There's a famous old saying: you can't judge a book by its cover. So take heart, sensitive readers out there in PRWeek land: Eric Yaverbaum isn't really suggesting that all flacks are a few quote marks short of a press release.
PR for Dummies, in fact, is a highly intelligent tome which claims to include 'proven techniques that maximize media exposure and generate buzz' and shows how to 'cultivate good media relations' among other top skills.
Yaverbaum's flacks have clearly been reading from their guidebook. Despite PRWeek's customary reluctance to roll over and print a story so easily, looks like we've done just that. Damn - these guys are good.
Unless anyone is suggesting that PRWeek is staffed by a bunch of dummies?