1) Get drunk
2) Drive drunk
3) Treat the arresting officer belligerently
5) Make anti-Semitic comments
6) Address a woman as "sugar tits" (even if that was her legal name)
7) Use a Barbara Walters interview to both beg public forgiveness and promote his next project (it's not in the article, but let's be realistic)
I hope Mr. Gibson gets help battling his personal demons soon, since it would seem he's got more than a PR problem to deal with.
(I know there's a Manischewitz joke in here somewhere, but I'll leave it to the interested to write their own.)