According to PRWatch.org, a book titled Deadly Spin: An insurance company insider speaks out on how corporate PR is killing heath care and deceiving Americans will hit shelves next week.

The book is written by Wendell Potter, Center for Media and Democracy’s Senior Fellow on Health Care. As the former communications head for CIGNA, Potter’s deep knowledge of the industry means he’s very aware of what really goes on in corporate Healthcare PR.

The book discusses disinformation campaigns, corporate misdeeds and policy manipulation, fear-instilling rhetoric (like “socialism” and “death panels”), and other PR tricks that keep insurance premiums high and actual services rendered low.

I will certainly be following up on this book after it hits stores, and if the reception of it is interesting, look for another blog post about it!

If I practiced PR in an insurance company today I would be worried. Very worried. New legislation is increasing healthcare opportunities in America, and publications like Potter’s will shed light on the topic of corporate healthcare PR. I would be worried because if I were a GOOD PR specialist, I would have to change my entire way of doing things.

A GOOD PR Specialist doesn’t sweep criticisms under the rug, and does not blow off major accusations. And if I were a PR practitioner today, that means I would be stuck between a rock and a hard place- the rock being public perception and the hard place being my job!

Honestly, if this were the case, I don’t know what I would do. It would be a hard decision. Luckily, I do not have to make such a choice today. I still have this semester to finish and two more to go before I swim into the big pond of the fully adult world.

I find myself fortunate to still be learning about business, public relations and journalism ethics when light is dawning upon those who should rightfully be called “spin-meisters”, not PR specialists. I don’t have to make these decisions yet. Instead, I get to watch what happens, which will shape my views as I proceed in my learning.

This summer, as I was interning for Nology Media in Seattle, I was fortunate enough to meet two inspirational women who founded a PR firm called Communique PR.

Founding partners Colleen Moffitt and Jen Gehrt wrote a book titled Strategic Public Relations: 10 Principles to Harness the Power of PR. I love this book. This book has been more educational than any required reading for a class.

One of my favorite quotes from the book states: “If you can’t be transparent about what you’re doing, simply don’t do it.”

A willingness to communicate openly and honestly is the only thing that differentiates a PR specialist from a spin doctor.