When someone says the words, “public relations,” some may immediately picture a party atmosphere with lots of networking as well as a lot of schmoozing involved. To me, public relations is almost as important as the company itself. How the public views or receives a company can make the difference between that company succeeding and flourishing or failing and floundering. We live in an instant gratification, soundbite society. One word of bad press, and our mind’s made up. A publicist’s has to be extremely skilled now a days in order to keep a person or a company afloat. In order to achieve this, the publicist must have thorough knowledge of what the company’s clients want and expect from them and their immediate concerns. Not only does PR have to respond to the public itself, but they also need to cultivate a relationship with the press. They have to be able to answer the hard-hitting questions in a truthful way that will benefit the company as well as it’s consumers. There is a heavier importance put on the relationship with members of the media because the press is where everyday people go to find out the latest news. Often many people will follow or read a specific news source, so if they deem a person or a company not worthwhile, people will take notice and that will affect the business in question. But PR is not there just to dismiss a company or the person being represented. It is also there to provide feedback to the company. Public relations is like the life line that connects a person or a company to it’s consumers. If the company’s clients are unhappy with a certain aspect, public relations will be able to inform the company who will then be able to change things accordingly.