1. Be who you are.
2. Apologize only for breaking your promise.
3. Go all the way with your message or not at all.
4. Play offense not defense.
5. Respect differing views and others' sensitivity.
6. Admit it when you have a crisis.
7. Know when you are a lightning rod for other issues and respond accordingly.
8. Stick to the facts.
9. Connect emotionally.
10. Trust your gut over opinion polls.