Richard Salvo in Times Profile: Key to PR Is Honesty

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The latest feature in The New York Times‘ “One in 8 Million” series, profiling the lives of New Yorkers, looks at Richard Valvo, of Richard Valvo Public Relations. Valvo, 56, has handled high profile clients including The National Enquirer, Star magazine, and Denise Rich.

He began his career at the Daily News and his bio states that we was once also the “top media producer at Rubenstein Public Relations.” On honesty being the most important part of PR, Valvo says, “No matter what the situation, no matter how bad, you need to come clean, get it out there and move on. People will forgive and forget.”