The alternative, universally practised, is media management. Media management is a bit like Landcare or biodynamic farming. One works with the natural order rather than in conflict with it. One becomes part of it. Hungry journalists need feeding. The bigger ones need bigger serves and more. Friendly ones need occasional rewards, unfriendly ones inducements to come over. The food is stories. Stories contain varying degrees of fact and interpretation. Many require modification, known as spin. Some require both spin and lunch. Sometimes they need to be exclusive; but every exclusive feed has an attendant risk of retribution from those not fed.