One question: It sounds like the author is advocating changing around your story to get as much coverage as possible, ie. saying how gift cards are bad for the

One question: It sounds like the author is advocating changing around your story to get as much coverage as possible, ie. saying how gift cards are bad for the environment when in fact it wasn't necessarily something they thought was central to their product. What effect does this have in terms of credibility? If a particular company says one message and then says another message a few months later, just to get press, wouldn't that tend to decrease overall credibility, even though it may increase exposure?