Buoyed by its recent $8 million venture funding, Redfin is now on the prowl for a communications manager.

But the online real estate broker, which under the direction of Chief Executive Glenn Kelman has won press attention in publications such as The Wall Street Journal and The New York Times, isn't looking for some ordinary PR flack.

The job description on Craigslist says they don't want "someone to flog press releases, or blitz his or her rolodex."

We don't need to build a 12-month PR plan just now and we have no interest in hiring a PR agency. We believe that great PR starts with having a nose for a compelling story, a passion for what the company is doing, and a genuine interest in journalism. We believe the best kind of PR involves reading what journalists are writing, thinking carefully about what's really interesting in a business, and developing unique story ideas that aren't always based on the party line.

What would the world look like if all PR jobs were created this way? My life would probably be a little saner.