If the Echo is to be believed, the real problem with PR is evaluating how the media portrays a client/employer.
'Now Cardiff's own Big Bother is watching us', screams the headline, with the piece quoting councillors attacking the council's media evaluation as a waste of resources and questioning the criteria by which stories are judged.
In a letter to the paper, deputy leader David English said the council was doing what every large organisation does - 'seeing how it is reported in the media'.
However, Echo political and business editor Phillip Nifield, who wrote the story, said: 'We have not got a problem with the monitoring - it is the subjective rating of stories.'
Get over it, mate.