OP-ED: Relationships are a main by-product of media relations

PR practitioners, communicators by nature, are keen at maintaining a focus on the big picture. We understand what is required to properly promote and publicize a product, brand, or corporation, and we recognize the broad range of elements that need to be considered. The reason we are so successful at this is because, at its core, PR is all about cultivating, building, and balancing relationships with a diverse audience. In the end, the key function that makes a good PR practitioner is all about how they manage relationships.