Something I have to point out quite often is that marketers and PR professionals are not liars, at least I’m not.
I promote the positive. That’s a common-sense decision for anyone.
I drown out the negative with the positive. That’s another common-sense decision for anyone.
A public relations professional can do wonders for your image by simply promoting the good, but do yourself a big favor and don’t do things that you don’t want talked about. Don’t put yourself in a position of needing me to promote the positive to simply bury the negative. Do good work and do things that you want people to talk about, then let me make those stories even better.