Looking for Lies in the Most Polished Press Releases

One of my biggest challenges as editor of Green Lodging News is determining whether or not a statement in a press release is an exaggeration (greenwash) or outright lie. Sometimes it is not easy to determine but it does get easier as I get older and more experienced. There are words and phrases to watch out for. I am always skeptical when a company says it is the "first" at anything or the "only" something. Really, did they do an exhaustive search to make sure they are indeed the first or only? Or, are they just trying to make themselves look as good as possible, hoping that an inexperienced editor will allow the exaggeration (lie) to slip through?

I often wonder whether or not it was the public relations writer or his or her client that insisted on the flowery language. On my watch, Green Lodging News will never allow a company to say it is the first or only at anything, unless the accomplishment is so obvious--the company is the first to open a megahotel entirely powered by wind, for example.

I recently received a press release from one of our industry's largest hotel companies--I will spare them the embarrassment--about their green certification accomplishment. In that release it was stated that the certifier of their hotels "is the first to rank, certify and inspect hotels based on their commitment to sustainable operations." Knowing what I know about green lodging certification, the statement is not true and the company did not even try to prove the statement. The release also stated, in regard to the certification program, "It is the only certification program that performs on-site inspections of certified properties...." Anyone knowing a thing or two about green lodging certification programs knows that a number of companies perform on-site inspections.

What would motivate such a well-known organization to stretch the truth (lie)? I wonder. In my mind the green lodging certifier has lost some credibility. This is not the first time I have caught one of our industry's leading green certification companies lying. My advice to anyone thinking about saying they are the first or only at doing something is to not do it--unless you are ready to prove it. Your thoughts?