Vice President Dick Cheney's now-infamous hunting expedition and subsequent fallout has brought the importance of media training spokespeople to the forefront of the PR profession. His communications teams' laundry list of faux pas - including a late release of the story and inappropriate jokes during press conferences - offers a prime example of what not to do in a crisis situation. And while publicity of that magnitude may be the exception rather than the rule, it's a stark reminder of media training's essential role in any executive portfolio.