an article from last months Columbia Journalism Review:
http://www.cjr.org/issues/2004/1/question-lieberman.aspsnip
"...It’s a dance choreographed by media trainers on the one hand and by unwritten and unspoken rules of acceptable journalistic behavior on the other. Television guests tiptoe around the questions while interviewers either lose control or throw out softballs aimed at making sure their subjects will want to come back. Media training, a competitive and growing industry, teaches people all the fancy steps they need to answer the questions they want to answer, not those of an inquisitive reporter. The result: in too many cases, interviews become excuses to practice public relations, and instead of shedding light, they cloud public discourse. The captive public sits and watches the waltz glide by.
“About all we interview any more are professional talkers,” says Bob Schieffer, who tries to squeeze informational tidbits from those talkers every Sunday on CBS’s Face the Nation. The professional part, of course, stems from who his guests are, mainly public officials. But it also flows from the teachings of media trainers, a branch of public relations that originated at J. Walter Thompson in the mid-1970s. Media training was largely a dual response to the tough questioning of Mike Wallace and others on 60 Minutes and the needs of the new business-media outlets that called for a constant stream of corporate executives to chat on the air. Soon other p.r. firms established media training practices, sensing a lucrative sideline in coaching people to handle tough questions..." (more)
and get trained. Everybody on the other side already is, and they're kicking our asses.