I'm a high-level advertising and marketing executive who's hired - and used- some of the top PR firms in the nation.
As part of their "media training" they commonly tell you lying is fine.
From a direct quote within an Edelman (the nation's largest independent PR firm) session, training our entire senior management team:
"Sometimes, you just have to stand up there and lie. Make the audience or the reporter believe that everything is ok. How many times have you heard a CEO stand up and say "No, I'm not leaving the company" and then - days later - he's gone. Reporters understand that you "had" to do it and they won't hold it against you in your next job when you deal with them again."