Nazis?...C'mon guys, this is PR 101

Neither The Southern Baptist Convention, nor Richard Land, bigwig within the convention, have asked me to take over their public relations effort.

So this is pro bono, a staple in my communication strategy toolbox: Don't bring up the Nazis.

Seriously, has there ever been a time when a Southern Baptist leader, or someone running for president, or someone from the Senate floor has compared a policy or a mainstream politician to Hitler or the SS Army or the Nazis, and come off looking good? (I say mainstream for lack of a better term. I realize there are some who would call themselves Nazis, so...)

But here's what Land said:
“I want to put it to you bluntly. What they (Obama administration) are attempting to do in healthcare, particularly in treating the elderly, is not something like what the Nazis did. It is precisely what the Nazis did.”

He went on to say he has bestowed on Dr. Ezekiel Emanuel, the president’s chief healthcare advisor, the “Dr. Josef Mengele Award” for his advocacy of healthcare rationing. Mengele was the German SS officer and medical doctor dubbed the “Angel of Death” for his role in the Holocaust.

Land later apologized.

"It was never my intention to equate the Obama administration's healthcare reform proposals with anything related to the Holocaust," Land wrote. "Now that I have had the opportunity to speak with you personally and reflect on my words, I deeply regret the reference to Dr. Josef Mengele."

I'd imagine Land does regret the words he chose. This isn't advanced Communications, folks. Just don't do it, then you won't have to apologize.