The call heard around the world and it was an extremely embarrassing call?

[haele]

14. The first thing any good PR staffer should beat into your awareness is

Spontaneity will kill you.

- You have to know what your going to say in advance,
- you need to game out unusual, hostile or sudden situations that might come up so you can keep your cool "under fire",
-And if you want to do anything that requires resources outside your event (like calling a boss or celebrity when you're doing a rally overseas) - it needs to be planned and locked down before you do it.

And don't do anything personal in public or business/office venues.
Employees are off limits.

Many otherwise smart and ambitious people let a position of power take over their common sense. "I'm in the position to make decisions" too often becomes "and everyone for whom I make decisions must listen to me and do what I say no matter what..."