David RitcheyDavid Ritchey

What is truth? In the last few weeks, we’ve heard a great deal of discussion regarding alternative facts, fake news and false stories. Be aware of the person who creates his/her own truth — whatever the label — and seek an accountable fact checker. I’m sure more euphemisms for truth exist.

Reporters for newspapers, TV and radio take a beating for releasing what some people think might be untruths. I’ve worked for newspapers, TV and radio and have seen, close up and personal, errors made.  In fact, I’ve made my own share of errors.

I’ve been the subject of unflattering articles and have seen friends suffer the slings and arrows of mean spirited editorialists.

But, as public relations professionals, we must work diligently to avoid getting caught in a journalistic snare. Putting it simply, you won’t find truth in a battle with people who buy ink by the barrel.

The opposite of truth is not always a lie. A lie is an untruth used for the purpose of deceiving.  A misstatement isn’t a lie.  It’s simply an error made by misperception. 

But, back to my first question: what is truth?  Truth is truth as I know it. Perhaps we struggle too much to name or describe truth. When I worked at a city hall a number of years ago, I taught reporters a few basic rules regarding truth.

First, truth is truth as I confront it. Truth is what I see and what I hear, smell, feel and taste. Yet, any of my senses may be corrupted by someone seeking to deceive or by a misinterpretation of my senses.

Second, I may tell you I know the answer to your question but I can’t answer the question at this time. That’s truth. I might know a bit of information, but I can’t reveal it at this time.

Third, “I don’t know” means simply that — I don’t know.  Don’t continue badgering, prodding or begging. I’m telling the truth; I don’t know.

As public relations professionals, we need to tell the truth because, whether you like it or not, the public relations community is too small for us to lie. That lie will make the rounds in our community and destroy a reputation. Note the number of books published in the last few years to help maintain a good reputation.

For a number of years, I worked in a large public relations agency. One colleague refused to submit her time sheets promptly.  In fact, when she worked on her time sheets she would announce, “time for fiction writing.” She argued that the client was a multi-millionaire and a few dollars one way or the other wouldn’t matter to the client’s bank account. I agree with my colleague; a few hundred dollars wouldn’t damage the client.  But, dishonesty damages folks who lie or cheat or write fiction on their time sheets. The dishonesty slowly destroyed my colleague’s career.

We reason ethically by following the contract our agency has with a client. Sometimes the client makes it difficult for us to remain ethical or, at the baseline, honest.

One such client had an eye for lovely women. In the lobby of a large hotel, he walked toward me with a beautiful young woman on his arm. “David, you know my wife,” he said.

“Yes, I do,” I said to him. I turned to his friend and said, “and, what is your name, my dear?”

The client learned two important lessons:

First, be honest.

Second, don’t let your public relations staff see something they shouldn’t.

We’re big boys and girls, but don’t force us to observe a nasty scene out of your private life. We won’t manufacture a story to protect you in divorce court.

Too often we argue that our perception is truth. Is it?

We interpret our perceptions through a filter from our past, our experiences and our hopes and dreams.

We represent our clients to the public. By speaking and writing honestly about our client and the client’s products or services, we hold our client up to the world’s inspection. And, that’s the truth.

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David Ritchey, Ph.D., is a professor in the School of Communication at The University of Akron.