"I don't need spin, I just need the truth to get out there."
That was the exasperated declaration that I recently heard. Public opinion had turned sharply against an organization's decision based entirely on rumor and supposition. The organization had not proactively explained what they were doing and why they were doing it, and a key constituency filled the void with their own theories. Not surprisingly, those theories were built on distrust and questioning motives.
Most people do not have the tenacity of Scully and Mulder to search for the truth. If you do not give it to them, they will create their own. Convincing them they are wrong is always harder than starting them off right.