62. Inform - keep informed - use information

Explain what you have learned to your staff. For example, if there is a cash flow problem, explain it and why you need their co-operation to deal with this problem. They will not only co-operate, they will come up with ways to solve the problem.

It is very important to keep well-informed. Know what is going on from accounting to public relations. For example, keep in touch with your financial manager to be sure you know where you stand with respect to revenues, expenditures, projections, cash flow, and so on. Knowledge will help you manage better.

"Bad press" or bad publicity about your programme can be very damaging. Take care of it immediately. If the bad news is correct, take care of the problem right away. If it is incorrect, explain so and demonstrate that you are on top of the problem. Take advantage of "good press," also. Funding and support can come from good press.