Playing the Field: Intercepting Tough Media with Air-Tight Strategies

How about this for irony: There are innumerable best-practices lists, training sessions and seminars about how to get the media to tell your story your way, yet university-

trained journalists are schooled in the complete opposite - that is, how to translate and interpret fluff, "PR speak," bridges away from tough questions and ambiguities to get to

the crux of the matter. With these competing schools of thought vying for a victory, where does this leave media relations?