Keyser Trad, in a curious piece at Australia's Daily Telegraph site, comments, in passing, on something that rings true at the heart of public relations:

"The first rule in public relations is to maintain one's integrity and dignity. There is no dignity in mealy-mouthed pandering to a self-appointed lynch-mob."

I can't claim to fully understand the local context of Trad's piece, but that one particular quote resonates.