From the Guardian:

Last year Saakashvili paid a reported €500,000 to engage Brussels' Aspect Consulting to brand Georgia as a western wannabe, a Nato and European Union aspirant, emphasising everything from its fabulous food and drink to its liberties and democratic politics.

The PR campaign went into overdrive last week when Georgia found itself on the receiving end of post-Soviet Russia's first ever invasion of another country. Reporters covering the conflict have been showered daily with emails providing news, contact details, mobile phone numbers of officials, video footage, background material, and tele-conference access to Georgians from Saakashvili down. Highly efficient, highly effective, usually punctual. ...

Even the Russians are complaining that their side is losing in the publicity stakes. "You can't fail to notice that Russian leaders are ignoring the opportunity to convey their point of view to the world," wrote the Moscow pundit, Aleksei Arbatov. "Saakashvili is really never off American TV screens. I suspect that if [Russian president] Medvedev decided to talk to foreign journalists, they would, of course, respond."