The idea that PR is a bubble that bursts when it collides with the truth is the sort of ill-informed comment that brings a tear to my eye (Murray column, MW August 2).
Any intelligent PR campaign must be based on truth to succeed. Anything else will lead to disaster. That Iain Murray sees fit to make sweeping statements, based on the example of the Princess of Wales, reflects his own prejudices and lack of understanding.
PR is a game for consenting adults only. It requires a toughness that many organisations are unable to show, against such pressures as greater public accountability and exposure.
Only mature and self-confident organisations can face these pressures without complaining. They base their PR on the truth and not the whim of an ill-informed brand owner.