The unexpected can be your best friend
Sometimes, what actually happens is far better than what you had hoped for.
When the US Chamber of Commerce's head of PR was tipped off by an errant reporter and tried to shut down our press conference, we ended up with wall-to-wall news coverage we wouldn't have otherwise gotten.
Sometimes, of course, the unexpected feels terrible—like when no one reacted to our proposal to auction off US democracy. But even in those cases, things can turn out all right, if you tell a good story.