Former journalist Cathal Morrow has worked in the PR industry for more than 15 years, with roles at agencies Pielle Consulting and JBA PR.
Morrow recently attempted to spend 12 months without lying to test German philosopher Immanuel Kant's belief that lying was always morally wrong. He is writing a book about his experiences and has set up a Madrid-based agency called The Complete Kant, targeting UK-based clients.
'We spin our own lives the whole time,' said Morrow. 'And in the long run it harms us in precisely the same way it destroys the reputation of companies, individuals and of course, political parties.
'I lied all the time in business. Or I manipulated what was partially true for my own advantage. PR is an industry with a pretty awful reputation, but the purpose of PR should be to communicate information, not to manipulate what is true to create a temporarily convenient truth.'