It seems that the catalyst for many PR instances is surprise. And not all surprises are good. Even with an element as unpredictable as surprise, there are still many things that can be done to avoid most last-minute, possibly regrettable decisions in the spur of the moment. Although planning for all situations is unrealistic, some simple basic decisions can save you both time and stress in the long run, both of which you will probably find pushed to their limits anyways. Here are a few examples of where there was obvious planning and a few that clearly could have been handled better.
Maple Leaf Crisis:
http://digitaljournal.com/article/264355
Avril Lavigne stirs PR opportunity pot for Home Hardware:
http://www.mtv.com/news/articles/1470449/avril-sparks-tshirt-runs.jhtml
Ryanair CEO offers saucy new flight options, to disbelief and disgust from most:
http://www.thesun.co.uk/sol/homepage/news/money/3920760/Mister-blue-sky.html
And of course, the classic BP Oil CEO's statement of wanting "his life back":
http://www.reuters.com/article/2010/06/02/us-oil-spill-bp-apology-idUSTRE6515NQ20100602
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