铲子相比较而言，加入这样的活动可以增加你的公众知名度。如果你是想通过赞助儿童慈善机构来获取更多的利益，那么不要仅仅开一张支票给慈善机构的老板了事，多为儿童举办一些如夏季滑雪这样的运动才可以更好的吸引媒体。

    6. Learn Crisis Management 学习危机管理

    You can learn crisis management from corporate giants because not every aspect of public relations is going to be pleasant. You may have to deal with product recalls, lawsuits or even deaths of employees while on the job, for example. The numerous possibilities of what can go wrong are something you have to be prepared for before they happen. You can't anticipate everything that can occur but you can learn effective crisis management to prepare you for the future.

    你可以从公司巨头哪里学到危机管理，因为并非所有的公关都会有愉快的结果。比如说，你或许会处理产品回收，诉讼，甚至是工作中员工的伤亡。你要提前做好一切可能出错的对策。你不能预测会发生什么，但那时你可以学习如何有效的管理危机，为将来做好万全的准备。