Whole Foods CEO John MackeyWe know that a PR professional’s job often includes telling powerful people what to say–and when to say it. Today we feel fairly safe offering this little nugget of wisdom to every client: Unless you’re a left-wing Eastern European politician, never use the words “fascist” or “fascism” to describe your opponents, no matter who they may be. It’s never appropriate, and it always makes you look like an ass. Whole Foods CEO John Mackey recently learned that lesson.

Mackey stepped into the national health care debate back in 2009, when he penned a Wall Street Journal op-ed arguing that President Obama‘s signature health care overhaul was a form of “socialism” that would ultimately lead to complete government control over our nation’s health care system.

Now he’s hitting the various media outlets to promote his book Conscious Capitalism, which apparently details the ways in which certain businesses (his own included, of course) make the world a better place without the interference of the big, bad government. While visiting NPR‘s “Morning Edition“, he turned his previous criticism on its head, arguing that:

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