Wish I'd had this a few years back. Press officers need to be as cynical as the journalists they work with, and working in this role with blue-chip companies there's plenty to be cynical about. I witnessed first hand some of the tactics in Mr Craig's book, particularly the management fads, first hand. I watched as companies' people were faced with, and confused and demotivated by, complete tosh whilst customers were left floundering. I hid, literally, from consultants who said that a company's PR people were its 'most important' and that they would be 'spending lots of time with me' (they say that to all the girls). I was angered most by the management that soaked up this rubbish (the MBAs being the biggest culprits, a subject also covered in 'Rip-off') and accused freethinkers of being negative whilst we tried to keep their businesses going. Where were you when we needed you most Mr Craig?