The relationship that public relations and the press have with one another is so important in the industry. These two sides have to work together in order to get out information in an effective manner.
As a practitioner, you want to release information that best suits what your company is doing. Whether this is an event, or just getting your name out there.
The press wants a constant flow of stories that keep their readers interested. When practitioner and the press have interesting stories to share, they are both happy.
Both sides need to be able to trust each other in the process too. If a practitioner gave information to the media to publish that was false information, it would fall on the press.
Then if the media released false information about a company, then they wouldn’t be trusted with information to be released. That practitioner would give their information to a different press and the original press would lose their amazing story.
Dakota’s Blog 