Journalists have long had a love/hate relationship with PR professionals. Tanya Lewis discovers the media's true feelings about the profession

 

While the fortunes of traditional media have been in steady decline over the past few years, PR has increased its importance and profile in the marketing mix. Industry leaders have worked tirelessly to prove the business value of PR, and in turn they've become trusted advisers to many of the world's biggest companies.

 

Good relationships with traditional media are certainly part ...