We try to make their jobs easier. They want good stories. We give them good stories. We make it easy for them to cover our clients, and as a result, our clients tend to get a lot of coverage. Not just any coverage, or coverage for coverage's sake, but positive coverage that makes the phone ring.
Public relations is all about communication.
Numerous distinct groups of individuals have the power to nourish or destroy your company. Each group makes decisions based on information. From the media. Or from people who received their information from the media. If you want to influence what people know or think about you, you must work with the media.