GUNJAN KAPUR, MA PUBLIC RELATIONS, UNIVERSITY OF WESTMINISTER, LONDON: You openly admit that you twist, turn and spin stories. Can PR ever be ethical? What’s your take?
DALE: I come from a journalistic background, a place where ethics have ruled over the decades. So while I manipulate as a PR, I also let my conscience do the talking. It keeps me far away from attempting the unethical. I do exaggerate a bit to provide the required spice, but I don’t really lie.