Want to send a message to the media and the public? Don't worry about the content--just make sure your spokesperson appears likable and believable. That's the message from media trainer Dick Kulp of Virgil Scudder and Associates. If the media "...see the spokesperson as credible and sincere, you've made the right impression." Just learn to fake sincerity, and you've won the PR battle.

A memo from the National Association of Manufacturers urged lobbyists to "dress down" when attending a rally and photo opportunity supporting George W. Bush's tax cut plan. "The Speaker's office was very clear in saying that they do not need people in suits," the memo stated. "If people want to participate -- AND WE DO NEED BODIES -- they must be DRESSED DOWN, appear to be REAL WORKER types, etc. We plan to have hard hats for people to wear. Other groups are providing waiters/waitresses, and other types of workers."

Arctic Power, a self-described "grassroots" organization, has laid down $4 million dollars to hire Qorvis Communications. The mission? To promote President Bush's plan to expand oil drilling in the Arctic National Wildlife Refuge. How grassroots is Arctic power? Their website vaguely refers to people from all walks of society, without much in the way of details. But their board includes representatives from such business groups as the Alaska State Chamber of Commerce, the Resource Development Council, and the Alaska Oil & Gas Association. Grassroots? You make the call.