Rule #1 in PR is don’t lie. Spin? Sure, we all do it to some extent (I’d claim spin is no longer the sole domain of PR even). But never, ever lie. The truth always comes out.
The current Bush Administration is a prime example of this. Another is the current dustup around Apple’s PR team trying to game the press and shareholders about their CEO’s health.
I encourage you to read the posts by former Fake Steve and current Real Dan Lyons for an inside look at how both sides are playing this game. The Fourth Estate smells blood and rather than getting out of the water (or getting a bigger boat), Apple’s PR team continues to chum the waters.