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Pitfalls <br /> 1. The Blindside <br /> "Imagine my surprise <br /> 2. The Whipsaw <br /> Some reporters are actually shoppers. <br /> <br /> - 3. The Uniformed <br /> No PIO can ever know too much. The risks are great: appearances.of untruthfulness, <br /> - lack of trust, and/or purposely kept in the dark. <br /> 4. The Big Dump <br /> Cut to the chase and stay focused. <br /> 5. The Babble <br /> Don't snatch defeat from the jaws of victory. Keep answers short and to the point. <br /> 6. The Temptation to Fill Dead Air. <br /> "Did you have another question?" <br /> 7. The Dribble <br /> Get as much information out as early as possible. If you don't,-other issues occur.. <br /> 8. The Bunker <br /> There is no hiding place. <br /> 9. The Out to Lunch <br /> Be available. Be timely. Be prepared. <br /> 10. One Hundred (and one) Ways to Say "No Comment" <br /> <br />