Sitrick Strikes Again: This is not going to do anything to damage Mike Sitrick's reputation as the PR guy you want in your corner if you decide to play hardball with the media.

Frustrated by numerous gossip column articles with no basis in fact, Sitrick client Ron Burkle set up a sting--monitored by the FBI and the DA--in which a gossip writer for the New York Post solicited a $220,000 bribe to keep Burkle's name off Page Six.

At a time when many PR people are prepared to absorb any indignity to avoid alienating reporters, it's great to see someone who's prepared to fight back--and sometimes, to play almost as dirty as the media themselves.