Drug sales people as PR reps?

GlaxoSmithKline is planning to use its entire 8,000-person U.S. sales force as a public relations team (free subscription req'd). What could possibly go wrong?

Maybe they should send their sales reps to the American Medical Association's 26th annual Medical Communications Conference, which by the way looks like a good one for anyone who's interested in improving how healthcare messages are communicated to the public and the media.