Z, as your little one grows up there will be a time when this might need to be passed on.
When a lie is told its like taking a shovel and putting it in the ground and digging up some dirt.
The next lie to cover up the first lie is like taking another shovel of dirt, AGAIN AND AGAIN THE LIES CONTINUE AND THE HOLE GETS SO BIG, THE ONE TELLING THE LIES CAN'T GET OUT CAUSE THE HOLE IS JUST TO BIG.
I read the history of the PR's and then they just sorta wash away with no follow up as to what happened. Some might feel the CEO has dug so many holes hes now stuck in it.
Several things are needed to possibly get out of the hole.
Hit the Sales numbers you have PR'd- build trust Qtr over QTR Hire a PR personto brand the product not the CEO Hire a personal Image consultant