PR Pro Tip: Don't lie to me.

This goes for clients to their publicists and publicists to the press and/or public. There's "spin" (a term I hate, by the way) and then there's lying. If you have to think about which you're doing, I assure you what's tripping off the tongue is an outright fabrication. Eventually the truth will be found out and we'll all end up looking untrustworthy (not to mention more than a little stupid).