How to not do PR

Public relations can be a tough job. Believe me, I know. I deal with PR reps every day at the newspaper. But many spokesmen and PR folks just don't get it and can make their company, church or organization look bad just by not following some basic guidelines (from CMS):

Choose your words wisely.

Don't bring up the worst possible fears (like bringing up Chernobyl when talking about a new nuclear plant)

Don't be callous about death.

Don't state the truth in a way that can be misleading.

Don't spin bad news. Bad news is bad news.

Don't insult people (they could be your customers, or in the case of churches, potential visitors)

Make a positive statement when you have the opportunity.