It’s downright unthinkable and puzzling that Gen. Stanley A. McChrystal, of all people, wouldn’t think through potential consequences before taking action.  Unless, of course, he has a different agenda…

In the recent profile published by the magazine, titled “The Runaway General,” McChrystal disparaged administration officials, mocking Vice President Joseph Biden and criticizing special envoy for Afghanistan Richard Holbrooke and U.S. Ambassador to Kabul Karl Eikenberry, with whom McChrystal is supposed to carry out U.S. policy, potentially fracturing the unified front that Obama has sought to build for the war and the international coalition.

Oops…

Was this blatant naïveté on the part of McChrystal to simply speak off the cuff and blast the administration or just flawed judgment?  Apparently McChrystal, who spent much of his military career in the world of special operations, didn’t have as much experience dealing with the media, as did other top commanders, such as Gen. David H. Petraeus.  Still, he had “handlers” –civilian press aides assigned to him by the US military.

According to a report in The Washington Post, his now-resigned civilian press aide, Duncan Boothby said that, “he was heavily involved in arranging access for journalist Michael Hastings to McChrystal and his staff, so that Hastings could write the profile.”  Was Boothby aware of the bent that the story was to take?  Did he research the magazine and the reporter? Did he take steps to veer the story in such a way as to forestall any potential damaging results from the interview?  Was the reporter given too much access to McChrystal and his “anonymous” aides, with too little control? Did Boothby media train McChrystal at all?  Were McChrystal and his aides not aware of the administration’s policy that military officers must respect civilian leadership and keep their advice and views private?

Something doesn’t make sense…

It gets more dumbfounding.  Both Boothby and McChrystal fact-checked the story.  What did they read and approve? Did McChrystal intentionally speak out against the administration and choose a popular publication as a platform in which to vent?  If so, poor judgment, that triggered a public spectacle (or circus) with consequences that were easily predictable – a very public firing — reminiscent of the firing of General Douglas MacArthur, who played a prominent role in the Pacific theater during World War II and who was fired for insubordination by President Truman.

McChrystal issued an apology yesterday saying that,  “It was a mistake reflecting poor judgment and should never have happened.” How about that old adage, “think before you speak? “

Poor judgment, indeed.  Sometimes — “It is all a matter of judgment”

As if Toyota does not have enough troubles, along comes Secretary of Transportation Ray LaHood…

Apparently, during testimony before a Congressional panel Secretary LaHood was asked as to what guidance he would give to Toyota owners affected by a series of recalls.  Not one to ever mince words, reminiscent of President Harry Truman’s folksy style, LaHood said, “If anybody owns one of these vehicles, stop driving it. And take it to a Toyota dealer.”

Feels like sound advice to me.  You better believe it that if my car had the possibility of brake troubles the only driving I would do is to the dealer.  Toyota itself has urged drivers of recalled cars to do so.

But unfortunately the media heard only three words –“stop driving it” and a PR storm erupted as those words, now out of context, ricocheted over the airwaves, print publications, news wires and Internet, unfurling an all around  “hissy fit.” Toyota expressed “dismay,” and the Chief of Staff at the White House, Rahm Emanuel, felt obliged to come to Mr. LaHood’s defense, saying that “the President thinks Ray’s been a great secretary,” and adding that “when the Secretary misspoke, he immediately realized he’d said it.”

Misspoke.  LaHood did try to modify his words, saying “What I said in there was obviously a misstatement,” adding that he meant to say, “If you own one of these cars, or if you’re in doubt, take it to the dealer.”

Sounds like semantics to me.  Same message, softer edges…

In any case, this has once again made the case for being scripted in the first place – and sticking to it.

Look, as communication professionals, we agonize about the possibility of a client breaking with carefully crafted messaging that is painstakingly dissected for any potential risks. In the case of LaHood, being in the position of transportation authority, the risk of going “off message” is that his words can further damage the already tarnished Toyota image with consumers and be “officially” seen, per his position, as escalating fears of safety causing even the White House to issue a statement of confidence in the Secretary.  But, damage done.  Backtracking rarely works.

Here’s my advice: change the old adage of “Think before you speak” to “Read before you speak.” Helps to stay on message…

Visit msnbc.com for breaking news, world news, and news about the economy

Today, the agency introduces a new channel on the corporate blog called “Digital Trenches,” which will feature tactical suggestions and guidance on trending digital communications and marketing topics including search optimization, social media, mobile marketing, online media and the blogosphere.

If you have ever sat through a tedious afternoon in a time-share sales presentation, just so that you could take advantage of the offer that came with it — a free weekend stay in Vegas or Reno, you will get the concept that is about to be launched by FreeAllMusic. This recycled version is about watching a 15-30 second video advertisement to get a free downloadable song of your choice.

That’s it! Spend 15 seconds to save 99¢ for a song download.  Doesn’t sound like much of a deal at first glance.

Still, when you consider that the company is testing offers of 15 to 20 free downloads per month, five per user session, it probably adds up to a compiled album of your choice — for free. Moreover, the site, which began as a test version a week ago and plans to open to the public within January, will allow the downloaded songs to be copied and shared, unencumbered by digital rights management restrictions.

Sounds great, that is, until Richard Nailling, chief executive of FreeAllMusic, got caught in print with negative messaging, saying that the service hopes to draw “casual pirates who, for whatever reason, are not paying for music,” and added, “we have made this process easier than stealing.”

Really? Look pirating, stealing or free sharing of songs, has been around for a long time and this site is not about to police that, curtail it or grab pirates’ attention.  The thrill of pirating has always been about bucking the law.

Here’s what I would recommend for the CEO to focus on, in his pre-launch quotes:

Speak about the win-win situation in which advertisers can’t get ‘TiVoed’ out; users get the songs they want; and record labels get paid for the free songs by advertisers.  Speak about the two major labels that have already signed up and the six advertisers who are on board for the site’s debut this month, including Coca-Cola, Warner Bros, Zappos.com, etc.

Comment on the empowerment of the user as an “influencer,” for the new site will encourage them to post the details on their Facebook profiles and Twitter streams. And articulate to advertisers how this will extend virally into social networks like Facebook, for friends who opt to download the same song, must first also watch the same ad.

And then consider the odd side effect.  Actually watching an ad, can open up a whole new vista for the TiVo generation, which has never known the entertainment value of some of the TV commercials that had a profound effect on our culture in the 40’s through the 70’s and beyond — ads that to this day remain icons.

The 15-second forced viewing, may force advertisers, to rekindle creativity, to tell a story that engages viewers and binds them with the brand.  Advertisers just got lucky — and all for the love of music.

No need to help pirates go straight.  Just a need to get good messaging out.