(from PR - "public relations" and transformed into "press rifle") public relations practices from press releases that correct unfavorable statements to complex crisis management when PR specialists and managers need to act like a QRF - quick reaction force, not to leave the incident, rumor, claim or charge without comment, especially when the accusations made by the press (or media in general) are aggressive and require adequate response similar to counter-attack with precise and effective hit on the charge, thus similar to using a rifle;

When you eat dirt for the first time and leave your family to build a shack in the woods