Because if you don’t, you could find you’re in hot water.

Or if you’re the Chief Executive of the Russian Premier League, you’ll be boiled alive!

He’s in the news for making a massive mistake. In fact, his actions have really defined the meaning of irony.

Sergei Cheban was about to speak at a news conference and introduce a ‘Stop Swearing’ campaign T-shirt, when he was overheard saying a few choice words that he REALLY shouldn’t have been saying.

A string of category-A swear words were uttered. Now, I’m not here to judge – most of us are partial to swearing sometimes and it wouldn’t normally be an issue.

Unless of course, you’re about to go public with an anti-swearing campaign!

Sergei timed his outburst very poorly… and of course, his potty-mouthed exchange with the head of public relations was recorded.

And it’s gone viral.

It’s a lesson for all businesses. If your business places emphasis on promoting strong values or a clear message, then you’ll probably want to avoid doing anything that will discredit what you preach. You won’t just end up looking ridiculous; you could also damage your reputation.

There really is no point telling your employees and clients the importance you place on Health & Safety if your words or actions tell a different story. Otherwise you will find people will lose faith in what say and your brand, your services or your ethos could be effected , then your business WILL suffer.

Check out the irony at: http://news.sky.com/story/1382207/chiefs-swearing-rant-at-stop-swearing-launch