Frank Costa – Chief Exec of AFL football club Geelong – has been moved to make a PR apology after ‘private’ comments he made at a breakfast seminar were heard and reported in the media by a journalist. The comments are now turning into a mini-PR disaster for him and the club he represents. This illustrates a new reality of reputation management…there’s no such thing as a ‘private comment’. Whether you know that an official reporter is there or not, there’s always likely to be a journalist (old media or social media) at any business or social function you’ll even attend. So be careful what you say, as it’s always likely to make its way into our newly integrated media.