Instead of trying to make up a fake story about Google, Burson-Marsteller should have focused their energies on promoting the product that Facebook was working on, and telling the world about how it would be a better choice for internet users. By doing what they did, Goldman and Mercurio broke the public relations cardinal rule, "Never lie." I personally do not blame any of the bloggers or news professionals who called them out on their antics, as it is quite amateure of Burson-Marsteller to think they could manipulate the media in such a way.
Because public relations is built around the truth, and the transmission of information, I do believe that firms should have to disclose who their clients are. The philosophy of the real father of modern public relations, Ivy Lee, was that the key to business acceptance and understanding was for the public to be informed. Because of this, there is no reason that people should not know who the largest (and smallest) media controllers are being represented by.
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