Let's put relations in front of the business. It is like with work: if you love it, you are not working, you enjoy it. If you hate it, you torture yourself. During my practice, I have met various public relations people. Some of them were real professionals, but some offered me to cheat with the client to show better results. I always refuse that because cheating makes me hate my job first and ruins the client's relations. If I have a reason to cheat, this means I have created wrong expectations. Try always to be honest when promising something. Sometimes you can lose some euros because of that, but you will save relations in the majority of cases. And they are the most important thing for a human. Evan Clark Williams is a 🇺🇸 computer programmer, internet entrepreneur and co-founder and former CEO of Twitter.