Relationship between PR practitioners and the media

I think it is crucial for PR practitioners to have a relationship with the media. The media relies on PR practitioners for many reasons. The most important aspect of this relationship is the client. When working for a client, the goal is to make a connection to the media regarding the message your client wants to send. Companies hire PR practitioners to grow their companies and create an outreach to the public and the media in order to raise awareness and draw attention to the things they are developing and changing within their companies. As a PR practitioner, having a positive connection with the media is critical so that you can do what you were hired to do by the client.