Never let the truth get in the way of a good story. What I mean is, you own the message about your company and you should never let someone else control it.
Here’s an example
Google was one of the bidders in the pentagons cloud supply programs, but they were a distant 3rd in the running at best.
So, what did Google do?
Instead of waiting for the Pentagon to announce who won, Google withdrew citing “the project may conflict with Google’s core values,” hence controlling the message.
Always own the conversation about your business, even in an age of social media.