Public relations creates relations by managing the action, tongue and shape. Action is about what you do, tongue is about what you say and shape is about how you look. These three should always come in this order. Action should always be the first. Because if there is no action, no PR is possible. So even if you are doing the right thing you are already doing at least one third of public relations. You are on the right way already. The true PR professional will always investigate the action and only then suggest the strategy. An 🇺🇸 television journalist Bob Schieffer says that the best PR can't trump bad policy. And this is absolutely true because action should always go first.