You spend time and money branding your product, crafting your novel, writing that speech/blog post/etc. You want to excite and inspire people not offend them.
Not all publicity is good publicity. (Just ask Paula Deen or Donald Sterling.) Whether you're a millionaire sports mogul, celebrity chef or beginning author... you have something to lose.
Whatever you do -if you do it in public- what you are saying and how you're saying it is important.
If being "PC" leaves you Pretty Confused... I can help. Let me check your shoes before you put your foot in your mouth.