HOW TO USE PITHY SAYING TO BELITTLE YOUR RIVAL?

Do you know the popular expression "a quiche-eater"? It means a person far removed from practice and concerned only with academic matters, unwilling to "get their hands dirty"; a man who is effeminate or who lacks some putative masculine virtue. The source of the term quiche-eater was a bestselling humorous book "Real Men Don't Eat Quiche", by Bruce Feirstein, published in 1982. And why? Because a quiche is considered to be a "womanly" dish like other Carbohydrate dishes (сasserole, pasta etc.).

More example for the use of catch-words.
Arthur J. Finkelstein (a United States Republican Party PR professional) is credited with helping to make "liberal" a dirty word in the late 1980s and 1990s by using messages like this, intended to damage Jack Reed's image:
"That's liberal. That's Jack Reed. That's wrong. Call liberal Jack Reed and tell him his record on welfare is just too liberal for you."

Using negative buzzwords is an effective PR move to humiliate your rival.

WHAT IS THE TRUE ROLE OF POLITICAL PR ADVISERS?

US PR professional Arthur J. Finkelstein is known in Israel for running Former Prime Minister Benjamin Netanyahu and Israeli politician Avigdor Lieberman.
Another American adviser Stan Greenberg served as pollster to Israeli Former Prime Minister Ehud Barak.
Now the question is: what is the role of political consulters (like Finkelstein and Greenberg)? Why are the journalists eager to contact them? What do the journalists get from them?
The answer is simple: the journalists get from them information. All kind of information. Scoops, stories, details, news. Otherwise, where could the media get all the stuff?
So, seeing this point makes it easier for PR professionals to play their role and to contact the media. Because now you know the eagerness of the media to eat up every piece of info.

WHICH NAME IS GOOD FOR A PUBLIC RELATIONS PROFESSIONAL?

These are alternate titles for PR people you can find in the media:

Digital Media Manager
Communications Planning Director
Media and Advertising Coordinator
Director of News and PR
PR Manager
Online Publicist
PR pro (= professional)
PRO (= public relations officer)
Propagandist
Media Relations
Media Affairs
Spokesperson
Information Officer
PR flack
PR trend setter
image-maker
spin-doctor
PR person
PR guru
and more.

So which name is the most appropriate?