LAT’s James Rainey‘s column today is about organizations and a politician who have hired seasoned journalists to write about them. No not exactly like a flack…but kind of like a flack. Kind of like a private security officer is the the police.

Rainey writes:

What do the Los Angeles Kings, Los Angeles County Supervisor Zev Yaroslavsky and California trial lawyers have in common?

All think the news media no longer cover the universe — or their corner of it — adequately and all have hired journalists of their own.

Sorry I couldn’t provide a snappier punch line. But the latest journalism innovation — in a season of unending innovation — is no joke: Those who once were merely subjects of news coverage increasingly will be looking for ways to write the story themselves.

Of course Los Angeles would be the city where a new inventive way to get one even more publicity would be hatched. Is this the future? Every starlet needs their own stylist, publicist and journalist?