Take, for instance, the example they use about a shower curtain. The headline of the news release was “Toxic Ties to ‘New Shower Curtain Smell’ Evident, According to Latest Laboratory Testing.” Most of the major media ran this story before the Consumer Product Safety Commission could determine the truth behind the stories. Turns out, the story isn’t true, but the PR people (and, quite possibly, the client) probably feel like they did their jobs because the story ran. Who cares that it just isn’t true?

While I agree certain headlines attract attention while others do not, it just isn’t ethical to use sensationalism or spin, or to stretch the truth to secure a story on behalf of our clients.

I’m certain there are some PR people who are very successful in using striking words to gain the attention of a reporter, but they are not representative of most communicators. We live to the highest ethical standards of our industry and use our skills to help a company communicate effectively, internally and externally, and with all stakeholders, honestly and ethically.

Let’s elevate our thinking, people!

The images take our breath away.  The agony on the faces of survivors generates a saddening empathy we can only pray we never feel.  What do you say when such an unforeseen crisis hits?

Usually, nothing, or very little at all as a true crisis is no place for spin, just sorrow.  Hoards of advisors often huddle in war rooms to figure out who will say what or nothing at all.  When public relations first found its way to major airline companies, the role of the PR guy was to spray black paint over the logo so it wouldn’t show up in crash site photos.  Today, the airlines are much more sophisticated, though often distant in their empathy.  Other companies remain lost and non-responsive.  Even though millions of lead contaminated tops and trucks fill toy boxes, an anonymous message on a 1-800 line says it all for some manufacturers. 

Perhaps that’s why the mainstream media cannot pull their focus away from Bob Murray, a fourth generation miner who also is chairman of Murray Energy Corporation, the nation’s 12^th-largest coal company.  Instead of showing the restraint that lawyers and advisors encourage, Bob Murray shows his passion and speaks his mind.  He’s just not a “cooperating with the investigation” kind of guy.

Six of his men are trapped.  Saying nothing for Bob Murray would be as out of character as doing nothing.  He’s been criticized by Congress and has argued with seismologists.  It’s been nearly three weeks and Bob Murray still has the courage to be the face of responsibility, the front-and-center spokesperson. 

When he said after the rescuers died that they could not try again, families took him to task.  They remember Bob’s promise not to give up until the six men are recovered.  Bob Murray recanted and is pursuing another approach. 

When will hope run empty?  Because this is a tragedy that is unfolding still, scholars have yet to determine if Bob Murray’s approach of speaking his unedited-mind during a crisis is wise.  No doubt, Bob Murray will be second-guessed for his candor during an awful crisis.

What I admire about Bob Murray is his tenacity and his anti-spin-approach to putting it all out there.  He might be wrong in his theory as to why the collapse occurred.  Time may show that he said more than was legally prudent.  But there is a lesson of accountability to be learned.  Rather than being a figurehead suit standing behind a podium emoting compassion, Bob Murray has coal in his lungs.  He speaks from his broken heart and puts action behind his words.   While engaged in the fight of his life, through example, he too is fighting against destructive spin.  — Shawn M. Kahle

Rather than claim your company or product is best, why not define the particular stand-out aspect.  I did something unprecedented in a meeting the other day: I asked a client if their product was actually the best and why.  In doing so, I was able to delve into the details of the product and learn why it was special.  Lucky for me – and the client – there is substance to back up the superlatives.

I must be on the alert for this type of thing, because today’s coverage of Apple’s new products caught my eye. As a PC person, I usually roll my eyes and click past.  But I may have to change my tune, due to this headline. Can you imagine what would happen if Apple actually wrote a release with that headline? It would turn heads in newsrooms for sure.

I think I see the next big thing in PR…we’re pretty ordinary, but we look good doin’ it.  —  Brigitte Lyons

Mackey posted messages under the Rahodeb username on Yahoo chat forums for years before being revealed in a sealed court document that was filed last month by the Federal Trade Commission and became public Wednesday evening, as reported by the New York Times.  The problem with this you ask?  Some of Mackey’s posts included talking up his own company while shedding a dark cloud on the future of competitor Wild Oats.

While law experts share banter about whether Mackey’s postings and comments are illegal, I think someone should share a dictionary with him.  We could go ahead and highlight words like transparent, ethical, etc.  Falsely portraying yourself and making comments about your company and competitors are grounds for serious ethical issues.

Mackey included a note on the company’s Web site Wednesday night saying that his postings were just for fun and that they don’t represent the “beliefs, policies or intentions by either Whole Foods Market or by me,” according to the New York Times. But does that make it all better? Falsely portraying yourself and making comments about your company and competitor are grounds for serious ethical issues.

So, what do you think? Should Mackey be asked to step down based on his questionable actions?

And as a bit of a random side note, does anyone else find it ironic that President Bush cut the ribbon on the multimillion dollar new press room in the White House Wednesday, but declined to take questions? — Angela Loiacono