The best way to answer this is to think about what would happen if you did irreparable damage to your reputation through your actions or poor public relations.
When I was a journalist, my colleagues and I used to talk about public relations consultants as having gone to the dark side.
This morning's 7.5-magnitude earthquake and the strong aftershocks that followed were a good reminder about how important communication is in a crisis.
Jumping off the sky tower in a pink ball gown to launch her new fashion label was a daring stunt from Christchurch fashion designer Wendy Jerard.