take your lumps like a man, joe.

This is not overt PR, but Joe Biden's sometimes contentious interview with WFTV's Barbara West is an example of good journalism, if you ask me.

We in the PR profession work almost daily with the media. It is often an amicable, professional relationship, but not too cozy. After all, the media have a job to do and the minute you take them for granted, they'll go after you, like in this interview:

The Obama and Biden camps were upset in the aftermath and have since told WFTV they're taking their toys and going home. Though probably only a footnote in this election, it's a misstep from an otherwise agile, nearly-flawless campaign for Obama.

Verdict: BAD PR
While my support in this election is for Obama, I'm a bigger supporter of journalists who don't let their subjects off with softballs (I'm talking to you, Sean Hannity and Keith Olbermann). Props to Barbara West for not letting Joe Biden off the hook so easily. But also, props to Biden for effectively clarifying the positions of he and Obama. But his performance is muted when you and your allies spend too much time working the refs than focusing on the next play.

Boycoting WFTV is a mistake. You earn more respect from voters when you face tough questions.

Don't believe me? Look at Sarah Palin's favorables and tell me I'm wrong.