The worst hours of my life have been in creative writing classes.

Some trailers focus on the story (many even tell you the whole story, like an overwrought PowerPoint book report!) some interview the author, and many more just confound me with their incomprehensibility. Of course, like anything, there’s a lot of DIY going on in book trailer production; with predictably dreary (dare I say crappy) results. For every compelling, well-produced trailer, you get about one hundred trailers slapped together with bad clip art, stock photos, bland music and cheesy graphics. Yeah, that makes me want to read the book. Not.

Just be sure when you sponsor an event you get a little bang for your buck. Of course, you’re not going to get exact, dollar for dollar equivalencies like you would buying ads, but make sure you do get links on websites, logo placement on collateral and of course, free tickets for your key staff if possible.

Don’t evade. Face the situation head on: admit the mistake, move on and don’t look back.

So, Al took my clunky presentation and smoothed out the rough spots, cleaned up the transitions, fonts and multimedia elements. What he gave me was a consistent, creative presentation that enhanced my message and will help me focus on sharing information rather than fooling with a gimmicky, clunky slide show.

A friend of mine asked me about taking a weekend getaway. I’ll spare you the whole Chamber of Commerce brochure and just tell you what I told him: if you want a memorable, affordable trip, Kansas City is ideal.

Anyone for pumpkin pie?

The lack of comment is not only puzzling, it’s stupid. It’s akin to Donald Trump refusing to talk after a particularly heated episode of The Apprentice or Steve Jobs demanding to be left alone after sending out a press release announcing a new iPhone. Small-business owners and entrepreneurs take note: Going dark to the media when your product is hot is no way to make friends or keep the “positive” going.

But, you have to give them points for admitting their mistake and demonstrating some contrition. Mistakes owned-up to quickly are a matter of forgiveness. Drag your feet, dissemble or lie and it becomes a matter of low credibility or mistrust.

What the writer of this piece should learn is that most PR professionals do pro bono work as a matter of course in our careers, and it doesn’t take a sudden job loss to make that happen. On the whole as a profession we are not unethical shills for nasty corporations that rape the environment or bilk taxpayers. No, most of us work for non-profits, hospitals, social causes and responsible companies. Yes, by telling our client’s story we help sell products and services, but that makes us a vital part of capitalism, not Lords of the Sith.