Dig deep for the cause of the worst marketing and PR, and you'll find a rich vein of ego. It comes in many forms. A creative director pushes a campaign she came up with, even though it's far inferior to the three her colleagues suggested. A CEO is so happy with his own Klout score, he blasts out a press release. A company starts a blog to write exclusively about itself and how amazing its products are (this is unfortunately the most common kind of corporate blog).