Good relations with the media are the basis of creating a positive image of the company in public. Knowledge of media work and adequate adaptation of materials, compliance with deadlines and adaptation to specific style requirements of a particular media, maintaining up-to-date lists of contacts with media, and knowing the interests of media audiences are key to creating a credible profile of your company and changing attitudes with customers or users.

Establishing good and credible relations with the media is the basis for a two-way exchange of information. 

Some are born great, some achieve greatness, and some hire public relations officers. Daniel J. Boorstin