"The current war has been called the best-covered war in history, and certainly the visuals and reports from 'embedded' reporters have been spectacular, bringing war into our living rooms like never before," Katie Delahaye Paine writes in her PR firm's publication The Measurement Standard. "[T]he embedded reporter tactic is sheer genius. ... The sagacity of the tactic is that it is based on the basic tenet of public relations: It's all about relationships. The better the relationship any of us has with a journalist, the better the chance of that journalist picking up and reporting our messages. So now we have journalists making dozens -- if not hundreds -- of new friends among the armed forces. And, if the bosses of their new-found buddies want to get a key message or two across about how sensitive the U.S. is being to humanitarian needs or how humanely they are treating Iraqis, what better way than through these embedded journalists? As a result, most (if not all) of the dozens of stories being filed contain key messages the Department of Defense wants to communicate."