January 21, 2017. That was the first time I thought to myself, this guy should never find a job in communications again. It happened when then-White House Press Secretary Sean Spicer lied about the crowd size at his boss’ inauguration. It wasn’t a misunderstanding. It wasn’t a misinterpretation. It was an outright lie. And it was a sign of things to come.
Next came the canard that Spicer was using “alternative facts.” Let’s be clear. There is the real story — the truth — and fantasies spun of whole cloth — lies. When a news source — be they from the White House, a business, or a non-profit organization — fibs, their credibility is blown forever. And rightly so. I’ve impressed this upon clients for many years.
I've been in the communications field for decades, and have witnessed ethical lapses. But we have been subjected, from the people’s podium no less, to falsehoods of previously unimagined scale. Nearly every White House press briefing contains one whopper (when I say one, I am being generous).
It is long past time for news outlets and the private sector to instill some discipline here. One of the first to step forward is Forbes, which wrote:
“Let it be known to the business world: Hire any of Trump’s fellow fabulists above, and Forbes will assume that everything your company or firm talks about is a lie. We’re going to scrutinize, double-check, investigate with the same skepticism we’d approach a Trump tweet. Want to ensure the world’s biggest business media brand approaches you as a potential funnel of disinformation? Then hire away.”
Here's my challenge to every legitimate news outlet. Follow the Forbes lead. Refuse to engage with those who have been part of the White House press office the past four years (or anywhere, for that matter) who lie to you and to the American people. Their credibility is hopelessly shattered. No matter if you enjoy their repartee on the Washington cocktail circuit. Cut them off professionally now.
You have this longtime communicator's encouragement to do the right thing. Those of us who deal with reporters as part of our professional responsibilities — at least those who hew to ethical standards — know that it's the right thing to do. Our free press and our democracy depend on it.
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