A veteran journalist levels an assault on the PR establishment with a series of alarming disclosures on how public relations professionals disguise the promotion of products and services as genuine news. Conclusion: This deception is behind the continued distrust of the profession by print and broadcast reporters over the years. What to do? Mea Culpas are in order. That's what I have done after 52 years in two careers: as a journalist and then as a PR consultant. In fact, I wrote a memoir titled, "Confessions of a Philadelphia Spin Doctor." It's free on the Internet. Tell your clients to be straight with the media. Cover ups and silence are no longer tactics that work.