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4. Don’t Throw Competition Under the Bus. It’s never a smart
idea to slander your competitors, especially in the public arena. It’s one
thing to present a valid reason to make a distinction for the sake of
comparison, but it’s an entirely different thing to pull your competitor

into a bullfight and wave a red cape in front of them. For one, you open
yourself up to their revengeful efforts at any time. But more importantly,
whenever one protests too much about someone else, it never looks good

for his or her own character. Just as Queen Gertrude stated in
Shakespeare’s Hamlet, “The lady doth protest too much, methinks.”
5. Don’t Offer Bribes for Coverage. Taking a reporter or
producer out to lunch is one thing. Offering them a trip to Cabo San

Lucas is another. Although you may really want that Wall Street Journal
real estate reporter to cover the launch event for your client’s new
residential project, it’s a bad idea. For one, it makes you and your client

look desperate, having a story not worthy of print exposure. It also does
a disservice to all parties. Moreover, how would you like for the reporter
to get fired for accepting your bribe and then hold it against you when

they move on to another position at a different newspaper? Next time,
think about sending them a box of chocolates or a Starbucks gift card
after they cover your story, instead.

ASSIGNMENTS
1. Comment on the following proverb: “With lies you may get ahead in
the world – but you can never go back.”

2. Why does paying for placement not only delegitimize an important
story, but it is also antithetical to the whole idea of a media outlet?
3. What do you understand under misrepresentation of facts?

4. Why shouldn’t we throw competition under the bus?
5. Why is it important whenever one protests too much about someone
else?

6. Why shouldn’t we offer bribes for coverage?
7. Offer your tips for ethical PR campaign.
8. Did you face with unethically hold PR campaign?

9. Have you ever been deceived while PR campaign?
10. Summarize the text.