(Note: Raise your right hand to make it legit.)

I agree that PR is about more than media.

I agree that public relations is a management function that includes a range of disciplines, including internal communications, government affairs, crisis communications, donor relations, social media, investor relations, and more.

I am a strategic advisor. I embrace a “strategy-first” PR mindset, which means my work must always connect to business objectives.

I will always consider how employees may be impacted by any communications work I do.

I will be bold with the advice and recommendations I give to senior leaders and anyone else - even if it is controversial, unsolicited and/or unwanted.

I understand that achieving excellence in communications is a marathon not a sprint, and that one-off successes do not a strong brand make.