Gary Vaynerchuck is the wildly successful entrepreneur behind WineLibrary.TV and speaks often about using social media tools to promote your business. He also runs a wine community called Cork’d which was recently hacked.  Below is a video where he admits his mistake and uses the lessons of “Fallibility Marketing” (explained on Page 217 of PNI) to not only deal with the PR crisis, but also promote his brand at the same time.  A great PR and marketing lesson from an emerging master: