Making It Work: Improving the Relationship Between Public Relations Spokespeople and Journalists / Edition 1

That’s the ideal. In reality, however, achieving such a state of mutual cooperation can be difficult. Mistrust, unprofessional behavior, old grievances, and differing agendas can get in the way. analyzes and improves the symbiotic relationship between journalists and public relations spokespeople. By identifying a shared desire to achieve an important goal, it’s possible for journalists and public relations spokespeople to work together effectively. :