Mike Duffy, Nigel Wright, the PMO and the First and Second Rules of Media Relations

The troubles besetting the Prime Minister’s Office, and the Prime Minister himself, over the Mike Duffy affair bring to mind a column by Don Martin of the National Post.

Written back in 2008, when the PMO was engaged in another communications disaster, Martin provided two simple rules for good media relations and communications.

First, tell the truth

Second, never lie.

It’s also good advice for avoiding trouble with the law, not to mention getting re-elected.

Lying to the media is probably the worst sin a media relations professional can commit. (Exaggerated claims is a close second.) 

By not telling the truth, communicators risk poisoning their relations with reporters. And once trust is lost with the media, it’s hard to get back.

Plus, it never works, as the courtroom drama in Ottawa these days is showing—someone will always spill the beans.

And if that doesn't happen, reporters are enterprising people. Their job requires them to probe, research, ask questions and investigate—and be naturally suspicious.

If the truth is out there, they will find it. 

When they find it, and if you have been lying, it will not be a good experience for you or the organization you represent.

Not only will it cast a pall over your relations with reporters, it will jeopardize the reputation of your organization and cast the net of suspicion even wider to current and potential donors.

And any goodwill you have created over years of diligent and careful media relations will be lost—maybe never to return.

As Martin put it: “One lie and a flack is a liar forever. And that's the truth.”

For more on this topic, read "The First Rule of Crisis Management: Don't. Lie." by Scott Reid, a political analyst with CTV and formerly part of the PMO under Paul Martin, in the Ottawa Citizen.