Hollywood publicists find creative ways to get their clients in the news (it is their job, after all), but when is it intentional and when are they truly in damage control mode?

The latest story you may have seen all over this morning's papers: Madonna's alleged affair with New York Yankee third baseman Alex Rodriguez. Where could this story have come from?

Fox News' Roger Friedman has a theory:

The singer and the ball player - who could be the new Joe DiMaggio and Marilyn Monroe but aren't - are both managed by Guy Oseary.

In every picture offered by US Weekly and the New York Post as evidence of this wild affair, there is only one man featured: Guy Oseary.

Of course, there is always the possibility that Friedman didn't get any advanced notice on the scoop and is now looking to expose it. Is it all just drummed up hype for Oseary to get his clients some press? Possibly. Who knows, really. Either way it's helping newstand sales for a number of publications this week.

Meanwhile, Madonna's publicist Liz Rosenberg, has been issuing the following statements, "There are no plans for Madonna and Guy to divorce," and Madonna and A-Rod are "just friends." What's your take? Is this for real or just an exercise in buzz building?

(image cred)