On the flip side, public relations executives have been accused of selling their souls to the devil to make a buck.

In the real world, one thing is certain; the two mix like oil and water.

A suspicious media don't like hearing from public relations people they believe are trying to sell them something thinly-disguised as a story idea.

Mississauga resident Bob Stellick, former director of business operations and media relations for the Toronto Maple Leafs and now head of Toronto-based Stellick Marketing Communications Inc., insists he doesn't play such games.

Stellick, 46, says he knows what makes a good story.

And, the longtime Mississaugan has several believers, including clients such as McDonald's, Bell, Home Depot, RBC, Labatt, Hockey Hall of Fame, Tennis Canada and the National Football League (NFL).

Stellick and his staff of Brian Findlay (a Mississauga resident and former journalist), Katie Hammill, Debbie Cowling and Alana Lawrence have hatched a number of ideas that have become media events.

Findlay, 33, a graduate of Erindale Secondary School, says the true test of a marketing firm is "developing credibility" with the media.

"You only have so many chips to use up before you erode your equity," he says.

If the company comes up with a good hook for a story that results in extensive media coverage, "three months later you can call the media guys with confidence."

Stellick certainly learned his craft under trying circumstances.

A former employee of the Toronto Blue Jays and National Hockey League (NHL) Central Scouting Bureau, Stellick also worked for the legendary and notorious Harold Ballard at Maple Leaf Gardens for 12 tumultuous years.

"I had to get used to Ballard doing business in his housecoat," recalls Stellick. "He was like your grand-dad. Sometimes he was pretty good and sometimes he was really bad. He was an 80-year-old who was out of touch."

After leaving the Leafs, Stellick joined Shandwick Canada for two years before branching out on his own.

"I learned what the big agencies do well and their niche wasn't in sports," says Stellick. "And sports is what we know very well.

"If you're going to spend money in sports, we'll help you spend it better."

Successful Stellick Marketing promotions include The Home Depot Canada Backyard Rinks Contest, McDonald's Canada Go Active! Olympic Fitness Challenge, NFL/CFL Coach of the Year Program and the RBC 100 Years of Hockey Tour.