Ethics vs. Job: fight

So, hypothetically, if you were asked to do something that violated your sense of ethics (write some patently false PR stuff, invent quotes, etc.), and your choices were to do it, or to get fired, what would YOU do?

At present, no one has the "permissions" to fire me, so I'm safe. But if this comes up again once we have our new CEO, said CEO could conceivably say, "Do it, or you're fired."

What then? I might just say, "Fine. Fire me."