Two elements are important:
A) principles
Values are relative to social groups. Principles are absolute to all people.
Some social groups appreciate obesity (e.g. Peruvian natives understand it makes a woman strong, so she's valuable), others don't. Some social groups appreciate jewelry, others don't. Those are values, which depend on the social group. Principles, on the other side, are appreciated in all societies. Honesty, truth, loyalty, etc. are principles valuable in all societies.
Your statement deals about principles, like honesty, kindness, service.
B) Standing up for something implies embodying it.
We learn more (I think it is >80%) from someone's acts than from his words. My mother used to say that she wasn't racist but I always saw her acting racist with certain kinds of people. In consequence, I noticed I followed her ways regarding racism. It is still difficult for me to embrace equality, but I am firmly committed to change that on me.
Not only acting what we say is important for sending the message. When someone stands up for something but acts the opposite, it's being incoherent. Incoherence justifies anything, that's a mathematical fact (see the principle of explosion on Wikipedia). Religious books are examples of incoherence, which is natural since they were written by ordinary people, very ignorant, due to the context. If you base your actions on a religious book, you can justify mathematically (using logic) that killing your family or friends is good. Not joking. Holy wars are an example.
Therefore,
Standing up for some principle (like honesty) is easy. It is easy to criticize someone on the government. But embodying such principle is difficult.
A lot of people criticize corruption, but become corrupt when reaching a political position involving monetary decisions. First, because their incoherence makes them believe they are acting fine. Second, because they are just repeating others' ways of acting, so they continue to teach such ways. That's the big fallacy denounced by your original statement.