Even after a summer in which Barack Obama’s comments about religion and guns and Jesse Jackson’s “cutting” remarks about the Democratic presidential nominee offered ample reminders that the microphone is always on – no matter how private you think a conversation might be – two MSNBC analysts have done it again.

During the Republican National Convention this week, Republican consultant Mike Murphy and Wall Street Journal columnist and former Ronald Reagan speechwriter Peggy Noonan were caught airing their true feelings about John McCain’s VP pick, Sarah Palin.

Noonan responded to an off-air question about Palin’s qualifications by responding, “The most qualified? No. I think they went for this — excuse me — political bull [expletive] about narratives. Every time the Republicans do that, because that’s not where they live and it’s not what they’re good at, they blow it.”

Murphy added, “The greatness of McCain is no cynicism, and this is cynical.”

Aside from the obvious embarrassment of uttering dirty words on television and making supposedly-private statements so contradictory to their public beliefs, both pundits will now have to work a little harder to maintain the brand credibility and trust that makes them in-demand thought leaders in the first place.

In the 21st Century, someone is always listening (and watching). Whether you’re off the air, on a plane, out to dinner, or sitting in someone’s living room, don’t say anything you wouldn’t want attributed to you – especially if you’re someone people listen to.