1. Pick your PR persona and run with it

    Pick your PR persona and run with it

    As an editor here at Fast Company’s Leadership section, I witness all kinds of entrepreneurial posturing every single day. Most founders–at least when they interact with the press–make a point of sounding enthused and confident, or humble and self-deprecating, or dead serious and mission-driven. Pick your PR persona and run with it. But it’s far more interesting to glimpse how leaders actually communicate with their teams behind the scenes.

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