Guy Kewney uses the Reg for a justified rant at Suited Phoneys, the internally focused, corporate ladder climbers who are to journalists both content and interest free. Guy obviously suffered a hot and sweaty time at the Farnborough Air Show as he extends the gripes on his own site.

Buried in his temperature induced comments there are some fundamental truths that are well worth learning - or remembering - for any PR. Don't waste people's time; don't over promise and under deliver; do push back on every corporate's pre-disposition to 'meet the press' but without anything of true substance/interest to say; and don't leave a frustrated journo broiling in a hot tent and expect to get no reaction.

As a side comment on Guy's perspectives on Suited Phoney's vs true Enthusiasts & Engineers: a client once advised me on the secrets in evaluating software companies for M&A. When you get to the meet and greet stage, send your 'relationship guy' (I'm being polite) to do the small talk thing with their execs (he'll learn nothing), but brief your very, very brightest guy to go sit beside their engineers. In his experience (a) engineers are genetically incapable of lying to your face (b) are so proud of what they've built, they'll always spill the warts and all story.