In an ideal universe, public relations spokespeople and journalists get along just fine. Journalists want to provide their audiences with fast, accurate information on topics important to those audiences. Spokespeople want to advance the cause of their organization by sharing its stories. 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. Making it Work: Improving the Relationship Between Public Relations Spokespeople & Journalists 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. Making it Work: Improving the Relationship Between Public Relations Spokespeople & Journalists reinforces the shared desire of public relations and journalists: To provide the public with important and meaningful information. Helps build an understanding and awareness between public relations spokespeople and journalists. Develops and strengthens relationships between journalists and public relations spokespeople’s respective organizations and industries.