Everyone exaggerates (as an award-winning, 6” 5’ muscular gold medallist with perfect teeth, I understand).

I also appreciate that no one ever misses a chance to take credit for something not necessarily down to them. I was once a celebrated PR in the video games industry. I even held some records for the most magazine covers ever for the games I looked after. These were, however, some brilliant games (Unreal, Duke Nukem, Driver… etc.). So, while I like to think I did a great job, it was kinda hard to fail with a roster of games the world was gagging for.

I personally take more pride in the really crap games that I got ANY PR traction for - they were the ones where I actually did something impressive. But if I was going to sell myself to you as a PR expert, which would I mention? Yes - the sexy stuff, of course.

However, when you present your ‘sexy stuff’, don’t push things too far. I will believe that your Twitter campaign helped push a brand deeper into consumers’ minds, but telling me the company saw a 400% increase in sales ‘because’ of your Twitter campaign… hmmm… well you just went from being a credible part of the story to sounding like a BS artist (and once I stop trusting what you say, even the honest stuff will fall of deaf ears).

Remember that the people you’re telling your stories too will know what they might expect from your part in the campaign. Whether you’re creating a logo, running social media or media buying, you will have a positive impact on the outcomes, but it won’t all be down to you.

Be humble and believable and i’ll both credit you for the work and credit you for being smart enough to be reasonable and honest.