Recently, I wrote an article on the importance of personal branding when dealing with online journalism.  One topic I broached but didn't go into detail was on being authentic.  Part of this is being truthful.  Readers can smell a liar and a fake a mile away.

A perfect example of this is touting oneself as a green technologist and shunning all things that could potentially end up in a landfill.  If you truly follow this type of lifestyle, it may be pertinent to think about all the things you have posted, personally and professionally, that may point otherwise.  Nothing assures a good stomping of your credibility like someone discovering that you own several pieces of the very same technology you're speaking out against.

For every ten people who read what you put out to the public, remember that there will be at least one who doubts what you say.  It doesn't take much to search what has been written by you in the past for that one person to call you out.

It's all part of your personal branding.  Be yourself, be honest and be authentic.