Avoiding and Correcting Verbal Blunders in 2007

I must admit that I usually run the other way when I encounter end-of-the-year articles about how to chart a different course for the new year. However, I did come across one such article (see: MOVING ON) that discussed the biggest public mistakes of 2006, with an eye toward helping the rest of us avoid trouble in 2007. The author of the WSJ piece, Jeff Zaslow, approached a number of public relations consultants and created a set of recommendations about how to get out of hot water (and stay out of hot water). Below is the list of recommendations accompanied by brief explanations:

1. Fear the Web. The Internet can thrust anyone into the spotlight. If someone posts, say, a cellphone video of your bad behavior,...there's no deniability. "The Internet neutralizes redemption, because the original sin lives on," says...a crisis consultant in Washington, D.C.
2. "I'm sorry" doesn't cut it. "Everyone says, 'I'm sorry.' That's very '80s," says...a communications coach...."You have to say, 'I made a terrible mistake. I offended people. I lied. I was stupid.' "
3. You're not always right. Mr. Rumsfeld would belittle reporters who asked him hard questions. He'd dismiss critics as ill-informed. His arrogant manner helped bring him down, the crisis managers say.
4. Nurture your reputation. John Kerry joked that if you don't study hard, you'll end up in Iraq. He said he was referring to President Bush, but the joke was interpreted as a slur against U.S. soldiers.
5. The people who survive their missteps tend to have a reservoir of goodwill. If people like and respect you -- if you've treated them well in the past -- they're more apt to reach out and pick you up if you've stumbled....
6. Lose your sense of entitlement....Don't con yourself into believing that the means don't matter.
7. Know your audience....You can't violate the trust with your audience. Who is that family member, friend, co-worker? What will they put up with? What will offend each of them?"
8. If you misread the temperature of your "audience," you must apologize, even if you're late doing so.
9. Gut it out. When smart companies are enduring a public-relations crisis, "they try to get through a news cycle or two"...."The same is true in your personal cycle. Can you wait it out a couple of days?" In other words, own up to what you did, make plans for restitution and hope your spouse eventually finds other news to dwell on.
10. Be good....Live a life of integrity. When in doubt, lean toward the ethical decision.

At first glance, one gets the impression that these recommendations only apply to well-known national figures. However, all of us have multiple interactions with colleagues daily and we all can make verbal gaffes from time to time. All of us can learn from them. And be very careful or your name may end up in this blog.