GlaxoSmithKline [3] is undertaking yet another effort [4] to improve its reputation - "an extensive state-by-state media blitz." Michael Pucci, GSK's vice-president of "external advocacy," told PR Week that local reporters were easier for the drug company to deal with. "These folks are hungry for news," he said. "They'll print everything we say ... without the political spin." GSK hired two PR firms [5] for the campaign, but is not naming them. The media work "parallels grassroots outreach" that GSK began last year, sending "sales representatives to deliver its message in front of the religious, fraternal, and other community groups to which they belong." GSK also launched the plaintalkaboutmeds.com [6] website with WebMD, "to address issues ranging from the cost of developing drugs to patient assistance programs."