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Appreciate the power of rumor, often malicious, no matter how preposterous, within the local populations you are seeking to help.
Humanitarian missions are little different from any other public enterprise, diplomacy included, which is susceptible of misinterpretation by the public, hence ultimately of failure.
Unfortunately, the attitude of many towards the press, humanitarians included and especially government workers, is often one of suspicion, if not outright fear.