The relationship between business -- in this case pharma and biotech -- and the media is a tangled one. Companies hope to get the attention of major media outlets, but only if it?s the right kind. Reporters, on the other hand, are digging to get the real story behind the press release, and their ultimate loyalty is to their readers.And a disgruntled lot of readers they are, at least in terms of the pharmaceutical industry, according to a panel of experts who spoke Monday at the Biotechnology Industry Organization?s annual meeting in Philadelphia. It seems the public trust in the pharmaceutical industry is as cracked as the giant Liberty Bell that served as this year?s logo for the meeting. Several surveys have indicated it?s one of the least trusted fields, says Tony Russo, CEO of Noonan Russo. The recall of Vioxx and Bextra, and other high-profile snafus haven?t helped. And...

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