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We rag on PR people a lot, but this is definitely a case where a tech company needed a good PR person or good PR company to back them up.

A PR rep being in the room during the interviews never would have let this get out of hand in the way that it did, and they would have framed the interview better to suit the tech company. This is just a case of an unsophisticated tech guy being trodden on by an experienced journalist in order to suit the journalists goals for the story.

PR might be 90% useless now, but there are good PR people out there who could have helped in this case.

Btw I am a huge fan of VF but I thought the Stuxnet piece was weak. I am surprised that some of the more experienced tech journalists are not all over the story releasing articles, books, touring lecture, etc. the mainstream mass market would eat up this story in a hurry (movie deal!)

The Atlantic put Mark Bowden (for crying out loud) on Conficker and turned in a clunker. I think the problem is that a narrative journalist's instincts and pressures aren't compatible with stories like Stuxnet and Conficker.

I remember that - it was terrible. I was thinking more like Steven Levy for Wired or even Bruce Sterling. Wired have yet to do a feature on Stuxnet

or Clive Thompson for NYT Magazine - his tech writing has been excellent, particularly the Netflix prize[1] and his coverage of privacy and security issues[2]

[1] http://www.nytimes.com/2008/11/23/magazine/23Netflix-t.html?...

[2] http://www.nytimes.com/2006/12/03/magazine/03intelligence.ht...

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