Journalist cover thyself
And yes, I believe there is an ethics to PR, it's the mirror image of the ethics of reporters. Vendors must respect that reporters must write what they believe, not what the companies want them to write. That I'm not invited is how you know that I haven't compromised.
Unless Winer is the subject, in which case the reporter's responsibility is not to write what the reporter believes but what Winer believes.
I also am of the opinion that the second point about compromise is more adequately explained by personality than it is by character.
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