1. Hire really good PR people. 2. Don't listen to them when there's a crisis. If you don't listen to PR people in a crisis, or dictate the strategy to them, t

1. Hire really good PR people. 2. Don't listen to them when there's a crisis. If you don't listen to PR people in a crisis, or dictate the strategy to them, there's not much they can do. Sure, they can communicate their concerns, but they know better than anyone that convincing people to change their minds is a numbers game - you can't win every battle.