“Perception is Reality.” This axiom is tossed around public relations circles more today than ever, due in large part to the Treasury Department’s Troubled Asset Relief Program (TARP).

The story on foxbusiness.com about the 250 firms refusing TARP funds puts this notion into sharp focus. When firms accept government money the public often perceives them as diseased and not worthy of our confidence.

The truth may be different. But, as always, we are forced to play by the Rules of Perception. While not always easy and rarely fair, from a P.R. strategy standpoint, it is comforting to know the “rules” are still there.