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Perception management is not as easy as it looks. Many hacks believe it is a field where people deploy noise or celebrity inputs to sway an ignorant public but this has proven to fail from time immemorial where you have to lie again & again to cover up the holes in your story. 
In the field of reputation management where we have a proven track record, all you need is the truth. Human beings are flawed by default and there is no point painting an absolute picture at any end. Come as you are & be consistent. The truth itself is a weapon.
There is no crisis too big to manage if the truth is in the equation and the power of persuasion is evident. Your persecutors will forever arm themselves with rote routes to counter the obvious defenses based on half truths. Untruth is the enemy posing as a friend. You won’t win.
To win before the court of public opinion in the face of mutating radical social change, your conviction must be deep. When in quicksand struggling worsens the situation. The best of swimming don’t grab at the water lest they sink but simply submit to the elements & float.
