If you want better relationships with reporters and editors, listen to what Adweek’s Brian Morrissey had to say in this interview with The Bad Pitch Blog:
Recognize that media organizations are shrinking while PR is growing. The ratio of PR people to reporters is probably like 75:1....The goal is to be viewed as a resource, not a PR person. And the first step is knowing the difference between those two designations.
What it means for PR people is your job is harder. The best PR people I know simply connect me with people that can help me. They know what I cover, what I don’t and how their clients do and do not fit. That means a lot more work before the email and the call. It also means knowing when to get out of the way.