While the PR persons have a duty to promote a product and create a favourable marketing atmosphere, they are constrained by the principle that they are not supposed to mislead or misinform the persons or cast a shadow on other business organizations. The information or data collected by the PR practitioner for projecting the organization or the product must be truthful, fair, without causing any loss of reputation to the other competing company either directly or indirectly. Slanted information or committing slander of title or slander of goods will land him in litigation and affect the credibility, which is the foundation of his career.
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