The Bait and Switch: Why Integrity is Your Only Sustainable Strategy
A PR firm lied to get me into a sales meeting yesterday. They didn't just lose a sale; they proved why short-term tactics destroy long-term trust.
In the noisy world of business, we are all looking for opportunities. So, when an email landed in my inbox from a PR agency stating they were looking for "subject matter experts" for media coverage opportunities, I was interested. It’s a standard outreach practice, and as an expert in my field, it made sense.
I clicked the link to schedule an introductory chat. That’s when I saw the first red flag.
The scheduling form had a mandatory checkbox confirming I had a budget for PR services.
I stopped. I wasn't looking to hire a PR firm right now. I was responding to their request for an expert source.
Instead of checking the box and booking the call, I replied to the original email. I was transparent. I explained that while I was happy to serve as a subject matter expert for media opportunities, I was not currently looking to engage a PR agency for paid services.
Their reply was swift and reassuring. "Oh, no problem at all!" they said. "We are genuinely building our roster of experts for media requests with absolutely no commitment. Please go ahead and schedule."
Taking them at their word, I scheduled the call. It took place January 30, 2026.
The Seven-Minute Meeting
I hopped on Zoom, ready to discuss my expertise and what kind of media requests I could fulfill.
The rep introduced himself and immediately said, "Great, so the purpose of this call is to confirm you are looking for PR services, discuss what we offer, and decide if we'd be a good fit for one another."
I was stunned. Actually, no, I wasn’t stunned. I was disappointed.
I immediately stopped him.
"May I interject here," I said. "Before we go any further, I need to stop you. I specifically emailed before booking this call to confirm this wasn't a sales pitch, and I was assured it wasn't. I'm not seeking PR assistance at this time and didn't want to waste your time or mine"
I continued, firm but professional. "Listen, even if I was looking for PR services right now and communicated that before I scheduled. But if I'm honest, even if I did need services now I wouldn't consider your company. Your approach to get me on this call shows shows a fundamental lack of integrity. And if you lack integrity in how you get a first meeting, I can’t trust you with my business or my reputation."
The call ended moments later. I was assured the call recording would make it to the CEO. Truthfully, I doubt it will.
The Metric vs. The Relationship
What happened here is clear. Somewhere in that PR firm, there is a sales manager pressuring their team to hit a "meetings booked" metric at any cost. They are prioritizing short-term stats over long-term reputation.
They got the meeting. They got my 15 minutes on the calendar. But what did it cost them?
In business, integrity isn't a soft skill; it's concrete currency. Trust is the friction-reducer in every transaction. When you say one thing to get someone in the door, and do another once they arrive, you introduce massive friction. You shatter trust.
That PR firm didn't just lose a sale yesterday. They ensured that if anyone ever asks me for a PR recommendation, I will specifically tell them who not to use.
The Takeaway
Audit your own processes. Are your marketing headlines aligning with your actual product? Are your sales outreach emails promising value or just trying to trick someone into a demo?
You might fool someone into a meeting once. But you cannot build a sustainable business on a foundation of half-truths.
Be clear. Be honest. Let your "yes" mean yes. It might mean fewer meetings in the short term, but the meetings you do get will be built on the only thing that matters: trust.