Paul Pendergrass, a self-described “lifetime flack,” had a career working for Coca-Cola in almost all facets of communications in the US, Europe, and South Africa before opening his own consultancy in Atlanta in 2001. He recently started blogging about “business spin” and PR issues for Portfolio, Conde Nast's new business magazine. He spoke to PRWeek about media intensity and savvy spin.

PRWeek: How did you land the Portfolio job?
Paul Pendergrass: I've been longtime friends with [Washington reporter] ...