公共关系向着健康方向发展的重要原则:诚实传播。然而,在实际的公关中如何正确理解这条原则的本质涵义去把握和灵活运用这条原则?其中有许多问题、技巧值得探讨。目前,教科书对这条原则的涵义普遍的解释是:诚实传播原则包括两方面的涵义:第一,必须以事实为基础。即尊重事实,据实反映,既不能以主观想象代替客观事实,也不遮掩真相。第二,必须讲真话。讲真话,就是有一说一,有二说二,既不夸大,也不缩小。本文认为这种解释有不妥之处。那么,到底应该怎样理解和运用诚 PRINCIPLES OF PUBLIC RELATIONSHIP HEALTHY DEVELOPMENT: HONORABLE COMMUNICATION. However, how to understand and understand the essence of this principle correctly in practical public relations to grasp and flexibly apply this principle? There are many problems and techniques worth exploring. At present, textbooks generally explain the meaning of this principle: the principle of honest communication includes two meanings: First, it must be based on facts. That is, to respect the facts and to reflect the fact that we can neither replace the objective facts with the subjective imagination nor cover up the truth. Second, we must tell the truth. To tell the truth, there is one to say one, two to two, neither exaggerated nor narrowed. This article thinks there is something wrong with this explanation. So, in the end how to understand and apply honesty