I just finished reading the story about Reverb Communications getting busted for posing as unbiased videogame buyers and posting phony reviews on iTunes for their clients. By not disclosing that they were posting the reviews for a client and that in some cases they received a percentage of sales, Reverb Communications mislead the public. They lied.
Lying is one of the most deadly mistakes you can make in PR and it can cost you your money and worst of all your reputation. PR is all about reputation – whether it is in print, online or on social media – what people think and say about you, your product/services, etc. matters. You can read the wire story by clicking this link google.com