Greg Baum is a prominent sports writer for The Age in Melbourne. He’s a columnist, more than a reporter so he has a longer leash than most. Greg filled his July 30 Final Word column with several hundred final words of scorn for the PR folk behind the launch of the new domestic 20/20 Big Bash cricket league. They deserved it. Read his piece to gain an insight into how smarter journos see publicists. Here’s how to avoid creating similar responses.