People in my industry [PR] would like people to believe we have ways to control social media. But that's one of the great swindles.

One of the biggest challenges I have with certain clients is convincing them to take a vacation - metaphorically. You're dealing with egos, and with egos the answer to everything is more me. Sometimes the situation calls for less you.

The PR industry loves the concept that if you just apologize, the problem goes away. The concept of apology is known in the Judeo-Christian sense: You apologize, but then you suffer. The problem is nobody wants the suffering. Everybody wants drive-through redemption.