PICs are pretty tough, but I design a lot of military stuff that has to pass ESD testing. This is my checklist of things to do - and it has always proven successful. I have drawn sparks to the PCB several times, and the PIC didn't even reset.
On all inputs where signals come from "off the board" either buffer the input
with a logic gate or put a 2K resistor in series with the input pin and a .01uf cap from the pin to GND.
Buffer all outputs that go "off the board" with logic or transistors.
Make sure MCLR is pulled up to VCC with a 4.7K (or smaller) resistor. Keep this line short.
Use a 4 layer (or more) PCB with power and GND planes.
Use 4 .1uF and 2 10uF low-ESR tantalums across the power pins.
Put a reverse-biased diode across the power pins.
Use a 7V TRANSZORB across the power pins.
Keep the lines to the crystal very short.




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