To be successful in Public Relations do you have to be a b*tch?

So i'm reading Kelly Cutrone's book "If you have to cry, go outside" (don't laugh-it's a New York TImes bestseller!) and it got me thinking about attitude.  In the book, she describes how she got into the PR business and how she has been able to maintain her success. In case you're unaware, Kelly Cutrone is the epitome of a  "power bitch." She's become renowned for her popular fashion PR firm "People's Revolution" and through her stints in reality Tv shows, in particular The Hills, The City, and Kell on Earth. 


In these shows (which I think give a fairly accurate reflection of her personality) she's a flat out b*tch.  She's not nice at all, and she certainly doesn't care about making her employees cry.  Yet, she's extremely successful.  In her book so far, she's attributed her success to not only her hard work, but her attitude that lets nothing stand in her way.  And to be this way, she's a b*itch.  Now this begs the question that to be successful in PR do women need to be b*tches.

I'd have to disagree with this, as I think that in the long run people things will pan out for you if your nice and don't burn any bridges.  While, in the short term, being a b*tch might help, in the long run reporters, clients, and employees (if you're running your own firm) will be much more receptive to helping you succeed. From personal experience, I find that reporters are much more willing to help you out if you're nice to them.

What do you think?

Note: For more info on Kelly Cutrone see interesting interview on mediabistro.