Is media relations relatively straight-forward or the hardest game in the world? The latter is suggested by an internal memo sent anonymously to PRWeek.
'We recently took the precarious decision to increase Company X's PR and liaise more frequently with the media regarding certain aspects of our business,' wrote the managing director in the memo.
But sadly the plan backfired as the memo revealed: 'An incident occurred last week whereby a member of staff naively talked to the media about internal matters relating to Company X which, if I had not intervened, could have potentially been detrimental to Company X's good name.'
The managing director declined to comment when Diary called to ask what had happened. But it was serious enough to leave him telling staff: 'Therefore I have decided that while we should raise the profile of the two companies, no one should talk to anyone from the media establishment'.
Therefore making the profile-raising a little tricky.
'I'm ever so busy. I don't have time to discuss this. Don't quote me on anything I'm saying here,' he begged PRWeek.
And in case you're wondering why the cloak-and-dagger approach, he warned that he 'won't sit back' if we mentioned anything about it.