WHEN things go sour with the Media it is often because firms and organisations have allowed relationships to stagnate.

Public Relations is a day to day issue - something that requires a small amount of effort to make it bear fruit.

Failure to cultivate key journalists (or perhaps a lack of understanding of how this can be achieved) can be costly.

A journalist writing about a fatal factory incident, for example, or a pollution complaint from an aggrieved neighbour, is more likely to listen to the defence of a company he knows and likes, than one he has never had dealings with.

MacLeod Media Services can help build - or even to re-build - bridges with journalists.

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