Every day, you can find a story in the press about a public figure in trouble for something they said in an e-mail that got leaked.
The trend has only accelerated, with technology inventing new ways for people to get in trouble: text messages, cell phone photos (two words: Brett Favre), Facebook posts and tweets.
E-mail and social media gives you a dangerous illusion of privacy.
It sure doesn't feel like you're speaking to a stadium full of 65,000 people.
And you're not. You're speaking to a potential global audience of 6 billion people, and every word is being recorded for posterity.
If you spend a lot of time e-mailing and texting, it's like a written transcript of everything you say and think. Even if you hit delete, there's still a record on a computer server somewhere that can be accessed if there's a lawsuit or public records request.
So here are a few rules to live by for public figures and anyone in public relations.
1) Would you want to read it on page one of the newspaper?
Maybe you think an e-mail or text message is a private note to your coworker, friend or boss.
Far too many public figures have been burned by this feeling of safety. The more sensitive and juicy a message is, the more likely somebody will forward it to their best friend, who they trust with their life, and that person forwards it to their best friend and so on until it winds up on Huffington Post or TMZ.
Don't write anything you wouldn't want to see on the front page of the paper.
2) Only use plain text to inform -- never to persuade
Wean yourself, your clients or your organization from relying on e-mail for anything sensitive or persuasive. Not because people it might leak and look bad, but because e-mail and its digital cousins are horrible ways to communicate anything important.
Ninety percent of communication is nonverbal. It's not about the words on a computer screen or iPhone. It's about body language, tone of voice, facial expressions.
E-mail can't convey tone of voice. Text messages don't show your body language and facial expressions.
This is why sarcasm and humor are so hard on e-mail. It's the wrong format. It doesn't translate.
3) The more important something is, the more personal it needs to be be
If you're informing people, sure, send an e-mail. Plain text is fine for informing people.
Persuasion needs the human touch.
If it's somewhat important, pick up the phone.
For anything truly important or sensitive, avoid the keyboard and the tiny little virtual keys on your phone. Do it in person, face to face.
You'll have better chances at success -- and you'll avoid misunderstandings and painful problems in the media.