Weary of the negative news stories that arise from time to time, some Ocean Pines Association leaders believe accentuating the positive can be achieved by exerting more control over the information that’s being reported.

In public relations circles, they call this “controlling the narrative,” which means telling the story the way you want it told while preventing others from telling it in a way that might not be as flattering. Generally speaking, it seldom works.

The effectiveness of this approach depends on the absence of controversy, a public that doesn’t ask too many questions, and an issuing organization whose good news message doesn’t insult the public’s intelligence by refusing to acknowledge that negative things sometimes do happen.

The desire to put the smile-filter on the flow of information, however, is hardly an idea exclusive to Ocean Pines. Nearly all businesses do it, as do governments, and both often employ information gatekeepers to prevent “nonauthorized” personnel from saying the “wrong” thing.

Theirs is an impossible job, since it requires these public information officers to gain and keep the trust of two competing interests: their employers and the people asking questions about them.

This isn’t to say that their jobs can’t be made easier or that creating a better narrative is impossible. Here’s how:

• Say it first. If it’s bad or controversial news, get it out there warts and all before someone else does and you have to go on the defensive. Take the heat, move on, build trust.

• No stonewalling. Not talking about something won’t stop others from talking about it, or, worse, speculating about it and concluding that something even more disturbing is happening.

• Openness counters skepticism. The more people know, the less likely they are to think you’re up to something. Suspicion generates open speculation, which can be ruinous.

• Actions speak louder than words. What you do, not what you say, drives the conversation, so do the right thing. You’ll have much less explaining to do.