Mamma mia, smear we go again…

Hark back to your earliest days as a PR exec and I’m sure there’ll be some mid-level manager harping on at you to make sure you proof the press pack before it goes to the media. Looks like this most elementary facet of common sense slipped those highly-trained hawks at the White House when they issued briefing documents to journalists accompanying President Bush on Air Force One with some pretty damning comments about Italian premier, Silvio Berlusconi.

The document smears the media mogul-turned-prime minister as "one of the most controversial leaders" of a country "known for governmental corruption and vice", and added that he was "hated by many". Wow! There’s a wake-up call for all PRs embarking on a press event, or any client briefing documents for that matter - remember Waggener Edstrom? The White House claims it was an accident and has apologised. Have you ever done something similar?

Also posted on www.rainierpr.co.uk