It is not uncommon for critics and others to call PR professionals spin doctors or manipulators of perception. The fact is that we seek to present clients in a favorable way and position them as leaders and experts. Many PR professionals and my team take our role seriously and ethically. In order to effectively promote a company or individual, the effort must be solidly founded in truth. Companies, individuals, marketers and hopefully politicians who lie will be caught and called out for it. Communications professionals and marketers must accept responsibility as 
well. Today consumers may not always expect great customer service, but they do expect honesty.
When developing a PR strategy it is critical that you identify what your vision is and what your messages will be. What will your brand stand for? This may not be an easy question to answer right away, but it must be based in truth. It takes some thought and discussion. What a business brand stands for or what an individual’s personal brand is must be stated upfront and for it to resonate, it must be honest and truthful. Including lies in a brand story will cause problems and when business 
owners or those who are there to defend them do not have facts and truth as their friends, the challenge may be insurmountable. When brands and individuals are caught lying, it destroys trust and trust is the currency of success.
Some embrace the “fake it till you make it” philosophy or approach. This is a dangerous path to pursue and could destroy a growing brand or even one that is established. Reputation is based on truth. Look at examples such as Brian Williams of NBC News, disgraced former Congressman Anthony Weiner and professional cyclist Lance Armstrong. Each was caught lying and look what happened to their brands.
Invest in the truth and it will grant you significant rewards.
Make truth your friend and you will have no regrets.
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