Many a dog walked only in the yard is panic stricken if the need ever arises to walk on a busy street. Try to use the same words each time you refer to something. Ask for the same behavior the same way each time or you will confuse the dog. If you do not want Rover on the couch, make sure he stays off all the time. If you do not want him to jump up on guests, do not allow him to jump up on anyone, anytime.
Consistency pays off.