Confession
Oddly enough, before the grindstone of IT appeared against which to rasp my nose, I actually trained in PR and practised for a while, before getting better. We were taught always to provide information your target journo wanted, always to make life easier for the journo and so on. This worked so well, I once walked through the foyer of an hotel in which a journo I knew was interviewing David Essex. When he saw me, the journo actually interrupted the interview to ask me something. Can't recall what it was, as the occasion got the better of me, but the style must have been about right.
Biting the hand that feeds IT
