Don't enter the water if you can't swim.

Be aware of direction and strength of rip currents.  These currents can take you up and down the beach quickly and cause you or your kids to get become lost.  If you get caught in one, don't panic.  Just swim parallel to the shore until you're clear of the current, then swim into shore.  Never try to swim against the current.

Don't let your kids swim unsupervised.

Don't swim alone.  Use the buddy system so that someone always knows where you are so they can help if needed.

Don't overestimate your swimming ability.  Stay in chest deep or less water to insure you don't get stuck in water over your head.

Don't rely on flotation devices.  Rely on your swimming ability rather than flotation devices.

Swim parallel to shore if you want to swim long distances.

Don't swim against the current.  Swim across the current to escape the pull.

Always swim sober.

Don't dive into unknown water or shallow breaking waves.  Always go feet first.  This will help you avoid spinal injuries.

Report any hazardous water conditions to the authorities.

Don't swim during thunderstorms or strong winds.