Those old enough to have watched the "Rocky and Bullwinkle" cartoons remember "Fractured Fairy Tales", episodes in which a popular story was spoofed by the cartoon makers. And given the proliferation of media, a company's public relations effort can end up being as far removed from what it wants as these tales were from the original telling.Good PR, in my eyes, focuses heavily on consistency of message. That means a company doesn't want different people giving different versions of the same story in different media. And in these days, there's more media for the message than ever before.