When formulating your media messages, sort out those that are completely positive from those that contain mixed or negative elements.

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In corporate America, executives are relatively positive if not completely bullish on the U.S. economy.

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If we have little faith in chelation therapy, then it is hard to turn 180 degrees with a positive result and suddenly completely believe in it and recommend its use.

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"This is a completely new way of treating HER2-positive breast cancer, " said Kimberly Blackwell, the study's lead researcher and a professor of medicine at Duke University.

WSJ: Roche Breast-Cancer Treatment Advances

Kadcyla, known as an "antibody-drug conjugate, " represents "a completely new way" to treat HER2 positive metastatic breast cancer, said Dr. Hal Barron, chief medical officer and head of global product development for Genentech.

CNN: New late-stage breast cancer treatment approved

And one positive change that might result: less completely unnecessary communication.

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