When creating public relations and advertising materials, there is always a temptation to oversell. There are a few reasons for this: the competition is doing it, you’d rather err on overselling than underselling, and the belief that big promises can lead to big results. It’s understandable. However, it’s important to recognize that the goal of public relations and advertising is to inform and not to deceive. It’s true that we must put forward information in the best light we