Alastair Campbell [3], who was the chief media adviser for British Prime Tony Blair [4] between 1997 and 2003, recently released a book on his reign as a spin doctor. In The Blair Years, Campbell notes that in 1995 former Australian Prime Minister Paul Keating offered Blair some advice on how to deal with Rupert Murdoch [5]. "He's a big bad bastard, and the only way you can deal with him is to make sure he thinks you can be a big bad bastard too. You can do deals with him, without ever saying a deal is done. But the only thing he cares about is his business and the only language he respects is strength," Keating reportedly stated. "They overestimate the importance of their support for you, but if you can get it, have it. If you are Labour, you need all the help you can get to win elections".