When you start out in public relations and seasoned professionals (as well as reporters) are explaining to you that real news is the extraordinary, they usually grab for one particular metaphor: 'man bites dog.' Dogs bite men every day, the story goes, so that's really not news. But when a man bites a dog, stop the presses!
That old metaphor was the first thing that came to mind when I heard that the New York Times was searching for a p.r. expert. It seems that amid readership losses and a declining stock price, the Grey Lady wants an expert in crisis communications to help them right the ship. Man bites dog, or newspaper hires publicist. Either way, it reads the same to me.
(Hat tip to PR Machine for the link).