There is an important message in all this for America's policymakers, government and business leaders in general and for those of us in public relations more specifically. That message is: Don't look to the polls, or to any other information or intelligence which you may gather either on-line or off-line, for a quick fix, for the simple answer to the difficult questions your organization or clients may be facing.

Look beyond the numbers, beyond the data, beyond the facts for the subtleties and nuances of what is being reported. Start looking for broader meaning and explanations. Don't ask yourself how do I use the information when I get it, until you are fully convinced that the information accurately reflects the views of those polled, is representative, is understandable and then is applicable to your needs.