Spin doctors addressed at Reputation conference

The professor has conducted research on this occupational hazard and will take conference attendees through the do's and don'ts of dealing with media and how to protect and sustain the communication discipline.

"There are three universal rules when dealing with the media: do not lie; do not hide facts and; do not say 'no comment'. It is communication management professionals' responsibility to inform their organisations and CEOs to avoid hiding, varnishing or embroidering facts, particularly where the media is concerned," says Rensburg.

An August 2015 article by PRWeek highlighted Rensburg's findings and it is astounding how many PR professionals and CEOs lie and hide facts to try to look better in stakeholders' eyes.

"It all comes down to ethical communication - communication and PR professionals have the power to build or break down an organisation's reputation. By being truthful and not hiding any facts, especially during a crisis, enterprises can build a solid reputation with all stakeholders."

The Public Relations Institute of Southern Africa (PRISA) endorses the event, and members will receive CPD points for attending. For more information, go to www.reputationmatters.co.za.