Now here's an interesting one to measure.. Apparently Microsoft had been pitching its Channel 9 story to wired for months. Where it got interesting, was when the reporter, Fred Vogelstein, accidentally received the dossier Microsoft had been keeping on him. While I suppose it shouldn't surprise anyone, in the wake of the New Yorker story on Walmart, it doesn't do the reputation of the PR industry any good. Once again, PR becomes the practice of manipulating the media, rather than developing better relationships. Read here how the editors of Wired feel about the whole thing. Of course Frank Shaw at Microsoft's agency Waggener Edstrom will beg to differ. Is it too late to change my profession?