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Hope Hicks resigned from her job as the White House Communications Director after admitting she has engaged in “white lies” for the administration. Inc wrote an article about her disobeying this cardinal rule, using an excerpt from an LA Times article written by Newhouse professor Anthony D’Angelo to explain its significance.

“We won’t lie or mislead. We play fair,” D’Angelo said of the PR industry. “Basically, we don’t do anything that we wouldn’t want to have widely reported by the news media. Operating that way is the right thing to do, and it builds trust with our clients, employers and the news media–which is good for business as well.”