Bury failures
Sometimes you make a mistake. Sometimes your political candidate puts a foot in his mouth. Sometimes you sell a product that makes everybody sick. Sometimes your team comes in dead last for the season. A good public relations specialist knows how to weather these storms and bury the failures. There are several different ways to bury failures but the most popular is just to pile a lot of dirt on top of it. If you can get that one thing out of the public eye, the hype will fade and you can be out of the spotlight while you begin to rebuild. Fortunately, there are big guffaws every day and something will certainly come along to trump your little disaster soon.
Another way to bury a failure is with a fancy funeral. Firing the coach of a losing team is a way to hold one of these funerals. Public apologies work pretty well too. If your candidate has enough charisma and can look the public solidly in the eye while making an apology, he might end up better off than before he made the big mistake.
