This guy wrote the book on manipulating the media (literally):
Covered in Forbes.The Forbes story seems a bit off about some allegedly simpler past with only two things to worry about (government propaganda and publicists). There was no such past. Not sure if this was meant to be a lie, but the manipulative techniques used by the author himself have a long and sordid history. Public relations firms have for a century now done exactly what he’s claiming to have the scoop on. Still, an interesting admission and perhaps some concise ideas to understanding the media and why it cannot be trusted. Period.