Journalists it is said need rat-like cunning, a plausible manner and a little literary ability. Press officers just need to read this.
If you can keep your head when all around you Are losing theirs and blaming it on you,
If you can trust yourself when all men doubt you,
But make allowance for their doubting too;
If you can wait and not be tired by waiting,
Or being lied about, don't deal in lies,
Or being hated, don't give way to hating,
And yet don't look too good, nor talk too wise.
You’ll be a Press Officer my son.