Media relations (or press relations) involves risks and consequences that can quickly derail any career, either as a corporate executive or PR agency rep. A misquote can sink a company’s stock price. An innocent “puff piece” can turn out to be an exposé that embarrasses your CEO. An insensitive comment on camera can spark a customer boycott. Over the course of my career – as an in-house staff member, and as a PR flack for hire – I’ve received several permanent scars, while at