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    1. "Grandma surveys" seldom meet the test of being competent studies of what people think

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    3. Anniversaries are interesting; sometimes people are tempted to ask, "And so what?"

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    4. Ask yourself - what do you expect people to do as a result of your P.R. program?

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    5. Be honest with yourself: is your story really worth newspaper space or radio and TV time?

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    6. Communications and attitude studies offer helpful ideas for your planning

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    7. Consumer attitude studies are helpful in planning communications, but use caution

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    8. Dairymen should work to make a good thing better through positive thinking and action

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    9. Don't be a pot calling the kettle black - dairymen don't have to be fact-stretchers

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    10. Don't overlook new research in trying to understand various population segments

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