I was at a dinner party recently and when another guest discovered I was a publicist. He retorted, “Oh, so that means you get paid to find creative ways to lie about things, right?”

He’s not the first to assume that being a spin doctor means that I’m putting a false façade on whatever I’m pitching. That seems to be a common myth about public relations pros – that we make up news or distort the truth.

I can’t say that’s never happened in my profession – just like there are shuckster used car salesmen, there are those that give the PR field a bad name, too. However, that’s the exception, not the rule.

The simple fact is that most PR pros can’t afford not to tell the truth. If they did, they would find it nearly impossible to regain the trust of the press or public. Once trust goes, so does the bottom line.

The truth is that professionally trained PR practitioners are experienced in identifying newsworthy stories for all types of press. From TV and radio to social media and magazines, and everything in between, they know how to promote story angles that provide a benefit to their clients’ target markets and the news audience.

“Putting a spin” on something is merely a different way of showing it in its best light for the right audience at the right time; and that doesn’t mean not telling the truth. If the shoe doesn’t fit, most PR pros know better than to try and convince someone it does.

Andrea Aker wrote a great article about other PR myths. It covers all the biggies and it’s a quick read – and that’s no lie! Check it out here: http://marketingpr.suite101.com/article.cfm/top_pr_myths

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