Several of you have sent me versions of the TechCrunch slam on Aol’s communications gal, Tricia Primrose Wallace.

The rundown: when confronted with the TechCrunch scoop that Aol CTO Ted Cahall was leaving, Wallace says it’s not true. She even goes so far as to tell TechCrunch to “update” their story to reflect the inaccuracy; they also say she directed other outlets to run stories saying TechCrunch was wrong.

Turns out, TechCrunch was right–and lied to. It’s hilarious. The first rule of media relations: never lie to a reporter.

But it is not the lie that surprises me–Aol is not the first company to get burned by Media Relations 101–it’s this:

1. TechCrunch is fine with you not responding to them:

When we contact a company representative about a story that is accurate, they will usually either confirm the story on or off record, or simply not respond. Any of those responses is perfectly appropriate.

Whoa there, cowboy.

It is never appropriate to “simply not respond.” In fact, the only thing worse than not responding to a reporter is lying to one. If I don’t feed the beast, the beast will seek out its own food.

2. Where is the relationship between a VP of Communications like Wallace and a massive blog like TechCrunch?

These are folks that should be able to call each other up and have a frank, off-the-record conversation that keeps the story focused on the news at hand; not silence/missteps/lies that result in flack-bashing.

Here’s how it should role: let’s talk on background so I can confirm or deny your scoop and do a little damage control. Then, you can run your rumor story and say I was “not available for comment.” Behind the scenes, you will be privy to the real story and I will know what you are planning to write. You’ll trust me; I’ll trust you’ll call me when you have a scoop.

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