Austin Bay, syndicated columnist, novelist, blogger, and reserve Army colonel who has served in Iraq, is always worth reading. Here, in response to a challenge by blogger Jeff Jarvis, he argues that the Bush administration should try to engage the mainstream media, despite its bias and hostility, rather than engage in what he and Jarvis agree is a policy of "rollback."
I'm not sure I entirely agree. But as Instapundit says, read it all. Especially if you're on the White House staff.