In mid-1997, publicists will

attempt to save their profession

from charges of "biased

reporting" and "generating empty

hype" by announcing screw-ups as

well as victories. "The New

Honesty" of touting company

bleeps, blunders, and practical

jokes will be heralded by PR

people and trade magazines

alike; any drop in investor

confidence should be completely

offset by the coverage gained

from "telling it like it is" and

other controversy-creating

tactics.