What should be the goal of relations with news media personnel?

The goal of relations with news media personnel is focused on presenting a good public image. Engaging with the media effectively is crucial for any organization, as it helps shape how the public perceives the organization. By developing a positive relationship with the media, an organization can convey its messages, highlight its positive contributions, and respond to inquiries proactively. This can enhance the organization's reputation and build trust with the community.

The emphasis on maintaining a positive public image is essential because it goes beyond merely avoiding negative coverage or controlling narratives; it involves proactive storytelling that highlights achievements, community involvement, and transparency. This approach fosters goodwill and can serve as a buffer in times when issues might arise, as the organization has already established credibility and a positive rapport with the media and the public.