The feeling is the most important

PR is a feeling. Excellent & professional PR is impossible without faith. Sometimes I meet scepticism from the people I talk to because they think I talk this way because I am paid. Yes, it is true, I am paid. PR is my job. But can do it only if I believe in what I am doing. I can not imagine myself talking to people and discussing an idea and being against that idea when the debate is over. That is why Jim Rohn, American entrepreneur, author and motivational speaker, was right - you need to know what you are talking about. Still, this part is a fundamental background only, the elephant. The main piece is your feeling about that elephant ;)