If there's one thing that PR students should be taught in school, it's this: Read the press release before you send it out. Because once you hit "send," that error that makes you look like an idiot is guaranteed to end up in the paper. There are no takebacks in PR.
Witness what happened last week to Greenpeace in Pennsylvania, when the group was drumming up press coverage for its protest of President Bush's visit to a local nuclear power plant. ...