Did you hear about the recent controversy spurred by a Webster University billboard (shown above) touting their successful chess team? Webster athletes who felt slighted by the tongue-in-cheek statement unleashed a flurry of tweets expressing their dismay. How did a playful ad calling attention to Webster’s academic prowess turn into an insult to the institution’s jocks? Obviously, that wasn’t the intention, but communications can be a tricky game—especially when you add humor to the mix. Sometimes no matter how well-planned your messages are, they can be misunderstood. So what’s a communicator to do? Conduct your research, know your audience and what you’re trying to say, and then make your move.